The man has set his sights high. He is attempting to redefine Thailand in the modern era in Asia, and create a brand that will communicate the country's new approach.
With China's entry into the World Trade Organisation and its continued astronomical growth, analysts are predicting sweeping changes to the region's economic landscape. This is the root to the re-think.
Thailand has struggled to reassert itself after the economic crash in 1997.
The only sector to really thrive has been the tourism industry, with arrivals topping the 10 million mark and receipts providing the country essential hard currency revenue.
Many credit this growth to a number of factors - some fortunate and some clearly the result of opportunistic marketing. But what is undeniable is that the Amazing Thailand campaign, created by Leo Burnett Thailand for the Tourism Authority of Thailand (TAT) six years ago, played a decisive and effective role in boosting the industry at a vital time. It succeeded in galvanising the nation and creating a brand for the destination, complete with distinct values and benefits. It created a brand platform for the country as a whole, something the new government is looking to leverage.
Arming the TAT with its largest ever budget of 60 billion baht (US$1.4 billion), the Government has signalled its intention to continue to drive the brand home and the tourism industry forward.
However, there is a deeper intention to package not only the tourism industry, but also the country as a whole, and create a distinctive brand that will forge an identity for Thailand around the world. It is intended to change the perception of the country and act as a driver for niche industry sectors.
Thaksin's approach is like none before him. He has not been without his critics who decry his populist policies and sensitivity to press criticism.
But his idea of running the country as a company is a first in Thailand.
As in any company, it is necessary to have a vision, and in this way he is no different. The idea is to create a clear image that is founded on entrepreneurship, communicating it by highlighting deep cultural characteristics, artistic talent and natural resources.
In short, he is trying to move Thailand away from being a manufacturer, into a small- to medium-sized company that is specialised.
The policy to turn Bangkok into a hub for the global fashion industry is one initiative to support the drive. With an assigned budget of 3.75 billion baht, the project aims to develop 3,000 fashion designers over three years and 50 international fashion brands over the next 10 years.
"He has a clearer vision for Thailand than anyone in the past, says one brand specialist, who warned that the brand should not try to be too many things. "A brand cannot be translated into money right away. It is a long-term strategy."
Politicians always have one eye on the opinion polls, and in this way, Thaksin is no different. However, despite the criticism he is forging ahead and it is the travel industry that is in the frontline in building the perception and personality of the country worldwide. It is also easy money - a safe bet and a safe place to start the formation of a destination brand.
The TAT account was recently taken over by Dentsu Thailand, which is charged with leveraging the brand created by the 'Amazing Thailand' campaign and supplementing it with a tactical arrivals and revenue generating campaign.
The brand will not be changed, but developed by growing its awareness and esteem, says Dentsu executive director, Cherngchai Poovaviranon.
"The brand is about people - this is the only way we can differentiate ourselves from other countries. People represent the personality - the warmth, friendliness and tolerance. Many people know Amazing Thailand but don't know it deeply, he adds.
The essence of the campaign at its inception was to offer a subliminal, 'unspoken' quality that was felt more than it could be expressed in words.
"It was more a case of encouraging people to come to Thailand for an experience that would make them go back different, says Sasie Vadhanapanich, general manager at Leo Burnett Thailand.
The brand was not only communicated in the core message but in the form.
"The craftsmanship shows the exquisiteness of Thai life and Thai people. The personality of the brand is portrayed through the art. It touches your soul, adds Sasie.
Thai Airways International (THAI), the forerunning brand champion for Thailand, are very much likeminded.
The quality and execution of their advertising was recently recognised in the annual Pacific Asia Travel Association awards, where the Thai national carrier picked up four gold awards.
The airline has always sold the destination, itself and service in that order, says Serm Phenjati, advertising manager at THAI.
THAI has laid an enormous amount of groundwork for the overall branding of the country over the years, starting with the pioneering campaign, 'Everyday Land Thailand' in 1987 at the launch of the Visit Thailand year.
The campaign ran for five years and was followed by 'Discover Thailand', one that stressed responsible tourism, by focusing on special interest categories such as adventure and eco travel.
"THAI took the initiative, promoting the destination as a core strategy to build business, adds Serm. "The foundation lay in taking the best of traditional Thai culture and creating a modern visual image."
The TAT, which up until Amazing Thailand, was considered a poor relative to THAI, moved into the fray in 1997 and began coordinating with the national carrier in promotions and to a lesser extent budget. Some industry observers see this as the birth of a more consolidated brand for the country.
"It was very beneficial to Thailand. The brand really caught up, says Serm.
However, critics point to co-ordination as the key to building a successful brand, and in this regard there seems a good deal of work to be done both in the tourism sector and among other relevant government departments.
"THAI should have the same campaign as the TAT. The budget needs to be sychronised. Only this way can Thailand build a brand, says one commentator.
However, there does genuinely seem to be a move to greater levels of cooperation, evidenced by joint objective and strategy meetings.
"There is an impetus to creating a more coordinated approach. There needs to be the political will and that seems to be there, says J. Walter Thompson senior vice-president and group client services director, Barry Daniel.
"Thaksin recognises the importance of tourism and has proved this by getting involved in the selection of the president of THAI. Speculation has also been that he was also involved in the deposing of the governor of the TAT to put a person in charge who would share his vision.
But his personal involvement in advertising the country in the 'Be My Guest' campaign is evidence of his intent. In many ways it is similar to the role played by British Prime Minister Tony Blair in the hands-on success of branding the UK, 'Cool Britannia'.
However, if the destination is to be branded in a more far-reaching and meaningful way, it needs to reach out into other government sectors, such as the Department of Export and Promotion and the Board of Investment (BOI). Only then, analysts claim, can an integrated brand be fully realised and the long-term benefits be reaped. That means above- and below-the-line communications.
"PR plays a vital role, and more and more the government is understanding the communication mix, says industry veteran, Chutharat Thanapaisarnkit, managing director of Ogilvy Public Relations Worldwide (Thailand).
"The Amazing Thailand campaign is very sharp, but it is a quick fix. We have to think about sustainable national development."
The budget of the BOI, an Ogilvy account, pales in comparison to the TAT. However, they are still conscious of a collective approach even if it has not been defined precisely across the board. That is the nature of the groundswell of brand consciousness that is growing in key institutions.
Charged with a brief of attracting FDI or foreign direct investment, with the additional task of structuring community entrepreneurs, the BOI are very much a part of the mix for the future.
A twin-pronged approach has been suggested that focuses on human and physical resources and a menu that promotes Thailand as having the ingredients for a successful investment. Culture and people are central to the campaign, mirroring in many ways the essence of THAI's and the TAT's initiatives.
There is a growing coordination in Thailand's branding and positive signs that it is moving in a more consolidated direction. If the country can succeed in bringing all the elements together, it will go a long way to creating a message that is 'Destination Thailand'. Now that is a job for a CEO.
