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A Model Designed to Assist Uncover & Enjoyment of Native Artistry & Craftsmanship from All Over the Philippines – Branding Nerd

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A Model Designed to Assist Uncover & Enjoyment of Native Artistry & Craftsmanship from All Over the Philippines – Branding Nerd


My eldest daughter, Christella “China or Stella” Soriano-Miranda, owns and operates a small however rising jewellery model known as Lily®. My spouse Carol collaborates together with her as co-designer. If huge tech manufacturers like Apple® and Google® had been based in garages, Lily® was based actually on our eating desk again in 2017. The model has come a good distance since its eating desk days and has achieved many vital milestones in its first seven years. Branding Nerd® will certainly be that includes Lily® on this weblog in some unspecified time in the future sooner or later, however that should wait for an additional day.

Lily was invited to this showcase again in August 15 to 31, 2024 within the Kultura Retailer on the SM Podium

For now, the main target of this weblog is on one other Filipino retail model generally known as Kultura®, a one-stop store for all issues Filipino, which not too long ago invited Lily® to be a part of its “Filipino Design Studio” showcase final August 15-31, 2024 of their SM Podium Mall department in Ortigas Heart, Metro Manila.

I’ve at all times been a fan of Kultura®.

As Branding Nerd, I discover Kultura® to have a really targeted model positioning and in addition a really cohesive, well-executed and constant model structure.

As a buyer, the model is a go-to place for high-quality x world class Filipiniana merchandise which turn out to be useful as items for particular events, or as ‘pasalubongs‘ (presents) to buddies after we journey abroad. It’s additionally supply of specialty Filipino meals and beverage gadgets which aren’t at all times accessible within the regular supermarkets, like Sikwate! Natural Tablea from Davao Del Norte and even globally-awarded Engkanto® beer which finds its origins in Makati Metropolis.

Lily® now in SM Mall of Asia (MOA), beginning 25Sep24, a primary for the model.

That’s the reason I used to be personally thrilled to be taught that Lily® was chosen to be a part of its latest showcase in SM Podium Mall.

I used to be much more delighted that Lily® has started its everlasting presence in Kultura®’s flagship retailer in SM Mall of Asia (MOA) beginning just a few days in the past, final 25Sep24, simply in time for the upcoming festive Christmas season and the height interval for Filipinos overseas to return residence for the vacations. Hopefully this turns into the beginning of a long-term partnership for the manufacturers.

Lily® and different home-grown jewellery manufacturers as featured within the latest Filipino Design Studio of Kultura® in SM Podium.

Two A long time of Kultura®

Kultura® is celebrating its twentieth anniversary this 2024. Its web site supplies a quick commentary of its 20-year historical past:

“As we embrace the brand new 12 months forward, we mirror on our 20-year journey. Envisioned as a one-stop vacation spot for all issues Filipino, Kultura® started because the Philippine Crafts part on the SM Division retailer, then opened its first stand-alone retailer at SM Makati in 2004. The corporate is now recognized for its various collection of Filipiniana and Barong Tagalog, genuine Philippine pearls, native delicacies, pure wellness necessities, sustainable residence decor, and extra. Over the previous twenty years, we now have offered a chunk of residence for everybody – from Balikbayans and vacationers to locals. Right this moment, with over 45 areas nationwide, Kultura® has established itself as the most important Filipino life-style retailer within the nation.”

This commentary may very properly symbolize its model positioning assertion!

There are some key factors which might be evident within the above commentary from its web site:

  • Who comprise the goal market? Balikbayans, vacationers and locals.
  • How is the model positioned? The biggest Filipino life-style retailer within the nation.
  • What makes it distinctive? It’s a one-stop vacation spot for all issues Filipino.
  • What makes this uniqueness plausible? It’s recognized for its various collection of Filipiniana and Barong Tagalog, genuine Philippine pearls, native delicacies, pure wellness necessities, sustainable residence decor, and extra.
Kultura® is without doubt one of the main retailers of the enduring Barong Tagalog.

The above key factors are additionally the important thing components of a targeted and compelling model positioning assertion.

