DATE/ VENUE:
8:00 AM to 5:00 PM
November 18, 2023
Philippine Innovation Hub
NDC Building, G/F, Salcedo Village, 116 Tordesillas, Makati City
SYNOPSIS:
This one-day workshop will teach you the fundamentals of branding for startups. You will learn how to:
- Develop a strong brand identity that is consistent and visually appealing
- Break through the media clutter with an effective creative and advertising strategy
- Use social media to build and promote your brand
By the end of the workshop, you will have the tools and knowledge you need to develop a strong brand that will help you attract customers and grow your business.
This workshop is ideal for startup founders who are just starting to think about their branding or who want to refine their existing branding. No prior experience with branding is required.
The workshop will be led by experienced facilitators who are experts in the fields of branding, advertising, and digital marketing. They will provide you with practical advice and guidance that you can implement in your own business.
APPROACH AND METHODOLOGY:
The workshop is interactive and engaging, utilizing exercises, activities, and case studies to help participants learn and apply the concepts. Participants will also benefit from post-workshop online consultation sessions to review their branding execution and receive support.
EXPECTED OUTCOMES:
By the end of this course, participants will be able to:
- Apply the principles of branding and identify the brand’s core values, unique selling proposition, and target audience.
- Develop visual branding that is impactful and consistent.
- Formulate a winning creative strategy and generate an advertising plan that cuts through the media clutter and drives brand saliency
- Execute an effective digital marketing strategy to build and promote the brand utilizing a combined data-driven and experimental approach.
| 8:00 – 8:30 AM | Registration |
| 8:30 – 8:40 AM | Opening Remarks |
| 8:40 – 9:00 AM | Introduction to Branding · Importance of Branding for Startups · Principles of Branding |
| 9:00 – 10:15 AM | Building a Brilliant Brand Architecture · What is your business, who is your target customer and what is the size of your target market? · What is Branding and Brand Positioning, and why is it important for your business? · What does it take to build and sustain a strong brand? |
| 10:15 – 10:30 AM | Morning Break |
| 10:30 – 12:00 NN | Visual Branding · How visual branding can help your business · Using color, typography, and imagery to convey your brand · Case studies of successful visual branding · Tips for maintaining a strong visual brand · Huddle |
| 12:00 – 1:00 PM | Lunch Break |
| 1:00 – 3:00 PM | Advertising and Creative Work · Advertising strategy for startups · Understanding the Customer Insight · Compelling creatives that break through the clutter, and sell · Choosing the right channels to deliver the message · Case studies of successful ad campaigns for startups · Huddle |
| 3:00 – 3:15 PM | Afternoon Break |
| 3:15 – 4:50 PM | Digital Marketing for Startups (Francis Gary Viray) · 2023-2024 Digital Marketing trends · How to build your brand online · Using data analytics and experimentation · Available tools to improve effectiveness |
| 4:50 – 5:00 PM | Wrap Up |
GUEST PRACTITIONERS:
BINGO SORIANO
Founder, Branding Nerd
Emanuel “Bingo” A. Soriano is a seasoned executive with over 36 years of experience in branding, marketing management, business strategy, general management and entrepreneurship. He worked in various multinational corporations and local Filipino companies across multiple sectors, including fast-moving consumer goods, retail banking, quick-service restaurants, advertising, and digital marketing.
As an entrepreneur, Bingo has over 16 years’ experience with companies including in-Store Media Philippines (an omni-channel shopper marketing company) and Xiklab Digital (one of the largest independent digital marketing consulting companies in Asia). In addition, he founded BASC Consulting International Corporation which provides training, coaching and consulting in the areas of Branding, Brand Architecture, Marketing Management and General Management in the Asia region since 2006.
Bingo is also behind Branding Nerd, the leading Philippine blog focused on branding launched in 2021. Branding Nerd currently ranks in the top 120 leading blogs on branding in the world.
BADONG ABESAMIS
Founding Partner, Gigil Advertising
Badong Abesamis has been in the marketing communications industry for more than 20 years, receiving hundreds of international and local advertising honors, some of which on work made for the country’s biggest brands.
He has held posts in Ace Saatchi & Saatchi, Leo Burnett Manila, McCann, and TBWA. His last was Chief Creative Officer of Y&R Philippines, where he helped win the agency its first Philippine Agency of the Year plates and Cannes Lions after being in existence for 30 years. He was also part of the team that won the Philippines its first APAC Effies metal in 2016. Badong was inducted to the Hall of Fame of the Creative Guild of the Philippines in 2010. He was named its Chairman in 2016.
JAKE YRASTORZA
Managing Partner, Gigil Advertising
Jake Yrastorza has chalked up over 20 years of experience in advertising, handling market leaders, and turning challenger brands into one.
Starting his career in Hemisphere-Leo Burnett where he launched Lucky Me!, he soon was named Group Account Director in JWT. After returning briefly to Leo Burnett to handle the Marlboro account, he became the Chief Operating Officer of Cheil Philippines. Jake is GIGIL’s Managing Partner since 2018.
NACHI UGARTE
Brand Designer
Nachi has worked as a creative director at some of the top advertising agencies in San Francisco and Barcelona. With over two decades working in creative media, he has produced award-winning work for global brands such as Sony, Volkswagen, Reebok, Bacardi, Coca Cola, and others.
Nachi has been the founder and creative director of GRID Magazine since returning to the Philippines in 2014. He is also creative director of The Independent Investor.
FRANCIS GARY VIRAY
Founder and CEO, Propelrr
Gary has over 20 years of experience and is an established practitioner of data-driven digital marketing in the Philippines and the US. He is certified in conversion optimization, digital analytics, and growth marketing.
Gary has specialized expertise in data-informed, framework-backed approaches to marketing experimentation. He has hands-on proficiency in Analytics and Measurement, Growth Marketing, and Product Marketing, and has built teams grounded on innovation, technical expertise, and cross-functional collaboration ahead of the evolving marketing landscape.
WORKSHOP FACILITATOR
RON CASTRO
Managing Editor, The Independent Investor
Ron Castro, a corporate veteran spanning three decades with top multinational and local companies, has spent the last several years working closely with entrepreneurs and startups. His expertise in marketing, brand management, advertising, corporate communications, and digital marketing, combined with operational and leadership experience across Asia Pacific, gives him a well-balanced and practical approach to formulating and executing marketing strategy.
As a hands-on consultant, Ron has worked in various industries ranging from tech solutions to FMCG, automotive, business media and infrastructure. He was also an adjunct professor in UA&P and Enderun Colleges, where he designed courses in sales & channel management, brand activation and modern marketing strategies.
EVENT HIGHLIGHTS
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