Archive for January, 2009

top 7 reasons why loren legarda has ADS? Sindrome

January 30, 2009 Leave a comment

senator legarda clearly has the dreaded Ano Daw Sabi? Sindrome. it’s an affliction of those who say things that leaves you wondering what is being said and that is even after you re-read the thing 2 dozen more times. read more about ADS? Sindrome here :

this is very surprising since loren legarda used to work for abs cbn as one of the main anchors of their top rating news program. she is a reporter, for crying out loud and reporters are supposed to be good in communicating.

here are the top 7 reasons why loren legarda has ADS? Sindrome (in no particular order):

  • Saying that politics must be set aside because of the global financial crisis– from the news article. what is the magic, what is the point and what does it actually do in postponing the “formal” announcement of her candidacy for the presidency? how will it contribute to solving the country’s problems? is the senator thinking she holds the key to solving the country’s problem? or if she formally announces her candidacy, things will go worst, like the country will crumble? since she announced she wont announce, is the philippines in a better shape?
  • Legarda said she would announce her plans months before the deadline for the filing of candidacy, which would be in February 2010.” – from the news article. what if months before the february 2010 deadline when she will formally announce her candidacy, the global financial crisis is still there, will she once again postpone? and if she announces her candidacy just the same, that makes her a traitor to her cause. that makes her a hypocrite. and that also means she will just shoot herself in the foot.
  • “There is a time to be ambitious. This is a time to let go and to truly serve the people,” Legarda said. – from the news article. The candidates who has annnounced their canndidacy are not truly serving the people? is that what she is saying? so when she was going around town telling everyone she is ready to lead, those times are times she is not serving the people.
  •  “I call on our public leaders today to set aside their narrow ambitions, the disease of presidentialitis, the quest for self-glory and self-gratification so that, with God’s help, we can work to overcome the current crisis,” said Legarda. – from the news article.     she will eventually announce her candidacy, so that means she will be guilty of the same thing when she does so. also, it is unlikely the global financial crisis will be solved by february 2010.
  • it is our view that the best time to serve the people is now during this time that the global financial crisis is on-going. and the best way to serve the people is propose plans of action to lessen if not stop the ill-effects of the crisis.   now is the time when we need new ideas that will work. now is the time when we need new leaders to emerge. at the moment, we have the most need for ideas and these presidentiables ought to give us their ideas now to help the country. if any of the presidentiables are able to convince us that theirs is the best idea, he/she is able to convince the administration to implement it and it works, then that presidentiable will be next president of the country and the whole nation will be thankful. now is the time for the presidentiables to show us what they are made of. the country needs them now,  more than ever.
  • towards the last part of the article, legarda talks about the loren-chiz tandem, her competitors noli de castro and manny  villar. she even cites survey results. aren’t those statements politicking? i thought she just said politicking should not be done? but she just did it during the interview itself!
  • and finally, exactly what good will it do to her that loren legarda has announced she will postpone the formal announcement of her candidacy?   what does she think she stands to gain? did she think the people will love her more for it? and exactly what will she do different now that she has postponed the announcement versus if she actually announced it? will she behave differently? how? will she hide? not grant interviews? not go to the press? 

Ano Daw Sabi ni loren legarda???

legarda postpones formal announcement of candidacy for the good of the country – huh? ano daw sabi?

January 29, 2009 Leave a comment

we are printing in full here the news article on legarda “defering the formal announcement of her candidacy for president”. we are doing so because we are confused and will need some time to fully understand exactly what legarda meant and exactly why it’s good for her or the country. 

there is this thing called ADS? Sindrome(Ano Daw  Sabi Sindrome) in WAWAM! and this one fits perfectly into it. please read aboutt ADS? Sindrome here: there are also examples of ADS? Sindrome there.

Legarda defers announcement of 2010 bid
By Thea Alberto
First Posted 14:09:00 01/28/2009

MANILA, Philippines – (UPDATE) Senator Loren Legarda has “postponed” her plan to formally announce her presidential bid in the 2010 elections.

