Consulus Philippines conducted its second organisational branding talk on 5 December 2011 to several interested entrepreneurs in Alabang, Muntinlupa City, Manila. The three-day event was spearheaded by Mr. Lawrence Chong, CEO and Director for Strategy at Consulus and Mr. Felix Fong, Head of Business Development in International Market.

The talk gave participants a unique perspective on what true branding is about, probing them to think about their intrinsic values and how these are reflected in the values of their respective companies. This was the initial step in shaping a purpose-led brand – a concept that was unfamiliar to most of the participants.

The presentations were followed by a Purpose Design Workshop on the third day where participants, given a case study, dissected a company’s current state and subsequently defined its ideal state using the Consulus 3-State Methodology.

Participants’ presentation during the workshop

After the workshop, participants were encouraged to use the same process in their own companies. Participants recognised the process as “a refreshing approach to branding”.

Francis Mabilog (left), CEO at Wizard of Ads, a complete below-the-line advertising agency, explaining how he learned “the correct thought process on how to analyse problems (our) company is currently facing and come up with the appropriate solutions.”

Ricky Dagelet (right), CEO at eScience, an I.T. company, sharing how the 3-State Methodology “will help us to document our company’s purpose in a structured way, so that it will be clear to everyone concerned.”

“It was truly insightful and inspiring. A valuable concept that I can apply in our business,” Vanessa Abrenica, General Manager at her family business, Trilogie, Inc, said.

Interested parties had invited Consulus Philippines to lengthy discussions on how their company can take part in shaping the world with Consulus.