00:31.0
Branding, ano mo na ba yung dapat hinahanap sa isang branding?
00:35.0
Branding is that which stitches together you talking about yourself,
00:39.0
kasi that's advertising.
00:41.0
Then there's getting other people to talk about you.
00:44.0
Branding is the one that stitches them together.
00:47.0
So pag-branding, how do you make it really successful?
00:50.0
In any branding campaign, we have to ensure na yung produkto
00:53.0
o yung serbisyo, yung mga mga mga product,
00:57.0
So you better make sure your performance is equal to your recognition.
01:02.0
The perception should be equal to the reality.
01:06.0
Ang pinaka-importante, there is substance to what you're trying to brand.
01:10.0
Otherwise, it's all cosmetic.
01:13.0
It's not unusual for an administration to do branding?
01:16.0
No, not at all. Not at all.
01:24.0
No, not at all. Not at all.
01:25.0
Kailangan ba yun in the first place?
01:27.0
Well, ako, I appreciate it if it gives me clear focus,
01:32.0
clear direction, if it shows exactly which aspect of governance
01:38.0
and or service the government would like to focus on.
01:42.0
Ako naka-appreciate ko yun kasi it tows the line for all branches of government
01:47.0
to say na, okay, ito pala ang focus natin.
01:50.0
Pag maganda yung branding.
01:52.0
Isa hinada na yung government branding across administration.
01:58.0
Ito, sumigat siya noong 90s, Philippines 2000.
02:01.0
Philippines 2000, it's great because at that time, number one, naaangkop
02:05.0
and it speaks of modernization.
02:08.0
At that time, FVR was really focused on the shuns, if you remember.
02:13.0
Liberalization, industrialization, privatization, and deregulation.
02:19.0
So, it's really giving that forward movement and at that time,
02:24.0
when you say kasi 2000, it's the new millennium.
02:27.0
We need to be future ready.
02:29.0
The Philippines has to be future ready.
02:31.0
That's the essence of this campaign and I think Philippines 2000 captures that.
02:35.0
So, maganda siya?
02:37.0
The fact that it's still very, very indelible in our heads with FVR doing the thumbs up.
02:44.0
So, thumbs up ka dyan?
02:45.0
Thumbs up. Future ready.
02:48.0
Erap para sa mahirap.
02:49.0
Wow, what a brilliant campaign.
02:50.0
All throughout his life as a public servant and an elected official,
02:55.0
Erap Estrada was always about erap para sa mahirap.
02:59.0
So, noong naging presidente siya, it made sense for him to adopt this
03:04.0
and you know what it's about.
03:06.0
Ah, this administration will focus on poverty alleviation.
03:11.0
Kailangan ba ng disclosure?
03:14.0
Parang kilala mo yan tayo?
03:16.0
Oo yung nakaisip nito and what a brilliant, brilliant agency
03:21.0
and what a brilliant man who thought of this.
03:23.0
And they say that the fruit does not fall far from the tree.
03:27.0
In fact, sometimes it is sweeter.
03:29.0
Parang ang daming detalye.
03:31.0
Parang kilala mo yung gumawa ng erap para sa mahirap.
03:33.0
That when you bite into that fruit, you are enlightened.
03:37.0
So, as a brand, you're very happy with this?
03:39.0
I'm extremely happy.
03:41.0
I think that I may be overselling it
03:43.0
but this might go down in history as one of the best political campaigns
03:48.0
and campaignable lines ever.
03:51.0
It doesn't matter because Erap is rich.
03:54.0
Never affected his ratings whatsoever, di ba?
03:57.0
Kasi nga, even though he is privileged, he still has a heart for the poor.
04:03.0
Sige, next. Puntahan natin.
04:05.0
Anong naman yung Gloria Arroyo?
04:08.0
So, when you think of Strong Republic,
04:11.0
maybe as a brand, maybe as a catchphrase or a slogan,
04:15.0
it's not as catchy as Philippines 2000
04:18.0
or Erap para sa Mahirap, definitely.
04:21.0
But again, it tells me something.
04:23.0
This administration will focus on building institutions.
04:27.0
That's what it's about.
04:28.0
Matatag na republika.
04:30.0
It will enhance the services and institutions of the government
04:35.0
standing as a republic, as it were, di ba?
04:38.0
So, yun ang nagiging focus niya.
04:40.0
Maybe a little bit heady, baka hindi masyadong tatak sa masa,
04:43.0
but at least I know what it means to have a matatag na republika.