Saying that politics must be set aside because of the global financial crisis, Legarda said she would announce her plans months before the deadline for the filing of candidacy, which would be in February 2010.

“There is a time to be ambitious. This is a time to let go and to truly serve the people,” Legarda said in a speech delivered before the media on her 49th birthday.

Legarda also urged other presidential aspirants to stop politicking to help resolve the crisis that had resulted in massive unemployment.

“I call on our public leaders today to set aside their narrow ambitions, the disease of presidentialitis, the quest for self-glory and self-gratification so that, with God’s help, we can work to overcome the current crisis,” said Legarda.

Legarda however implied that she was postponing only the announcement and not her plan to become the “captain of the ship.”

“Ako ay handa na maglingkod bilang pangulo ng ating matagal nang naghihirap na sambayanan. Ngunit para mamulitika ngayon ay hindi patas at hindi tama para sa mga taong nawawalan ng trabaho [I am ready to serve as President of our long-suffering nation. But to engage in politics now is not fair and not right for those who have lost their jobs],” said Legarda.

She said she was not discounting the possibility of a Legarda-Escudero tandem, especially since surveys have shown that this was a favorable team-up.

“Eventually we will be together and let the numbers speak. The Loren-Chiz is a runaway 40 percent tandem,” said Legarda.

However, when asked if Legarda saw Vice President Noli De Castro a strong opponent in the 2010 polls, she said she was not threatened at all.

As for Senator Manuel Villar, who is also being groomed to run for the top post, Loren said: “Magbasa ka ng numero at numero ang magpapakita kung sino ang gigiba kanino [You read the numbers and the numbers will tell you who will beat who].”

memo to manny villar : clean up the dirty hand

January 28, 2009 1 comment

to manny villar:

there are two key points you need to attend to:

  1. don’t lose your focus on the agreed advertising strategy and plan – the OFW ads were good and consistently followed a defined strategy, they were single-minded. this “itik” ad may be the start of getting lost on the defined advertising strategy. while “entrepreneurship values” are good, adding these messages to the ad campaign waters down the agreed strategy and may bring the ad campaign down to a slippery slope of confusion and inconsistency. do not lose focus.
  2. clean up the dirty hand, clean hand question on the itik ad –   (refer to comments in this post, click here: you aired a commercial that is seen by millions and it has a continuity error in it. that means you are exposing yourselves to criticism. the thinking is that we should only air “perfect ads” for our brands. we always want the audience to see our brands in the best light possible. of course it’s possible that it is only here in this blog that the continuity error was noticed, but your opponents may read this blog and they can decide to make an issue of it. it can be raised as an issue of sincerity and honesty.

we hope this helps.

yours truly,

2010 presidentiables.

chiz escudero, presidentiable

January 27, 2009 Leave a comment

senator francis escudero, presidentiable

senator francis escudero, presidentiable

we just found out that senator chiz escudero is a presidentiable as seen on tonight’s tv news report.

apparently, escudero and legarda are the two contending presidentiables of their politcal party.

manny villar’s “itik” tv spot : dirty hand or clean hand?

January 26, 2009 9 comments

this is a continuation of the advertising strategy they have adapted for manny villar – big man for the small man.

we all know villar is one of the richest among the senators and in his recent ads, the ofw ads and this ad positions him as someone big helping the small man.

the first ads showed villar rescuing distressed or abused ofws to return home to manila and this one, a small businessman who needed help to restart his business. all of them were small people in need of help.

the ofw ads were very clear in intent and strategy, this itik ad  is not as clear as those.

this tv ad injects values – entrepreneurship, hard work and perseverance which every person, specially the small or those few in resources need to have to be able to succeed. that accounted for probably 60% of the ad. 

you had the feeling that villar’s  matulungin brand positioning was almost forgotten as it just came after the middle end of the ad. it was not visualized, just verbalized, where the woman announcer said villar gave the itik (duck) farmer re-start-up capital to rehabilitate his small business. that is where the matulungin positioning was communicated.

