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, […]
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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 […]
Social media marketing is a part of digital marketing, where more and more marketing budgets are being shifted from traditional tri-media (TV/radio/print) to its advantage. In fact, some major advertisers have started reassessing their return of investment (ROI) in using movies or TV celebrities, where millions were spent in exchange for their pulling power. Some personalities have accepted too many […]
Before becoming a Congresswoman in 2012, Leni Robredo was a lawyer focusing on the poor and marginalized. She was awarded the Most Outstanding Private Prosecutor in 2009 given by Volunteer Against Crime and Corruption (VACC). She decided to run as congresswoman after her late husband died due to the belief that only 1 family member will be in public office at a time. In Congress, […]
I wrote about the phenomenal come-from-behind win of Makati Mayor Jejomar Binay as Vice President of the Philippines in my book “Fundamentals of Marketing in the Philippine Setting (2nd Edition, with Chiqui Escareal-Go, 2012). His message that he will do to the Philippines what he did in Makati resonated to the public as it positioned him as a public servant with solid track record […]
Q1: Your had a ‘trinity’ policy of ‘no smoking, no drinking and a compulsory Bible study’ in your Laguna resort. What was the insight behind this unique policy? What made you soften on this policy? A: The “trinity policy” of no smoking, no drinking and a compulsory Bible study was made at the onset when Caliraya Resort Club was established. […]
Q1: There are many crowded industries like food and fashion. What made you enter the retail fashion industry in 2005 when you were fresh from school? A: One of the reasons why I entered the fashion industry is that apart from my own love for dressing up, I wanted to help women boost their confidence. I wanted to give them […]