Q1: Efficascent Oil is your single most saleable product with over P1 billion in sales from practically no advertising support. How did it reach its current legendary status? A: E.O is a 60-year-old brand today. In its first quarter of life, popularity stems from the fact that it was able to satisfy the need of consumers that time who prefers […]

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The Aldub phenomenon has attracted many new viewers to the 36-year old noontime TV show Eat Bulaga since July 2015. Kantar Media Philippines shared that viewers nearly doubled from 2.5 million households last July to at least 4.8 million last September 26, 2015, excluding out-of-home and out-of-country viewing. Aldub is short for Alden Richards and Maine Mendoza, the latter better […]

Every year, I would give a talk about Market-Driving Strategies to outstanding graduating student leaders attending the MarkProf’s annual Marketing Leadership Bootcamp. For application, participants were asked to decode the market creation strategies of a product of their choice, using the Market-Driving Strategies framework, concept, tools and templates introduced by Mansmith and Fielders. Despite being young with practicum as their […]

Q1: Pioneer is the market leader in hybrid corn in the Philippines. How has the industry been changing in the last decade? A: Pioneer continues to be at the forefront of innovation in both its product offerings and services. We’ve seen a tremendous amount of productivity improvement driven by an accelerated technology adoption over the last 5-7 years. Farmers shifted […]

Q: The worldwide advocacy group, Government Trafficking In Person (GTIP), has ranked the Philippines no. 1 in Asia on compliance of anti-human trafficking since 2010, how was the Immigration Bureau able to do that? A: TEAM EFFORT. Our country’s anti trafficking campaign requires the participation of several agencies. BI only gets involved when the victims or the traffickers are found […]

Q1: Congratulations on being part of the first batch of recipients of the Mansmith Market Masters Awards, the first and only recognition for senior executives based on outstanding mentoring of young marketers as brand builders. What is your people development philosophy? A: From my perspective, succeeding in developing people requires 3 elements – a compelling sense of purpose, an aligned […]

Mansmith and Fielders has grown in ways we first thought were not possible –  and only because we decided to shift to be advocacy-based when we found out that our clients and mentees attended our programs not just to learn but to rise and be better.  Now on our 25th year, we reflect on how this could have happened  – when […]

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

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