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News and Events

How entrepreneurs can learn from Trump’s winning branding

Specialization is better than generalization, Trump teaches us

It doesn’t matter if you’re thrilled or outraged or something in between at seeing Donald Trump become the new president-elect of the United States. Objectively, Trump ran an impressive and surprising political campaign, and it’s because of his penchant for personal branding and ...

by Jayson Demers  | November 24, 2016 06:00:00
Run & Grow

Exclusive: The President’s social media guy explains the Duterte branding strategy

Pompee La Viña points out how their campaign's marketing tactics can be useful to businesses

While he continues to earn disapproval for it, the curse-laden expressiveness of President Rodrigo “Digong” Duterte is not without merits in the fields of branding and marketing.This, at least, was the observation Pompee La Viña, Duterte’s social media director during the last ...

by Angelo Cantera  | October 04, 2016 05:00:00
Startup Tips

How to build your brand like the big companies do

Your 5-step checklist, based on the 5 senses

If you are like most people, you probably believe you already know what a brand is and perhaps think it has nothing to do with you.Sure, big companies like McDonalds, Lexus and Coca Cola have big brands.  Everyone knows that.But pause for ...

by Wendy Keller  | September 13, 2016 07:00:00
Run & Grow

The no. 1 secret to build your perfect personal brand

Figuring out what makes you ‘you’ is a necessary first step to making your brand realistic and relatable.

Some people absolutely hate the idea of personal branding because they think it feels fake or forced. But an effective personal brand should never feel forced by definition.I am going to let you in on an insider secret: Brand building is actually ...

by Ryan Erskine  | June 11, 2016 03:00:00
Run & Grow

How to build an iconic brand (Part 5)

Embed your products to the Filipinos’ lifestyle, like how Goldilocks made its products a favorite pasalubong.

This is the last part on our series on iconic brands. Check parts 1, 2, 3, 4 to learn more about these icons.When Goldilocks first opened in 1966, there was very little competition. Its founders—sisters Milagros and Clarita Leelin, and their sister-in-law ...

by Johanna Poblete  | April 20, 2016 06:00:00
Run & Grow

How to build an iconic brand (Part 4)

Innovation keeps long-standing brands Caronia, Vino de Chino, and So-En competitive in the market.

 In case you missed, check parts 1, 2, 3 of this series on iconic brands.Lesson no. 4: Move with the marketCaronia, Vino de Chino, So-EnCaronia, the very first local brand of nail polish launched in the country in 1968, owes its recall ...

by Johanna Poblete  | April 19, 2016 05:00:00
Run & Grow

How to build an iconic brand (Part 3)

Create emotional ties with the market, like how Jollibee, San Miguel Beer, and Iced Gem Biscuits do it.

Related: How to become an iconic brand (Part 1) How to become an iconic brand (Part 2)  Lesson no. 3: Forge emotional ties.Iced gem, San Miguel,and Jollibee  There is a reason why we look fondly to brand behemoths like Jollibee, Coca-Cola, and San Miguel Beer: ...

by Johanna Poblete  | April 18, 2016 05:00:00
Run & Grow

How to become an iconic brand? (Part 2)

Learn how Maxx, White Castle Whisky, and Family Rubbing Alcohol become iconic Filipino brands.

Related: How to become an iconic brand (Part 1)     Lesson no. 2: Be available.Maxx Simple availability is just one factor in becoming iconic, said Ernesto Gatchalian, former president of J. Walter Thompson and Campaigns & Grey, and now managing director ...

by Johanna Poblete  | April 17, 2016 01:00:00
Run & Grow

How to become an iconic brand (Part 1)

Lesson 1: Be the first, if not the only, as in the case of Choc Nut.

There are successful brands, there are dominant brands, and then there are iconic brands.A successful brand is one that is profitable and growing, and a dominant one has cornered the lion’s share of the market. But an iconic brand has transcended those ...

by Johanna Poblete  | April 16, 2016 05:00:00