Marketing columns usually focus on positioning, differentiation, and shareholder value. This Valentine’s Day, I want to talk about brand equity, not in the marketplace, but at home. It’s where I learned the true meaning of trust long before I began teaching it. Before my wife, Chiqui, became my partner in life, she was my first early adopter. She saw intrinsic value […]
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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 […]
When we launched the Mansmith Young Market Masters Awards (YMMA) 21 years ago, the intent was deliberate: to recognize leaders early, before success was obvious and before history edited their narratives. Over time, a gap became hard to ignore. Many platforms celebrate breakthroughs and speed. Very few honor endurance, stewardship, and the long arc of leadership. Yet leadership is not a moment; […]
Influence mirrors society. It reflects who we admire, what we value, and—ultimately—who we decide to believe. But the mirror has cracked. Follower counts no longer equal persuasion, and visibility no longer ensures trust. In the Philippines, where pakikisama (social harmony) and hiya (moral restraint) quietly govern social behavior, influence is shifting away from performance and toward participation, from selling to shared meaning. This moment […]
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 […]
Learning never stops. The author during a learning session, reinforcing his belief in lifelong learning. In marketing, what we know expires faster than we expect. Consumer behavior evolves, technology reshapes habits, and what once felt like hard-earned wisdom quietly loses relevance. That is why the most important skill in business today is not mastery, but the willingness and discipline to keep […]
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 […]
Love makes people notice your brand. Trust makes them stay. Yet many companies chase “brand love” as if it were the endgame, pouring budgets into viral campaigns, celebrity tie-ups, and grand launches. But affection built on hype is fragile. One crisis, one bad review, one broken promise. and that love vanishes. In the Philippines, this distinction matters even more. Filipino […]
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 […]
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 […]