Kultura® Finds an Open Gap

Clearly, twenty years in the past, Kultura® discovered an open gap available in the market and has efficiently positioned itself on this open gap, totally claimed it, and constantly deepened its maintain of that place all through the previous twenty years.

At any time when this Branding Nerd® engages with corporations, I at all times emphasize the significance of frequently deepening the model’s maintain of its chosen market house (aka model positioning) by means of numerous methods that constantly construct upon its positioning.

At any time when I examine profitable manufacturers, each native and worldwide, I at all times search for the underlying model methods which might be designed to realize the above since that is key to its longevity.

Trying again at its numerous methods all through the twenty-year historical past of Kultura®, I discover three key pillars which have contributed to its ongoing success, particularly:

  • “Assist Native” – A transparent push to assist SME native companies.
  • “Crafts for a Trigger” – A showcase of merchandise made by underserved Filipino communities and Indigenous Peoples.
  • “Kwentong Kultura” – Common occasions and articles for the previous 4 years that includes Filipino tradition and customs.

Let’s discover every of those three key technique pillars:

Assist Native

Engkanto® beer is carried by Kultura®, not like most conventional supermarkets.

Kultura® is clearly targeted on supporting native companies, particularly SMEs which create and promote regionally handmade merchandise. It’s due to this that small companies like Lily® are offered a platform to broaden its attain, improve its model consciousness amongst goal prospects, and drive greater accessibility and demand for its merchandise.

Previously years, Branding Nerd® has additionally made it a degree to jot down in regards to the success of Filipino manufacturers. In earlier blogs, two homegrown manufacturers, particularly Malagos® and Engkanto®, amongst others, have been featured and I’m very happy to see that these manufacturers can be found in Kultura® as properly.

In a 2019 article of the Inquirer.web, it outlined 5 the reason why it is very important assist native companies, together with:

Native ice cream model elait!® employs an all-deaf workers.
  • They assist construct the Philippine economic system – SMEs are extra possible to make use of the merchandise and repair of different native enterprise so as to function their very own enterprise, thereby offering a ripple impact within the native economic system.
  • They make use of folks from the neighborhood – SMEs are capable of create jobs on the neighborhood stage. In response to the article, “Native ice cream retailer elait!®, which employs an all-deaf workers, was recommended for selling inclusivity and offering jobs for folks with disabilities, the place they really feel empowered and handled as equal.” – Within the case of Kultura®, via its ‘Crafts for a Trigger’ program, the native craftsmen and ladies are direct beneficiaries of livelihood alternatives led to by the model.
  • They care about and are invested within the well-being of your neighborhood and its future – for the reason that SME homeowners are literally a part of the neighborhood, they’re naturally inclined to assist guarantee its general well-being and sustainability.
  • They assist construct, protect and promote neighborhood character – The above-mentioned Inquirer.web article mentioned it finest: “Cities throughout the nation have related chain eating places, as an example, however these cafes, meals stalls and small eating places alongside the Maginhawa road in UP Village exude an air of uniqueness. They’re the material and lifeline of that individual neighborhood. Creating and providing selections to their patrons, they will additionally convey originality and selection in a world that’s changing into more and more homogenized. SMEs are the place probably the most attention-grabbing ideas and most original concepts are generated.” – Within the case of Kultura®, since 100% of its merchandise are sourced regionally by means of a large community of native companies, the general ambiance, vibe and nature of the shop is actually uniquely Filipino which isn’t skilled in some other retail chain within the nation. It’s no shock subsequently that Filipinos overseas discover a totally different form of satisfaction in spending money and time in these shops once they come residence to the Philippines for trip.
  • They create familial relationships with the shoppers – “Native companies really feel like residence as a result of the proprietor they usually largely know you. They’re extra conscious of your wants and might deal with them instantly. With their measurement comes flexibility, so SMEs have the liberty to redeploy assets and alter targets very quickly.”
The native companies in Maginhawa St. in UP Village present a captivating vibe in the neighborhood and presents a novel expertise for foodies.

With 99.5% of companies within the Philippines belonging to the MSME class, Kultura® supplies an important platform in selling the above advantages that go a good distance. In response to an UNIDO report in 2020, these MSMEs present 63% of employment to the Philippine workforce and contribute 40% of the nation’s Gross Home Product (GDP).

