Tuesday, February 21, 2017

Convince like Steve: Secrets to Effective Business Communications

Steve Jobs has been unofficially proclaimed by many business experts as 1 of the best presentors in this tech-savy age.

In the video, here is what I got as tips for my next board presentation...
1. Set the theme
2. Outline
3. Demonstrate enthusiasm
4. Wow your audience
5. Sell an experience
6. Make numbers meaningful; use analogies
7. Paint a picture; Make it visual
8. Give a show
9. Rehearse, rehearse, rehearse! This is the updated version of "Convince like Steve". In 2011, the value of Steve Jobs' communication effectiveness was valued at $6 billion which pushed Apple as the world's most valuable brand at $153 Billion. Want to know the other 21 secrets to effective communications? Hereunders is the first version of that lecture. Some of it have been carried over to the updated version but there are some guidelines which are still worth following:

Friday, February 17, 2017

3M: Making Marketing Memorable

Let's make marketing memorable!

Unleash the Super-brands with Marketing

Z: The Outcome

Unleash the super-brands inside of us.
Superheroes  and famous artists are really ordinary people doing extraordinary feats when the need or opportunity arises.

Y: The Reasons Why

Many of us may have settled to living ordinary lives doing what we are good at. We may have forgotten that once upon a time, especially when we were children, our imagination was unconstrained by the limits of time and space and reality.

This simple exercise of choosing and visualizing the famous artist (that sounds or looks like us) or the superhero that we can best identify may be a good trigger to allow us to re-discover and develop the real famous and superhero brands inside each one of us.

Through this marketing class, the use of marketing principles and branding may be the triggers or catalysts or secret powers that can make a difference in the quality of life of the students taking this class.

This is very aligned to the Ignatian standard of Primus Inter Pares, being First Among Equals.

X: What We Do

Upload a picture consisting of 3 elements. Element 1: Your recent, solo, professional photo (center), Element 2:  superhero you most identify with (left) and Element 3: the famous artist or singer (preferably local and living) that you look like or sound like. If you can, pls. put text under each picture.  See the sample below.

Sunday, January 22, 2017

Create Your Personal Brand's One Pager Logo

The key objectives of this brand exercise are:

1. Make students aware that they are professional/personal brands that can succeed or fail like any other brand and that it is their urgent and personal responsibility to make their personal brands more successful using marketing principles

2. Inspire students to align their professional and personal brands to what they want it to be in the future (vision/mission), and not be limited by what they are doing or where they are right now.

3. Make students determine their unli-rice that 1 thing that differentiates us in a customer- relevant and superior way vs our peers and competitors in the minds of our target customers,

The key messages from the coach to the students are:

1. The most important brand in the world is YOUR brand as your brand has the largest impact on your quality of life (and the lives of the people who are affected by your brand's success or failure).

2. Marketing principles that are applied to common brands like Colgate, Ateneo or President Duterte , Trump or Aquino also apply to your personal brand.

3. The time to start building and adding equity in your personal brand is NOW. Just like what I did to my brand, You can choose to adjust the various elements of the brand in the future.

Submit your assignment in 2 mandatory ways: First, as a comment on the appropriate post on the class FB page  and Second, by emailing me the picture file and the comment at vcoach.serves@gmail. com. 

Pls. follow the format of my sample comment below (Adjective, Noun, Your Name, Verb plus a description of your brand elements and the logo itself).

Samples of Adjective- Noun- Name combinations

Unli Rice Mang Inasal
Vision-Driven Coach Bong
Adventurous Creatives Reyn

The following statement is the text comment that must accompany the picture logo...

Vision-Driven Coach (VCoach)  Bong Serves. The logo is an image of a person in a service motion. The blue and white of the person symbolizes that he is an Atenean, the green ball and ground represents business or professional goals (money) while the red racket and red ground represents personal goals (heart). The stings on the racket which have the atenean, professional and personal linked to one another are what actually hit the ball and not the racket itself. The power of service is made so much stronger when there is an intersection of timing and direction of personal and professional goals aimed at service. Hyper3- High performance through highly personal, hyperlinked service. An additional brand element is the website.

Below is the picture of the 1 Brand One Pager which includes the logo and other brand elements...

