In Memoriam, the Edwin Totanes I knew by Josiah Go

In Memoriam, the Edwin Totanes I knew by Josiah Go

Articles
It has been almost three months since marketing legend Edwin Totanes or fondly, ET to his colleagues returned to his Creator on November 22, 2018 (Thursday) at age 61. It was sudden and shocking as we, Mansmith consultants were just on group chat the day before and he was telling us that he will be discharged from hospital the next day after being admitted for severe back pain.

 I met Edwin when he was already Vice President of Universal Robina Corporation (URC), a training client of Mansmith and Fielders, Inc. for over a decade. His reputation precedes him; who would not have heard of Edwin? Later, he, along with five top executives of URC attended my 1st Business Model Innovation seminar on June 24-25, 2010 and gave me glowing testimonials…
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Q&A with Asia Brewery VP Chay Cruel on Managing Brands

Q&A with Asia Brewery VP Chay Cruel on Managing Brands

Brand Marketing, interviews, Q&A
Joseph "Chay" Cruel is vice president of international and business development for the non-alcoholic division of Asia Brewery. Previously, he was with Smart, Remy Martin, RFM and URC, the latter where he launched the highly successful C2 as brand manager and for which he won the Mansmith Young Market Masters Awards (YMMA) in 2005. Chay shares his insights on another brand winner – Vitamilk soy drink. Q1. You were the brand manager who launched the highly successful C2 bottled tea of URC in the Philippines. Now Asia Brewery's Vitamilk has 80% market share in a new soya category. What does it take to launch new brands successfully? A: A good, balanced marketing mix is fundamental. Thevital part is a clear understanding and familiarity of the target market in order to…
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