Q1: As the top inspirational speaker in the Philippines, can you share with us how this path all began? I never knew I would go into the lecture circuit. But my very first exposure to public (or shall I say…Private) speaking started with only 6 people in the audience. It was a bible study group and our bible study teacher […]
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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 […]
Q1: You have expanded from a shirt brand to a tourism brand. Please tell us what was the insight that led to this transformation? I first got the idea to go into the business of selling souvenir shirts from my travels – shirts were and continue to be the preferred souvenir as they’re light and practical. But many of the […]
Edie Acedera is the founder and managing director of Brandev Insights and Consulting, and co-author of Mommy Republic: Understanding the Filipino Millennial Moms. Prior to Brandev, Edie was the global consumer and market insight director at Unilever, based in Singapore. In this interview, she shares her insights into the evolving behaviors of Filipino consumers, and how marketers can effectively navigate cultural […]
I walked into a meeting with a cup of Zu’s coffee in my hand. It was early December, when Starbucks lines grow longer and planners quietly signal participation in a shared ritual. The person beside me smiled and asked, “Do you like Zu? No Starbucks planner this year?” I laughed and answered honestly. The lines were too long for my […]
In 2025, the most-read articles on josiahgo.com reveal a wide range of reader interests. The topics span timely issues such as the election campaign, alongside perennial marketing concerns, particularly consumer behavior. Notably, nearly 25% of these top articles touch on the theme of trust, an indicator of how central trust has become as we move deeper into what can be […]
Egypt’s Pharaoh faced ten plagues but refused to change. Each warning hardened his heart until destruction followed. Our modern plagues are not locusts or rivers of blood, but corruption, greed, and apathy, forces that destroy trust. For brands and organizations alike, repeated neglect erodes credibility and loyalty. False idols we serve today include: Organizations that worship these idols gradually lose […]
Years ago, a marketing manager approached me and asked, “Sir Josiah, how do we market trust when people already assume the worst of us?” It was a question I had no quick answer for; and I’ve always believed that important questions deserve more than quick answers. It was not a question about branding, not really. It was a question about […]
Most companies today are stuck in what’s called a Red Ocean, a marketplace filled with intense competition, where businesses offer similar products and fight over the same customers. Coined by W. Chan Kim and Renée Mauborgne, the term describes the bloodied waters of saturated markets, where everyone’s trying to take a bigger slice of an already shrinking pie. Here, the […]
Every brand follows a life cycle. It begins with vision, grows through market validation, and is ultimately tested by customer demand and its ability to remain relevant. But what many fail to anticipate is that decline often doesn’t start with failure, it begins when success leads to complacency. To prevent brand decline, we must look beyond surface-level growth and examine the […]