We must create a Philippine brand and identity

MANILA, Philippines - Last Tuesday, hundreds of people lined up at one of Greenbelt 3’s cinemas to get in. You would have thought it was a movie premiere, but guests who eventually filled up all the seats were actually there for a talk by Brian Tenorio, a New York-based shoe designer, design manager, graphic artist, and communications consultant for creative industries and corporations.

Tenorio is an identity consultant for the Asian Development Bank  (ADB), chair of the Designers for Development Network, a group composed of design and communications specialists from around the world involved in design projects for international organizations and development agencies (www.designersfordevelopment.com), and did research work on National Design Policy for Developing Countries while at  Pratt Institute in New York City.

The talk was part of Ayala Malls’ Style Origin series, a campaign that brings together modern design, fashion and music. According to Ayala Malls executives, “Style Origin aims to be a catalyst of creativity and modern innovation in the Filipinos’ constant search for unique and personalized style. Through esteemed Filipino design, beauty, fashion and music, Style Origin aspires to identify your lifestyle.”

Prior to his talk, Tenorio met with Filipino designers and artisans all over the country. And last Tuesday, before an audience of architects, interior and furniture designers, retailers, media, artists and culture vultures, Tenorio delivered “The first State of Philippine Design Address.”

He explored the value of design, how it touches our everyday lives without our even knowing it (scientific innovations, for instance, do not translate to marketable products without the design process), the Philippines as a brand, the need or lack thereof of a design policy, and government support.

Brian Tenorio (center) chats up with his audience at Ayala Malls’ Style Origin series in Greenbelt 3.

In the language of today’s social networking, Tenorio asked: “If the Philippines had a Facebook profile, would you want to add her up as a friend?”

Or in consumer terms, if the product was made in the Philippines, would you want to buy it? 

Tenorio said the country doesn’t have a brand identity the way other countries do, faring either badly or landing in the middle of design indexes. For instance, how is the Philippines perceived as far as its products are concerned? What is our brand identity? How do non-Filipino consumers perceive our products? Do we fare well in the country of origin effect or country-association effect?  

What the Philippines needs is a marketing strategy that goes beyond promoting our beaches. When you say Switzerland, you immediately think of precision watches; for Italy, it’s shoes; for Colombia, it’s coffee; for Japan, it’s technology. For the Philippines, though we are known for many things, we don’t have that same kind of identity that’s known the world over and by all kinds of people.

And though we excel in furniture design and manufacturing, and some of our designers are popular in some parts of the world and by specific groups of people, this hasn’t translated into a brand of image for the country. (The late CITEM head Eli Pinto-Mansor recognized the need for branding when she created Movement 8 in 1999.)

Tenorio said the days of “celebrity designers” are over, that knowledge should be spread.

To end his talk, Tenorio outlined what we can do for Philippine design:

Socio-anthropologist Fernando Zialcita and his family

1. Believe in Philippine design.

2. Solve problems, Philippine style — mix quality thinking with quality insight.

3. Create safe places for design thinking — empower free thinkers.

4. Identify hotbeds in design and innovation, sectors such as the youth, retail, technology, business, and LGBT (lesbians, gays, bisexuals and transgenders).

5. Identify role models in design. Everyone else must level up, to reach out and expand horizontally, to share, teach and pass skills, and most importantly to inspire.

6. Globalize our design perspective.

While Tenorio didn’t say anything that hasn’t already been discussed in the design industry, his talk proved that people are interested in design, that they are wiling to support the creation of a Philippine brand and identity, and that brilliant minds can get together to push in one direction for the good of the country.

* * *

In April, Ayala Malls pays tribute to Filipinos’ love for local fashion and beauty as it brings back fashion photographer Nigel Barker with runway coach and judge Miss J. Alexander to share their work, expertise, ideals on real and “reel” beauty. Understand the Concept of Beauty Equation at the mall of your choice: Greenbelt 3 Park, April 14, 6:30 p.m.; TriNoma Activity Center, April 15, 7 p.m.; and Alabang Town Center Activity Center, April 16, 5 p.m.