Here are sample brand logos from past classes. (Please note that instructions may change from one class to the next so pls. check with your specific class' instructions on the class FB page).

Pls. click on the Facebook logo (right side below) and it should bring you to the sample brand logos... Reminder: Pls. follow the specific class instructions posted on your class FB page...

Sunday, December 11, 2016

Lights, Camera, Action (Directing Marketing Strategy)

After 22 years of "coaching" marketing classes, it is still a pleasant surprise and a real privilege to get invited by a world class company to facilitate a module of its marketing course.

December 1, 2016: Day 2 of the Century Pacific Marketing School with around 35 of the best marketing and sales practitioners in the country... The activities are chronicled on-line at the Class FB page...

How much can you discuss about “Directing Marketing Strategy” in an 8 hour session. Given the time constraints and the very clear objectives from management, the most essential concepts were summarized and integrated in 4 separate lectures.

I promised that I will share the lectures we used on-line... Here they are...

Lecture 1 of 4.  Prequel- Research

Key concept:  Correct strategy comes from understanding the customer through various methods. Actionable customer insights are critical to creating and driving a winning marketing strategy.

Lecture 2 of 4. Concepts and Structure for Directing Marketing Strategy

Marketing concepts and structures provide quick reference points as to default or initial options for marketing strategies.  A brand’s market position (leader, challenger, follower, nicher, loser), product life cycle (intro, growth, maturity, decline) and market life cycle (emergence, growth, maturity, decline) have time-tested, theoretically sound strategies of do's and don'ts that provide first options for your brands. The applicability of these concepts will vary on real-life marketing situations but these are useful guides. Why reinvent the wheel? Adapt the wheel to your brand’s specific needs.
Group exercises and a series of videos (downloaded from youtube) focusing on the 10 year tuna wars (and the collateral reactions in the corned beef segment) were also used to demonstrate and apply the concepts.

Lecture 3 of 4. Unconstrained: Unlimited Strategy with ZYX

Strategies are great. Knowing what the correct “marketing” term for these is even better.
But many a successful marketer, unconstrained by formal theory and structure, have created and sustained dominant brands with just this- focus on the end, knowing why it is important and then learning what to do along the way.
It has some parallels with “Management by Objective”. Streetsmart pundits call it ala-hoy or bara-bara bay. But not quite...
The best term I have found is ZYX... (good luck explaining this to others who did not attend the module...)

Lecture 4 of 4. Marketing Stethoscope for Quick, Valid Diagnostics
As marketers, we need and want information and insights about customers and markets. But the reality is we will have to make decisions based on incomplete and imperfect information. Despite this limitation, we can be masters of the process ie. Like doctors following a proven system of asking information as a way to diagnose and eventually treat all types of customer challenges...

Here is the marketing stethoscope I have developed for a quick but valid diagnosis of almost all types of marketing problems.  I really believe that the marketing stethoscope’s advantages and user-friendliness far outweigh its limitations. Due to time constraints, this was discussed very quickly and only up to the 23rd P but is shared here for easy reference...

54P Marketing Stethoscope and Diagnostic Toolkit: Paradigm Shift from Traditional 4Ps of Marketing from Remigio Joseph DeUngria

At least for that one day of December 1, we were superheroes training to make this world a better place...

Tuesday, September 6, 2016

Why ZYX is Better than ABC. Leadership vs. Basics

Management by Objectives.

Something we heard a long, long time ago. Familiar but seldom practiced in the management world.

Back to Basics or ABC or 101 is also a common management rah-rah. But ever heard of ZYX.

Here is why

Translating from Text to Heart and Mind

Marketing is like learning a foreign language.

We should be able to learn how to translate it from "text" which we dont really understand well to our own internal words of "heart and mind".

 Here is how we translate Marketing Management's Course and Session Objectives for better learning for all.