04:47.0
Yung idea ng Strong Republic, parang pagtininan mo yung two words,
04:51.0
ang bigat, very strong.
04:53.0
How do you relate that to the fact that the president was a woman at that time?
04:59.0
Advantage pa yung paggamit ng Strong Republic?
05:02.0
Excellent, excellent point.
05:04.0
Unfortunately, the reality is, and AC Nielsen and various other studies will show,
05:08.0
that we are really predominantly masculine.
05:11.0
Our machismo is very high.
05:14.0
Even President Cory had the same problem.
05:16.0
Nakailang ku against her.
05:18.0
Ilang context yung tanong ko.
05:19.0
Kasi ang daming destabilization attempts against her.
05:23.0
So that was also a counter.
05:25.0
I wouldn't say counter, but a shield, a buffer,
05:28.0
to show that, yes, I may be a woman leader.
05:31.0
I may be sabihin na nating diminutive in stature,
05:36.0
but I am strong in leadership,
05:38.0
and I will take my strong leadership and build the republic.
05:42.0
Next, yung ano, Daang Matuwid, Noynoy Aquino.
05:45.0
A phenomenon. Wow, grabe.
05:47.0
This Daang Matuwid was literally the daan that brought former President Noynoy Aquino to the palace.
05:53.0
I know exactly what it's about.
05:55.0
I know that this government and this administration will focus on integrity,
06:01.0
It will try to rid the bureaucracy of lagay-lagay.
06:05.0
It will add a sense of honesty, transparency to its service at yung pagpamamalakad niya.
06:13.0
So for me, great branding.
06:16.0
The fact that it was related in such a tangible imagery as a road.
06:25.0
Hindi na tayo matiligaw.
06:26.0
Kasi kung hindi matuwid ng daan,
06:28.0
natiligaw tayo kung san-san.
06:30.0
So ito, ang ginamit naman ni President Duterte,
06:32.0
Build, Build, Build.
06:33.0
I personally love Build, Build, Build.
06:37.0
Again, it tells me what is this administration about.
06:41.0
It means government expenditure, infrastructure, creation of new things,
06:47.0
boosting things, and literally building things.
06:51.0
Whether it's a physical thing, a tangible thing, building attitudes, building new nationalism.
06:56.0
I think this was very strong and it was used very effectively in speeches, in government functions.
07:03.0
Lahat ng ginagawa.
07:05.0
Keso fire hydrant lang yan or nagputol lang ng sanga ng puno.
07:10.0
Build, Build, Build pa rin.
07:13.0
It was so amplified that to the people, they're like,
07:16.0
Wow, this administration just keeps on building.
07:19.0
Building. Okay. Sige.
07:22.0
So far, maganda yung batting average.
07:25.0
Maganda, maganda, maganda.
07:26.0
Happy ka no sa lahat?
07:28.0
I'm a strong republic. I'm meh, meh.
07:31.0
Okay, okay. Ito naman, Bagong Pilipinas.
07:34.0
President Bongbong Marcos.
07:36.0
Mukha siyang unfinished egg.
07:38.0
It's a basket. Do you not see it?
07:41.0
Mukha siyang basket pero it started as an egg.
07:44.0
Tapos yung lace nakarap around the egg.
07:48.0
So what do you think of that, Bagong Pilipinas?
07:50.0
It's obviously a riff on his father's previous branding,
07:55.0
which was Bagong Milipunan.
07:57.0
Actually, I like this.
07:59.0
Thank God there's no gradient.
08:01.0
Ito yung logo, Bagong Pilipinas.
08:03.0
Talk about the issue of authenticity.
08:05.0
Kasi hindi naman natin natinig to discuss,
08:08.0
in detail at least, ni then-candidate Bongbong Marcos.
08:11.0
Although kanta siya ni Andrew E.
08:13.0
Sa campaign, diba?
08:14.0
Yes. That's the thing, diba?
08:18.0
During the campaign, he was again running with
08:21.0
his vice presidential candidate,
08:23.0
now vice president Inday Sara Duterte, diba?
08:26.0
Now vice president.
08:27.0
How could he discuss Bagong Pilipinas
08:29.0
when medyo awkward yun?
08:31.0
Dahil ang incumbent president nun
08:34.0
ay ang ama ni vice president Inday Sara Duterte
08:39.0
na si Pangulong Rodrigo Duterte.
08:41.0
And then you're talking about Bagong Pilipinas.
08:43.0
There's a backhanded, there's somewhere, diba?
