Innovation is a buzzword again the last few years as many companies struggle to survive and thrive during the pandemic. We are reacquainted with the term “innovate or die”, but innovation has become an often used and abused word, people normally confuse it with many results that are not actually about innovation. So let me share what innovation is actually […]

(From left to right: Lhullier, Mascariñas, Sazon, Uy) Four prominent Filipinos have been named Master Innovators in the 2nd annual Mansmith Innovation Awards. They are Jean Henri Lhuillier, Ronald Mascariñas, Martha Sazon and Dennis A. Uy. They will join an equally elite roster of game-changing master innovators recognized last year — Edwin Bautista (Union Bank), Kenneth Cobonpue (KennethCobonpue Collection), William […]

The presidential elections of May 9, 2022 is near. Many things have been featured about the candidates, though perhaps only a few using the dynamics of the decision making process of voters as consumers of a political exercise.  Below is a sequence of tests for political players to consider.  1. The Name Recall Test: Brand awareness is a minimum requirement. Hence, celebrities, celebrity-like social […]

The year was 1992. I launched my first marketing book called “Contemporary Marketing Strategy in the Philippine Setting”. A senior colleague and reviewer, the late Professor Roger Buhay encouraged me to add “Philippine Setting”, to set the tone defining my kababayans as my target market.  This was to address the non-availability of high quality marketing books with local cases.   I was barely 30 years […]

What used to be a feast day of a martyred saint is now a celebration or expression of romantic love and admiration. Gifts, such as flowers, and chocolates are most common, accompanied by variations of “I Love You” messages, including number codes such as 143, 831, 721, 224 among others. Some people find Valentines Day as yet another opportunity for […]

CoreProc, an IT company, created the brand drybrush, an e-commerce website for artists to sell their paintings, sculptures, and artwork at the height of the COVID-19 pandemic. This not only helped artists, but also gave CoreProc substantial revenue growth, without the continuous customization burden of their old IT business model. In this interview, CoreProc President Jojo Liao shares about their […]

(From left to right: Jojo Liao, Dr Carl Balita, Lucci Canlas and Mike Canlas)  It’s Alert Level 3 restriction again in this Covid pandemic that started two years ago in 2020.  Many businesses were affected in previous levels 3 and 4, while a few thrived. Let me cite three successful business cases worth emulating.  Jojo Liao is CEO of CoreProc, an IT company […]

Allow me to share something about Mr. De Leon, as I respectfully call him each time we meet. I was a brand marketer in RFM from 1982-1985, a fresh grad then although I was a working student during college.  RFM was then one of the top 25 biggest corporations in the Philippines and Gus de Leon was then our EVP/GM.   He went […]

The concept of generic strategy was first introduced over four decades ago – where firms can choose to either be differentiated or low cost. Differentiation will likely involve innovation, while a low-cost strategy entails high productivity to scale, or from lower wages. Many countries offering lower wages naturally choose the low-cost path of being labor intensive, becoming a factory for others […]

Happy New Year.  My top marketing article in 2021 was, unsurprisingly, about lessons on presidential elections. My second most read article was a big revelation to me, as my readers appear interested to know who will lead Waters Philippines next.  My top 10 marketing and marketing-related articles (according to the number of readers) are: 1. Marketing Lessons on Presidential Elections […]

Josiah Go features the movers and shakers of the business world and writes about marketing, strategy, innovation, execution and entrepreneurship


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