Wednesday, August 31, 2016

10 Step Marketing Plan- Comprehensive Guide, Template and Samples

This is a useful guide for making a marketing plan. It emphasizes 10 key areas for consideration:

Step 1- Primary Target Market (describe them demographically, psychographically and behaviorally)
Step 2- Needs, Wants and Demands of the Primary Target Market (relate to Maslow's Hierarchy of Needs)
Step 3- Competition and Competitive Position Map- Who are your direct and indirect competitors and how are you positioned against them (2 maps)
Step 4- What is the gap, the opportunity and how will you position (based on the gap in the competitive positioning map)
Step 5- What is the size of the market from the 3 C perspectives (customer, company and competition)
Step 6-9 is all about the traditional 4 P marketing mix
Step 6- Product: What is the product. How many variants does it have. How does it look in the shelf vs. competitors
Step 7- Promo: How is the product promoted (Integrated marketing communications: Mass Communication- Sales Promotions, Advertising, Public Relations, Events and Experiences; Personal Communication- Direct Marketing, Interactive Marketing, Personal Selling and Word of Mouth)
Step 8- Price: How is the product priced vs. competition. If the product has several variants and sizes, how is it generally priced (premium, parity or discount)
Step 9- Place- Where is the product distributed? How does it reach the customers?
Step 10- What is the generic winning strategy- Low Cost Producer? Supply & Distribution Leverage, Differentiation, Niche?

How does a 10 Step Marketing Plan look like? Here is a demonstration using Close-Up Toothpaste as the product:

How to do 10 Step Plans? The simplified, illustrated, annotated guide is shown below.
Vcoach 10 step marketing plan 2011 edition - Simplified, Annotated and Illustrated by Professor Remigio Joseph (Bong) De Ungria of the Ateneo Graduate School of Business from Remigio Joseph DeUngria

No need to reinvent the wheel.The accompanying downloadable template is shown below.
Prof. Remigio Joseph De Ungria's Downloadable Template for the 10 Step Marketing Planfrom Remigio Joseph DeUngria

In recent years, I have skipped the use of group marketing plans in favor of individual plans since I knew how many typical groups work- the work is subdivided, 3 or more meetings are wasted deciding on what to do and waiting for other members to do some work, and then just before the deadline- 1 or 2 of the 5 group members suddenly decide to take charge and finish the work. The 3 other members coast along and agree and get the same grade. A lot of wasted time and effort.

However, there is much learning as well in doing an assigned topic with a given format and then comparing how fellow group members do it.

So used  a different approach- individual submissions before a given deadline and then give enough time for the group to meet to consolidate and evaluate each individual group member's work and then come out with a best group report.

In my 2012 ASMPH Marketing Class, the following group presentation won scoring 4.0 in all categories. This is a good model for all 10 step marketing plan group and individual reports for the AGSB Marketing Management course.

The following are the marketing plans of each of the 5 group members on the same topic. Only in exceptional cases can an individual group member can score higher than the group score. The ideal scenario is that each group member makes a 10 step marketing plan first; then the group meets and decides on the best answer using each individual report as starting data.

This first individual submission exerted the most influence on the final group output. It also scored a 4.0 in all categories.

This second individual submission actually had a better choice of the primary target market than the group. However, he was obviously over-ruled when it came to the group decision. Thus, a clear warning for group work: majority wins is not always the best way to decide on differences of opinion. Things to improve on in his report: market size computations and format.

The learning point in this next individual submission is the wrong answer on the generic winning strategy and the need to improve on format.

The learning point in these last 2 individual submissions is the wrong answer on the generic winning strategy and the great need to improve on format. Content on the competition and 4Ps is lacking as compared to the other individual reports.

Prof. Bong De Ungria

Monday, August 22, 2016

Marketing Stethoscope: A Diagnostic Toolkit for Assessing Marketing Problems

The 4Ps of Marketing has long been widely used to represent a simple summation of the most basic marketing concepts.

This 54P Marketing Stethoscope represents a paradigm shift in  marketing analysis and provides a systematic approach to tackling today's marketing challenges. Just as a doctor uses a stethoscope to initially diagnose a patient, this simple tool helps in getting to the heart of the problem.

Developed by Prof. Remigio Joseph (Bong) De Ungria for Marketing Management classes at the Ateneo Graduate School of Business and the Ateneo School of Medicine and Public Health

Sunday, August 14, 2016

Transform with 14 Insights from Life as Sport with Dr Jonathan Fader and Dr Pedram Shojai

What Top Atheletes Can Teach Us About  How to Win the Game of Life

Distilled from the podcast and youtube video interview by Dr. Perdram Shojai, the urban monk:

If you have 41 minutes, you can search for the podcast or click on the youtube link below.

