Four rules of local hospitality.

2. #DoWellDoGood
CAMPAIGNS

3. #DoWellDoGood
CAMPAIGNS

4. #DoWellDoGood
CAMPAIGNS

5. #DoWellDoGood
CAMPAIGNS

6. #DoWellDoGood
CAMPAIGNS

7. #DoWellDoGood
CAMPAIGNS

9. THE 4 RULES OF LOCAL
HOSPITALITY BRANDING:
Learning from from food brands and causes
championing resources from our own zip
code
AMOR MACLANG
Globally Award Winning Brand Architect
Risk and Crisis Strategist
Tourism and Investments Expert
Mindanao Advocate
www.facebook.com/amor.maclang
@amormaclang
@amormaclang

10. RULE
#1
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?
RULE
#1

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 RULE
#1

13. We needed people to
see bread differently.
First we attached an emotive value to bread:
EVERY PIECE OF OVN
TELLS A STORY.
RULE
#1

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
RULE
#1

15. A few weeks after opening, OVN experienced stable sales
and growing word of mouth, eventually outselling its
foreign competitor.
RULE
#1

16. RULE
#2
BRANDING ELEVATES THE DISCOURSE.

17. RULE
#2
How do you make your product
…stand for something higher?

18. RULE
#2
Beyond developing high quality and
consistent products, Aboitiz Equity Ventures’
food subsidiary Pilmico endeavors to grow
the communities they are present in through
programs that benefit the backyard farmer
and tie back to their business model.
Having a large stake in Philippine agriculture, they recently launched
M P A, a movement to promote food sustainability, entrepreneurship
and livelihood, and pride of product and place.

19. RULE
#2
Kicked off with a livelihood program in partnership with the Department of
Social Welfare and Development (DSWD), Pilmico Animal Nutrition Corporation
and the Local Government Unit of Palo, Leyte
Movement to elevate perception of
homegrown food with traceable
origins: promotes pride of place and
product, food sustainability, and
farmer entrepreneurship.

20. RULE
#3
CULTURAL RELEVANCE IS AN
IMPORTANT COG.

21. RULE
#3
How do you usher a niche food label
…into mainstream consciousness and acceptance?

22. RULE
#3FAST 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. RULE
#3
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. RULE
#3
ASEAN is the HALAL capital of the world, therefore,
the business of the ASEAN
is the business of HALAL
We need people to go past the
stigma and see HALAL as a
global mindset.

25. RULE
#3
It not only unites nations but also industries:
food, tourism and services, and health and beauty
HALAL applies not only to food
products but to all aspects of the
Muslim’s way of life.

26. RULE
#4
LOCAL IS THE NEW PREMIUM,
PROVENANCE IS THE NEW BRANDING.

27. RULE
#4
How do you use food as a growth driver
…on both a local and regional scale?

28. RULE
#4
As a highly urbanized city of the province of Benguet, Baguio’s character has
grown from being the “Summer Capital” to also being the center of business
and commerce as well as the center of education in the entire Northern Luzon.
BAGUIO
CITY

29. RULE
#4
How do we further capitalize on Baguio City’s strengths
to establish its differentiator?
Currently, the city’s economy
is centered on tourism,
education, and retail.

30. RULE
#4
What is
terroir?
The concept of terroir can be translated as "a sense of place," which is embodied in certain
characteristic qualities that the local environment has had on the production of its product.
Points considered as aspects of terroir are as follows:
CLIMATE
SOIL TYPE
TOPOGRAPHY
OTHER PLANTS GROWING IN AND AROUND THE VINE PLOTS
This also expands to include elements that are controlled or influenced by humans, including which variety of a
seed to plant, modes of taking care of the plant, and so on.

31. RULE
#4
food circuits, local agriculture, cultural experiences
By identifying the concept of terroir
as a differentiator, Baguio City can
grow revenue streams by creating
value and sparking demand through
branding for:

32. RULE
#4
Adopting the concept of terroir creates high value for resources from our own zip code, which can
alleviate poverty and circulate prosperity.
This creates a pride of place not just for local consumers,
but also for local producers.
Food products distinct to Baguio include the
well-known strawberries and "Baguio"
vegetables—often denoting vegetable types
that do well in the cooler growing climate,
shipped to major urban markets across the
archipelago.

33. Branding elevates
the discourse.
The food is just
one part of a
customer journey.
Cultural relevance
is an important
cog.
Local is the new
premium;
provenance is the
new branding.
RULE
#1
RULE
#2
RULE
#3
RULE
#4

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

35. THE 5 RULES OF
LOCAL HOSPITALITY
BRANDING
AMOR MACLANG
Globally Award Winning Brand Architect
Risk and Crisis Strategist
Tourism and Investments Expert
Mindanao Advocate
www.facebook.com/amor.maclang
@amormaclang
@amormaclang