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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 here…
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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 very…
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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 to…
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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 in…
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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 revisit…
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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 ‘product…
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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. “Synergy…
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Gojek®: A Brand with a Clear Focus to Remove Friction From People’s Lives
In our last blog on maverick brand Cotopaxi®, we studied how this brand’s laser focus on ‘doing good‘ was consistently and cohesively executed across its entire brand architecture which has allowed this brand to have an increasing impact on its people and communities that it has partnered with over the past eight years since its…
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Cotopaxi®: A Brand Created and Positioned to Do Good
In the previous blog on Amarula®, we discussed how brands deploy CSR (Corporate Social Responsibility) programs as a way of giving back which in turn help further enhance and strengthen their brand identity. We learned about Amarula®’s ongoing fight to help prevent the extinction of the majestic African Elephant through its #DontLetThemDisappear campaign. In a…
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Bench®: A Brand that Celebrates Life thru its Highly Effective Celebrity Endorsements
In our previous blog on Amarula®, we revisited ‘Brand Personality‘ and how this brilliant brand used their corporate social responsibility (CSR) program dubbed #DontLetThemDisappear to boost their brand personality as a passionate conservationist, highly responsible and authoritative global brand leader. In this blog, we touch on brand personality again, but also in conjunction with the…
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Amarula®: A Strong Brand Personality that is Making a Stand to Save the African Elephant from Possible Extinction by 2030
In our last blog, we talked about the brilliant distribution strategy of Tanduay®, the world’s highest-selling rum brand which hails from the Philippines. In this blog, we feature another liquor brand, but this time, we will tackle the brilliant ‘brand personality strategy‘ of a premium liquor brand called Amarula® from South Africa. As mentioned in…
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Tanduay®: Rising to the World’s Top Spot among Rum Brands through its Distribution Strategy
In this blog, we revisit the ‘place strategy‘ which we previously covered in our blog on Cartier®. However, unlike Cartier®, which has an ‘exclusive type‘ and ‘level zero‘ distribution strategy, in this blog we explore the ‘extensive type‘ and ‘level three‘ distribution strategy of this world-class brand of rum which has occupied the top spot…
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Zoom: A Brand that Zoomed Past its Competitors through its Pricing Strategy
In previous blogs, we’ve talked about five of the six P’s of the marketing mix including Product, Place, Promo, People, and Process. In this blog, we finally talk about the last of the six P’s which is ‘Price‘. “Price is what you pay. Value is what you get.” Warren Buffet ‘Pricing‘ is oftentimes overlooked as…
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Kopiko®: A Brand that Grabbed Market Leadership through Market Segmentation
In previous blogs, we’ve talked about the concept of the ‘open hole‘ and why this is important in establishing the positioning of the brand. Brilliant brands like Bon Chon® and the singing septet BTS have found their own ‘open holes‘ in the fried chicken and music industries, respectively, which allowed them to successfully establish their…
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BGC: Promoting the Brand Through Art
We’re almost complete with the six P’s of marketing. Out of the six, we’ve covered four in previous blogs, namely Product, Place, People and Process. In this blog, we talk about Promo. While it’s referred to as ‘promo‘, this is not limited to ‘promotions‘. ‘Promo‘, in the context of the six P’s of the marketing…
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Oishi®: A Megabrand with a Simple and Clear Process
In previous blogs, we’ve talked about some of the “Six P’s” of the marketing mix. We’ve talked about ‘Product‘ with LEGO®, ‘Place‘ with Cartier®, and most recently ‘People‘ with Starbucks®. In this blog, we will talk about ‘Process‘, another critical element in the six P’s of a brand’s marketing mix. “Quality is not an act,…
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Starbucks®: A Brand that’s a People Business
In our blog on Cartier: An Iconic Luxury Brand at the Right Place at the Right Time, we talked about ‘place‘ as one of the six P’s of the marketing mix. In our blog on LEGO: Prolific Product Strategy Built Brick by Brick, we talked about ‘product‘ which is another of one of the six…
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Ray-Ban®: A Brand Identity that Remains Genuine and Timeless
In our blog on Mary Grace: A Gracious and Grace-filled Brand, we talked about its ‘brand personality‘ and how Mary Grace remained consistent and cohesive which partly enabled this brand to grow to become one of the leading casual dining restaurant chains in the Philippines. In this blog, we will talk about ‘brand identity‘ which…
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