'Relevance is always earned locally'
Summary
Suhayl Limbada, CMO of KFC Thailand, emphasizes earning local relevance through cultural empathy and authenticity to build trusted, purpose-driven brands.
Key Points
- Suhayl Limbada leads brand strategy for over 1,000 KFC restaurants across Thailand, blending global brand DNA with local cultural relevance.
- Trust and relatability in branding come from consistent, sincere behavior marked by humanity, fun, and vulnerability.
- Purpose in marketing must be lived authentically through daily decisions and community support rather than just communicated.
- Building relevance is a continuous discipline requiring listening, adapting, and balancing creativity with consistency across markets.
