Background: In July 2015, after 36 years in Philippine showbiz, Eat Bulaga ‘reinvented’ their TV show with the Aldub segment. Based on data provided by Kantar Media Philippines, Eat Bulaga was able to more than double the number of household viewers. From a base of 2.5 million households last July 2015, it went up to 6.2 million on October 24, […]
Search Results for: Marketing Strategy
(Reprinted with permission from Inquirer. The article originally appeared in Dr. Ned Roberto’s column Marketing Rx on Nov. 20, 2015) Last Friday’s column (November 13, 2015) ended with my promise that I will invite a teacher but who was first a successful entrepreneur so we can learn from his experience. I invited and he has graciously accepted. So here’s my […]
Q1: What was the inspiration behind the Karimadon clothing business? How has the business and the brand transformed through the years? A: Karimadon started in 1980 as a small store selling PX goods in Virra Mall. Soon, however, people began asking where I got the clothes I was wearing. At that time, most of my clothes were of my own […]
A few years ago, I was one of the plenary speakers of the Philippine Center for Entrepreneurship’s Go Negosyo Youth Summit. Let me share the five highlights of my talk on “Grow from Failures” where I talked about many business failures from my early days, some of which I also wrote in my book “The WE Entrepreneur”. 1. I was 23 years […]
Q1: You became the first Asian President of the World Marketing Association a few years ago and you have made Asia proud. How has the role of marketing in the Asian region then and now evolved at an international level? In the last decade, we can see that the role of marketing is evolving so rapidly in the Asia. In […]
Author / co-author of 16 bestselling marketing books Contemporary Marketing Strategy in the Philippine Setting (1992) Marketing Mix Strategy in the Philippine Setting (1993) The Marketing Mentors (1993) Marketing 101: An A to Z Guide (1994) Marketing Plan: Building The Profitable Preferred Brand (1997 & 2012 2nd edition) Marketing Excellence in Good Times and Bad (1998, co-edited with Dr. Ned […]
The 2025 Philippine elections underscored a growing truth in politics: branding shapes not just perception but performance. As with consumer markets, voters today are driven not only by recognition but by relevance. They don’t just want to know a candidate’s name, they want to know what that name stands for. Across celebrity bids, political dynasties, religious endorsements, and shifting alliances, […]
Alpha Allanigue is the Chief Relationship Officer of United Neon Group, the market leader in outdoor billboards. With her extensive experience in corporate planning, marketing, content, and strategy, she has played a pivotal role in shaping the company’s approach to the ever-evolving outdoor advertising industry. In this interview, Alpha shares valuable insights on how United Neon stays ahead of the […]
A Unique Selling Proposition (USP) is the defining feature of a brand that compels consumers to buy or switch from their existing preferences. There are nine (9) different types of USPs, as outlined in the book Entrepreneurship (1978, by Josiah Go and Chiqui Escareal-Go), as well as in Entrepreneurship: The Four-Gate Model (2025, by Josiah Go, Chiqui Escareal-Go, and Calel Gosingtian). These USPs operate […]
Disclosure: While this piece presents a sensemaking analysis of the political victories of US President-elect Donald Trump and Philippine Former President Rodrigo Duterte, we are disclosing that we did not vote for Former President Duterte in the past. Our analysis here does not serve as an endorsement of any political figure or ideology. Instead, it is focused on understanding the […]