Bank Marketing Association of the Philippines

March General Membership Meeting: Internal Branding

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Internal Branding
By Jonathan Bonsey

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According to Mr. Jonathan Bonsey, “A brand is a promise between the organization and its customers. It is not a logo, not an advertisement, nor is it a service or a product.” He also said that it is a promise that is the sum of past experiences, a promise that reflects a culture and a promise that is built upon trust and cumulated experiences. Strongly branded organizations benefit from pricing power, higher profile, negotiating power with partners and ability to attract and retain talent. Getting the right brand internally is the vital “first step” in the path to a valuable sustainable brand. Mr. Bonsey is the founder of Bonsey Design Philippines, Inc. and Bonsey Design Malaysia Sdn Bhd.
Successful organizations recognize that good talent is attracted to work for and stay with great brands. You need to work hard to attract and retain the talent you need to compete.

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Important rules from Bonsey Design: amplify what is important; delete what is not; and never duplicate anything.

The meeting was attended by BMAP officer and directors: President Mike Villa-Real, Vice President Mary Ann Ducanes, Secretary Tess Ruivivar, Director for Industry Relations Allan Tumbaga, Director for Programs Peewee Villanueva, together with BMAP institutional members.

The meeting was attended by BMAP officer and directors: President Mike Villa-Real, Vice President Mary Ann Ducanes, Secretary Tess Ruivivar, Director for Industry Relations Allan Tumbaga, Director for Programs Peewee Villanueva, together with BMAP institutional members.

Special thanks to: Land Bank of the Philippines

Download “Bonsey Design” Bonsey-Design.pdf – Downloaded 0 times – 120 MB

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Posted on Thursday, March 13th, 2014 at 6:00 pm Print this Article Email this Article

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