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Kultura®: A Brand Designed to Help Discover & Delight in Local Artistry & Craftsmanship from All Over the Philippines – Branding Nerd
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 a…
MrBeast®: A YouTuber Brand Leading the Way in the Global Creator Economy of Tomorrow – Branding Nerd
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 200…
Sonya’s Secret Garden®: A Brand Positioned to Uplift Both Body & Soul – Branding Nerd
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 ridge…
Spotify®: A Brand Born to Combat Piracy Now Thrives thru Relentless Innovation – Branding Nerd
"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',…
Engkanto®: A Filipino Craft Beer Brand that Re-Crafted a Unique Positioning in the Global Beer Market – Branding Nerd
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…
Patagonia®: A Brand Focused on Saving Mother Earth has a Fully Aligned Employer Brand – Branding Nerd
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…
‘Leni Robredo’: A Brand that Inspires Through the 8th Habit – Branding Nerd
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…
Ookla®: A Brand that Has Become a Global Industry Standard thru its Narrow Focus on Network Intelligence – Branding Nerd
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. Badge in Globe Telecom's Homepage A few days ago, I logged into Globe Telecom's website to pay for my July 2022 mobile…
KENNETHCOBONPUE®: A Brand Made Unique through Design – Branding Nerd
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,…
Carmen’s Best®: A Brand Made Super Premium Through Its Vertical Integration Process – Branding Nerd
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…
Ilog Maria®: A Brand Built on its Singular Focus on Honeybees – Branding Nerd
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…
Swatch®: Re-Booting the Brand’s Playful & Collectible Positioning to Attract New Market Segments via Co-Branding with Omega® – Branding Nerd
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…
Top Gun®: Breaking Box Office Records thru the Brand Equity of its Movie Franchise – Branding Nerd
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,…
Apple®: The World’s First Three Trillion US Dollar Brand & Its ‘Walled Garden’ Product Strategy – Branding Nerd
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…
Vespa®: A Brand Made Iconic thru Functionality, Females, Fashion, Film and Fun – Branding Nerd
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…
Malagos Chocolate®: A Fine Chocolate Brand from the Philippines Made Unique Through its Heirloom Cacao & Tree-to-Bar Process – Branding Nerd
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…