Bawat administrasyon, may branding. Pero di pwedeng puro pa-pogi o paganda lang. Kumusta naman yung “Bagong Pilipinas” ng Marcos Jr. administration? Panoorin ang ating #FactsFirst #convo with political branding strategist Alan German.

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Mukhang branding season ngayon sa gobyerno, ha?

Yung Department of Tourism nagpalit ng tourism slogan.

O, alam mo na ba?

Yung Bagcor, bago din yung logo pero tinubuan daw ng sungay, sabi ng iba.

Yung Testa, may pakontes din para sa bagong logo.

Pero siguro kung may mother of all brands sa administration ngayon,

ito na siguro yung galing mismo sa Pangulo.

Bagong Pilipinas.

Kaya kinausap natin yung isang political branding expert.

Branding, ano mo na ba yung dapat hinahanap sa isang branding?

Branding is that which stitches together you talking about yourself,

kasi that's advertising.

Then there's getting other people to talk about you.

Branding is the one that stitches them together.

So pag-branding, how do you make it really successful?

In any branding campaign, we have to ensure na yung produkto

o yung serbisyo, yung mga mga mga product,

So you better make sure your performance is equal to your recognition.

The perception should be equal to the reality.

Ang pinaka-importante, there is substance to what you're trying to brand.

Otherwise, it's all cosmetic.

Authenticity.

It's not unusual for an administration to do branding?

No, not at all. Not at all.

Kailangan ba?

Kailangan.

Kailangan.

Kailangan.

Kailangan.

No, not at all. Not at all.

Kailangan ba yun in the first place?

Well, ako, I appreciate it if it gives me clear focus,

clear direction, if it shows exactly which aspect of governance

and or service the government would like to focus on.

Ako naka-appreciate ko yun kasi it tows the line for all branches of government

to say na, okay, ito pala ang focus natin.

Pag maganda yung branding.

Isa hinada na yung government branding across administration.

Sige.

Ito, sumigat siya noong 90s, Philippines 2000.

Philippines 2000, it's great because at that time, number one, naaangkop

and it speaks of modernization.

At that time, FVR was really focused on the shuns, if you remember.

Liberalization, industrialization, privatization, and deregulation.

So, it's really giving that forward movement and at that time,

when you say kasi 2000, it's the new millennium.

We need to be future ready.

The Philippines has to be future ready.

That's the essence of this campaign and I think Philippines 2000 captures that.

So, maganda siya?

I liked it.

The fact that it's still very, very indelible in our heads with FVR doing the thumbs up.

So, thumbs up ka dyan?

Thumbs up. Future ready.

Okay.

Erap para sa mahirap.

Wow, what a brilliant campaign.

All throughout his life as a public servant and an elected official,

Erap Estrada was always about erap para sa mahirap.

So, noong naging presidente siya, it made sense for him to adopt this

and you know what it's about.

Ah, this administration will focus on poverty alleviation.

Kailangan ba ng disclosure?

Parang kilala mo yan tayo?

Oo yung nakaisip nito and what a brilliant, brilliant agency

and what a brilliant man who thought of this.

And they say that the fruit does not fall far from the tree.

In fact, sometimes it is sweeter.

Parang ang daming detalye.

Parang kilala mo yung gumawa ng erap para sa mahirap.

That when you bite into that fruit, you are enlightened.

Okay.

So, as a brand, you're very happy with this?

I'm extremely happy.

This is iconic.

I think that I may be overselling it

but this might go down in history as one of the best political campaigns

and campaignable lines ever.

Okay.

It doesn't matter because Erap is rich.

Oh my goodness.

Never affected his ratings whatsoever, di ba?

Kasi nga, even though he is privileged, he still has a heart for the poor.

Okay.

Sige, next. Puntahan natin.

Anong naman yung Gloria Arroyo?

Strong Republic.

So, when you think of Strong Republic,

maybe as a brand, maybe as a catchphrase or a slogan,

it's not as catchy as Philippines 2000

or Erap para sa Mahirap, definitely.

But again, it tells me something.

This administration will focus on building institutions.

That's what it's about.

Matatag na republika.

It will enhance the services and institutions of the government

standing as a republic, as it were, di ba?

So, yun ang nagiging focus niya.

Maybe a little bit heady, baka hindi masyadong tatak sa masa,

but at least I know what it means to have a matatag na republika.

Yung idea ng Strong Republic, parang pagtininan mo yung two words,

ang bigat, very strong.

Oo.

How do you relate that to the fact that the president was a woman at that time?

Advantage pa yung paggamit ng Strong Republic?

Excellent, excellent point.

Unfortunately, the reality is, and AC Nielsen and various other studies will show,

that we are really predominantly masculine.

Our machismo is very high.

Even President Cory had the same problem.

Nakailang ku against her.

Ilang context yung tanong ko.

Kasi ang daming destabilization attempts against her.

Yes.

So that was also a counter.

I wouldn't say counter, but a shield, a buffer,

to show that, yes, I may be a woman leader.

I may be sabihin na nating diminutive in stature,

but I am strong in leadership,

and I will take my strong leadership and build the republic.

So yes.

Next, yung ano, Daang Matuwid, Noynoy Aquino.

A phenomenon. Wow, grabe.

This Daang Matuwid was literally the daan that brought former President Noynoy Aquino to the palace.

I know exactly what it's about.

I know that this government and this administration will focus on integrity,

anti-corruption.

It will try to rid the bureaucracy of lagay-lagay.

