Humble Market®: A Humble Retail Brand with a Far-Reaching Mission

In our previous blogs which covered local Filipino brands, namely Happy Helpers® and Mary Grace®, we discussed ‘Brand Personality‘ and explored how this critical element of the ‘Brand Identity‘ defines and directs a brand’s priorities and behavior in the marketplace. In this blog, we revisit the concept of brand personality and focus our attention onContinue reading “Humble Market®: A Humble Retail Brand with a Far-Reaching Mission”

ISO®: A Trustworthy Brand that Makes Brands Trustworthy

In a news item earlier this 2021, I read that the Office of the Vice President (OVP) of the Philippines secured the ISO 9001:2015 recertification for quality management systems (or QMS). I remember wondering then, what’s the significance of that and why does the OVP of the PH bother with such certification? In the midstContinue reading “ISO®: A Trustworthy Brand that Makes Brands Trustworthy”

VEJA®: A French Sneaker Brand that Places Sustainability at the Core of its Product & Process Strategies

In our previous blogs on Cotopaxi® and Del Monte®, we discussed how ‘sustainability‘ has been placed at the heart of the ‘product‘ development and ‘process‘ strategies of these brilliant brands. In this blog, we focus on a French sneaker brand which has taken sustainability in product development to a whole new level. From upcycling ofContinue reading “VEJA®: A French Sneaker Brand that Places Sustainability at the Core of its Product & Process Strategies”

Heinz®: A Leading Condiment Brand Using PR to Promote its Latest Non-Condiment Innovation

While watching the news on CNN just a few days ago, I saw a piece of news that we seldom see these days. It was a news story about a gadget that a leading FMCG (fast-moving consumer good) brand introduced, that is, the launch of the new Heinz Packet Roller. Watch the 30-seconder advert hereContinue reading “Heinz®: A Leading Condiment Brand Using PR to Promote its Latest Non-Condiment Innovation”

Del Monte®: A Brand that Relies on the Earth, Gives Back to the Earth through its Process Strategy

In our previous blog on Oishi®, we covered the sixth P which is ‘process‘ and discussed this brand’s brilliant process strategy which it has dubbed the ‘The Good Chef’. Oishi® has consistently implemented this strategy in its various markets across the world. We learned how this food market leader applied this very simple but veryContinue reading “Del Monte®: A Brand that Relies on the Earth, Gives Back to the Earth through its Process Strategy”

LifeWear® Magazine: How Uniqlo®’s Promotional Strategy Became a Brand in Itself

In various previous blogs, we’ve featured the ‘promo‘ strategy of the likes of BGC through art, Sperry® through micro-influencers and co-branding, Red Bull® x GoPro® through co-marketing, and Amarula® through its CSR campaign to save the majestic African elephant. As mentioned in these previous blogs, the promotional strategy of a brand is also referred toContinue reading “LifeWear® Magazine: How Uniqlo®’s Promotional Strategy Became a Brand in Itself”

Happy Helpers®: A Social Enterprise Brand with a Clear and Consistent Brand Personality

In our previous blog that covered leading casual dining brand in the Philippines Mary Grace®, we discussed the concept of ‘brand personality‘. We learned how its consistent and cohesive brand personality enabled it to grow and become one of the most successful casual dining restaurant chains in the Philippines. I always teach my students inContinue reading “Happy Helpers®: A Social Enterprise Brand with a Clear and Consistent Brand Personality”

Sperry®: An 86-year old Boat Shoe Brand Connecting with Today’s Youth Through Micro-Influencers and Co-Branding

In a previous blog on Red Bull® x GoPro®, we talked about the concepts of ‘co-marketing‘ and ‘co-branding’. We learned how the synergy of two brands who share a common target market can help build equity for each partner, thereby providing a lift in their value and market share. In this blog, we will revisitContinue reading “Sperry®: An 86-year old Boat Shoe Brand Connecting with Today’s Youth Through Micro-Influencers and Co-Branding”

Netflix®: A Brand that Secured Global Market Leadership through Product Evolution

In our previous blog on LEGO®, we talked about ‘product strategy‘ as part of the six P’s of the marketing mix. We discussed how this brilliant brand went from product strength to product strength which enabled it to earn the recognition of being the ‘Toy of the Century‘. In this blog, we will revisit ‘productContinue reading “Netflix®: A Brand that Secured Global Market Leadership through Product Evolution”

Red Bull® and GoPro®: A Brand Partnership that has Defined the Meaning of Co-Marketing Excellence

In previous blogs, we’ve talked about brand positioning but always only featuring a single brand. In this blog, we will do something for the first time. We will focus on the overlapping positioning of two seemingly unrelated brands which have entered into a partnership to help promote each other to its similar consumer audience. “SynergyContinue reading “Red Bull® and GoPro®: A Brand Partnership that has Defined the Meaning of Co-Marketing Excellence”