Same story, new perspective

We have always been told to act local and think global.  For several years, this has been the battlecry!

In the recently concluded 23rd Public Relations Congress held in Manila, the move to act local and think global was further encouraged. With the broadening of our communication facilities that allows us to connect with other countries in a few seconds at a lesser cost, the need to create globally competitive products with global value is the call of the times.

Thus, creating global brands have come to fore.  Products that not only bear the manufacturer’s brand but also becomes a by-word in itself that creates a niche for the industry it belongs. 

Take the case of Kenneth Cobonpue who is renowned worldwide for his designs. The intricacies of his products, the detail in which he creates his furniture and art pieces are the stories he attaches to make his work stand out and his name recalled. 

In a similar lane, Clayton Togonon’s canvass also puts forward his unlimited applications of his own art. Using indigenous materials, and playing with fiber glass, local fibers, and products of nature like termite houses, coconut fibers, twigs and ribbings, shells, and discarded wood, shards of sea-weathered glass, and  what have you, that he puts together into an exquisite furniture piece that carries its own mark that is very Togonon. 

Behind his own concepts are the woven tales of how the materials came to be.  Farmers needing livelihood, typhoon victims, surviving the flood, and their struggle with life, amazing victories of cancer warriors, and faith in the God who endowed vision and talent.

Local people, local talents, world-class products that are globally competitive and all within our reach.

Then we have the Philippine mangoes, like a flag carrier, it takes with it not just the flavor of the Philippines but also draws in attention to the quality of mangoes Cebu has. When traveling abroad, noting dried mangoes bearing the ‘Philippine brand’ makes one nostalgic and proud.

In the campaign for world acceptance of our products, Richard Spencer, the Chief  Marketing Officer of ISentia, a media intelligence company, shared some guidelines on how to keep own brands globally accepted. 

First is to position the product consistently worldwide.  The message of the product should be the same and convey a message that cannot be misinterpreted in another language elsewhere in the world. 

Next is to strive to make your company name your brand name. It will carry with it the corporate reputation.

Third is to build local clubs that further popularize the product, and allow your immediate feedback.  Tell compelling stories.  The content of your campaign should  talk about what your audience want to talk about so that you are able to engage them. 

Moreover, in order to  ascertain global leadership, one has to share best practices.

It is sad that some companies  still have not outgrown their “shyness” to share what they have done well.  A good story behind a good brand spurs the whole marketing wheel into action, and translates easily into global acceptance, and the much needed sales.

The making of a good brand that would catapult one’s product to the bigger economies can start with a good plan, and a quality local acceptance.  I say quality local acceptance because we too have to educate our people to look for quality and not settle for “pwede na”. 

In other countries, all consumers have the right to return poor quality products where they bought it without any questions.  It is the manufacturer’s responsibility to replace the “lowqual” product with a “goodqual” one.

When a brand is leveled-up and is appreciated in one’s own country, its acceptance creates waves that attract international attention.  It then builds a following that eventually leads to a good market and value.

If Bill Gates says content is king, then consistent quality becomes the brand’s best ambassador.  Still we must never fail to remember to act local, work your good products well locally.  Serve your local markets.  They are more sustainable in the long run than export.  But make it good enough, so that having the world as your customer, becomes just icing on your cake.

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