Wednesday, December 29, 2010

Vcoach Serves Hyper 2.0 Plans

Brand name, brand logo, brand unique selling proposition (USP), vision and slogan are a must for brands that want to be leaders.

For personal brands like yours and mine, we have no choice as to the brand name- these are the names we were given by our parents. But the logo, USP, vision and slogan are elements that we are in full control of.

This has to be the most creative assignment one can have in Marketing Management. Do it well and you will definitely be your world's most important brand, soon.

Brand name: Bong De Ungria
Logo: symbol of a tennis player serving (done via Paint program)
USP: Vcoach (Vision Driven Consistent Acheivement)
Slogan: Vcoach(Vision-driven Consistent Achievement) Serves High Performance, Highly Personal Plans for Companies and Individuals.
Short Slogan/ Battlecry: VCoach Serves Hyper 2.0!
Here is the Hyper-animation of VCoach Serves

The 20 Year High Performance, Highly Personal Marketing Plan of vCoach Bong De Ungria, 2011 edition, serves as a sample for the MBA students of the Ateneo Graduate School of Business and Ateneo School of Medicine and Public Health.

vCoach Remigio Joseph De Ungria

Saturday, December 18, 2010

Digital Christmas- If They Had What We Have Now

Facebook, twitter, iphone, internet, GPS, email- where were you in my youth? If only...But on second thought, all's well that ends well.

But if you were then during the first Christmas, this could have been the story...

Wednesday, November 17, 2010

The Inconvenient Truth: Why Blog? Just because you can? No, because you have to!

A dazed look, a blank stare, 2 scratches on the head, a quick glance at a similarly surprised seatmate: These are among the common reactions I get when I assign my students to create a marketing blog for class.

I try to explain that a blog is superior to the archaic ways of submitting graduate level assignments such as:
1. paper (they get lost, crumpled, and waste a lot of trees)
2. CD (scratched, won't play, messy)
3. soft copy via email or USB (there's just too many viruses that slip through my legitimate and expensive anti-virus software).

Fortunately for me, I am the marketing coach, and I know why I require students to do it. It is a bitter pill, yes, but something that I liken to food supplements- they cost but they make us better.

Students: please submit the url of your blogs here...

and as comments below this blogpost.

Be sure that your blog includes embeds of all your marketing assignments... Vcoach will be viewing this blog during the grade computations.

Here are details of the blog assignment. 

So rather than create my own presentations on why blogging is a necessity and not a luxury in today's digital world, I am sharing some of the best explanations I found on the web.

20 Quick Tips to Make Blogging Way Easier from HubSpot

Blog or get buried by the digital revolution
vCoach Bong De Ungria, MBA

Sunday, October 24, 2010

Transform Integrate Perform- Tips to High Performance Highly Personal Plans

Voltes V is 1 of the few things I remember about my childhood.
I was surprised that this cartoon was successfully used for a board-level business presentation without being criticized. After that, I realized that the analogy can be extended to teams and individuals at different stages of their drive towards vision-driven consistent achievement (Vcoach) in highly personal, high performance (hyper2) situations.

Where this analogy can be applied:
1. Individual, high performance, highly personal marketing plans (hypermarketing2.0)
2. Underperforming teams which need to level up and improve teamwork
3. High performing teams in search of a battle cry or campaign theme
4. Forty-something people who want to feel the child in them again

Saturday, August 28, 2010

Searching for The Meaning of Life? Some answers here...

Someone shared this on youtube. Another shared this on facebook. Many might see some meaning which makes sense to them.

Friday, August 27, 2010

5 Ways to Cope With Hunger

During the inception marketing forum ( at the AGSB, Jonah De Lumen, Gawad Kalinga's advocacy and marketing director, shared this video about Tuntoy, and how his family had 5 ways to cope with hunger.

Thursday, August 26, 2010

A Father To His Son: You Don't Have to Do This, But If You Must, Let's Do It Together

Shown during the last Claretian Father and Son recollection activity.

Learning from 4 Generations of the Worlds' Best Roast Beef Makers

Once upon a time...

Kenneth Blanchard on Achieving Personal Excellence: An Exercise on 20 Things You Love Doing

While driving 5 hours to and from Carmona, Cavite today, I was listening to an audio lecture by Dr. Kenneth Blanchard, co-author of the best-selling book: The One Minute Manager, on personal excellence. One of the things that he shared was this exercise:

Think of 20 things you love doing, more than anything in the world. Is it being with your kids? Playing tennis? Surfing the net? Date with your wife?

Put a peso mark beside each thing that costs money to do.

Then, for each of the 20 things, put a date which represents the last time you did that favorite thing.

What did you find out?

I found out a lot in the last 5 hours...

