Building brand awareness selectively

Written by AdMix / Marjorie Teresa R. Perez / joyetteperez@yahoo.com

Monday, 09 March 2009 20:28

When it comes to marketing in a world rife with short-term tactics, is there a better way for a business to succeed? A way that doesn’t involve—literally or figuratively—the mistakes of a bottle service, velvet ropes, rolling lines or outsourced promoters? The Bellagio Square is certainly the ideal example. Leoncio G. Gosiaco, CEO of G. Bros Development Corp., doesn’t need bottle service, he doesn’t need to make people wait for the sake of it; he simply lets people in, and they, conversely, go there for the experience. LEONCIO GOSIACO, CEO of G. Bros Development Corp. He is, in a sense, the ultimate promoter. But he’s really more of a curator and host committed to his brand. His business is a complete reflection of one strong-minded individual’s vision. It’s the brand of Gosiaco—the Bellagio Square. “Ultimately, you have to believe what you’re selling to build a sustainable brand,” Gosiaco told this columnist in a recent interview. “You have to skip the trends. Any time everyone is jumping on the ‘brandwagon,’ it’s too quick, too soon. I try to skip those things. I have to do what I feel.” His expertise? Concept, site development and leasing. If you don’t believe that the pros and cons of creating projects that will become landmarks in architectural design as a perfect metaphor for a business, consider what Gosiaco said: “The customers in any great space need to feel that they are part of a great group of people, that their experience is somehow proprietary. We turned Bellagio Square into an event center, in a sense. The customer knows that our concept of developing areas [neglected by the government] and turn them into commercial areas viable for business is going to be great and thus, there is a level of trust which all stems from our commitment to the product.” Gosiaco bought the 1,600-sq-m vacant lot at 1658 J. Bocobo Street in Malate—of what used to be a mere parking space—and later channeled it into a profitable territory. The Bellagio Square, the newest event place, now houses a colorful kaleidoscope of restaurants, bars, entertainment spots, beauty-and-wellness centers, all under one roof. It marks a defining moment in what Malate has to offer in terms of dining experience. Its welcoming ambiance is complemented with large airy premises with a high metal structured ceiling. An open courtyard in the middle of it all gives patrons the choice of breezy open-air dining under the stars, or the cool shades of giant umbrellas and palm trees. A ministage allows for opportunities for entertainment, programs and events for parties, and company events. At the end of the day, if you make something that’s really good, like a real mousetrap, people are going to keep coming back, whether dining at Hellas Taverna (Greek), Simorgh (Persian), Koi Bar and Restaurant (Filipino) Patio Geurnica (Spanish), Naha (Korean/Japanese), Yin Lok Kui (Hong Kong), or Whiteberry (yogurt), Tony & Jackey (hair), Bioessence (spa and skin) and Mi & Me Nail Art (nail salon) for its health, beauty and wellness. Bellagio Square has spearheaded the redevelopment of Bellagio Square along the Tomas Morato strip. Other projects are in San Juan, Quiapo and Banaue as well. “This comes from a real creative vision and a genuine connection to what’s going on,” he added. And that’s a truism that outlives the last velvet rope hanging. “The purpose of creating such is to enjoy the lifestyle. If I really wanted to make tons of money, I would look at a different industry, because this isn’t it. When you approach it like a business, it ceases to be fun, because you end up sitting with a guy who has to pay just to get in as opposed to the guy who is interesting. Truthfully, you have to create something for yourself, something that you love. And that will turn into something that other people will love.” Clearly, an aesthetic driven by well-executed design can affect everything, from a restaurant to a wellness center. Gosiaco has always recognized this, and his personal aesthetic is at the core of his huge success. “If you’re excited when you’re creating something, the customers will be excited when they see it, too.” The entire experience has to endow the product with even more. Consumers have to be greeted by someone interesting at the door who smiles at them and makes them feel welcome. The space needs to be beautiful, the music and lights need to be right. You might put red handbags on a wall even when you know they won’t sell because they draw the customers to the wall and get them to buy the same old black handbag sitting next to them. OSCAR JAVAR ARAGON vows to bring PHAP closer to Filipinos. Doctors are listening Like some companies, many say doctors have a reputation for not listening to their customers. Think about it. For most of us, the image an empathetic, caring doctor might only be a figure from our memories of childhood visits. Technology has become a religion for most doctors these days. Doctors rely heavily on diagnostic tests and the latest medical advances, not so much on intuition or instinct. As the new Pharmaceutical and Healthcare Association of the Philippines (PHAP) president, Oscar Javar Aragon believes that through the effective communication of their mission and purpose, PHAP can encourage more multisectoral dialogue and cooperation in initiatives that will help improve the overall health-care situation in the Philippines. Aragon also commits the role of PHAP as a group of pharmaceutical companies engaged in extensive research and development that discovers breakthrough medicines that save and improve the quality of life. Like business people, doctors need to learn to pay attention to what their customers or patients are saying and to understand the way their own emotions affect their diagnoses and perceptions. Listening is also helping the health-care sector be more sensitive to ethical issues. But the real evolution in the health-care group is the act of listening via the Safe Medicines Network, which helps patients combat fake drugs, posing a serious health hazard. Top professional and industry organizations from the health-care sector have formed multi-stakeholder alliance with the recent launch of the SMN for a common cause. Its initiatives also complement the effective implementation of RA 9502, or the Universally Accessible Cheaper and Quality Medicines Act of 2008. According to Aragon, SMN endeavors to build an information network by which it can gather reports and create a database, which it can share with government agencies to track and monitor developments. It will also promote the use of technology to address the gaps in the supply chain and serve as a resource for government agencies such as the Department of Health, Bureau of Food and Drugs and others in driving policy recommendations to combat fake drugs. Finally, it will increase public awareness, through education and information, and provide training for relevant stakeholders. When the medical and health-care sectors choose to listen to their patients and understand what quality of life really means to them, medical care will improve for all of us.