Membership Meeting

How Asian Brands Can Become World Class

Ballroom 1, New World Hotel, Makati, Philippines
Membership Meeting

We are pleased to invite you to join a breakfast forum with Joseph Baladi -- Asian brand guru and acclaimed author of the book "The Brutal Truth About Asian Branding" on the topic:

How Asian Brands Can Become World Class

Why are so few great brands coming out of Asia?  The Brutal Truth is that branding is little understood by decision makers throughout much of the region.  There exists widespread misconceptions and, in many cases, outright ignorance over the value and role of brands and the process required to build them.  Surveys repeatedly confirm that Asians from across the region overwhelmingly prefer great western brands to home-grown ones; given the choice they will drink Coke, wear Nike shoes, and drive a BMW at any time.

Rare is the intense emotional relationship with an Asian brand found in, say, the Apple zealot.  Yet, tens of thousands of new brands emerge every week in the region, reflecting the unstoppable energy and vitality that is fuelling the increasing universal belief that this century will belong to Asia.  The continued absence of genuinely great Asian brands (as supposed to merely good ones) will, at best, slow that prospect, or at worst, put it in jeopardy.  Something visible and disruptive needs to happen if Asian brands are to live up to their potential during this period of unprecedented change and opportunity.


  • Perform a reality check by showing the present state of branding in Asia for what it is.
  • Educate key decision makers about the role and importance of strong brands; and
  • Provide the means for brand owners to implement sound practices and strategies.


Joseph Baladi was raised in South America and educated in Australia.  His working career -- which has included postings to New York City, Mexico City, Tokyo and Singapore -- has given him a unique perspective on human values, consumer behavior and the valuable role that brands and branding play in building an organization.  During the course of his career, Joseph has provided brand-building advice to leading global companies including Procter & Gamble, Mars, and Coca-Cola.  Presently based in Asia, he is considered a leading voice for and an advocate of emerging great Asian brands.  He is a prolific writer and a popular speaker at major business and branding forums around the world.


To register, please fill up the Registration Form below and fax back to (+632) 8451323 or (+632) 7596690 or email  For further inquiries, please call (+632) 8451324 and look for Kate Ong.


  • PhP 1,300.00 for ECCP Members
  • PhP 1,600.00 for Non-members
  • PhP 1,800.00 for Walk-ins (ECCP Members or Non-members)

Note: Please register with only one (1) organization.  Early reservation/payment is encouraged to confirm hotel guarantee and avoid bottle-necks at the entrance.  Refund/Non-payment will be allowed only if cancellation is made in writing at least two (2) days before the affair.

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