15 Facts You Didn’t Know About MarkProf

15 Facts You Didn’t Know About MarkProf

Articles
Over 100 alumni of MarkProf (www.markprof.org) came together for a grand reunion to celebrate its 15th year anniversary in Dusit Hotel last July 21, 2018. Founded by Ding Salvador and yours truly in 2004 as a bootcamp to provide a resume-equalizing opportunity for students not coming from exclusive schools, Markprof is the longest running, alumni-led, free 8-day marketing training program for graduating college students nationwide. Each year, close to 1,000 graduating student leaders with a minimum grade of 85 apply for 1 of only 25 slots. Classes start in October yearly, and are held weekly on Saturdays. Here are some facts that most people do not know about MarkProf. 1    When Chiqui Escareal-Go took over Mansmith and Fielders, Inc. as CEO in 2004, she created an advocacy direction and…
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Lessons from Injap Sia, the Master Strategist

Lessons from Injap Sia, the Master Strategist

interviews, Q&A
The first time I met Edgar Sia II, better known as Injap, was in 2009 when his entry to the Mansmith Young Market Masters Awards (YMMA) won and made him part of the batch. He was just 32 years old then. I learned that during that time he was preparing Mang Inasal for its initial public offering (IPO) in the stock market, so it was understandable that he wanted Mang Inasal to be more high profile as he also won an Agora Award with his Mansmith YMMA, getting repeated validation and admiration from third parties about his unique concept of recombining classic elements like BBQ chicken and fast food into what has become a new fast food category. Previous BBQ chicken concepts were all based on a traditional casual dining…
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Our Higher Purpose (A tribute to Mansmith YMMA winner Dexter Chee Ah) by Josiah Go

Our Higher Purpose (A tribute to Mansmith YMMA winner Dexter Chee Ah) by Josiah Go

Articles
I met Dexter Chee Ah about a decade ago when he asked for a meet-up to explore the possibility of him becoming a speaker and marketing consultant at Mansmith and Fielders Inc. He came prepared with an endorsement letter from no less than Dr. Eduardo Roberto, his professor at the Asian Institute of Management.  He must have made an impression on the hard-to-impress Ned, one of the very best marketing professors anyone can have. I convinced Dexter to do two things to add to his academic credential, one was to teach at the Ateneo de Manila University so he could brush up his teaching skill, and second, to bring his father’s company, Hongley Food, where he worked as VP-Marketing and Business Development, to the next level. He became a good friend and even invited me to his and Hazel’s wedding and reception in…
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Q&A with IdeaSpace President Earl Valencia on Incubating Innovation

Q&A with IdeaSpace President Earl Valencia on Incubating Innovation

Entrepreneurship, Innovation, interviews, Q&A
Q1: What is IdeaSpace? Why was it set up? What is its vision?  A: IdeaSpace is aimed to help grow a Philippine economy through science and technology.  We were set-up by the First Pacific Group of Companies to foster a spirit of technopreneurship in the country and encourage more young people to consider becoming entrepreneurs, engineers and scientists.  The goal is for anyone in the world to think of the Philippines and talk about the innovations that changed lives. Q2: You have a Stanford MBA and then worked at Cisco’s Emerging Technologies Group at the Silicon Valley Global Headquarters in the US. What convinced you to come back to the Philippines?  A: Coming back to the Philippines was not an easy decision.  I myself had what most people called a "dream…
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Q&A with Anson Dichaves on Shopper Marketing

Q&A with Anson Dichaves on Shopper Marketing

Insighting, interviews, Q&A
Q1: What is the most often overlooked aspect of shopper marketing which should be very basic to all? Great shopper marketing starts with great shopper insight. Shopper marketing is marketing. Insight drives actions and solutions. Neuroscience proved that 99% of what we do are driven by subconscious behavior or what we usually call habit. People more or less buy the same things most of the time. Shopper marketing is all about influencing buying habits, and you can only do this by understanding what the habit is through shopper insight. Q2: You became the first global customer marketing director for Ponds in Unilever, then global head for shopper marketing for Philips consumer lifestyle division. After that you joined Nielsen as managing director for shopper research for Asia, Africa and Middle East.…
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Q&A with Mondelez Southeast Asia Group Marketing Director Pamela Takai on Being a Young Market Master Awardee (YMMA)

Q&A with Mondelez Southeast Asia Group Marketing Director Pamela Takai on Being a Young Market Master Awardee (YMMA)

interviews, Marketing Strategy, Q&A
Q1: Prior to Mondelez, you were with Unilever, first as country brand manager, then regional brand manager, then global brand manager. Can you tell us what were the most challenging parts of each of these brand positions and why? A: At the heart of these roles is the privilege to make a brand more valuable to the business and the consumers after your term.  There comes the usual challenge of competitive pressure, stagnant/declining sales, weakening equity and so on. But a significant part of the challenge would be beyond marketing, but also on personal leadership.  During my first role as brand manager, I was very young then and handling a mega billion peso brand that faced immense competitive onslaught and business pressures. The most difficult, and yet eventually rewarding, was…
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