Multi-awarded creative director Eleanor Aguito discusses the creative process” during the 2nd CDN Conversations, with focus on Creative Process and Branding Workshop. (CDN PHOTO/FERDINAN EDRALIN)
To be a good brand manager, one needs to read, dream, and think out of the box.
Charmaine Bautista–Pamintuan, chief for marketing of Inquirer Group of Companies, gave this advice to participants of “CDN Conversations 2: Creative Process and Branding Workshop” yesterday.
“When you know everything about your brand, you are the best ambassador for your brand compared to celebrity endorsers,” she said.
She said brand managers should nurture their brand like they would a child.
“Every activity that you do, make sure to put the brand first. You must have the perspective. Every possible opportunity, branding is there and keep it close to your heart,” she said.
For fresh graduates, Pamintuan said they should take a three-month development program to become effective brand managers.
“They should immerse in different departments, all around. The objective is to really know about the operations. This is for them to know how to defend, love and sell their products,” she added.
To strengthen a brand, Pamintuan said managers should define the target market and make the product accessible to consumers.
Eleanor Agulto, a multi-awarded creative director, said the secret to being creative is to let your mind grow. Distractions are okay, she added.
“Be imaginative. Sometimes that does not come right away. Sometimes you sleep over it,” Agulto said.
“Draw pictures, panic but relax, connections don’t matter, work through gaps, make noise, steal from the environment and let go of your ego. There is no box,” she added.