Export leaders push 1 brand, 1 image, 1 show

MANILA, Philippines - The search for one brand identity and one image for the country’s design-driven export industry was finally addressed in a recently concluded branding workshop attended by 55 industry leaders of business support organizations representing furniture, handicraft, home and fashion accessories, holiday décor and wearables; together with design icons and government officials of the Department of Trade and Industry and the Center for International Trade Expositions and Missions (CITEM).

Spearheaded and organized by CITEM, the five-day branding workshop was conducted by Australian marketing and branding expert Michael Cleghorn together with merchandise specialist Linda Simpson from the United States. Both Specialists were commissioned by CITEM under its Merchandise Development Program that aims to assist Philippine exporters in creating products that meet market demands, not only in terms of design but more importantly in price points and profitability.

The workshop comes after the April 2011 historic signing of a memorandum of understanding between CITEM and 12 business support organizations representing the design-driven export industries. The MOU called for the unification of these industries into the Manila FAME International, CITEM’s signature event and the country’s premier and longest running show for high-design export products.

“We achieved another milestone in this workshop. It gathered together in one venue for five days the leaders of such key partners as the Association of Negros Producers, Cebu Furniture Industries Foundation, Chamber of Furniture Industries of the Philippines, Christmas Decor Producers and Exporters Association of the Philippines, Hospitality and Wellness Filipinas, Home Accents Group of the Philippines, Philippine Chamber of Handicraft Industries, Philippine Exporters, Retailers and Producers Development Association Inc., Philippine Exporters Confederation, Fame Foundation Philippines Inc., Mindanao Trade Expo Foundation Inc., and Cebu Gifts, Toys and Houseware, among others,” CITEM executive director Rosvi Gaetos said.

“No less than design icons such as Inno Sotto, Lulu Tan-Gan, Milo Naval, Tony Gonzales, Ann Pamintuan, Jinggoy Buensuceso, and Wataru Sakuma also participated in the very dynamic and interactive discussion of brand essence, grounding concepts and themes,” Gaetos added.

The workshop was a breakthrough in creating a unified image and message for an industry that has remained fragmented over the years; as well as in crafting a brand and theme for the upcoming Manila FAME International in October this year. The recent economic crisis underlined the need for unification and consolidation to maximize meager funds and promotional efforts of both government and private sector. 

The branding workshop is one of CITEM’s initiatives to take the bi-annual Manila FAME International to the Next Level while giving partner sectors and key players of the industry a sense of ownership in the results of the Branding Workshop.

“Everybody felt involved in the brainstorming. This is a project that made everyone a part of the decision and planning process,” noted Nick De Lange, president of Designs Ligna and board director of the Chamber of Furniture Industries of the Philippines (CFIP).

“The activities here all point to the unification efforts of the industry, sparking collaboration and commitment among all industry players: government sector, our partners in the industry, as well as designers. If what we discussed here are properly executed and implemented, it will be a big step for the industry,” said Salvo Valenzuela, executive director of CFIP.

Partner agencies like the Product Development and Design Center of the Philippines (PDDCP), the Bureau of Export Trade Promotions (BETP), the Export Development Council, the Foreign Trade Service Corps, and the Philippine Trade Training Center (PTTC) were also present during the workshop.

“The workshop has a very good direction, a well structured approach for the preparation of the October show. The facilitator (Cleghorn) knows that we are coming from our own differences and he was able to unify and inspire all of us and made us volunteer on what we can do,” said PDDCP executive director Myrna Sunico.

Cleghorn, who is ready to assist Philippine companies and manufacturers in creating design commerciality and brand identity for their products, says, "I'm looking forward to helping the country increase its exports and see it prosper. The potential of great Philippine-made products is exciting, and the focus should be on what buyers want and that great attention should be paid on the current demand of the market.” 

"The workshop is just the start. And the expectation is that, once we've got all these great inspiration done, all the stakeholders will have to get busy to get ready in time for October,” Cleghorn added.

Imagination Network president Linda Simpson with her extensive knowledge on product design and development will also give a hand to Filipino exporters and manufacturers in developing at least three product collections for 30 participating exhibitors in the Merchandise Development Program. 

Banking on her experience as a buyer for Bloomingdale's and her expertise in product and creative development for gifts, holiday decor, tabletops and fashion accessories, Simpson will provide consultation sessions focused on merchandise innovation and knowledge transfer on product development technology. The Manila FAME International, the flagship project of CITEM, has been instrumental in the development of Philippine home and fashion lifestyle industries for more than two decades.