MANILA — The Presidential Communications Operations Office (PCOO) on Monday commenced the task of creating an “all-encompassing” national branding to promote the Philippines globally, based on the directive of President Rodrigo Duterte.
“This is actually the first consultative meeting with experts in the industry,” PCOO Assistant Secretary Ramon Cualoping III told the media after a three-hour discussion with government and private stakeholders at Casa Roces near Malacanang Palace on Monday.
Cualoping said the national branding would be the biggest project proposed by PCOO Secretary Martin Andanar to the President to promote not only the country’s tourism but also its culture, education, trade and investment, among others.
“We all know that the Philippine brand should be encompassing, representing not only one color or one sector in the Philippines but for everything,” Cualoping said.
“It is more encompassing because it talks about politics, investments, the people, all aspects of the country,” he added.
Cualoping expressed gratitude to experts including Cannes Best Director awardee Brillante Mendoza for their “substantive” inputs on how to strengthen the existing proposed national brand.
“What we did this morning is very important because we talked with people who are experts in creating brand. They are CEOs of companies, ad agencies. We have to do this right because this will represent who we are as a nation,” Cualoping said.
With the feedback from experts, Cualoping expressed optimism that the PCOO can create a better national branding that have “a single, strong message for the Philippines”.
Cualoping said the initial plan was to have the national brand done by June. However, experts suggested the need to “recalibrate because we have to consider a lot of other factors as well”.
“So we have to, not really take our time, but to spend time on making sure that what we’re doing is truthful, and enduring for the country,” he added.
He said another huge consideration in developing the national branding is to make it inclusive to cover all sectors of society.
During the meeting, the experts have agreed to hold a grand launching of the Philippine branding which will be covered by big local and foreign media.
“It is something, the term I personally used is this very maverick initiative of the PCOO and Secretary Andanar. This has never happened before,” he said.
Cualoping said the PCOO will use all possible avenues to promote the national branding particularly in future big international events that the Philippines will host, including the 2019 Southeast Asian Games.
He said the Philippine missions, embassies and consulate abroad will also have special tasks to showcase the proposed national brand.
Cualoping said more comprehensive brand communication workshops with relevant stakeholders from within and outside the government will be held before the next advisory council meeting set after the May 14 barangay and Sangguniang Kabataan elections. (Jelly Musico/PNA)