Bong De Ungria

Saturday, August 21, 2010

A Father's Letter to His Son- A Recollection Assignment

Dearest Jeric,

You are God's gift and blessing. I do not know why or what I did to deserve such a wonderful gift from God. And I am forever thankful to God for his gift of you becoming my son.

I love you- no matter what you do or don't do. And this has been, is now, and will always be. Remember always what I said when I was still tutoring you- ok lang magkamali. If I, like any other parent, seem over-protective or strict at times, it is because you still benefit from that protection. There are some bad people in this world my son, who are not fair, who don't follow the rules, who hurt other people. There will come a time when you will be strong enough to face these bad people alone- but not just yet- you are 13  and Grade 7 and there is still a lot of growing and learning for you...

Jeric, my son, let's both continue to pray for God's blessings and grace, let's work and perservere as we should; let's dream, dream big and make these big dreams come true.

Son, I will not always be around. And you will not always be 13. Someday soon, I will grow old, have memory gaps and lose to you in tennis. Someday soon, you will be stronger, wiser, richer and just as awesomely handsome.

We frequently joke about you giving me a room and a butler in your own hotel. But this need not be a joke; if you pray and work hard enough, and if you study with just even half the hours you spend on the computer and your gamrs, then this is possible- if this is what you want.

Whatever good you want Jeric, suportahan ta ka (I will support). I am so proud of you and I hope that you will always see and feel the love your mom and I have for you, always.

Love you son,
Awesomely handsome papa Bong

PS. I am putting these in my personal blog because I think that the actual letter that I will give you will be strategically hidden from everyone, including you. Let's pray that this blog entry survives the test of time and strategy.

Sunday, April 18, 2010

Tell and Show 2.0: A Creative Exercise for Understanding and Explaining Marketing Concepts

This marketing exercise directs the student to explain marketing concepts using local, relevant examples.

The alternative? Explain a concept with more concepts and text... This has proven to be ineffective.

Hypermarketing Students: 

Kotler’s original powerpoint files can be found on Facebook at Hyper2 Online
However, you have to join the group first before you can see the files…

You will be reporting on your assigned chapter. To make it easy and totally random, your class number is your chapter assignment. Example, if your class number is 2, you will be reporting on Chapter 2.

Due Date : Day before the class  11:59 PM 

Be ready to be called to make an oral report anytime after the due date.

Be sure to post your assignment at Facebook page... “Learning Kotler Blog by Blog” at

then find your assigned Chapter and post it under it as a new comment. 

You can also view what other students did on that Chapter in past assignments. Note however, that the requirements change for every trimester and simply copying a previous work is not only unethical, it actually causes you to miss the instructions for your particular class.

Remember! Upload your assignment on slideshare, embed this in your personal blog, share on twitter and facebook  with the following hash tags (#) #agsbhypermarketing #Kotlerexplained #hyper2online

Chapter xx: Verb + Noun (Chapter Title) #agsbhypermarketing #Kotlerexplained #hyper2online

Chapter 21: Go Global #agsbhypermarketing #Kotlerexplained #hyper2online

MOST IMPORTANTLY, send your assignment (powerpoint slides only!

( Don’t send pdf , url or web addresses)  to ton or before the day before class 

One more thing, make your life so much easier by using Vcoach Bong's free downloadable template. Click here...

4i Concept for Doctors and Medical Professionals

The 4i Concept is an Innovative, Inspirational, Individual approach to learning marketing.

This is how the 4i concept is applied to doctors and medical professionals taking the MBA in Health and MD-MBA program at the Ateneo School of Business.

Sunday, March 14, 2010

Prodigal Father vs. Prodigal Son- A New Paradigm

During this week's homily, our parish priest explained that prodigal has 2 different meanings: first, is recklessly wasteful which is why this is apt for the well known Parable of the Prodigal Son. The second meaning refers to boundless, lavish, profuse, giving or given in abundance which brings his view that the action of the father to unconditionally accept the return of his errant son is also an act that makes him the Prodigal Father.
And so for this Lenten Season for reflection and reconciliation, arent we both prodigal sons and prodigal parents?
Dont we always say that we will always love our children unconditionally no matter what; that we will call them to task for their actions but that it will never diminish our love for them as persons. Imperfect and frail creatures that we are, we actually do believe in this 100% when we say this to children when they occasionally misbehave. But imagine our Prodigal Father in heaven and his infinite, unconditional love for us. We are truly blessed and we just need to remind ourselves of this every day.

Why the Manny Pacquiao Brand Brings Home the Money

"Why do I fight?
Because it is a God's will." - Manny Pacquaio

"And wherever Manny goes, in the boxing ring, in congress, in singing, in serving... Manny is a fighter."

He chose to fight than be a victim of circumstance or environment.