we do not think this point was made clear as we were mesmerized at the start of the ad on the talk on values and you would have missed the message that villar as being matulungin or providing the capital  if you were not listening intently.

there is a thought process jump from the values talk to villar’s matulungin positioning and that did not help in communicating the message clearly.

this is much unlike the ofw ads where the message was very clear on villar’s role in rescuing the ofws. the ads put the ofws and villar at the airport, communicating he brought them home. 

the ofw ads were single minded, this wasn’t.

but not all is lost on this ad. the target audience will still pick up the idea of big man helping the small man, it will not just be as crystal clear as it was in the ofw ads.

the commercial ends with villar and the itik farmer, mr. de la cruz, standing side by side and the farmer says “paglaki sa hirap, todo tulong sa mahirap” .

it’s a nice collection of words, poetic even but that line can be  confusing. it is unclear who the farmer was referring to. within the context of the storyline in the ad, the line comes from out of nowhere. the line and the thought just suddenly appeared in the ad. it was not at all properly set-up in the ad.

the line being said in the end is supposed to be the ad’s tagline but it was not really a good summary of what just happened.

unless you knew villar’s previous tv ads which ran in the last senatorial election, you won’t know what the line means. villar’s previous ad portrayed him as a rags to riches man. the itik farmer was actually referring to villar who was once poor, now rich and is now helping the poor.

this ad is a real people testimonial. the farmer at the start of the ad was identified in the supers as “Pacifico de la Cruz from Plaridel, Bulacan”. that is a good thing as real people lend credibility and reality to  ads.

but did they have to choose a man who has the family name “de la cruz”? it’s just too close to “juan de la cruz”, the fictional name we use to refer to the ordinary filipino. having that family name makes you wonder – is this man for real or fictional? 

some directorial trivia on this ad – we suppose in an effort to portray the big man villar being able to relate with the small man, we see villar stepping into the mud of the itik farm through a quick close up of the farmer’s shoes/legs and what looked like villar’s shoes/legs.

the shot pulls out to show who owns the two pairs of muddied shoes, the farmer and villar, then together they walk on the muddied farm,  then villar goes down to grab an itik.

now, here’s what i am sure was an “aha” moment for the director – as villar stands up from holding the itik, the director makes it a point to show villar wiping his supposedly muddied or dirty hand on his shirt.

nice touch? hmmm…..

that’s supposed to show that this big man (rich man) villar not showing any qualms about getting his hands dirty and in the process getting his clothes dirty, too. being rich, we assume he was wearing an expensive shirt, but he had no problems getting it dirty. a big man for the small man.

it could have been a nice touch, really, but there is a problem on continuity.

that hand wiping mud on the shirt continued to the end with villar still wearing the same shirt, but voila! the shirt he was wearing on which he wiped his dirty hand on was miraculously clean!

makes you wonder –  if his shirt at the end of the ad was clean, what the hell was he wiping his hand on his shirt for? and if he wiped his dirty hand on his shirt, why didn’t his shirt at the end of the ad show dirt on it? hmmm…… did villar have his shirt washed right on the farm before the end shot was made?


competence made this hero

January 25, 2009 Leave a comment

Around 3,000 people gathered in the town square to welcome Mr Sullenberger home Photo: AP

sullenberger is not the ordinary hero. it wasn’t only bravery and strength that made him a hero, it is much more of competence.

it was more than just a surge of adrenalin that made him a hero, it is doing the right thing from the very start.

He said: “Circumstance determined that it was this experienced crew that was scheduled to fly that particular flight on that particular day.

