Marketing Cluster Branding and Digital Marketing Forum Was Packed to the Quadrangle

The seminar conducted by the Marketing Cluster headed by Prof Eric Soriano of Ateneo Graduate School of Business last May 24, 2012 was well attended.   The seminar is about Branding by Jacqueline Alexis Tsng of Lexis (Singapore based) and Digital Marketing by Eduardo Mapa  of Media Contact.

The professors who were there Eric Soriano, Lulu Moguel,  Prof George Fong (it was his __nth birthday yesterday) Ibarle, Prof  Jorge Entrep, Danny Wong Barrinechea,  Of the Sentrep class, only CD Abugan and Voltaire Caballero were the guys I saw (were there others?) The Sentrep class would have benefited greatly from this forum

Branding:

Jacqueline, now 46 does a lot of worldwide consulting on branding.  She says 1/2 of the market for her is in Asia, and
Philippines is a growing market.  She has among her clients Jollibee, Belo group Goldilocks.  She was bought by Eric Soriano to the Belo group.

For many companies, the brand equity is more important than the company's tangible assets.

For her, branding is a promise of an experience for the customer for the product or service.  More than the communication, the more important for branding is the supporting behavior/structure, and implementation to deliver the promise.  Thus the business model canvass is very important in understanding what she is saying.  The key resources and activities  must
support the main value proposition.

Engaging the internal organization by way of communication, training, redesigning offices must be carefully planned and given attention, and part of the diligent execution.  Most organization neglect this part.




  Again she repeats the importance of the being unique, and being differentiated.  The market does not notice nor buy a me too product.

GDP

Growth -  Brand extension, differentiation of one brand vs another, sponsored brand

Direction -  local, regional, global

Protect -  brand must not die -  they die.  Companies must revive and spend on the brands, or recreate them to keep them alive

Digital Marketing

Going digital marketing is like taking a deep scuba dive.  First you must learn how to swim.  Aside from understanding techies.

Facts:  realities World population is 7billion, 2 billion are internet users,   l/3 of that is in Asia  PHL is the SMS  and social media capital of the world.

(I will add that digital marketing revenues is increasing-  it stands at $60+ billion and the new darling of Wall Street are companies engaged in DM and they are better than FB IPO;   as it is FB IPO bombed out)

Eds acronym: URE

Useful

Relevant

Entertaining.

Digital Marketing is about content -  unique content.  DM is about story telling that are URE




Notable Eds project are:  Close-up Kilig Factory, and Dove's "How Real Men Surprise their Dates"

All DM is a result of careful planning and diligent execution.