‘Crafts for a Trigger’

On Could 20, 2010, Kultura® launched ‘Crafts for a Trigger,’ an initiative designed to assist non-profit organizations and uplift communities. The merchandise featured are crafted by underprivileged people who’ve been skilled by means of numerous livelihood packages geared toward enhancing their abilities and fostering self-sufficiency.

When prospects store at ‘Crafts for a Trigger’ on the Kultura® retailer, they not solely contribute to those very important livelihood packages but in addition uncover beautiful gadgets from throughout the Philippines. Prospects may discover ethnic crafts from cultural minorities, together with woven mats, vibrant followers, and equipment created by the sea-dwelling Samal Bajau tribe of Basilan by means of the Claret Samal Basis; Ifugao-inspired equipment and trinkets made by Cordnet within the Cordillera area; and fantastically carved wood gadgets from the Palawan NGO Community, Inc. These are only a few of the numerous Foundations that the model companions with via this program.

The video beneath contains a Kultura® accomplice known as Past Borders® whose mission is to assist protect the artwork of weaving generally known as Wasig in Ilocos which create textile known as Inabel.

A characteristic on Past Borders®, a Kultura® Crafts for a Trigger accomplice.

Native employees in Ilocos in northwest Philippines doing the normal Wasig sort of weaving.

“Most of these things are made from recycled supplies and crafted by locals from marginalized communities. Shopping for them would contribute not solely to serving to save the setting but in addition to supporting the livelihood of native artisans.”

This Canvas Tote Bag with Ifugao Print advantages the Ifugao tribes within the northern mountain province area of the Philippines
From tribes of the North to tribes of the South: these brass bell cardholders handmade by T’boli tribes, an Austronesian indigenous peoples of South Cotabato in southern Mindanao within the Philippines

Not solely are the merchandise showcased right here sustainable, utilizing recycled supplies, but in addition these merchandise present a method to show the creativity and tradition of the Filipino folks from all components of the nation.

‘Kwentong Kultura’ (Tradition Tales)

Kwentong Kultura is the devoted part within the model’s web site which supplies quantity of long-form content material about its numerous occasions or cultural options.

I’m an enormous advocate of high quality long-form content material in establishing the model positioning of multi-dimensional manufacturers like Kultura®. It’s additionally very useful in optimizing the model’s website for search, thereby additional cementing its management on this market phase within the minds of its goal prospects.

‘Kwentong Kultura’ additionally supplies a platform for the model not solely to advertise its numerous occasions just like the Filipino Design Studio the place Lily® not too long ago participated in, but in addition to place the highlight on Filipino tradition and customs whereas that includes the native merchandise supplied by the model. For instance, final July’s characteristic on “10 Journey-Pleasant Pasalubong Concepts For OFWs on Trip” is a nod to the Filipino customized of shopping for easy items to be introduced again residence for family and friends after touring, whereas on the identical time selling high quality home-grown manufacturers like Auro® plant-based chocolate treats from Davao, or Cebu Greatest Dried Mango®.

Homegrown favorites like Auro® plant primarily based goodies and Cebu Greatest Dried Mango®

There are three key classes from this distinctive Filipino model:

First, Kultura® recognized a transparent open gap for itself and has constructed a powerful basis primarily based on his positioning.

Second, true to its model positioning, Kultura® created and developed particular pillars that allowed the model to innovate in some ways, all contributing to the strengthening of its positioning.

And third, the model’s use of long-form content material constantly by means of the years have vastly contributed in establishing its positioning because the main one-stop store for all issues Filipino.

We’d love to listen to from you!

In case you want to ask for extra details about this weblog or different methods for Branding Nerd® to be of assist, please be happy to depart us a message through the use of the easy kind beneath. Thanks for being right here!