It will add a sense of honesty, transparency to its service at yung pagpamamalakad niya.

So for me, great branding.

I love it.

The fact that it was related in such a tangible imagery as a road.

Diretso.

Hindi na tayo matiligaw.

Kasi kung hindi matuwid ng daan,

natiligaw tayo kung san-san.

So ito, ang ginamit naman ni President Duterte,

Build, Build, Build.

I personally love Build, Build, Build.

Again, it tells me what is this administration about.

It means government expenditure, infrastructure, creation of new things,

boosting things, and literally building things.

Whether it's a physical thing, a tangible thing, building attitudes, building new nationalism.

I think this was very strong and it was used very effectively in speeches, in government functions.

Lahat ng ginagawa.

Keso fire hydrant lang yan or nagputol lang ng sanga ng puno.

Build, Build, Build pa rin.

So wow.

It was so amplified that to the people, they're like,

Wow, this administration just keeps on building.

Building. Okay. Sige.

So far, maganda yung batting average.

Maganda, maganda, maganda.

Happy ka no sa lahat?

I'm happy.

I'm a strong republic. I'm meh, meh.

Okay, okay. Ito naman, Bagong Pilipinas.

President Bongbong Marcos.

Mukha siyang unfinished egg.

It's a basket. Do you not see it?

Mukha siyang basket pero it started as an egg.

Tapos yung lace nakarap around the egg.

So what do you think of that, Bagong Pilipinas?

It's obviously a riff on his father's previous branding,

which was Bagong Milipunan.

Actually, I like this.

Thank God there's no gradient.

Ito yung logo, Bagong Pilipinas.

Talk about the issue of authenticity.

Kasi hindi naman natin natinig to discuss,

in detail at least, ni then-candidate Bongbong Marcos.

Although kanta siya ni Andrew E.

Sa campaign, diba?

Yes. That's the thing, diba?

How could he?

During the campaign, he was again running with

his vice presidential candidate,

now vice president Inday Sara Duterte, diba?

Now vice president.

How could he discuss Bagong Pilipinas

when medyo awkward yun?

Dahil ang incumbent president nun

ay ang ama ni vice president Inday Sara Duterte

na si Pangulong Rodrigo Duterte.

And then you're talking about Bagong Pilipinas.

There's a backhanded, there's somewhere, diba?

Bakit kailangan baguin?

Are you saying this one sucks?

Are you saying the Pilipinas,

the PRRD has built, build, build, build

over the last six years of its term

needs to be changed?

At kailangan gawin bago?

So siguro that's one of the reasons

hindi niya ma-unveil it.

Okay.

Doon sa mga ina-analyze sa atin na

administration branding or slogans,

aligned ba siya talaga roon sa administration?

Tsaka doon sa nangyari?

It's good that you're asking it now.

Kasi again, history and hindsight

is always 100 percent accurate.

We can look at it with 20-20 vision.

So tingin ko mukhang aligned naman.

The numbers will support it.

During FDR's time, yung ganyang Philippines 2000,

nasabi ko nga yung shunts.

Nagawa naman niya.

During the time of President Erabide,

I don't know the poverty incidence rates,

whether they went up or down.

Definitely he was perceived as to be pro-mahirap

until the time na na-embroil siya sa skandal.

PGMA, Matatag na Republika,

believe it or not,

and maybe I'm a fan, I felt it.

I actually felt that our government institutions

were getting stronger.

I actually felt that.

Pwede pa siya naramdaman.

Sana all.

Daang Matuwid, mayroon siyang reason to believe

dahil nakapagpahulong ng big fish.

Maraming big fish na nakulong ng Daang Matuwid,

nawala yung wang-wang.

Build, build, build.

The communications machinery was in full swing

every day.

We'd have pictures of infrastructure being built.

And I think the numbers will bear it out.

Na talagang maraming government spending

noong time ni PRR.

Yeah, di ba merong branding ba

sa administration?

Gaano siya dapat ka-align doon sa

siguro personality or image

ng presidente na gumagamit niya?

Well, again, the administration

is defined by the leader.

So, it should be very, very closely aligned.

Nakaka-inspire ba siya?

Bagong Pilipinas,

mapapatingala ka bang ganun?

Mapalookaway ka?

You know, if you're telling me

nakaka-inspire siya,

I'll use a different word.

Nakaka-aspire siya.

I'm sure nararamdaman ng karamihan

ng mamamayang Pilipino

na kailangan talaga ng maraming pagbabago

sa Pilipinas.

Hindi ko na i-enumerate.

Wala po akong sinasabi na

si XY or si Z ang may kasalanan.

But the reality is,

marami talagang kailangan baguhin sa Pilipinas.

Bagong Pilipinas?

We're only one year in.

Question mark?

Expectations?

Aspiration?

Let's see.

Let's hope may pagbabago.

So, mukhang this new government branding

is saying all the right things.

At gano'n naman talaga dapat, di ba?

Sana lang, hindi puro salita o cosmetic.

Yes, tayong mamayan,

we all have to do our part.

Pero dapat makikita rin

itong pagbabago o transformation na ito

mula dun sa mga leader natin.

At una dun,

huwag tayong iaagrabyado

or worse, nanakawan.

Pag nangyari itong transformation na ito,

yun ang talagang bagong Pilipinas.

Kaya pala, mukhang marininig natin

itong bagong slogan sa sawanan ng Pangulo.

Bukod sana sa pag-inspire,

mas mag-perspire sana

yung mga inihalal natin.

Meaning, mas mag-trabaho.

Thank you for watching!