4 Rules of Local Hospitality by Amor Maclang

#DoWellDoGood�CAMPAIGNS�






THE 4 RULES OF LOCAL HOSPITALITY BRANDING:�Learning from from food brands and causes championing resources from our own zip code�

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

www.facebook.com/amor.maclang

@amormaclang

@amormaclang

RULE �

#1 �

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?�

RULE �

#1 �

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 � RULE �

#1 �

We needed people to see bread differently. �

First we attached an emotive value to bread: �EVERY PIECE OF OVN�

TELLS A STORY. �

RULE �

#1 �

THE CUSTOMER JOURNEY �

Then we created�

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

??????????

Clueless � Purchase� Loyalty �Repeat �Walk-In�

RULE �

#1 �

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

foreign competitor.�

RULE �

#1 �

RULE �

#2 �

BRANDING ELEVATES THE DISCOURSE.�

RULE �

#2 �How do you make your product �

…stand for something higher?�

RULE �

#2 �Beyond developing high quality and

consistent products, Aboitiz Equity Ventures’ food subsidiary Pilmico endeavors to grow

the communities they are present in through programs that benefit the backyard farmer

and tie back to their business model.�

Having a large stake in Philippine agriculture, they recently launched M P A, a movement to promote food sustainability, entrepreneurship

and livelihood, and pride of product and place.�

RULE �

#2 �

Kicked off with a livelihood program in partnership with the Department of Social Welfare and Development (DSWD), Pilmico Animal Nutrition Corporation

and the Local Government Unit of Palo, Leyte�

Movement to elevate perception of homegrown food with traceable

origins: promotes pride of place and product, food sustainability, and

farmer entrepreneurship.�

RULE �

#3 �

CULTURAL RELEVANCE IS AN�IMPORTANT COG.�

RULE �

#3 �How do you usher a niche food label �

…into mainstream consciousness and acceptance?�

RULE �

#3 �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�

RULE �

#3 �

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:�

RULE �

#3 �

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

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

global mindset.�

RULE �

#3 �

It not only unites nations but also industries: �

food, tourism and services, and health and beauty�

HALAL applies not only to food products but to all aspects of the

Muslim’s way of life.�

RULE �

#4 �

LOCAL IS THE NEW PREMIUM,�PROVENANCE IS THE NEW BRANDING.�

RULE �

#4 �How do you use food as a growth driver �

…on both a local and regional scale?�

RULE �

#4 �

As a highly urbanized city of the province of Benguet, Baguio’s character has grown from being the “Summer Capital” to also being the center of business

and commerce as well as the center of education in the entire Northern Luzon.�

BAGUIO�CITY �

RULE �

#4 �

How do we further capitalize on Baguio City’s strengths to establish its differentiator? �

Currently, the city’s economy is centered on tourism,

education, and retail.�

RULE �

#4 �What is�

terroir? �The concept of terroir can be translated as "a sense of place," which is embodied in certain

characteristic qualities that the local environment has had on the production of its product.�

Points considered as aspects of terroir are as follows: �

CLIMATE �SOIL TYPE �

TOPOGRAPHY �OTHER PLANTS GROWING IN AND AROUND THE VINE PLOTS�

This also expands to include elements that are controlled or influenced by humans, including which variety of a seed to plant, modes of taking care of the plant, and so on.�

RULE �

#4 �

food circuits, local agriculture, cultural experiences�

By identifying the concept of terroir as a differentiator, Baguio City can grow revenue streams by creating

value and sparking demand through branding for: �

RULE �

#4 �

Adopting the concept of terroir creates high value for resources from our own zip code, which can alleviate poverty and circulate prosperity. �

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

Food products distinct to Baguio include the well-known strawberries and "Baguio"

vegetables—often denoting vegetable types that do well in the cooler growing climate,

shipped to major urban markets across the archipelago.�

Branding elevates the discourse.�

The food is just one part of a

customer journey.�

Cultural relevance is an important

cog.�

Local is the new premium;

provenance is the new branding.�

RULE �#1 �

RULE �#2 �

RULE �#3 �

RULE �#4 �

THE END �A GeiserMaclang Presentation�© 2014 All Rights Reserved�

THE 5 RULES OF�LOCAL HOSPITALITY BRANDING �

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

www.facebook.com/amor.maclang

@amormaclang

@amormaclang