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EON’s “White Paper on Branding the Philippines: Championing the Filipino”

February 1, 2011

Note: I wanted to make a longer essay, but to prove a point that verbal diarrhea is just a waste of time, I would like to express my comment about EON’s “White Paper on Branding the Philippines: Championing the Filipino” as short as possible.

The Unique Selling Proposition of the Philippines should focus on the beaches. Tourism-wise, that should attract a lot of people to our country. Investment-wise, the tourism industry is one of the most promising given that we have great beaches, great marine life, kilometers and kilometers of shoreline, and oh, seven thousand and one hundred seven islands. That’s why I really wonder why the Department of Tourism announced last year that it would not focus on the beaches. But then again, what can you expect from the Administration that gave us “Pilipinas Kay Ganda”? It’s for the same reason the Americans are here thanks to the Visiting Forces Agreement. As an archipelago, we have a great advantage.

The only other country that may give us a run for the money may be Indonesia since they have more islands than us. However, given that they have worse security problems and we boast of being a predominantly Catholic nation, that should have been enough to give us an edge. This is why I really wonder why EON would propose emphasizing the Filipino as a person in its branding strategy. If the end-goal of such branding effort is to attract investments, tourists, and the likes (and not just to achieve a certain level of “wow effect” which I really, really hate), what else is there to look at than our beaches? Call me crazy, but I wouldn’t want to travel across the globe for a “smile”. Sometimes the best strategy is the one that has been tried and tested. You don’t have to reinvent the wheel just so that you can make a name for yourself.

Disclaimer: My opinion above does not reflect the opinion of any organization or prominent personalities connected to me professionally. Moreover, I am skipping having to break down my comment on how such suggestion can be supported by the Government through infrastructure, peace & order, etc. Nevertheless, I believe this is quite feasible.

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