MANILA, Philippines — A brand can only be as strong as its connection to its customers. For Globe, this means staying true to its purpose and drawing inspiration from what its customers value to deliver innovations that improve lives.
Globe chief marketing officer Pia Gonzalez-Colby reaffirmed this mission at the recently held 51st National Marketing Conference of the Philippine Marketing Association, as she underscored the need for businesses to align their purpose with what matters to customers.
A strong sense of purpose resonates with the market and contributes significantly to the success of an enterprise, she said.
For Globe, staying true to its purpose of creating a Globe of Good means leveraging innovation to come up with products and services that help customers live life to the fullest. It also entails going beyond business to meet environmental, social, and corporate governance (ESG) standards, ensuring the ethical impact and sustainability of the company.