12 Marketing Lessons from the 2019 Senate Elections

12 Marketing Lessons from the 2019 Senate Elections

Articles
There are lessons once again to process at the conclusion of the May 13, 2019 elections for senators and local officials. While there were interesting changes and surprises at the local level which saw the fall of some of the mightiest political dynasties, the national level was a different but maybe not so surprising story all together. None from Otso Diretso, a Liberal Party-dominated coalition, made it as senators -- not even former senators Mar Roxas and Bam Aquino, both having high awareness levels of 99% and 95% respectively (source: Pulse Asia).  What might be an explanation to this? This article will be limited to the marketing aspect of the Otso Diretso campaign and will not dwell on other aspects of this elections, such as the 7-hour computer server glitch, and…
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The Personal Branding of Leni Robredo by Josiah Go

The Personal Branding of Leni Robredo by Josiah Go

Articles
Leni Robredo is the duly elected vice president of the Philippines. She won over her closest rival, Senator Bong Bong Marcos, with a slim gain of less than one percent of total votes while the number of her votes was over 4.4 million more than that of her presidential running mate, former Secretary Mar Roxas. Whoever had chosen Leni Robredo must have faith and the wisdom that she will be triumphant despite the odds. 8 Odds to a Phenomenal Rise: Leni Robredo was not a top LIberal Party (LP) official; she was untested as a national leader, being a neophyte congresswoman of three years representing her province of Camarines Sur. She was the lowest ranked government official among all vice presidential candidates; she had low awareness and preference rating a…
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Q&A with Connecting Mavens Chairman Rowen Untivero on Decoding a Gambit Strategy

Q&A with Connecting Mavens Chairman Rowen Untivero on Decoding a Gambit Strategy

interviews, Q&A
When I am in major disagreement with another, I would ask a question 'Under what circumstance would the other party be correct?' and search for answers under the premise that maybe my ignorance and prejudices have influenced my limited point of view. President Duterte expressed his preference for China and Russia and claimed that the United States benefited more in our bilateral relationship and could have done much more for the Philippines. I teach innovation and ideas are not to be immediately rejected just because it does not conform with our existing truths, hence I consulted a colleague, Rowen Untivero, former country manager of Alcatel and now Chairman and CEO of Connecting Mavens Inc., a partner of Mansmith and Fielders Inc., and more importantly an expert in negotiation, who developed…
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My 10 Political Marketing Related Articles in 2016

My 10 Political Marketing Related Articles in 2016

Articles
2016 started as a year of bashing! I got bashed by the Aldub fans when I wrote about “The Eat Bulaga Plateau and How They Can Get Out of It (https://josiahgo.com/the-eat-bulaga-plateau-and-how-they-can-get-out-of-it/). I showed my business feature editor in Inquirer (where my articles are cross posted every Friday) how a fandom attacked me and my editor advised me that they got their own share of abuses as well. It turned out to be a rehearsal to more bashings as I wrote a few articles about the Philippine elections (please see below). I wrote two post-election articles decoding the effective defense communication strategy of candidate Rodrigo Duterte -- how his social media team responded every time someone talked negatively about Duterte. The other article is about the non-traditional political campaign of Duterte…
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Defensive Marketing Communications by Josiah Go

Defensive Marketing Communications by Josiah Go

Articles
Solmux is the leading brand of cough syrup in the Philippines with its bacteria expel action feature that expels bacteria with phlegm. In 2010, Solmux was attacked by an herbal brand which highlighted its non-chemical, no allergy, no side-effects benefit promising cough of children can be gone in three days using formulation from natural lagundi leaves. The sales of Solmux took a double digit dive after, but it made a big come back after seeing the weakness of this herbal brand, that thousands of bacteria exist in their product. Since adults would not drink bacteria, why would they want their children to drink bacteria in their cough syrup, even if it's made from natural ingredient? Solmux did not just recover but even surpassed their pre-attack sales and market shares. Even…
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Marketing Lessons of the 2016 Presidential Elections by Josiah Go

Marketing Lessons of the 2016 Presidential Elections by Josiah Go

Articles
The May 9, 2016 presidential election was one of the most vicious and ruthless elections ever with administration candidate Mar Roxas and incoming president Rody Duterte getting most of the hostilities. Criticism on the shortcomings of the Aquino presidency came initially from vice president Jejomar Binay, who resigned from the cabinet of President Benigno Aquino III on June 22, 2015 before filing his candidacy in October 2015.  The same attacks also came from senator-turned-vice-presidential candidate Bongbong Marcos, who did the rounds in universities for a few years promoting the best of his father's Martial Law days as compared to the Aquino regime, an alleged attempt at revising the history of the Philippines. While healthy economic gains and high growth rates have been the strongest accomplishments of the Aquino government, the…
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Elections Over, Let’s Market Our Country By Josiah Go

Elections Over, Let’s Market Our Country By Josiah Go

Articles
Whoever you voted in the May 9 elections, it's over except the official counting. Let's be vigilant and not allow any cheating in whatever form by any candidate. Let's also not be quick to over react to any rumor. Let us love our country Philippines more than any candidates. We did not vote for one candidate, we voted for our country. Our love for the Philippines has been the reason to elect government officials who would serve for the betterment of this nation. Accountability: Let's make our candidates accountable. If they win, we should hold them responsible for their promises. If they lose, let us encourage them to support the newly elected government. As many of you know, I voted for administration candidates Mar Roxas and Leni Robredo. If both…
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Fandom by Josiah Go

Fandom by Josiah Go

Articles
I encountered the term "fandom" when an Aldub fan from the noon time TV variety show Eat Bulaga warned me that they are not just fans but a fandom and they can easily destroy me. It was a reaction to an article I wrote in January 2016 pointing the deteriorating number of TV viewers of Eat Bulaga from 2.5 million households in July 2015 to 6.2 million in October 2015 back to only 2.6 million by the end of December 2015. The fandom, short for 'fan kingdom', were ready to defend and even bash people who have opinion contrary to them or gave statistics and comments of their idols not to their liking. Never mind if I wrote two previous articles praising Eat Bulaga for reinventing themselves with a new fusion of…
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