Brand Strategy

Program Introduction
This one-day course is designed to help you unleash the power of brand thinking in the pursuit of business success. Offering a balance of theory and adaptable brand thinking methods, participants will be able to gain knowledge that can be applied to brands from a multitude of categories, geographies, whether for established businesses or budding ones.

Key Benefits to Participants and Companies
The company and each participant will:
?     Learn practical insight gathering methods
?     Get modern-day hacks to building your brand for modern times
?     Know how to avoid common pitfalls in developing brands
Program Overview
Module I: Understanding brands & how they work
·         The history of the modern-day brand
·         The psychological basis of how brands operate
Module II: Modern-day hacks to brand building
·         Examples of modern-day brand building efforts
·         Practical insight gathering methods
·         Fieldwork: Observing consumers in their natural habitat - the real world
·         Workshop: Turning observations into actionable insights
Module III: Common pitfalls in developing & positioning brands
Module IV: Writing up your brand’s identity
·         Identifying associations that can motivate consumer choice
Module V: Manifesting your brand across different business areas
·         Workshop: Selecting opportunities to signal your brand to the world
Who Should Attend
Business owners who want to learn how to apply brand thinking to aid their performance

About the Speaker
Earl Javier is an IPA-Certified Planner and the current Effectiveness Director of Ogilvy & Mather Philippines. He is heading the Strategy practice for Unilever, watching over 17 brands, while also supervising Analytics. He also authored the agency’s Campaign Asia Digital AOY paper for 2017, winning Silver place.
Earl received his Bachelor’s Degree in Management from Ateneo de Manila University. Upon graduating, he started his career as a Marketing Trainee of Johnson & Johnson Philippines, handling the company’s biggest brand – Johnson’s Baby Powder. He then became the CRM Account Manager of BCD Pinpoint Inc., helping brands like BMW and Canon get closer to their audience.
He was also the Digital Account Manager of Media Contacts Philippines where he guided clients such as Knorr, Sunsilk, and Nescafé transition from traditional to digital marketing. He oversaw the end-to-end digital requirements of the clients from strategy, media, search, content development, and programming.
In 2012, Earl entered the McCann Worldgroup Philippines as a Planner. He lead multiple business-building strategies: from reversing decline and spiking unprecedented growth (Nestle Cream), slowing down decline from double- to single-digit (Coffee mate), and growing in a mature market (Maggi). His work has also won local effectiveness (Tambuli) and digital awards (Boomerangs), and has also helped clients win internal awards for marketing excellence. By 2015, Earl became the Associate Planning Director of the same company, McCann Worldgroup Philippines. He was the first Planner from the Philippine office to take part in the regional Talent Mobility program of the company. He served as the Lead Digital Strategist and Brand Planner of different brands such as Coffee mate, Kit-Kat, NIVEA, Möet & Hennessy, and Wyeth. He was also part of the team that won the 2017 Gold Cannes Lion (FullyBooked radio campaign) and the 2017 Bronze Effie (
On top of these professional achievements, Earl was also a member of the Board of Directors from 2009 to 2015 of the Markprof Foundation, a non-profit organization that provides marketing and sales training opportunities for 25 talented, underprivileged students every year. He is also a member of one of the country’s elite literary group, Poet-Volunteer at Linangan sa Imahen, Retorika at Anyo (LIRA), a nationally-recognized non-profit organization that seeks to promote literature, language and patriotism. He is also the Lead Curator of TEDxKatipunanAve, a non-profit event devoted to spreading ideas to communities through short, powerful talks.