What, Why & How Online Program
Asian Institute of Management
123 Paseo de Roxas, Legazpi Village, Makati, 1229 Metro Manila
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Program Days:
December 6, 8, 10, 13, 15, 2021
8:30 AM to 12:00 PM (GMT+08) on all dates
Batch 2: April 6, 8, 13, 15, 20, 2022
1:30 PM to 5:00 PM (GMT+08) on all dates
Program Fee:
PHP 25,000.00 or USD 500.00*
*USD 1 = PHP 50.00
Let us know if you are interested to avail of early bird/group discount or discuss payment terms.
YOUR PROGRAM FACULTY
Corinne Romabiles
Adjunct Faculty
Asian Institute of Management
Program Overview
This pioneer Philippine Branding program is backed by 2 decades of research, fieldwork & a forerunner portfolio of 10 years. The program is anchored on the principles of Nation Branding, a business strategy used by countries, synthesizing key forces (political-economic, cultural-artistic & historical-social) for optimal positioning in a global-tech marketplace.
The course, in 5 parts, teaches a basic process of ‘styling’ next-generation Filipino products & services. This creative process is significantly conceptual & firmly rooted in Philippine Art & Culture Studies with the aim of radically animating the branding blueprint (promise, voice, values, visual identity, architecture, journalism, etc.).
Philippine Branding experienced in ‘everyday art’ – according to the tenets of Philippine Art History, Theory & Criticism – should be founded on a markedly specific ethnic identity. What is beautiful or attractive must not be limited to concepts, standards, or manuals of foreign schools of thought. Proposed here is an academic approach to design-content creation informed by Psychology, Sociology, Language & Aesthetics that are Filipino. The course instructs on a novel method of doing art & copy which can aptly and finely brand anything Philippine – food, fashion, entertainment, institutions, companies, places, etc.
Ultimately, this course intends to enlighten minds & expand the creative capacity to do branding beyond the greats: Pac-Man, Ms. Philippines-Universe, SM-ification of cities, the internationalization of Jollibee, the Pambansang Manok or OPM to name a few.
Program Objectives
In view of the entire Program on Philippine Branding, this introductory course expects from its participants the following:
- To recognize Filipino-ness (what & why) through Philippine Visual Art Appreciation by understanding subject, form & content of selected art works
- To be able to articulate the art experience through writing & image-making by identifying the sublime & the beautiful in Philippine Art (literature, music & dance)
- To find prospects for a branding strategy from an understanding of Filipino representations & misrepresentations in Philippine Visual Art/Communication History
- Built on the strategy, to generate a core brand concept informed by Philippine Aesthetics
- Drawn from the core concept, to apply the basics of creating art & copy (a visual & verbal synthesis of the brand based on a Philippine Art experience) and choosing the media to carry the brand spirit or style
What You Will Learn
• Day 1
An Introduction to Philippine Art History: People, Culture & Society
Mapping & Defining the Brand Problem
• Day 2
Philippine Literature, Music & Dance: Attracting by Voice, Words & Gestures
Research Design for Writing (Content or Copy) & Image-making
• Day 3
Exploring Everyday Images: Philippine Visual Art & Commercial Art
Crafting Strategy & the Creative Brief to Attract an Audience to the Ethnic-Exotic
• Day 4
Philippine Aesthetics: Singularly Authentic, Beautiful & Proud
Forming the Core Brand Concept to Communicate a Focused Strategy
• Day 5
Philippine Style: A Visual & Emotional Experience
Determining Basic Design & Content: Practical Visual & Verbal Applications in Chosen Media
Some Case Studies:
• On a so-called Mixed-Breed Style: Winners & Faux Pas
• The True, the Good & the Beautiful: On Sambal Aetas, Imelda Marcos & Binibining Pilipinas – Case Studies in Branding
Key Benefits
Confronting the adjective Philippine in Philippine Branding is arduous. Philippine is a most formidable word. By the modifier, formidable, we mean “having qualities that cause fear, dread, apprehension and that discourage approach or attack”. (Webster) Thus, the program will orient participants in Philippine Studies, and its engaging but rigorous ways of tackling the Philippines. Lessons cover matters on ‘Filipino-ness’ & how it can accentuate a triad design-business-technology agenda.
The course asks a most curious & challenging question: what exactly is Philippine Branding? In 5 days, students will not be able to fully comprehend nor arrive at a textbook definition of the concept. This course will not pretend to know it all. Books on Advertising & Branding have been authored by Filipinos, yet there is much to be accomplished in terms of research, experimentation & development in the study of Philippine Branding.
The program, from which this introductory course is derived, presents a dynamic & vital investigation on the central question presented. Branding, as a formal discipline, only began in the early 20th century & still needs further probing. In the Philippines, a prolific practice of advertising & branding exists largely due to an American colonial history as well as to a robust constituency of a creative class that has helped strengthen the local economy. Moreover, in the recent years, the Philippines has ranked higher in the Global Creativity Index.
The course, like all courses dealing with art, culture, creativity & branding is enjoyable, comprising of discussions, case studies, workshops & a final project.
Who Should Attend
Maximum benefits from the course may be gained by the following individuals:
- Entrepreneurs
- Company Owners, Start-Up Founders
- Marketing & Brand Managers, Creative Department Heads
- Tourism & LGU Creatives
- Digital Artists
- Designers
- Professionals in the Creative Industry
