Branding isn’t just a marketing job, it’s a leadership one. It shapes how people see a business, trust it, and stay connected to it. And for a CEO, it’s less about ads and more about alignment, making sure what the company says matches how it acts.

In this conversation, we explore what brand marketing really looks like from the top. From building internal culture to managing public perception, branding plays a key role in how leaders make decisions and lead with purpose, especially across different markets.

With his roots in marketing, Santharuban Thurai Sundaram, CEO of Etika Group of Companies for Malaysia, Singapore, and Brunei, shares how he balances vision and voice, leads by example, and stays hands-on in keeping the brand real, inside and out.

This episode of Marketing Mojo was brought to you by BFM Brandfest. The 20th BFM Brandfest is happening on 16th and 17th July at Nexus Bangsar South.

Produced by: Carol Wong

Presented by: Richard Bradbury

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Categories:  Corporates,  managing,  the workplace,  markets

Tags:  purpose-driven leadership,  brand legacy,  brand marketing,  company culture,  employee branding,