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”
Category Archives: Food & Beverage Brands
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”
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”
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”
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”
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 inContinue reading “Amarula®: A Strong Brand Personality that is Making a Stand to Save the African Elephant from Possible Extinction by 2030”
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 spotContinue reading “Tanduay®: Rising to the World’s Top Spot among Rum Brands through its Distribution Strategy”
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 theirContinue reading “Kopiko®: A Brand that Grabbed Market Leadership through Market Segmentation”
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,Continue reading “Oishi®: A Megabrand with a Simple and Clear Process”
Branding Nerd 