Vanee Gosiengfiao is the General Manager of Sanofi Consumer Healthcare. Prior to this, she was General Manager of Diageo Philippines and General Manager of GSK Consumer Healthcare in Thailand. In this interview, she shares her thoughts about the importance of having a solid brand purpose. Q1: What’s the business case for having a brand purpose? A1: First, Purpose drives differentiation. […]
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Innovation is a buzzword again the last few years as many companies struggle to survive and thrive during the pandemic. We are reacquainted with the term “innovate or die”, but innovation has become an often used and abused word, people normally confuse it with many results that are not actually about innovation. So let me share what innovation is actually […]
The presidential elections of May 9, 2022 is near. Many things have been featured about the candidates, though perhaps only a few using the dynamics of the decision making process of voters as consumers of a political exercise. Below is a sequence of tests for political players to consider. 1. The Name Recall Test: Brand awareness is a minimum requirement. Hence, celebrities, celebrity-like social […]
The year was 1992. I launched my first marketing book called “Contemporary Marketing Strategy in the Philippine Setting”. A senior colleague and reviewer, the late Professor Roger Buhay encouraged me to add “Philippine Setting”, to set the tone defining my kababayans as my target market. This was to address the non-availability of high quality marketing books with local cases. I was barely 30 years […]
Acer is one of the world’s top 10 computer brands with a global market share in the 7% range. Its managing director for the Philippines, Manuel Wong, was an entrepreneur before being tapped to head Acer in the Philippines close to two decades ago. For 16 consecutive years (since 2005), the organization has attained market leadership in computers and laptops, […]
CoreProc, an IT company, created the brand drybrush, an e-commerce website for artists to sell their paintings, sculptures, and artwork at the height of the COVID-19 pandemic. This not only helped artists, but also gave CoreProc substantial revenue growth, without the continuous customization burden of their old IT business model. In this interview, CoreProc President Jojo Liao shares about their […]
(From left to right: Jojo Liao, Dr Carl Balita, Lucci Canlas and Mike Canlas) It’s Alert Level 3 restriction again in this Covid pandemic that started two years ago in 2020. Many businesses were affected in previous levels 3 and 4, while a few thrived. Let me cite three successful business cases worth emulating. Jojo Liao is CEO of CoreProc, an IT company […]
Allow me to share something about Mr. De Leon, as I respectfully call him each time we meet. I was a brand marketer in RFM from 1982-1985, a fresh grad then although I was a working student during college. RFM was then one of the top 25 biggest corporations in the Philippines and Gus de Leon was then our EVP/GM. He went […]
We asked two top market research practitioners: NielsenIQ Managing Director for Myanmar, Vietnam and Philippines Patrick Cua, and Kantar Philippines President Gary de Ocampo, to share about consumer behaviors which they have encoded in 2021 and their implications in 2022. Here are their views: Q1: What key changes in consumer behavior have you encoded during the pandemic that were hardly mentioned in the […]
Happy New Year. I am honored to have Q&As with leaders of different industries. They made time and unselfishly gave their insights in order for others to benefit from the learnings they shared. Thanks to the Philippine Daily Inquirer, the Philippines no. 1 broadsheet, for cross posting. My top 10 Q&A (according to the number of readers) are: 1. COACH […]