Most of the things I have done in marketing and for the marketing industry can be called accidental if not for my single-minded focus on how I “live” marketing – from personal branding and positioning, to customer market segmentation and customer understanding, to love and passion for what I do. Writing books for example, is no mean feat. I turned out […]
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(Thanks to Inquirer for publishing this article last Jan. 10, 2014. The co-author of this article, Chiqui Escareal-Go, is President & CEO of marketing training firm Mansmith and Fielders, Inc. An updated trends article will be published at the Inquirer again on Jan. 4, 2015) 2013 was quite a year—for lack of a deserving superlative to describe it—most especially for Filipinos. […]
At the height of typhoon Yolanda a year ago (2013), I was sick and immobilized at home but I felt I had to do something to help those affected by the storm. Having initiated fund raising campaigns in the past for Zamboanga Fund for Little Kids (original name was Yellow Boat of Hope Foundation) and the Godparents Program of Markprof Marketing Leadership Bootcamp […]
In my previous post, I wrote about the MarkProf Foundation Inc. which has been honing deserving graduating student leaders through a life-changing 7-weekend boot camp in Marketing Leadership. Just recently, MarkProf made official its roster of “Top 25 Marketing Management Trainees of the Philippines” through the graduation of its 11th batch last December 6, 2014. Kudos to the MarkProf scholars who successfully passed the rigorous training. On top of the mind-racing challenges, there was one exciting addition this year, a first in the MarkProf history – the Waters Video Challenge. Part of their overall grades would […]
In 2004, Ding Salvador (then newly–retired ASEAN president of Johnson and Johnson’s) and I put up MarkProf Foundation Inc. to help develop future leaders of the Philippines. We saw some biases happening in the corporate world where hiring of important entry-level positions, including management trainees, was usually limited to three schools, namely: Ateneo, De La Salle, and University of the Philippines (not necessarily in […]
Store retailing is a business that can easily be started. But with the rise of competition and many other risks in this industry, a store retailer must revisit and identify each business factor to have a competitive edge. There are two interconnected elements to have a profitable retail business. The first one is related to marketing while the second one […]
There are ‘marketing disasters’ that can be expected at year-end. One of these is what we call “ritualization”, a term that refers to practices that are wrong but are done anyway in the corporate world. Ritualization, as well as how to solve this, is part of the subject covered in the Marketing and Sales Implementation seminar / workshop Mansmith and […]
Years ago, the franchise manager of a company was trying to convince me to invest in a barber shop franchise. I figured that a barber shop has a high repeat visit frequency so I was interested to know more. When I asked what was unique about the barbershop, I was told that it would be thematic, with the barbers dressed […]
The year was 1990. I was a rookie director of the Philippine Marketing Association and was in charge of the youth and academe sector. This position connected me with many marketing professors, one of whom was Prof. Emmanuel Fernandez, then Chairman of the Management Department of the Ateneo de Manila University. He heard me give a short talk in marketing and invited […]
Chiqui and I co-authored “The WE Entrepreneurs” in 2010 and shared the ten building blocks to entrepreneurial authenticity. Reinforcing its status as the No. 1 book on entrepreneurship at National Bookstore, and in celebration of both Mansmith and Fielders Inc.’s 20th Anniversary as well as my 25th Anniversary as an entrepreneur then, we launched Day 8 Business Academy for SMEs […]