That in a nutshell is what drives Manny.
Manny the movie: #inspiring #mustseetwice #twothumbsup #labanpilipinas #believe
- Bong De Ungria, March 15 2014

Here is the movie trailer...

Nov. 2010 Post
That Manny Pacquiao won over Joshus Clottey is not that difficult to answer to even an occasional boxing fan.  Nor will it be something that marketing or business students would learn from.

The bigger question is: why is the Pacman brand so popular that it is able to catch the interest of millions of people around the world, generate millions of PPV (pay per view) buys and a live audience of 50,994 people to watch it live?

What differentiates the Pacman brand from the thousands of other brands in the boxing world? Why does Pacquiao the brand bring home the money which others cant?

If you are a marketing management student at the Ateneo Graduate School of Business or the Ateneo School of Medicine and Public Health, you are encouraged (READ as: required) to click on the comments portion after this article to share your views. Also, in your answer, try to relate your arguments to marketing principles and concepts.

If you are not sure on how to get to the comments, portion, click on this link

Saturday, March 6, 2010

HyperMarketing 2.0: Highly Personal, High Performance Marketing for the Brand Called You

Hypermarketing 2.0 represents Highly Personal, High Performance Marketing for the Brand Called You and for the Company You Belong To, a new paradigm that I developed. The 2.0 suffix - denotes the next and higher level of marketing, aside from being a direct reference to the 2 hypers- highly personal and high performance. The other significance of the 2.0 is that it represents personal and corporate marketing.  I propose that the concept is really new: if you google "hypermarketing", there are "no search results" in any on-line dictionary or wiki (as of March 7 2010 anyway).

The underlying premise of hypermarketing is that to achieve breakthroughs in a company's marketing results, it is absolutely essential that individuals who form part of the organization consider themselves as individual brands that need to use marketing principles as well. Company brands outperform competition only if its employees have outstanding personal brands. A great example is Apple and Steve Jobs. Apple is the innovative and global brand almost everybody admires because of the personal branding of Steve Jobs. Take out Steve Jobs and the Apple brand is diminished.

While personal branding is a decade old concept, this has been explored entirely on the individual level with very little linkage to its impact on companies and organizations to which a person belongs to. Strategic marketing for corporations has been a long-accepted must, but the approach provided limited focus on the personal brands of the people tasked to develop and implement it. Even in schools and universities, there is a lopsided emphasis on corporate marketing with very little attention to the equally important dimension that is personal branding and individual marketing.

Another key feature of the hypermarketing philosophy is that true marketing power comes from within- from individual personal brands in organizations combining and synergizing to a greater corporate brand. It is therefore important to develop and inspire personal brands as a necessary prerequisite to create, maintain and defend high performing corporate brands.

The “hyper” tag has been used to represent going beyond the “ordinary”:

• In Mathematics, hyper is a prefix that denotes a fourth or higher dimension, as in hypercube or hyperplane.

• In Physics, hyper as a prefix denotes a phenomenon that is above the superlevel (hypersonic for exceptionally high speeds and hypernova for exceptionally large stars). In Starwars, Startrek and other sci-fi movies the use of hyperspeeds and hyperspace was frequently used to denote the highest velocities needed to instantly go to another dimension or jump to another part of the universe.

• In Computers, hyperlink is a common term used to allow a direct jump or connection to another part of the same document or to a totally new document, thereby saving time and effort.

• In Retailing, hypermarkets are very large superstores which offer merchandise sold in both supermarkets and department stores.

In the movie, "You've Got Mail", one of the most profound lines spoken by Tom Hanks character, when he was offering an excuse for the closure of Meg Ryan's competing business was: "It's just business, not personal." To which Meg Ryan replied: "Everything starts from being personal." When we use this movie as a management case in class, I always remind my students that the line between business and personal breaks down when an underperforming brand or business results in people losing their jobs or living a lesser quality of life.

I propose that it is now time for hypermarketing 2.0 as everything is both business and personal.

Prof. Bong De Ungria
Concept Creator of Hypermarketing 2.0 and Contamination Marketing

see more info at

Wednesday, March 3, 2010

Marketing to the 28 Million On-line Pinoys: Engagement not Interruption

These are picture highlights of the 19th Ateneo Graduate School of Business (AGSB) Marketing forum held last Feb. 26, 2010 at the APS Amphitheater. Theme was: "Understanding and Measuring Customer Satisfaction: On-Line and Of Cars" with Dr. Donald Patrick L. Lim, President & CEO of and Mr. Brian Walters, Vice President (Europe) of JD Powers and Associates as featured speakers.

Let's understand why the on-line Pinoy ranks among the world's best- and how we can directly and profitably engage them with our brands.

