Course Name

Brand Innovation and Design for Business Leaders and Entrepreneurs


Cancelled due to COVID-19 pandemic

Regular Rate:

Php 51,000.00

Brand Innovation and Design for Business Leaders and Entrepreneurs


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.

Who should attend

Brand managers
Senior marketers
Corporate strategists
Social entrepreneurs
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.

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).

Major Topics:

  • Overview of Brand Strategy Design and  the Innovation Process
  • Strategic vs. Tactical Branding
  • New Models of Consumer Needs & Motivations
  • Social Anthropological Research
  • Psychological Insighting
  • Unlocking Consumer Motivations & Imprints                                                                                                   

Module II: Brand Execution Design and Creative Ideation Techniques

The second module covers how to translate Brand Strategies into creative and effective execution plans. The participants will learn more advanced techniques to designing the marketing mix. The participants will learn how to innovate their products and services, business model innovation, service marketing, new approaches to pricing, developing a more effective distribution and location strategy and a more expansive view of integrated marketing communications, promotions and digital marketing.

Major Topics:

  • Creative Thinking and Idea Generation
  • Business Model Innovation 
  • New Product and Service Generation
  • Price Innovations 
  • Distribution and Place Innovations 
  • Integrated Marketing Communications 
  • Digital Marketing

*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

is the author of the book “Connect / Disconnect: How to be a Creative and Innovative Opportunity Seeker.” He is co-founder of Bootleg Innovation Design, a consumer insighting and creative strategizing consulting firm. He interviews creative practitioners and does extensive research on whole brain management, creativity, and innovation.

He is also an Associate Guru at the ACE Center for Entrepreneurship; and Faculty at the Ateneo Graduate School of Business and Ateneo De Manila University’s John Gokongwei School of Management. As a management educator and consultant, he has worked with various service-oriented entities, non-profit organizations, fast-moving consumer goods (FMCGs), business-to-business (B2Bs), small and medium-sized enterprises (SMEs), publicly traded firms, and local & multinational entities.

Further, he is an experienced marketer and has managed various products, such as: Clipper Super Lighters, Bic Lighters, Chupa Chups Lollipops, Smint Mint, and Gingerbon Candy. He is also a photographer and has exhibited his works in some of the country’s top art galleries.

Mr. Palileo acquired his Bachelors degree in Interdisciplinary Studies, minor in Business and Communications from the Ateneo de Manila University. He took a Masters degree in Business Management from the Asian Institute of Management, with a double major in Marketing and Entrepreneurship.

Ms. Aileen Rondilla

is partof Bootleg's research team, specializing in social anthropology and ethnography. She has deep experience in field research requiring  in-depth community immersion all over the Philippines. She earned a Bachelors degree in Social Anthropology from the University of the Philippines and an M.A. in Anthropology  from the Ateneo de Manila University.

Ms. Anna Bigornia

is currently the Innovations Director of BBDO Guerrero. She was part of the team that created the digital campaign for Noli Me Tangere that bagged the agency awards at both Adobo Design Awards and Kidlat Awards.  She has an MA in Digital Media-Management from Hyper Island UK and an MA in Business Design from Domus Milan. She also took basic and advanced marketing and basic management courses at the Asian Institute of Management.

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.

Mr. Dennis Balajadia

is the CEO of Dragon Edge Group Inc., the company behind Beach Hut Sunblock, Cycles Baby Detergent, Cradle Baby Bottle & Nipple Cleaners.  He took the Kellogg on Branding course at Northwestern University-Kellogg School of Management.  He has Master of Entrepreneurship degree from Asian Institute of Management and a Management of Applied Chemistry degree from the Ateneo de Manila University. 

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.

Mr. Raymund E. Magdaluyo

is one of the country’s young and trailblazing restaurateurs. For more than a decade, he has helped shape Metro Manila’s casual dining scene with his group’s brand of mostly seafood dining restaurant concepts (Red Crab Alimango House, ClawDaddy, Blackbeard’s Seafood Island, Crustasia, New Orleans, The Flying Pig, BluFish, etc.).

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