5 Rules of Local Hospitality Branding by Amor Maclang

1. 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

2. We are a transformative marketing company that
believes in doing well and doing good.
Some of our clients and partners:

3. 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

4. 1
Your target market and actual users are
not the same.

5. How do you launch a fruit shake
brand
…in a country that is a red ocean for them?

6. 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.

7. We needed to position
Jamba Juice differently.
SOCIAL CAPTIAL outweighs PRODUCT VALUE
With no advertising budget, we turned it into a
STATUS brand.
>

8. 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

9. 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!

10. 2
The food is just one part of a customer
journey.

11. How do you create a new bread
brand
…in a landscape dominated by
a foreign first-mover?

12. 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

13. We needed people to see bread
differently.
First we attached an emotive value to bread:
EVERY PIECE OF OVN TELLS A STORY.

14. THE CUSTOMER JOURNEY
Then we created
Each brand touchpoint was deliberately designed to turn
clueless prospective buyers into passionate advocates.
??????????
Clueless Purchase LoyaltyRepeatWalk-In

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

16. 3
Branding elevates the discourse.

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

18. 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.

19. 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.

20. 4
Cultural relevance is an important cog.

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

22. 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

23. 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

24. 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

25. 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

26. 5
Local is the new premium,
Provenance is the new branding.

27. How do you use food as a growth driver
…on both a local and regional scale?

28. A highly urbanized city in Mindanao, Zamboanga City is the commercial and
industrial center and the flagship tourism destination of the Zamboanga
Peninsula.
Yet, for its richness in many industries, the city lacks cultural integration which
blocks progress.

29. With proper cultural integration,
Zamboanga can pave the way to build peace in Mindanao through
economic prosperity.
How? By growing revenue streams by creating value and sparking demand
through branding for:
food circuits, local agriculture, cultural experiences

30. By creating high value for resources from our own zip code, we can alleviate
poverty and circulate prosperity.
This creates a pride of place not just for local consumers, but also for local
producers.

31. 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.

32. THE END
A GeiserMaclang Presentation
© 2014 All Rights Reserved

33. 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