Friday, February 19, 2010

Mobile Marketing: Here and Now

Mobile Marketing is the "use of wireless media in an integrated content delivery and direct-response delivery and direct-response vehicle within a cross-media marketing communications program."*

Personally, mobile marketing, for the here and now, is the use of wireless devices such as mobile phones and internet to achieve defined marketing objectives as part of an integrated marketing communications campaign. There are 6 marketing objectives that can be achieved through mobile marketing: (1) brand awareness (2) customer acquisition (3) revenue generation (3) trials (3) promotions and sweepstakes (6) loyalty and customer relationships management.

In the Philippine landscape, mainstream brands like Coke, Pepsi, Rexona, Vaseline, Axe, Ford, Ponds and Rexona have successfully implemented mobile marketing campaigns as part of their over-all IMC programs. And so, mobile marketing is here today, not tomorrow. The question as to whether companies will adopt is not if, but when? The decision point for marketing managers is not why mobile marketing, but how mobile?

These were among the many things I learned during the "Mobile Marketing on the Go" module of the Digital Marketing Program of the Ateneo - Center for Continuing Education - Internet Mobile Marketing Association of the Philippines. More of these learning can be seen at 2 other blogs:

*The 2006 definition of Mobile Marketing by the Mobile Marketing Association was cited by Matti Leppaniemi, University of Finland faculty,  in his paper, "Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation.

Thursday, February 18, 2010

Strategic Marketing for the 21st Century Filipino Chemical Engineer

This presentation was shared with the attendees of the 71st National Convention of the Philippine Institute of Chemical Engineers held at DAP Conference Center in Tagaytay on Feb. 18, 2010.

Conference Theme was: Professionals In Challenging Times... Emerging Opportunties

Sunday, January 17, 2010

The Greatest Salesman in the World

Here are 10 life-changing principles that Og Mandino shared in his best-selling book.

1. I will form good habits and become their slave (Today I begin a new life)
2. I will greet this day with love in my heart.
3. I will persist until I succeed.
4. I am nature's greatest miracle.
5. I will live this day as if it is my last.
6. I am the master of my emotions.
7. I will laugh at the world-this too shall pass
8. I will multiply my value a hundredfold.
9. I will act now.
10. I will pray for guidance.

I highly recommend you visit his site:

By: Remigio De Ungria (Dec. 24, 2009)

Saturday, January 16, 2010

A Marketing Plan for Life

Who is the most important brand? You: the brand with your name on it! What is the most important business plan? Your life: which includes your family, your work, your profession, your dreams and goals. Why not use proven business and marketing principles to make brand YOU be the leading brand in your field!
Here is the summary of some of these principles from the book: "A Marketing Plan for Life: 12 Essential Business Principles to Create Meaning, Happiness, and True Success by Robert Michael Fried
  1. Define Business- Who Am I?
  2. Assess Market- Capitalize on Strength
  3. Identify Primary Target Market- Discovering Real Me
  4. Launch Strategy- Find Niche & Risk
  5. Weather Product Life Cycle- Innovate Continuously
  6. Balance Mix- Build My Brand
  7. Expand Reach- Create My Legacy
  8. Campaign Ad- Reawaken Creativity
  9. Plan Distribution- Share Time & Energy
  10. Achieve Sales- Reaching Goals
  11. Analyze Profit and Loss- Keep Score
  12. Seek Opportunities- Make Dreams Real
In our AGSB marketing management class, each student will create  a 20 year  personal marketing plan that will contain among other things: vision/ mission; business portfolio, strategies and tactics and the short and long term goals. The marketing we learn in class is business AND personal.
Coach Bong De Ungria (Dec. 8, 2009)

Tuesday, January 5, 2010

Marketing in the 21st Century

Visual models of marketing concepts enhance learning and amplify concept recall and mastery.

Here are 2 versions of the top 10 concepts that define marketing in the 21st century.  The animation and the images are consistent with those used in the I Love Marketing model (Mastering Major Marketing Concepts).

Defining Marketing in the 21st Century: A Visual Model

Visual models of marketing concepts enhance learning and amplify concept recall and mastery.

Here is my latest animation of the top 10 concepts that define marketing in the 21st century.  The animation and the images are consistent with those used in the I Love Marketing model (Mastering Major Marketing Concepts).

Saturday, January 2, 2010

Google Docs: The best 21st century way to share files?

The current trend is to save most of your files in cyberspace rather than in your local computer or USB drives. This gives you unlimited 24/7 but secure access to your files using any computer.

Google docs is 1 way to do it.  I am adding it to the other I have been using: googlegroups, class blog, and slideshare. I am trying to totally eliminate sending files as email attachments.

Learn more about google docs here

Posted by Prof. Bong De Ungria, Jan. 2, 2010.