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

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…
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Brand IQ Test

Brand IQ Test

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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…
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My 18th. You Are All Invited!

My 18th. You Are All Invited!

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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…
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Q&A with Christina Lao, Marketing Director of McDonald’s Philippines on Formulating Your Big Idea

Q&A with Christina Lao, Marketing Director of McDonald’s Philippines on Formulating Your Big Idea

interviews, Q&A
McDonald’s Philippines marketing director Christina Lao won the Mansmith Young Market Masters Award (YMMA) in 2010. Under her leadership where she supervises a talented group of millennials, overseeing menu innovation, brand communications, digital marketing, family marketing, local store marketing, and customer care, McDonald’s Philippines received the Hall of Fame Award from the Philippine Association of National Advertisers (PANA) for winning the Grand PANAta Award, its highest accolade, for three consecutive years. She also led McDonald’s Philippines in receiving the Brand Builder of the Year for the McDelivery Pin campaign during the 2018 PANAta Awards, Ad of the Year during the inaugural 2018 YouTube Ad Awards for “Wait Lang Po”, and the highly coveted Advertiser of the Year Award during the 2018 Philippine Boomerang Awards. Kring has happily imparted her marketing…
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PowerPoint is Dead!

PowerPoint is Dead!

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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…
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Q&A with Mynt CMO Chris Manguera on Behavior Modification

Q&A with Mynt CMO Chris Manguera on Behavior Modification

interviews, Q&A
Chris Manguera is the Chief Marketing Officer of Mynt. He won the Mansmith Young Market Masters Awards (YMMA) in 2018 and shares his insights about the mobile money and micro lending business. He will share more marketing tips during the 10th Market Masters Conference on April 3 at SMX Aura. Q1: Mobile money continues to soar as a lifestyle product. What's the market penetration here compared to other Asian countries? What accounts for the differences/similarities? What do you expect market penetration to be like in 5 years? A1: Philippines may have been growing in terms of mobile money user base the past 3 years, but it is still relatively low in terms of market penetration compared to other more advanced countries in mobile payments like China, India, South Korea, Indonesia,…
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Q&A with Visa Marketing Director Gladys Chan on Services Marketing

Q&A with Visa Marketing Director Gladys Chan on Services Marketing

interviews, Q&A
Gladys Jane Chan is the Marketing Director of Visa in the Philippines and Guam, before which she worked in the fields of telecommunications, banking and digital content. She is also a former marketing professor at the UA&P, teaching brand management. She won the Mansmith Young Market Masters Awards (YMMA) in 2013. She shares her insights about services marketing. She will share more marketing tips during the 10th Market Masters Conference on April 3, 2019 in SMX Aura. Q1: Having worked on services marketing your entire career, what changes or trends have you observed? A1: Technology has completely redefined the way services are marketed. Particularly trends around customization and personalization, the design and delivery of loyalty programs, and crafting of after-sales services have been taken to a whole new level by…
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Marketing Training Outside, Marketing Advocacy Inside

Marketing Training Outside, Marketing Advocacy Inside

Articles
Mansmith and Fielders Inc. will soon be celebrating its 30th year anniversary in 2020.  In 2004, Chiqui Escareal-Go took over as head and shared her vision of converting Mansmith from training and consulting to an advocacy-based company, emphasizing Mansmith’s role in “helping marketing and sales teams soar”. Thus was born the Mansmith 4I’s - - information, ideas, inspiration and infrastructure, that guide us in developing the business we are in. We are forever grateful for the continuous support of clients and friends that has enabled us to initiate and institutionalize many firsts in our industry, for the benefit of the marketing community: The Mansmith Young Market Masters Awards (YMMA) - the first and only recognition program for young brand and business builders 35 years old and below which has been inspiring young people since 2006.…
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Q&A with Dorothy Dee-Ching on Managing Brand Portfolios

Q&A with Dorothy Dee-Ching on Managing Brand Portfolios

interviews, Q&A
Dorothy Dee-Ching is VP Marketing for Beauty and Personal Care of Unilever Philippines, in charge of 20+ brands in 4 categories. She won the Mansmith Young Market Masters Award (YMMA) in 2016 when she was the Marketing Director for Hair. Dorothy shares her insights about how she manages a portfolio of Unilever brands. She will share more marketing tips during the 10th Market Masters Conference on April 3, 2019 in SMX Aura. Q1: Why is having a brand portfolio strategy important? A1: One brand cannot be everything to everyone. Thus, it is very important especially in today's highly fragmented world to have a portfolio of brands that can cater to different consumer segments and needs. After all, a young fun-loving girl seeking new adventures and a confident fashion-forward woman who…
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Q&A with Bistro Group Chairman Bill Stelton on Service Culture

Q&A with Bistro Group Chairman Bill Stelton on Service Culture

interviews, Q&A
William 'Bill' Stelton is Chairman and CEO of The Bistro Group, a leading high end casual dining restaurant chain in the Philippines (with brands such as TGI Fridays, Italianni's, Denny's, Texas Roadhouse, Watami, Baker & Cook, Red Lobster and Hard Rock Café, among others). The Bistro Group, now with some 100 outlets nationwide, is celebrating its 25th year this year. Bill also owns fifteen other companies, including Technolux, the market leader in high quality kitchen and laundry equipment in the Philippines. He shares with us the importance of building and maintaining a positive service culture in service-driven enterprises like restaurants.  Q1: You like to say that the reason why your group is one of the most successful high end casual restaurant is because of the service culture. What exactly is…
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