(Left to right: Chiqui Escareal-Go, Sam Christopher Lim, Emilio Macasaet III, Josiah Go) Last November 29, 2022, National Book Store and the Shangri-La Mall sponsored a talk and book signing event featuring four bestselling business authors who gave marketing tips for 2023. Marketing Anthropologist Chiqui Escareal-Go focused on how consumer behaviors can be quite unpredictable, being both rational and irrational; […]
Search Results for: Brand Purpose
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. […]
Ryan K Cruz is the Founder and CEO of Nippon Hasha, composed of Ramen Yushoken and Mendokoro Ramenba, food establishments that have been attracting long lines of quality-conscious customers. Ryan spoke in the 5th Entrep Summit organized by Day 8 Business Academy, and Mansmith and Fielders Inc. about facing adversities during Covid-19 and how they emerged stronger afterwards. His talk, along […]
The Philippine Franchise Association (PFA) is the premier franchising association in the Philippines. In this interview, some of the PFA officers share their thoughts about franchising issues post pandemic. They are: Chris Lim, CEO of La Z Boy, Sherill Quintana, CEO of Oryspa, Richard Sanz, CEO of Bibingkinitan, Joseph Tanbuntiong, President for Philippines of Jollibee, Glenn Yu, Chairman of Seaoil, Joey Garcia, CEO of Wendy’s, Alice […]
(Note: This Q&A was originally featured on March 27, 2015 with update provided on April 29, 2022) Cebuana Lhuillier is in the Guinness World Record as the largest chain of pawnshops in the world with some 3000 outlets, bigger than many banks combined, serving mostly – the ordinary “unbanked” population. Its president and CEO, Jean Henri Lhuillier was a recipient […]
Costs of goods and services have gone up because of the recent oil price hike which has multiplying effects along the value chain. The usual option considered is to increase price. As part of good governance practices, many companies require executives not just to show actual and expected cost increases but also alternatives to avoid any price increase during sensitive […]
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 […]
Acer is one of the world’s top 10 computer brands with a global market share in the 7% range. Its managing director for the Philippines, Manuel Wong, was an entrepreneur before being tapped to head Acer in the Philippines close to two decades ago. For 16 consecutive years (since 2005), the organization has attained market leadership in computers and laptops, […]
At the recently concluded 16th Mansmith Young Market Masters Awards (YMMA), we asked three of the marketing rockstars to share about innovating the product or service concept. They are Andrew Alianan, Marketing Manager of North Ridge Foods and YMMA Awardee for Export Marketing, Cherrie Atilano, Founder of AGREA and YMMA Awardee for Advocacy Marketing. and Dr. Jan De Leon, Academics & Services Director of Dr. […]
At the recently concluded 16th Mansmith Young Market Masters Awards (YMMA), we asked three of the marketing rockstars to share about digital marketing. They are Mar Corazo, Global Digital Marketing Manager of Unilever Foods & Refreshments and YMMA Awardee for Digital Marketing, Kaye Enriquez, Partner of CBR and YMMA Awardee for Digital Business Building, and Marie Ces “Patet” de Guzman, Digital Marketing Manager of Primer […]