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Engkanto®: A Filipino Craft Beer Brand that Re-Crafted a Unique Positioning in the Global Beer Market
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 before…
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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 the…
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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 that…
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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,…
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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 the…
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‘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 Al…
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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 unique…
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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 brand…
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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 very…
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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 brand…
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Apple®: The World’s First Three Trillion US Dollar Brand & Its ‘Walled Garden’ Product Strategy
A new year is upon us, and usually at the onset of each new year, one of the big ticket items that consumers invest in with their year-end bonuses is an upgrade to their old mobile phone. And one of the biggest winners of this seasonal consumer trend is the new iPhone 13® which has…
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KENNETHCOBONPUE®: A Brand Made Unique through Design
In this blog, we will revisit ‘Brand Strategy’ and focus specifically on one of its three important elements, specifically ‘USP’ or ‘unique selling proposition’. I always teach my students who attend my ‘The Brand Architecture’ webinars, that the foundational stage of any brand building exercise is ‘Brand Strategy’ which is composed of three important elements,…
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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 on…
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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 midst…
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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 of…
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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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Branding Nerd 
This blog is a huge help especially for a startup business and intrapreneur like me.
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Thank you very much Prince for visiting and for your kind words. Blessings.
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