My eldest daughter, Christella “China or Stella” Soriano-Miranda, owns and operates a small but growing jewelry brand called Lily®. My wife Carol collaborates with her as co-designer. If big tech brands like Apple® and Google® were founded in garages, Lily® was founded literally on our dining table back in 2017. The brand has come aContinue reading “Kultura®: A Brand Designed to Help Discover & Delight in Local Artistry & Craftsmanship from All Over the Philippines”
Tag Archives: Brand Positioning
MrBeast®: A YouTuber Brand Leading the Way in the Global Creator Economy of Tomorrow
After over seven months in hiatus (mainly due to a major business transition in the digital marketing company which this Branding Nerd was previously leading) I am very happy to be back on the saddle to write this blog about a topic that I was recently asked to talk about in front of around 200Continue reading “MrBeast®: A YouTuber Brand Leading the Way in the Global Creator Economy of Tomorrow”
Sonya’s Secret Garden®: A Brand Positioned to Uplift Both Body & Soul
Last May of this year, we were invited to the 35th wedding anniversary celebration of a dear friend. The celebration was going to be held in Tagaytay City, a popular destination in the Philippines which is about a little over sixty kilometers south of Manila. Known for its cool climate, Tagaytay sits on a ridgeContinue reading “Sonya’s Secret Garden®: A Brand Positioned to Uplift Both Body & Soul”
Spotify®: A Brand Born to Combat Piracy Now Thrives thru Relentless Innovation
“The brands that will thrive in the coming years are the ones that have a purpose beyond profit.” Sir Richard Branson, Founder of Virgin Group Ever since the launch of Branding Nerd in April 2021, we’ve featured notable local and international brands who are profitable and have engaged in rather ‘traditional‘ competitive environments. By ‘traditional‘,Continue reading “Spotify®: A Brand Born to Combat Piracy Now Thrives thru Relentless Innovation”
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 beforeContinue reading “Engkanto®: A Filipino Craft Beer Brand that Re-Crafted a Unique Positioning in the Global Beer Market”
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”
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”
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