Strategy and Execution

Strategy and Execution

Articles
  My special thanks to People Management Association of the Philippines (PMAP) President Gerry Plana and Vice President Lin Mukhi for inviting me to speak about Strategy and Execution in their CEO – CHRO Collaboration Forum last March 8, 2019.         In the said forum, I proposed that the HR manager should take on the role of Chief Execution Officer. In a business, the offering model is owned by the marketing manager with the operations manager for the operating model and the finance manager for the finance model. And with the HR manager as Chief Execution Officer, he can then empower everyone to get their strategy implemented well through various tools they can use, thus, becoming the second "CEO".    3C's of Execution and 3C's of Capability…
Read More
10 Things a Magician Taught Me About Presentation

10 Things a Magician Taught Me About Presentation

Articles
My wife and I visit Sydney annually the last few years. One of the places we have visited was the Australian Museum of Magical Arts headed by a Greek named James Karp. The museum is located along Riley street, two blocks away from the bigger Australian Museum. The Australian Museum of Magical Arts has a small frontage, inside is a 50-seater theater restaurant where magic shows are held every weekend. I wish every museum offers option to watch an interactive show instead of their usual personalized tour. I dreamed of performing as a magician when I was young and enjoyed both the tour on a friday and returned for the dinner show the next night. I picked up 10 lessons from magician James and asked permission if I can write…
Read More
10 Marketing Strategies of a Smart Taho Vendor

10 Marketing Strategies of a Smart Taho Vendor

Articles
Jun took over his father’s job as a taho vendor twenty years ago when his father became too weak to carry the 25-kilo, twin aluminum buckets of taho (silken tofu), sago pearls and syrup. As a second generation micro-entrepreneur, he typically wakes up at 3 AM every day, prepares the taho with his supplier, then takes a public jeepney ride from his Cubao base to an upscale subdivision about three kilometers away. In this upscale subdivision of over 400 or so residential houses, he sells an average of P1,500 a day with a 40% margin grossing him P600 daily income for a sold out 25-kilogram inventory. He sells a combined average of 50 big cups of taho at P20 each, and 50 small cups at P10 each. His taho would…
Read More
12 Marketing Lessons from the 2019 Senate Elections

12 Marketing Lessons from the 2019 Senate Elections

Articles
There are lessons once again to process at the conclusion of the May 13, 2019 elections for senators and local officials. While there were interesting changes and surprises at the local level which saw the fall of some of the mightiest political dynasties, the national level was a different but maybe not so surprising story all together. None from Otso Diretso, a Liberal Party-dominated coalition, made it as senators -- not even former senators Mar Roxas and Bam Aquino, both having high awareness levels of 99% and 95% respectively (source: Pulse Asia).  What might be an explanation to this? This article will be limited to the marketing aspect of the Otso Diretso campaign and will not dwell on other aspects of this elections, such as the 7-hour computer server glitch, and…
Read More
The Mavericks vs. The Avengers and Game of Thrones

The Mavericks vs. The Avengers and Game of Thrones

Articles
“Want to feel inspired after the emotionally draining “The Avengers Endgame” and “Game of Thrones S8E3”? The solution may be attending the book launch of “The Mavericks: How 35 Marketing Rockstars Think, Strategize and Execute.” This was how my Facebook post read to invite people to attend the launch of my 18th book. 16 marketing mavericks joined me to share marketing tips and help co-sign “The Mavericks” book featuring 35 award-winning marketing rockstars. They did not mind sharing the spotlight with their competitors so big thanks to Unilever (Dorothy Dee-Ching and Ann Esteves) and P&G (Lester Estrada), Jollibee (Francis Flores) and McDonald’s (Kring Lao), Cignal TV (Jane Basas) and Turner Broadcasting (Jia Salindong-Du), as well as Max’s (Iceal Peñalosa), Dentsu Aegis (Donald Lim) and Katapult Digital (Albet Buddahim), Nestle (Kakam Gabunada), Francorp (Chris Lim), Happy Skin (Jacqe Yuengtian-Gutierrez), Mansmith and Fielders (Matt Pardinas), Bibingkinitan (Rich Sanz) and Viviamo (Dar Ty-Nilo). I am grateful for the support of these marketing rockstars.…
Read More
AirBnB, Math and Innovation

AirBnB, Math and Innovation

Articles
Josiah Go’s Commencement Speech at Chiang Kai Shek College April 27, 2019 Dr. Dory Poa, members of the board of trustees, members of the alumni association, members of the academic community, parents, graduates, ladies and gentlemen, good morning! I am honored to be invited as your speaker for your college graduation. I studied in this school for 7 years, from 1971 to 1978. I must admit I was as a C student but because of focus and God’s grace, I found my calling and became passionate about what I do – as an author, an educator, a consultant, a blogger, a regular newspaper contributor, a businessman, and an advocacy supporter. In the time allotted to me today, and typical of my marketing, innovation or entrepreneurship seminars, I would like to…
Read More
Q&A with Unilever Marketing Director Ann Esteves on Marketing Planning

Q&A with Unilever Marketing Director Ann Esteves on Marketing Planning

Articles
Ann Esteves is marketing director of Unilever. She is Mansmith Young Market Masters Awards (YMMA) winner in 2016. She shares tips on how marketers can make their brands more authentic, relevant and talkable with some examples. Q1: Consumers demand authenticity nowadays. How can a brand show it? A1: Authenticity is achieved when a brand becomes absolutely rooted in the realities of the consumer - where every brand action not only reflects the consumer's insights, but empowers them to get the benefit they seek, and is delivered in a language they can relate to.  It also demands a fundamental shift in communication, where a brand no longer just broadcasts the message it wants to convey, but forms an ongoing, connected conversation between the brand and the consumer. Q2: Companies develop vision…
Read More
Brand IQ Test

Brand IQ Test

Articles
Take this quick test if you are able to explain the following in an instant without any online reference 1) How do you link strategy to brand DNA? 2) How do you develop a compelling brand purpose? 3) How do you build a strong brand digitally? 4) How do you convert great analytics to great strategy for your brand? 5) How do you develop a no-nonsense training for brand marketers that work? 6) How do you solve big problems and ask the right questions? If you were not able to answer majority of the questions above, it’s time to consider attending the 1st Mansmith Brand Summit on July 9, 2019. I have carefully chosen and invited the following award-winning brand builders, all of them with international experience, to share their…
Read More
My 18th. You Are All Invited!

My 18th. You Are All Invited!

Articles
My 18th No false advertising, I am excited to celebrate the launch of my 18th book! Come join me on May 3, 2019 (Friday), 6 PM at National Book Store, Shangri-La Plaza Mall. It will also be the post celebration of my April 22 birthday. “The Mavericks: How 35 Marketing Rockstars Think, Strategize and Execute” has been on my mind for over a year now. I wanted to curate and feature my interviews with some of the best marketers and young entrepreneurs in the Philippines, following the success of “The Rainmakers: Marketing and Strategy Lessons from 25 CEOs”, which remained at the nationwide bestsellers list of National Book Store for close to a year. Some of the marketers featured will be with me during launch day. They will give marketing…
Read More
PowerPoint is Dead!

PowerPoint is Dead!

Articles
Imagine a huge business conference of over 1,000 delegates with 35 speakers where there are presenters, speeches, PowerPoints, audio-visuals, jargons, breakout sessions and lunches! That has been the norm for as long as we can remember. Mansmith and Fielders Inc. wanted to launch their new crusade, the Mansmith Innovation Awards within the 10th Mansmith Market Masters Conference last April 3, 2019 in SMX Aura to show that innovation can be done to familiar events such as a marketing conference. After all, ‘Think Differently. See Things Differently. Do Things Differently’ is its tagline. And so it did! I am pleased to share with you how we were able to make innovation happen which attracted both existing customers, as well as new customers to their conference.  Stop Doing Challenging industry norms, Mansmith and Fielders Inc. eliminated the following…
Read More