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Emarketing World Admin, the driving force behind EmarketingWorld.online, is a seasoned expert in the field of digital marketing and e-commerce. With a wealth of experience and a passion for innovation, Emarketing World Admin has dedicated their career to helping businesses and entrepreneurs navigate the complexities of online marketing and achieve their digital goals. Through EmarketingWorld.online, they provide valuable insights, strategies, and tools to empower others in the ever-evolving world of digital marketing.### Early Life and Introduction to MarketingFrom an early age, Emarketing World Admin exhibited a keen interest in technology and communication. Growing up during the rise of the internet, they were fascinated by the potential of digital platforms to connect people and transform businesses. This early curiosity laid the groundwork for a career in digital marketing.During their formative years, Emarketing World Admin spent countless hours experimenting with website design, online advertising, and social media. These hands-on experiences sparked a deep passion for digital marketing and led them to pursue a career in the field. Their early projects ranged from managing small business websites to running grassroots online campaigns, providing a solid foundation for their future endeavors.### Education and Professional DevelopmentEmarketing World Admin’s educational background includes a combination of formal studies and continuous learning in the realm of digital marketing. They hold a degree in Marketing or a related field from a reputable institution, supplemented by specialized certifications in areas such as search engine optimization (SEO), pay-per-click (PPC) advertising, and social media marketing.In addition to their formal education, Emarketing World Admin has actively pursued ongoing professional development. They regularly attend industry conferences, webinars, and workshops to stay current with the latest trends, tools, and best practices in digital marketing. This commitment to continuous learning ensures that their insights and strategies are always aligned with the evolving digital landscape.### Professional Experience and AchievementsWith over a decade of experience in digital marketing, Emarketing World Admin has held various roles, including digital marketing strategist, SEO consultant, and e-commerce specialist. Their career includes working with a diverse range of clients, from startups to established corporations, across various industries.Throughout their career, Emarketing World Admin has achieved significant milestones, such as successfully managing high-profile digital campaigns, increasing online visibility for numerous brands, and driving substantial revenue growth through targeted marketing strategies. Their expertise encompasses a wide array of digital marketing disciplines, including content marketing, email marketing, data analytics, and conversion optimization.### The Birth of EmarketingWorld.onlineEmarketingWorld.online was created out of Emarketing World Admin’s desire to share their extensive knowledge and experience with a broader audience. The website was launched as a comprehensive resource for individuals and businesses looking to enhance their digital marketing efforts.The platform features a wide range of content, including in-depth articles, how-to guides, case studies, and expert interviews. Emarketing World Admin is dedicated to providing actionable insights and practical advice that users can implement to achieve their marketing goals. The website also offers tools and resources designed to help users analyze their marketing performance and optimize their strategies.### Philosophy and MissionThe core philosophy of EmarketingWorld.online revolves around the belief that effective digital marketing is both an art and a science. Emarketing World Admin emphasizes the importance of data-driven decision-making, creative problem-solving, and ongoing experimentation in achieving marketing success.The mission of EmarketingWorld.online is to empower businesses and individuals with the knowledge and tools they need to thrive in the digital world. By providing valuable resources, actionable strategies, and expert guidance, Emarketing World Admin aims to help users navigate the complexities of digital marketing and achieve measurable results.### Personal Touches and Community EngagementOne of the distinguishing features of EmarketingWorld.online is the personal touch that Emarketing World Admin brings to the content. Their unique perspective and hands-on experience are reflected in every article, guide, and resource. Emarketing World Admin is known for their ability to translate complex marketing concepts into practical, easy-to-understand advice.In addition to content creation, Emarketing World Admin actively engages with the EmarketingWorld.online community. Through social media interactions, email newsletters, and direct feedback from readers, Emarketing World Admin fosters a dynamic and supportive environment. They are committed to addressing user questions, offering personalized recommendations, and building a network of digital marketing professionals and enthusiasts.### Looking AheadAs EmarketingWorld.online continues to grow, Emarketing World Admin is excited about the future and the opportunity to expand the platform’s offerings. Future plans include introducing new content formats, such as video tutorials and interactive webinars, and collaborating with other industry experts to provide even more valuable insights.Emarketing World Admin remains dedicated to staying at the forefront of digital marketing innovation and providing users with the tools and knowledge they need to succeed. Whether you’re a seasoned marketer or just starting out, EmarketingWorld.online is here to support and guide you on your journey to digital marketing success.

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