I remember during the early part of the COVID-19 pandemic, around the first quarter of 2020, I developed a new appreciation for occasionally drinking ice-cold beer at home, something I hardly (maybe even never) did pre-pandemic. Because of the restrictions then, suddenly we all found ourselves doing things at home which we hardly did beforeContinue reading “Engkanto®: A Filipino Craft Beer Brand that Re-Crafted a Unique Positioning in the Global Beer Market”
Author Archives: Bingo Soriano
Patagonia®: A Brand Focused on Saving Mother Earth has a Fully Aligned Employer Brand
I was recently asked to do a training and workshop on The Brand Architecture for a company’s HR Department. It was a rather odd ask from the Branding Nerd as I’ve never trained a group of HR professionals since the inception of this blog, and initially, I wasn’t quite sure if the framework of theContinue reading “Patagonia®: A Brand Focused on Saving Mother Earth has a Fully Aligned Employer Brand”
Malagos Chocolate®: A Fine Chocolate Brand from the Philippines Made Unique Through its Heirloom Cacao & Tree-to-Bar Process
I was having dinner last August 1, 2022 with a company colleague from Barcelona who was about to fly back home the following day. In the course of our dinner conversations, he mentioned that he bought several bars of 85% Dark Malagos Chocolate® to bring home to his wife back in Spain. He says thatContinue reading “Malagos Chocolate®: A Fine Chocolate Brand from the Philippines Made Unique Through its Heirloom Cacao & Tree-to-Bar Process”
Top Gun®: Breaking Box Office Records thru the Brand Equity of its Movie Franchise
In the most recent news report that I could find about the mega-successful movie sequel ‘Top Gun: Maverick‘, it’s remarkable to note that this sequel has reached the number 12th spot in all-time worldwide box-office revenues at over US$1.4Billion, which is also the number 8th spot of all-time worldwide sequel box-office. So far in 2022,Continue reading “Top Gun®: Breaking Box Office Records thru the Brand Equity of its Movie Franchise”
Ookla®: A Brand that Has Become a Global Industry Standard thru its Narrow Focus on Network Intelligence
When it comes to internet testing, data and analysis anywhere in the world, one brand has emerged a clear global market leader. I’m referring to internet speed testing brand Ookla®, founded in 2006. A few days ago, I logged into Globe Telecom‘s website to pay for my July 2022 mobile phone bill. And on theContinue reading “Ookla®: A Brand that Has Become a Global Industry Standard thru its Narrow Focus on Network Intelligence”
‘Leni Robredo’: A Brand that Inspires Through the 8th Habit
Leni Robredo, the candidate, just lost the 2022 Philippine Presidential elections held last May 9, 2022, and yet despite this loss, ‘Leni Robredo’, the brand, continues to inspire millions of Filipinos, especially the youth. The classical definition of a brand which I teach in the course ‘The Brand Architecture‘ is taken from brand guru AlContinue reading “‘Leni Robredo’: A Brand that Inspires Through the 8th Habit”
Swatch®: Re-Booting the Brand’s Playful & Collectible Positioning to Attract New Market Segments via Co-Branding with Omega®
Swatch® and Omega®, sister brands under the giant Swatch Group, recently made headlines in both the horology and marketing worlds due to the global launch of its unprecedented co-branded collection called the Omega x Swatch Speedmaster MoonSwatch Collection® last March 23, 2022, just over a month ago. The MoonSwatch® is made of bioceramic (a uniqueContinue reading “Swatch®: Re-Booting the Brand’s Playful & Collectible Positioning to Attract New Market Segments via Co-Branding with Omega®”
Carmen’s Best®: A Brand Made Super Premium Through Its Vertical Integration Process
In our previous blog on Oishi® and Del Monte®, we talked about ‘process‘ as an integral part of Brand Marketing which is the third major pillar that comprises The Brand Architecture. It would be recalled in previous blogs that the correct sequence of building the brand architecture is as follows: First, Brand Strategy, including brandContinue reading “Carmen’s Best®: A Brand Made Super Premium Through Its Vertical Integration Process”
Vespa®: A Brand Made Iconic thru Functionality, Females, Fashion, Film and Fun
Amongst the millions of brands around the world, a select few reach iconic status. When one thinks of ‘iconic brands‘, the likes of Apple®, Nike®, Coca Cola®, Starbucks® and McDonald’s® immediately come to mind. These iconic brands are internationally recognized household names. They have achieved market leadership and an ever-increasing market value. These brands have become veryContinue reading “Vespa®: A Brand Made Iconic thru Functionality, Females, Fashion, Film and Fun”
Ilog Maria®: A Brand Built on its Singular Focus on Honeybees
In previous blogs, we’ve emphasized several times that the very definition of a brand is centered on a singular concept or idea that is owned inside the mind of the prospect. The most successful brands are also the most disciplined, especially in terms of their ability to remain focused on and consistent with their brandContinue reading “Ilog Maria®: A Brand Built on its Singular Focus on Honeybees”
Branding Nerd 