08:46.0
Bakit kailangan baguin?
08:47.0
Are you saying this one sucks?
08:49.0
Are you saying the Pilipinas,
08:51.0
the PRRD has built, build, build, build
08:54.0
over the last six years of its term
08:57.0
needs to be changed?
08:59.0
At kailangan gawin bago?
09:00.0
So siguro that's one of the reasons
09:02.0
hindi niya ma-unveil it.
09:05.0
Doon sa mga ina-analyze sa atin na
09:07.0
administration branding or slogans,
09:09.0
aligned ba siya talaga roon sa administration?
09:13.0
Tsaka doon sa nangyari?
09:14.0
It's good that you're asking it now.
09:15.0
Kasi again, history and hindsight
09:19.0
is always 100 percent accurate.
09:21.0
We can look at it with 20-20 vision.
09:23.0
So tingin ko mukhang aligned naman.
09:26.0
The numbers will support it.
09:27.0
During FDR's time, yung ganyang Philippines 2000,
09:31.0
nasabi ko nga yung shunts.
09:32.0
Nagawa naman niya.
09:33.0
During the time of President Erabide,
09:35.0
I don't know the poverty incidence rates,
09:37.0
whether they went up or down.
09:38.0
Definitely he was perceived as to be pro-mahirap
09:41.0
until the time na na-embroil siya sa skandal.
09:44.0
PGMA, Matatag na Republika,
09:46.0
believe it or not,
09:47.0
and maybe I'm a fan, I felt it.
09:50.0
I actually felt that our government institutions
09:53.0
were getting stronger.
09:54.0
I actually felt that.
09:55.0
Pwede pa siya naramdaman.
09:59.0
Daang Matuwid, mayroon siyang reason to believe
10:01.0
dahil nakapagpahulong ng big fish.
10:03.0
Maraming big fish na nakulong ng Daang Matuwid,
10:05.0
nawala yung wang-wang.
10:06.0
Build, build, build.
10:07.0
The communications machinery was in full swing
10:11.0
We'd have pictures of infrastructure being built.
10:14.0
And I think the numbers will bear it out.
10:16.0
Na talagang maraming government spending
10:18.0
noong time ni PRR.
10:19.0
Yeah, di ba merong branding ba
10:20.0
sa administration?
10:22.0
Gaano siya dapat ka-align doon sa
10:24.0
siguro personality or image
10:27.0
ng presidente na gumagamit niya?
10:29.0
Well, again, the administration
10:31.0
is defined by the leader.
10:33.0
So, it should be very, very closely aligned.
10:36.0
Nakaka-inspire ba siya?
10:37.0
Bagong Pilipinas,
10:38.0
mapapatingala ka bang ganun?
10:41.0
You know, if you're telling me
10:43.0
nakaka-inspire siya,
10:44.0
I'll use a different word.
10:45.0
Nakaka-aspire siya.
10:47.0
I'm sure nararamdaman ng karamihan
10:50.0
ng mamamayang Pilipino
10:52.0
na kailangan talaga ng maraming pagbabago
10:56.0
Hindi ko na i-enumerate.
10:58.0
Wala po akong sinasabi na
11:00.0
si XY or si Z ang may kasalanan.
11:02.0
But the reality is,
11:04.0
marami talagang kailangan baguhin sa Pilipinas.
11:07.0
Bagong Pilipinas?
11:08.0
We're only one year in.
11:14.0
Let's hope may pagbabago.
11:16.0
So, mukhang this new government branding
11:18.0
is saying all the right things.
11:20.0
At gano'n naman talaga dapat, di ba?
11:22.0
Sana lang, hindi puro salita o cosmetic.
11:24.0
Yes, tayong mamayan,
11:26.0
we all have to do our part.
11:28.0
Pero dapat makikita rin
11:29.0
itong pagbabago o transformation na ito
11:31.0
mula dun sa mga leader natin.
11:34.0
huwag tayong iaagrabyado
11:36.0
or worse, nanakawan.
11:38.0
Pag nangyari itong transformation na ito,
11:40.0
yun ang talagang bagong Pilipinas.
11:42.0
Kaya pala, mukhang marininig natin
11:44.0
itong bagong slogan sa sawanan ng Pangulo.
11:46.0
Bukod sana sa pag-inspire,
11:48.0
mas mag-perspire sana
11:50.0
yung mga inihalal natin.
11:52.0
Meaning, mas mag-trabaho.
12:04.0
Thank you for watching!
