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Of Marketing Books and Real Life

March 3, 2006

In a span of almost 3 weeks, I have read Karaoke Capitalism, Brand Failures, and Positioning in between pages of Harry Potter and the Half-Blood Prince (which was my official book while inside the toilet). Karaoke was forced into my consciousness by Dennis during the day I got my job offer. It was a way of telling me that kid, you need to cram.

After which, I have borrowed the next 2 books to aide me with my work. Karaoke Capitalism is great. The layout and graphics were superb. But what I really love, are the thoughts and opinions of the duo authors which sort of supported my philosophy in life. You see, I firmly believe that I have lost a lot in life by transferring from Ateneo to Benilde. After all, Ateneo is the Ateneo. But as what I have told my friend over YM, Ateneo is a great school but it can only do so much to one’s career. It’s only a definite advantage if you’re at the top 20% of the batch. Given I was taking up a tough course which is BS Management of Applied Chemistry and that there are around a thousand students, the chances of being at the top 20% is way over my reach.

Thus, the transfer to Benilde gave me a 3-point edge: specialization, novelty, and work experience. I consider myself as a brand. By being in Benilde, specifically under CDP, I was able to specialize. I’m taking up Marketing Management. It is something specific unlike pure Management. Though Management of Applied Chemistry is also in the same level – even more, I believe I’m more attracted to the 4Ps than all the atoms could offer me in a lifetime. There goes all the years I stayed in Philippine Science High School.

Second, comes novelty. Even though ich sprechen nur einen biβchen Deutsche und immer mit falschen Worts (I speak only a bit German and always have wrong word usage), my work experience as a German Market Research Specialist (or interviewer) really gives me a lot of edge.

Finally, though most of my over 1 year work experience I am very proud that during my last phase, I have finally succeeded in attaining a job perfect for my dream career path. Right now, I am a Brand Associate for Naturale Labs which encompasses product development, positioning, promotions, retail, etc. In short, give and take 1 to 2 years, I know this part of my life will be my best weapon in this cruel corporate world.

Having read Brand Failures helped me associate myself (and perhaps my future product) with the right things. Right now, I am always open for more ways to enhance my life, or more concretely, my resume. This is why I’m doing all I can to make my product turn into a reality. I may be doing this for my boss, for Naturale, for the sake of getting a salary. Maybe I’m not. But one thing is for sure, I’m doing this for myself.

Positioning by Al Ries and Jack Trout ended by teaching the reader how to market one’s self. What I have read from that book are very important tips that I will always remember through time. But as what the Karaoke guys said, you are reading the same book that other people all around the world are also reading. And thus, I’m still having a bit of caution all over me. So I guess it’s just a matter of pure creativity, hardwork, and cynicism that keeps me apart. Jeez, and I almost wanted to buy that book made especially for would be leaders: the 7 Habits of Highly Effective People.

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