Q1: As a retail expert, who are the top 3 retailers you admire most and why? Locally, Rustan’s, SM, and Bench. These homegrown brands all had humble beginnings and through the years have grown tremendously through constant evolution while remaining true to their brand essence, DNA, and heritage. Rustan’s represents quality, service, and world-class products and experiences. It has defined […]
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Q1: Can you share with us the brand DNA of Belle de Jour (BDJ) Power Planner? How does it differ from your Navi Planner? The target market of Belle de Jour Power Planner is the 20-35 year old female working professional. She balances multiple roles in her life. She has a strong desire to achieve and do things in style. […]
I have always believed that brand awareness and brand association can be enhanced with relevant and sustainable advocacy programs. This 3A’s – awareness, association and advocacy – is a framework that shapes the concept of share of mind in marketing. I have been fortunate to discover many such corporate case studies in societal marketing and I share them here below. […]
Bea Evardone is the Group COO of Cebu-based Republiq Group, a digital transformation agency based in Cebu. She won the Mansmith Young Market Masters (YMMA) 2022 and is the first winner in the geographical marketing category. In this interview, she shares her thoughts about hyperlocalization and influencer marketing. Q1: You specialize in content hyperlocalization for the VisMin market. What makes […]
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 […]
Historically, winning a presidential election, like winning market leadership in the marketplace, entails a lot of mass media advertising to be top of mind. The basic idea is you convert positive thought leadership into market leadership. Early presidentiable favorites in 2016, then Vice President Jejomar Binay and Senator Grace Poe landed number four and number three, respectively in the final tally, […]
When your strategy and business model are no longer relevant because changes in the external environment are faster than change in your organization, you are in strategic drift. The risk to incumbent market players is that a new market leader may emerge and take market share away from you, since they have been better prepared at anticipating any changes in consumer […]
There are lessons once again to process at the conclusion of the May 13, 2019 elections for senators and local officials. While there were interesting changes and surprises at the local level which saw the fall of some of the mightiest political dynasties, the national level was a different but maybe not so surprising story all together. None from Otso […]
Jonn Terence Dy is the country marketing manager for laundry of Procter and Gamble Philippines. He won the 2017 Mansmith Young Market Masters Awards (YMMA). He shares his insights about knowing your customers intimately. Q1 : You like to talk about ‘Walk in her shoes, buy her shoes’, what exactly does it mean? A1: A fundamental step in being a […]
Nielsen Sports is the premier provider of analytics and insights within the sports industry, offering the most reliable source of independent and holistic market data in the sector and the most complete view of consumer trends and habits worldwide. Guy is the Managing Director for Nielsen Sports in Asia, overseeing six offices across the region. He has 15 years of […]