Finding Cebu’s brand: Smart, fun, a mix of biz and pleasure

In order to move forward and ensure a common ground for Cebu’s development, brand strategist Jonathan Bernstein of Interbrand Singapore suggested in a recent forum that Cebu, just like other places, should develop its own destination brand based on  “heart and spirit.”

Cebu Daily News asked several business leaders what they thought  this brand should be.

Philip N. Tan, president of Mandaue Chamber of Commerce and Industry, said Cebu should be known  as a place for “business with pleasure”  as the right mix towards prosperity .

Tan said that if there’s pleasure in doing business in Cebu, we could only expect more investors to come and help achieve the national goal of getting P10 billion in foreign direct investments.

He said achieving this goal would ensure that the country would sustain a gross domestic product growth of at least 7 percent in the next 10 years.

But Tan said policies should be set in place including incentives to achieve this goal.

He also suggested that Cebu could easily bank on its reputation as a  furniture capital and develop from there.

Robert Lim Joseph, Natioanl Association of Independent Travel Agencies chairman emeritus, said Cebu could  take off from the “It’s more fun”national tagline of the Department of Tourism.

The tagline has already proven itself popular and effective, getting copied and promoted in different events outside the country.

Joseph said Cebu’s “heart and spirit” has always been into assuring tourists a quality “fun experience and so stakeholders should develop this more to make it “more fun.”

Gregg Victor Gabison, Cebu Education Development Foundation Information Technology (CEDF-IT) president, said that it would be better to brand Cebu as a “Smart City or Smart Province” because Cebu we has a  balance of good talents, ideal venues for leisure and a healthy ecosystem for economic growth.

Once we establish this brand, Gabison said Cebu could  attract more tourists  and those seeking quality jobs in companies that are  growing with the economy.

Hans Hauri, president of the Hotel Resort Restaurant  Association of Cebu, said Cebu as the second largest economy in the Philippines outside Manila, should ideally be branded as a single destination for all industries having a vested interest in Cebu.

“Cebu has built itself a solid reputation in the furniture industry, as qualified workers to export-oriented industries in the Free-Trade Zones, as preferred location for BPO’s, as an ideal vacation destination, among those at the forefront of economic activities,” said Hauri.

“All interested parties, both from public as well as private sectors should convene and create that brand “Cebu” together,” he said.

“The brand-name Cebu must be seen as a hallmark for quality delivery of products and services, it becomes a quality stamp to anything and everything we are producing.”

Jay Aldeguer, Islands Group president and Cebu Franchise Association director,  said that there were many factors to consider before setting a brand for Cebu.

He said there should be a careful and strategic process  followed in order for the brand to be effective.

“Things to factor in should include our target market, our competitors, our strength as a destination and a few other significant factors. I agree with the speaker from  Interbrand that it’s not as simple as coming up with a nice logo and a slogan. A true brand should really be about delivering a promise,” said Aldeguer.

Gordon Alan Joseph, Cebu Business Club president, agreed with Aldeguer.

Joseph said it would be premature to try and brand Cebu at this time.

“Given that we face competition locally and globally, we need to be able to come up with a brand that is reflective of our history, our competencies and our vision. I don’t think this is an exercise you can just jump into,” said Joseph.