Unexpropriate Language tells the story of ethnic groups
Mr. Hong Quang Minh - CEO of London & Hong Communications commented from the perspective of culture and communication: "I believe that a nation that wants to step out into the world with its own feet cannot be only strong in economy or technology. Real strength must come from the depth of culture and VHDN is where that spirit is expressed in the most vivid, daily and persistent way".
According to Mr. Hong Quang Minh, VHDN is not simply a slogan (slogan) or a set of values hanging on the wall. Culture is the way a business chooses to behave with employees, customers, the community and even with difficulties. When that culture carries the Vietnamese spirit, such as resilience, hospitality, communityfulness, and the ability to turn difficulties into opportunities, businesses themselves are becoming a part of the flow of national identity.
Identification does not only lie in traditional symbols or colors. It could be the way Vinamilk raises cows and exports milk around the world, the way Viettel does telecommunications in Africa, or the way a young startup treats its teammates with trust and affection. VHDN, if profound and durable enough, can become a "language without words" that tells the story of the nation in the unique way of each organization.
Speaking more about the relationship between VHDN and ethnic identity, Ms. Nguyen Trieu Thanh Tam - a communication expert with more than 15 years of experience, who has accompanied many businesses and entrepreneurs on the journey to build a brand, shared her opinion: "I always see a close relationship between VHDN and ethnic identity. To me, it is like the soul and root of an organization. VHDN is the soul, the orientation of behavior, the way of operation and decision-making; while national identity is the root, the foundation of values that businesses cannot separate from if they want to last. When businesses know how to bring "Vietnamese soul", such as the spirit of affection, sincerity, and respect for people into their internal culture, the way of treating employees, partners, and the brand story, they will create strong emotional connections. Customers not only buy products, but also buy with confidence and pride in Vietnamese culture".
In the context of integration, many Vietnamese enterprises are following international models, sometimes forgetting the principles of conduct. That caused the brand to lose its one-of-a- kind difference in the global market.
According to Ms. Thanh Tam, VHDN Viet should apply the strategy of "Glocalization" - Global thinking, local actions: Maintain the spirit of gratitude, respect for people, but transform it into a strong belief in international business.
A unique identity, cannot be "copy"
Mr. Hong Quang Minh said that what always makes him feel moved when observing Vietnamese enterprises is their ability to adapt and overcome difficulties that is somewhat "magic".
VHDN Vietnam has a characteristic of combining reason and emotion, between the Western model and the Eastern mindset. We see companies that still hold services to the God of Wealth at the beginning of the year but are not afraid to talk about KPI, AI and digital transformation. We see a boss who can sit down to eat with his employees, and then sign a million-dollar contract the next day.
That is softness in operation, flexibility in management and especially a form of trust that is very Vietnamese - believing in the word "people", believing that "compliance with ethics" will be successful. Maybe that is the point that makes Vietnamese businesses more emotional, but it is also the thing that makes them survive and create their own identity, cannot be "copyed" (copy).
In addition, in order for Vietnamese enterprises to build a prestigious, different and sustainable brand in the global environment, communication expert Thanh Tam pointed out 7 points that Vietnamese enterprises need to pay attention to.
First of all, it is gratitude and respect for colleagues. Success does not come from an individual but thanks to an ecosystem of colleagues, partners, customers and employees. Business people know that gratitude will create a culture of solidarity, fairness and loyalty - the foundation for sustainable businesses.
Next is the factor of leading the industry and cooperation in the ecosystem. In the integration period, entrepreneurs need to participate in associations and communities to raise industry standards, share knowledge and support the younger generation. In cultural exports, Vietnamese identity is a competitive advantage. Business people must become "cultural storytellers", bringing Vietnamese soul to products, turning ordinary things into a global value brand.
The spirit of innovation is also very important. Innovation is to dare to break old models, accept failure to learn. Creative culture helps businesses flexibly adapt and develop long-term. integrity, transparency and risk management are the golden keys to global business. A loyal businessman who dares to take responsibility and comply with international standards will build sustainable trust.
Today, self-respect and social responsibility must be clearly demonstrated through a real and transparent ESG (Environment - Social - Governance) commitment. Persistence and long-term thinking will help businesses create sustainable value. Investing in R&D (r&D), technology, developing talent for 5-10 years, keeping commitments to partners and teams - that is the strongest signal for the maturity and sustainability of a business brand.
To go far, the country must accompany businesses
According to CEO Hong Quang Minh, if we consider the cultural industry as a strategic industry, VHDN is the "first generation" that needs to be cared for and enlightened.
Some things that can be done immediately include: Putting cultural criteria into business evaluation; creating awards or titles to recognize businesses that have contributed to ethnic culture; supporting taxes, communication, training for organizations that can build a humane and inspiring working environment.
In addition, including VHDN in the university and management education program will help future generations of leaders have a more comprehensive view. If they want to go far, the country must accompany businesses in sowing culture, not only relying on export products or growth indicators.
In the end, a nation is remembered not only for being rich, but also for the way they live.
