Vanee Gosiengfiao is the General Manager of Sanofi Consumer Healthcare. Prior to this, she was General Manager of Diageo Philippines and General Manager of GSK Consumer Healthcare in Thailand. In this interview, she shares her thoughts about the importance of having a solid brand purpose. Q1: What’s the business case for having a brand purpose? A1: First, Purpose drives differentiation. […]
Search Results for: Brand Purpose
Public awareness around corruption and social justice is at an all-time high across much of Asia, including the Philippines. Wealth and power, once flaunted without question, are now being cast in a more critical light. For years, social media made ostentatious displays of wealth feel routine. Few questioned the sources of that luxury, and many influencers posted without considering the […]
Years ago, a marketing manager approached me and asked, “Sir Josiah, how do we market trust when people already assume the worst of us?” It was a question I had no quick answer for; and I’ve always believed that important questions deserve more than quick answers. It was not a question about branding, not really. It was a question about […]
Every brand follows a life cycle. It begins with vision, grows through market validation, and is ultimately tested by customer demand and its ability to remain relevant. But what many fail to anticipate is that decline often doesn’t start with failure, it begins when success leads to complacency. To prevent brand decline, we must look beyond surface-level growth and examine the […]
Bea Ballesca-Martinez is the marketing manager of Century Tuna, the dominant tuna brand in the Philippines. She received the Mansmith Young Market Masters Awards in 2023. In this interview, she discusses the importance of brand messaging and communicating what the brand represents to its target audience. Q1. What do you want consumers to think and feel about your brand when […]
Bea Joson is the Deodorants Lead for Southeast Asia of Unilever. She won the Mansmith Young Market Masters Awards (YMMA) in 2020. In this interview, she shares her insights and experience on how to develop, manage and grow a portfolio of brands for maximum effectiveness and efficiency. Q1: How do you ensure that each brand has a distinct target market […]
Insular Life has been operating since 1910. It is the first and biggest Filipino life insurance company and the only mutual company in the Philippines, with total assets currently over P143 billion. It markets various insurance products (personal, life, educational, health, retirement, group, business) alongside investment and rider options. Nina Aguas is the executive chairperson of Insular Life. Prior to Insular […]
In 2010, we celebrated two milestones! Chiqui Escareal-Go and I wrote a book called “The WE Entrepreneur” which became a National Book Store bestseller and we also co-founded Day 8 Business Academy as the social enterprise subsidiary of Mansmith and Fielders Inc. to benefit small and medium scale enterprises (SMEs). We coined “The WE Entrepreneur” to pertain to that whose approach to entrepreneurship is “whole” […]
Jan Jizelle Ang is the Haircare Category Leader of Procter & Gamble (P&G) Philippines. She was formerly the Country Marketing Manager of P&G China and a 3-time P&G Key Manager Awardee, a recognition given to the top 10% of P&G brand managers globally. A Mansmith Young Market Masters Awards (YMMA) winner of 2017, Jan Jizelle turned around numerous P&G brands […]
Six awardees of Mansmith Young Market Masters Awards (YMMA) recently assembled for the 1st Mansmith Brand Summit. I chaired the conference and opened it with a fearless forecast – that marketers will hear more and more of the word TRUST, while the marketing rockstars shared real-life cases about the importance of branding. TRUST is the latest currency in the ways […]