By Yvonne Yoong

Branding Association of Malaysia (BAM) recently unveiled the makings of “The Brand Legends: Larger than Life Awards 2024“. This was launched with the aim of honouring  businesses that have not only stood the test of time but have thrived for a few decades, leaving an indelible mark on the community.

Every once in a lifetime, world changers rise to the occasion to take the bull by the horns and manifest visions into iconic realities that transcend time, space and boundaries.

What does it take to be larger than life? And what does it mean to survive the fires of adversity that have literally brought businesses to their knees, especially in the wake of the COVID-19 pandemic.

In short, a special quality separates successful businesses from the truly resilient, especially in the post-Covid 19 era, which have posted challenges to traditional longstanding and new businesses alike.

Understanding this, BAM recognises the importance of creating this Awards to inspire individuals to be more while making society even more resilient, expansive and inclusive to ensure the passing of the baton to the new generation of business leaders.

This aspiration is something that BAM has taken upon itself to not only manifest but also to acknowledge and support. This has inevitably led to the need to acknowledge these longstanding titans of the industry while provoking the next generation to take lessons from the past to pivot and prepare for the future to cut short the learning process.

“Today, I stand before you at the threshold of a momentous occasion, one that celebrates the visionaries, the pioneers, and the trailblazers of the branding world,” said Datin Winnie Loo, President of BAM at the opening ceremony speech urging pioneering brands to be acknowledged for their invaluable role of inspiring and supporting future business leaders while celebrating their achievements.

“Our award is to identify those whose work transcends the ordinary and achieves the extraordinary, whose brands are not just names but legends that inspire, influence, and endure the test of time,” she added.

Elaborating further, she attests that the “Brand Legend Awards” will pay homage to the pioneers and innovators, which form the pillars of the local economy.

These businesses are more than enterprises ; in fact, they are institutions that have shaped industries, fostered job creation, supported local communities and inspired generations of entrepreneurs.

The theme of the awards, “Larger Than Life”, perfectly encapsulates the enduring legacy of these legendary brands.

In fact, they have transcended the boundaries of mere entities —- becoming institutions that have played pivotal roles in shaping our city and region.

Through their unwavering commitment to excellence, resilience in the face of challenges, and ability to adapt to ever-changing market landscapes, these businesses have cemented their place in the collective consciousness.

Since the task of branding translates to being more than just a mere logo or a tagline; the significance of branding as the very essence of a company’s identity lies in the promise it makes to its customers, and the story it tells to the world is relevant to today’s volatile landscape.

In other words, a powerful brand shapes perceptions, drives loyalty, and fosters connections that are “Larger than Life”.

In the eyes of the President, the association recognises that the path to creating a legendary brand is paved with “passion, innovation, and relentless dedication.””

In separating the outstanding legends from the ordinary performers, she acknowledges that the journey to the mountaintop is fraught with countless challenges and triumphs, of bold ideas and meticulous execution.

“It is the relentless pursuit of excellence that distinguishes the good from the great, and the great from the legendary,” she told Paparazzi360.

Calling upon the potential winners today in which the search is on in the following few weeks for those whose enterprises symbolise a “Larger than Life” persona, she stressed that the new benchmark standards set by their exemplary winning ways is crucial as through the power of creativity compounded by authenticity, the impact of visionary leadership can have impact not only locally but globally, too.

“As we move forward, let us remember that a brand’s true legacy lies not only in its success but in its ability to inspire and uplift others. Let us strive to create brands that are not only ‘Larger than Life’ but also catalysts for positive change, brands that reflect our values and aspirations.”

It is in this light that BAM’s new Education Bureau, headed by Patrick Low, will be running a series of CEO boot camps inspired by a panel of speakers who have achieved what many think is impossible. She also expressed gratitude to Chai Zi, the GM of Sunstrong Entertainment, who acted as the Presenter, OE Education for the venue, while SME Corp was the collaboration partner while Advisor Tengku Hishammuddin graced the launch.

“As a brand leader, one has to be ‘new’ at all times —- physically & mentally,” added Datuk Lewre Lew who is also a Past President of BAM. His views were also supported by Datuk  Eric Chong, founding President of BAM who concur that “people can start businesses, but only the ‘real deals’ can build brands that stand the test of time”.

“Becoming a brand legend requires vision, authenticity, and relentless innovation. For over 20 years, my dedication to BAM has been driven by a desire to elevate true Malaysian brands and mentor the next generation of brand builders,” he concluded.

@Paparazzi360.