Brand Innovation and Design for Business Leaders and Entrepreneurs

Course Name Brand Innovation and Design for Business Leaders and Entrepreneurs

To inquire more about our courses, you may call our Program Sales Officers at 830.20.50 or email us at

Price: Php 51,000.00

Ateneo Graduate School of Business (AGSB) and Bootleg Innovation Design’s Brand Innovation & Design for Business Leaders and Entrepreneurs (BID) is a one-of-a-kind program that synthesizes all the knowledge and skills required to successfully design and create powerful brands.

The eight-day program responds to the nuances and realities of creating brands and marketing in the Philippines by integrating different learning topics and disciplines such as brand strategy design, needs-based segmentation, archetypal branding and positioning, consumer needsfinding and market sensemaking, nontraditional marketing, creativity and innovation, and human-centered design. The program is delivered in a multi-disciplinary approach facilitated by strategists, marketers, entrepreneurs, psychologists, social anthropologists, designers and creative practitioners.


Program Experience & Methodologies

BID will feature a mix of learning experiences, featuring casse discussions, video screenings, and individual & group exercises (in and out of class). The cases and examples will balance best practices from international companies and local success stories. The program will also feature a mix of facilitators, mentors and guest speakers that come from a variety of disciplines - branding, marketing, creative industries, psychology, social anthropology and design.

Who should attend

Brand managers
Senior marketers
Corporate strategists
Social entrepreneurs
Creative practitioners 


Module I: Brand Strategy Design and the Innovation Process   

This module will cover the fundamentals of brand DNA/identity development, needs-based segmentation, psychological and social anthropological consumer insighting and research and archetypal branding. The students will imbibe these while learning and practicing the innovation process, mentored and guided by experienced brand strategists and human scientists (i.e. psychologists and social anthropologists). At the end of the module, the participants will have a well-developed Brand Identity Strategy design that will cover their brand's positioning strategy, personality, values, mission and vision. The Brand Identity Strategy will also include their newfound insights on their consumers and competitors.

                Topic 1. Overview of Brand Strategy Design & The Innovation
                            A. Strategic vs. Tactical Branding Building
                            B. The Innovation Process & Branding 

                Topic 2. Consumer Needsfinding & Market Sensemaking
                            A. Various Models to Consumer Needs & Motivations
                            B. Unlocking Consumer Motivations & Imprints
                            C. Social Anthropological Research
                            D. PsychologicalInsighting

                Topic 3. Brand Positioning Strategies
                            A. Archetypal Positioning
                            B. Competitive Differentiation

                Topic 4. Designing the Brand Indentity
                            A. Completing the Brand Architecture
                            B. Brand Advantages & Emotional Benefits
                            C. Brand Personality & Values
                            D. Brand Mission & Vision 


Module II: Brand Execution Design and Creative Ideation Techniques

The second module covers how to translate the newly designed Brand Identity Strategy into a practical and effective execution plan. The participants will learn more advanced techniques to designing the marketing mix. The participants will learn how to innovate their products and services, new approaches to pricing, developing a more effective distribution and location strategy and a more expansive view of integrated marketing communications and promotions.

                Topic 1. Brand Execution Design & Creative Ideation
                            A. The Principles & Practices of Creativity
                            B. Creative Thinking Exercise
                            C. Product & Service Innovation

                Topic 2. Business Model Innovation: Creating New
                            A. New Trends in Pricing
                            B. Behavioral Pricing
                            C. Non-Traditional Pricing Strategies 

                Topic 3. Visibility & Distribution Innovation    
                            A. Location & Distribution Strategy
                            B. In-store Experience (Visibility & Merchandising)
                            C. Creative Techniques to Generate New
Distribution Concepts

                Topic 4. New Trends in Integrated Marketing Communications 
                            A. Strategic Integrated Marketing Communications
                            B. Creative Techniques to Generate New IMC Campaigns
                            C. Strategic Digital Marketing 

Resource Speakers
*Bootleg Innovation Design

is a customer-centered and creativity-based firm that helps organizations create impactful improvements. We find new ways to serve people by uncovering latent needs and behaviors. We conceptualize new and creative strategies based on these identified human behaviors. We create products, services, experiences and programs that are effective and engaging. By doing these, understanding consumers better and creating solutions that satisfy their needs, we’re able to help our clients transcend.

Bootleg has helped companies from different industries – financial services, personal care, beauty & aesthetics, road accessories & infrastructures, food & beverage retiling – improve their brand strategies via Bootleg’s unique approach to consumer insighting and creative strategizing.

Mr. Aaron A. Palileo

serves as the program's lead faculty and advisor. Aaron is an Associate Guru at Ateneo Graduate School of Business and ACE Center for Entrepreneurship's Master in Entrepreneurship Program. He is the Co-Founder and Managing Directorof Bootleg Innovation Design. He is also the author of the book "Connect/Disconnect: How to Be A Creative and Innovative Opportunity Seeker".

Ms. Debbie Rodrigo

is part of Bootleg Innovation Design's strategy team. She currently teaches at Ateneo De Manila University's John Gokongwei School of Management, handling classes on Marketing and Entrepreneurship as well as being a mentor in the school's business accelerator program.

Ms. Gretchen Que

is currently back with Ogilvy & Mather as the APAC lead for creative content development for Coca-Cola, spanning 9 markets. Before the Coca-Cola appointment, Gretchen was an Associate Creative Director with Publicis Manila Inc., handling digital and integrated requirements for Nestlé and non-Nestlé. She also had tenure under OgilvyOne and Ogilvy & Mather Advertising. She is now taking up graduate credits for Marketing Management at Harvard University.

Mr. Justin See

is Bootleg Innovation Design's head social anthropologist. He also teaches in Ateneo De Manila University's Department of Sociology and Anthropology.

Ms. Matec Villanueva

is the former CEO of Publicis Manila, one of the country’s top advertising agencies. She has been working in the marketingcommunications industry for over 20 years. She worked as a suit for JimenezBasic Advertising, Basic Advertising, McCann Erickson, Adformatix, and as project manager for Adware, a local activation and events group. Matec has handled key brands for Nestlé, United Laboratories, Cebu Pacific, Purefoods-Hormel, Metrolab, Monde Denmark Nissin Biscuit, Kimberly Clark Phils., SAFI-UFC, Janssen Pharmaceuticals, Johnson & Johnson, Cebu Pacific, Alaska Milk Corporation and Colgate Palmolive Phils. She is a Business Administration graduate of Maryknoll College and she completed the Top Management Program of the Asian Institute of Management.

Mr. Miko David

is Co-Founder at David & Golyat, a digital strategy consulting firm which specialises in strategy formulation & execution, as well as performance marketing for clients in the APAC market. Miko was previously Marketing Communications Director & Head of Digital for Globe Telecom's Small & Medium Business Group (SG), where he oversaw all branding, performance marketing initiatives, social media activities, as well as data collection and attribution. Before Globe, he lived & worked in Madrid, Spain, where he served at the Global New Business HQ of Havas Media, one of the world's largest communication firms. He was also based in the regional office in Singapore, where he served as Senior Digital Manager - leading digital and social media campaigns.

Mr. Papo Ong Ante

is Bootleg Innovation Design's head psychologist. He holds a Bachelor of Science in Psychology and Masters of Arts in Counseling Psychology in Ateneo de Manila University. He has worked as a psychologist for several corporations.