perspective

The Student Council does it again!

A million points for originality!Well they did add yellow!the sun eventually metamorphosing to a yellow ribbon by sunset...Why the big fuss? According to the Supreme Court, it isn't plagiarism if no malice was intended. 😉

I’m disappointed with the new DOT campaign! They should have consulted all sorts of people and did a study prior to launching. Pilipinas Kay Ganda sounds like an ABS CBN show….sorry! 😦 Honestly, it seems like a combination of the morning and noontime shows of ABSCBN. And besides, how do we expect non-Tagalog speakers (and I mean the foreigners and the Bisaya, the Ilonggo, the Ilocan, among others) to understand the line? Is this the best that the lackluster Aquino government can do to promote our country? Why change Wow! Philippines? I always thought it to be simple, direct, and catchy. I thought it was on par with “Malaysia Truly Asia” and “Seoul, the Soul of Korea”. I don’t like this new line one bit, the first line of the article says it best: it’s a hard-sell line.

Lessons here: if it ain’t broke, don’t fix it. And, branding is about consistency. The brand name is PHILIPPINES. That’s the name the entire world is aware of.The Philippine Government (Student Council) wants to re-brand PHILIPPINES? They confuse witty sloganeering to Branding? Who is advising them?”Pilipinas Kay Ganda” sounds barok. We hear people say “Umagang Kay Ganda” but “Pilipinas Kay Ganda”?If the slogan was meant to attract foreigners, why is it in Tagalog? Wow Philippines was much better.It should’ve been in English too..not very effective if it’s in a language only the locals know.Think out of the box? I think it’s a case of thinking too much and losing the common sense.Seems to me what’s going on is …always work-in-progress. How I wish they hired real pros in marketing and in marketing communication rather than friends from the election and yet, the website (already pulled out by the DOT) is in english http://www.beautifulphilippines.com. Isn’t “being beautiful” is what everyone wants to say? They should have given a unique selling proposition about the Philippines. This line is lame. I couldn’t help but think that the only reason they changed the “Wow! Philippines” line because it is associated with the former President Arroyo and Senator Gordon.

Half of time selling this to foreigners will be explaining what ‘Pilipinas kay Ganda’ translates to. By the time we’ve explained, they would have probably booked flights to Malaysia or Thailand already. Common sense!After spending so much time and effort to build the old “Wow! Philippines” brand, they’re gonna replace it with this?

They could have done better with the old “Mabuhay! Philippines!” slogan. They said that it’s a departure from… what our neighbors are doing, but what they’re doing works. It’s a hard sell, it’ll make their tourists go coz they don’t know what it means. Mabuhay at least is on par with “Aloha!” or “Ni hao!”, and “Wow!” unfortunately, we were working on making that phrase associated with the Philippines,”Pilipinas Kay Ganda” sounds like we’re competing amongst ourselves when we should be out there competing with our white sands and beaches… to that of Malaysia and Thailand’s. There’s absolutely no international appeal to this tagline when the whole world is suppose to be our market. I surely hope this is not the best they can do.There is such a thing we call as benchmarking. The Philippine tourism officials have to benchmark our campaign to destinations similar to ours such as Thailand, Malaysia and even Indonesia. Only then after the benchmarking coupled with the basic SWOTs of this world can we truly compete. Given that the SWOTs are done in a professional way, we would realize that despite our Strengths, the Weaknesses outweigh it. That way, we can address the Opportunities. But I think the O will not be concertized considering the Aquino government has fallen in-love with budget cuts. We really need to have that nation-branding asap.This is the perfect example of how comfortable the aquino administration is with mediocrity. If they need help to get their work done right, maybe they should try hiring/asking for help from the opposition, if they really mean well.

Amazing Thailand… Malaysia, Truly Asia… Your Singapore… Hi Seoul, Soul of Asia… Discover Hong Kong… Incredible India…The competition is tough and that’s what they came up with?Now, a pop quiz. What’s common among the slogans that I just enumerated? THE USE OF ENGLISH! The universal language of Tourism! Why did the DOT miss this? I think it’s another example of the contradictory nature of our culture: we want to be unique yet we choose to mimic the ideas of other countries like the US because we think they’re “better”. We are known for our hospitality and friendliness, why can’t we go back to that? President Aquino had a hand in making the logo? And all along I thought he was a macro-manager. He should leave marketing to the experts. But it seems that he has surrounded himself with mediocre people. What a waste of time and money. And, not to belittle the cute animal, but why a tarsier in logo? ‎”The DOT is set to roll out the final version of the new Brand Philippines by February 2011. Those behind the new logo and slogan, it seems, will have more time to decide if President Noynoy Aquino’s personal touches on the logo—the smiling coconut tree and the tarsier embracing the first “i” of “Pilipinas”—stays.” The tarsier thing could be traced to the fact that it’s unique to our country, on top of being cute when turned into a cartoon/caricature. Think koala of the Philippines.

The tree is okay, I think I’d rather use just that and leave the tarsier out. Then again, overall, the logo sucks ass. As Sen. Miriam Defensor Santiago said, the people behind this did not use their neurons. If I were Pres. Aquino and Sec. Bertie Lim, I would borrow the invisibility cloak of Harry Potter.

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