The 5 Rules of Local Hospitality Branding by Amor Maclang

AMOR MACLANG Globally Award Winning Brand Architect Risk and Crisis Strategist Tourism and Investments Expert Mindanao Advocate

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We are a transformative marketing company that believes in doing well and doing good.

Some of our clients and partners:

THE 5 RULES OF LOCAL HOSPITALITY BRANDING

Learning from foreign brand chains while championing resources from our own zip code

A GeiserMaclang Presentation © 2014 All Rights Reserved

1 Your target market and actual users are

not the same.

How do you launch a fruit shake brand

…in a country that is a red ocean for them?

Jamba Juice in California was a drink made for anyone and everyone.

Following this strategy in the local, tropical, and shake-saturated market would not have worked.

We needed to position Jamba Juice differently.

SOCIAL CAPTIAL outweighs PRODUCT VALUE

With no advertising budget, we turned it into a STATUS brand.

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OUR TARGET MARKET:

THE ACTIVE ATTRACTIVES

Communications were focused on our target market, but platforms and experiences were create to accommodate our actual

users:

FAMILIES WITH CHILDREN

Ambassadors Boosts Activations Sports Products Fitness Camp

THE RESULTS: Jamba Juice High Street became

the best performing branch in the world. •  Mainstream and online media exposure: 367% return on investment •  Trended on Twitter in the Philippines for 2 straight days •  Generated more than 17,000 Facebook fans in two months after the launch • Over 1000 attended celebrities and influencers attended the launch •  Doubled sales target of 4M Php to 8M Php •  Jamba Juice had to fly in cups from the US and Korea just to keep up with the

demand! • We won an International Business Award!

2 The food is just one part of a customer

journey.

How do you create a new bread brand

…in a landscape dominated by a foreign first-mover?

They had the space, they had the chef, and they also had the big competition.

DEVELOP A CONCEPT for a new bread store in SM Aura.

We were approached to

We needed people to see bread differently.

First we attached an emotive value to bread: EVERY PIECE OF OVN TELLS A STORY.

THE CUSTOMER JOURNEY Then we created

Each brand touchpoint was deliberately designed to turn clueless prospective buyers into passionate advocates.

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Clueless Purchase Loyalty Repeat Walk-In

A few weeks after opening, OVN experienced stable sales and growing word of mouth, eventually outselling its foreign competitor.

3 Branding elevates the discourse.

How do you make your product …stand for something higher?

Krispy Kreme has been winning palates as it continuously strived to make its flavors bring smiles to patrons all over the world.

This allowed us to bank us on its sweet success and anchor it to a greater purpose: making it a world-famous doughnut and coffee brand that’s all about sharing.

For its 75th birthday celebration last 2012, Krispy Kreme celebrated by launching a year-long campaign:

SHARE THE GIFT OF JOY

Krispy Kreme partnered with 12 organizations that care for the environment, creativity, lives, animals, and kids, to make a change and spread the good deed of sharing to Filipinos nationwide.

4 Cultural relevance is an important cog.

How do you usher a niche food label …into mainstream consciousness and acceptance?

FAST FACTS #1 By 2015, ASEAN envisions an “ASEAN Economic Community (AEC)”, which will establish a highly competitive single market and production through economic merging.

#2 Over 60% of the world’s Muslim population is located in the ASEAN region.

THESE FACTS HIGHLIGHT THE SPECIAL ROLE OF MINDANAO AS THE COUNTRY’S GATEWAY TO THE ASEAN

However, HALAL has long been riddled with the stigma of religious exclusion. While the roots of HALAL come from religion, its issues and implications

transcend religion.

The key to unlocking our gateway that is Mindanao is through

We need people to go past the stigma and see HALAL as a global mindset.

ASEAN is the HALAL capital of the world, therefore, the business of the ASEAN is the business of HALAL

HALAL applies not only to food products but to all aspects of the Muslim’s way of life.

It not only unites nations but also industries: food, tourism and services, and health and beauty

5 Local is the new premium,

Provenance is the new branding.

How do you use food as a growth driver

…on both a local and regional scale?

D A V A O The third most populous metropolitan area in the Philippines, Davao serves as the main multi-

industry, mutli-cultural hub of the Mindanao region.

This opens up the perfect opportunity to create demand for the provenance. Davao, with its range multi-layered ethnicity, serves as a complete primer for

Philippine culture.

We must grow revenue streams by creating value and sparking demand through branding for:

food circuits, local agriculture, cultural experiences

Consumer resources from our own zip code alleviates poverty and circulates prosperity.

This creates a pride of place not just for local consumers, but also for local producers.

RECAP

Your target market and actual users are not the

same.

The food is just one part

of a customer journey.

Local is the new premium; provenance is

the new branding.

Branding elevates the

discourse.

Cultural relevance is an important cog.

THE END A GeiserMaclang Presentation

© 2014 All Rights Reserved

AMOR MACLANG Globally Award Winning Brand Architect Risk and Crisis Strategist Tourism and Investments Expert Mindanao Advocate

w w w . g e i s e r m a c l a n g . c o m

w w w . f a c e b o o k . c o m / a m o r . m a c l a n g

@ a m o r m a c l a n g k k k k k