If you dont have time, here are the key transformative insights I got from listening to the podcast at least 5 times, and then finally getting my mind really involved by memorizing and visualizing what means most, to me and probably to you:


1. We are all competitors in the game of life. We all want to win. We can learn from top athletes. (But there is no map)

2. In many sports, it is binary. There is a winner and a loser. However, if you are competing with yourself, like getting a lower score in golf or a faster personal best in your run, then it doesnt have to be binary.

3. Regardless if its binary or competing with yourself, the best way at not winning is to learn from the "unwanted results." Seek the learning always.

4. Accept. Observe. Be Mindful You will not always win or get your wanted result. When that happens, dont struggle. Dont go against the tide. Imagine quicksand or the rip tide. Acceptance is the best first step. If you dug yourself into a hole, digging faster doesnt help you.

5. Then shift with grace and gratitude. For bikers and surfers and drivers, the best recommendation is to steer where you want to go. Dont focus on what you dont want to happen.

6. Prepare or pre-program for adversity? Yes, develop a natural, portable easy to access routine like centering your breath. Practice it so that when adversity comes, you can easily use this to cope.

7. Pay it Forward. Expect Adversity and prepare for it. Traditional psychology is called upon when there is a problem. Sports psychology is used to prepare for the expected difficult moments before these come. Do regular preventive pro-active action. Floss. Declog, Delete. Take out the gunk like that in the fishtank. Put the pH stabilizer. Otherwise, the garbage will accumulate and the problem will get bigger. (An ounce of prevention is worth more than a pound of cure)

8. When helping another person change, use motivational interviewing. First step is to tell your interviewee that you know that it is difficult to change. Second, is to explain what's in it for them. Even if you are the expert and you know exactly what they have to do to change, and then using this higher know-it-all or i've-been-thru-this pedestal to direct them on what to do doesnt work. and this is even if you are right Meet them where they are at and dont expect them to agree with you or even want to go where you have been.

9. Enjoy your time as a player. Someday, you will have to stop. So with life. Be grateful for the opportunity to have played at all.

10. The difference between thoughts and feelings. Feelings are uncontrollable, emotive, they just are. I feel sad. I feel lonely. Nothing you can do about the feeling coming out. Thoughts on the other hand can be challenged as to their rational basis. Is the thought really correct? If it is, then what behavior or action should you do next. The most common confusion comes when you mix feelings and thoughts, because then you lose control irrationally. So this is the most common disempowering thought/ feeling combo: I feel I cant do it. The disempowering thought is the monkey brain from your conscious self. (Refer to the Inner Game of Tennis about our 2 selves where the subconscious or unconscious mind is the superior self and knows exactly what must be done with no need of thoughts from Self 1- the conscious mind)

11. When you feel overwhelmed, thoughts wont help. Behaviors will. If you are on the free throw line for the game-decider, or on your second serve for match point, then thinking about anything wont help. Instead, use pre-programmed behavior that quiets the mind and allows you to just act without thinking. Your other, subconscious, superior self knows what it needs to do. Let it. So breath, say a mantra. Center. Think not.

12. This moment. Dr. Fader's mantra to focus on the now and the present. Just this moment. Quiet the mind from past and future.

13. Keep learning. Keep looking.  The best athletes in the world like Jordan or Curry are probably born with some talent already. But more than that, there is the iceberg theory. We dont see the hours of practice, or miles they have run to get to where they are at. Then, they have this I-have-to-find-the-key-orientationn of always seeking the solution and learning- trouble shooters or problem-solvers - accepting the present first and then looking for answers. Learn from Suzuki on life-long learning (so that we never grow old, we have that hunger and openness for new learnings from everyone we meet). Commit to learning...

14. As we grow in wisdom and start thinking of ourselves as experts, then we should not forget how small we are in this universe. Let's always nourish and feed our beginner's mind.

Think the insights were awesome? Find the 41 minutes to actually listen to the podcast or watch the youtube link below....

To learn more about Dr. Fader, visit his website: