The practice of brand management started with the classic memo by Harvard-trained Neil McElroy of Procter and Gamble (P&G) in 1931 while he was working on the advertising of the Camay brand. Eventually, he became the president of P&G and was also known to have served as a Secretary of Defense of U.S. President Dwight Eisenhower. Brand management was created […]
Articles
Chiqui and I are grateful our newly launched book ‘Principles and Practices in Marketing in the Philippine Setting’ made it as a National Book Store bestseller at no. 4 (no. 1 among business books). For those unable to follow my social media, I am sharing photos of my one week book tour in Davao and Cebu last Jan. 8-12, 2018. […]
Red ocean Many brick-and-mortar supermarkets are in the red ocean — a market space where stores are constantly fighting against each other to win existing customers. As they aspire to be the preferred store, they usually resort to launching price and promo deals in predictable intervals. Unfortunately, the transactional norm of offering lower prices will not be sustainable, unless they […]
I am honored to have Q&As with captains of different industries. They made time and unselfishly gave their insights in order for others to benefit from the learnings they shared. Thanks again to the Philippine Daily Inquirer, the Philippines no. 1 broadsheet, for cross posting. My top 10 Q&A (according to the number of blog readers) are: Unilever Chairman & […]
My top marketing article in 2017 was a critique on CHED’s New Marketing Curriculum where I discussed my surprise that after over a decade, the only major change was the doubling of internship time. Overall, my article in 2017 was “4 Tips on Marriage for my Son-in-Law”, a follow through of my blog about my feelings as a father on […]
MarkProf (www.markprof.org) is the only alumni facilitated, longest running, and free 8-day marketing training program for college students nationwide. Each year, close to 1,000 graduating student leaders with a minimum grade of 85 apply for 1 of only 25 slots. Classes start in October yearly, and are held weekly on Saturdays. MarkProfers are graded based on the quality of their […]
Reach, in the context of online marketing, allows content to be seen by different people. But reach, which is actually the number of followers or ‘unique visitors’ in a given period, is not necessarily influence. When brands tap influencers who are not actual users of the product, the credibility of the influencer and trust for the brand are affected because […]
Unmet Needs: I saw an unmet need some 25 years ago – marketing students using foreign textbooks with examples they can hardly relate with, so I decided to launch my first marketing book, ‘Contemporary Marketing Strategy in the Philippine Setting’. Banking on Strengths: I was an unknown 30-year old author in 1992, but I had three credentials I could bank […]
Every week, I get invited to talk about marketing in various institutes. Some student leaders are thoughtful, asking me when I would be available and proposing to adjust to my schedule. I am flattered to receive such offers; however, due to scheduling conflicts, I am forced to decline most of the time. To do my part in furthering the development […]
Chiqui Escareal-Go and I truly appreciate the people who showed up in our marketing book launch last Nov. 24, 2017 (Friday), 7pm at National Book Store Glorietta 1. Truth be told, I wanted to launch in Shangri-La Mall in Mandaluyong to avoid the crazy Friday traffic in Makati, and Mandaluyong being in the center of everyone in Metro Manila; however, National Glorietta […]