Public awareness around corruption and social justice is at an all-time high across much of Asia, including the Philippines. Wealth and power, once flaunted without question, are now being cast in a more critical light. For years, social media made ostentatious displays of wealth feel routine. Few questioned the sources of that luxury, and many influencers posted without considering the […]
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How do Filipino brands break through the noise and build lasting loyalty in a culture where urgency and ritual coexist? The answer lies in two deeply symbolic marches that shape the Filipino experience: the urgent protest and the enduring pilgrimage. One is loud and immediate, the other slow and reverent. Together, they offer not only insight into the Filipino psyche […]
In the Trust Economy, marketing is no longer just about promoting value, it’s about living it. As we introduced last Friday in the discussion on the Trust Economy Flywheel, today’s Filipino consumers and citizens are reevaluating what they expect from brands and institutions. This follow-up zooms in on one critical principle: Cultural Literacy (Principle #2). At stake is not just […]
I never really planned to be a teacher. I was an accidental one. The late Prof. Manny Fernandez, one of the great minds of Philippine marketing, saw me giving a talk (I can’t even remember where), and he told me I should consider teaching. That moment quietly changed the course of my life. Teaching became a calling I didn’t see […]
Early in my career at RFM Corporation, I was assigned the additional responsibility of doing food service sales, a role that combined both sales and brand management. This rare arrangement became a powerful learning opportunity. Managing both areas taught me how sales and marketing must work together and how understanding both offers a strategic edge. Years later, I started a […]
As Mansmith and Fielders, Inc. marks its 35th year, we find ourselves both humbled by how far we’ve come and energized by what lies ahead. What started as an intimate seminar company has grown into an ecosystem, one built on education, empowerment, and public service. Our mission has remained constant: to help people and organizations grow! We’ve always believed that […]
We’re often seduced by data. Charts, dashboards, surveys, and analytics seem like the ultimate way to understand customers. But data alone won’t give you the full picture. It lacks context, can be incomplete or biased, and doesn’t explain the why behind behaviors. Human judgment and interpretation are essential to turn raw data into meaningful insights and decisions. To truly grasp […]
“I’m done hidin’, now I’m shinin’Like I’m born to beWe dreamin’ hard, we came so farNow I believe” – – Lyrics from “Golden” by Huntr/x Last August, my daughter Tricia Gosingtian approached me with a recommendation: ‘Dad, you have to watch this movie on Netflix. It’s an animated film. Everyone is watching it and dancing to the music!’ As a […]
Markets today don’t move in straight lines. They surge, shift, and break into unpredictable bursts, sometimes overnight. Yet, most marketing plans are still linear, tied to rigid annual cycles, fixed budgets, and inflexible milestones. The result? Plans that feel outdated before they launch and can’t keep pace with reality. For CEOs, CMOs, entrepreneurs, and marketing leaders, this isn’t just inconvenient, […]
Most marketing leaders pride themselves on discipline: detailed calendars, tightly defined KPIs, and precisely allocated budgets. These are signs of a well-oiled machine. But what if that very structure is what’s holding your business back? The danger is subtle but real: over-optimized marketing plans are slowly suffocating innovation. Rather than acting as launchpads for growth, many plans become rigid scripts, […]