“But I know I can speak for the entire crew when I tell you we were simply doing the job we were trained to do.”




mar roxas’ new tv ad – “murang gamot”, not “pagmumura sa rally”

January 23, 2009 2 comments

someone had sent us the link for mar roxas’ “murang gamot” (cheap medicine) tvc we mentioned in this blog. no, it’s not his “pagmumura sa rally” (cursing at the rally) video that we were given but his commercial.

there is no question – the cost of medicine in this country is just too expensive. we think the cost on its own is just too high and what makes the situation worse is that around 92% of the country’ population belong to the poor, those belonging to the DE and soci-eco class. high cost of medicine and very low to no wages is a deadly combination, and that is literal.

that is not the problem in this ad. in fact high cost of medicine is to many of the people a real economic problem. the problem is on why air this ad now.

the most recent history on mar roxas is his “putang ina” magic words at the rally. add to that his privilege speech at the senate floor saying he will not apologize for it.

the correct tactical ad would have been an ad to soften mar roxas’ brand image to remove the sting of the “putang ina” incident. they should have worked on making amends to the public in an indirect way by portraying roxas as a kind hearted and decent man, not the kanto-boy (hoodlum) image that sprang up with his “putang ina” words.

the executional error that we see in this ad is the brand character he has taken in this ad. they have made mar roxas appear as too strong, combative and even angry, images that contribute to the kanto-boy image that came up in that rally.

look at his facial expression in this ad – mar roxas had his forehead showing anger lines and he had two of his hands clenched, like in a boxing/fighting stance. the directorial intent in this kind of stance is to show that mar roxas is in for a fight against the high cost of medicine. but that also means the “putang ina” words he said during the rally fits exactly right into that fighting stance. the “putang ina” words is  a match to the imagery he showed in this tv spot.

our view is that roxas needs to do a fix on his “putang ina” image. he does not have to apologize for it, but he needs to build another image that negates or “corrects” what has been done. we can be wrong about that being an issue among voters but  if i was with the roxas team, i would immediately conduct consumer research to find out if his “putang ina” words made an impact on roxas’ brand image.

however, even if it did not, i would still do the “softer, decent”  tactical campaign ad for roxas just to be on the safe side. this is to make sure roxas’ brand image is not polarizing. a brand that is polarizing can go either way, depending on the stimulus that appears to ignite it.



view video of mar roxas “putang ina” incident:

posts on mar roxas’ “putang ina” :

mar roxas’ new low medicine prices tv ad

January 22, 2009 1 comment

senator mar roxas, presidentiable aired a new tvc which i saw last night. this one is talking about his efforts on lowering the cost of medicines for the poor.

i have seen the tvc only once and we think that while this ad is consistent with what appears to be an over-all strategy they have adapted for mar roxas’ brand building campaign, this particular ad has a key executional error in it.

aside from the executional error, i think the roxas campaign is committing a strategic blunder in pursuing this line of  strategy now.  roxas’ advertising campaign strategy seem to have purposedly turned a blind eye on realities.

this is next in 2010 presidentiables. we need to see the tv ad a few more times before we commit to a full analysis. we will also be waiting for the ad to be posted in you tube for posting here.

or – would the mar roxas campaign handlers email to me a soft copy?

barack obama talks to gloria macapagal arroyo

January 22, 2009 Leave a comment

president barack obama did talk to president gloria macapagal arroyo and in a most special way. in his inaugural speech, barack said:

to gloria macapagal arroyo:

To those who cling to power through corruption and deceit and the silencing of dissent, know that you are on the wrong side of history; but that we will extend a hand if you are willing to unclench your fist.

read full text of speech here:

manny villar’s new “itik” tv ad

January 20, 2009 4 comments

saw the new tv ad of manny villar last night, this time the situation is in an “itik” (ducks) farm. waiting for it to be available in you tube and will post here.

looking at this ad and the previous ofw ads of manny villar, we are adding “matulungin” (helpful) to manny villar’s brand positioning.

champion of ofws; matulungin

manny villar: champion of ofws; matulungin

release #1, as of january 2009: presidentiables brand positioning

January 18, 2009 Leave a comment

we will be starting to post here what we view as the brand positioning of the presidentiables. this is not based on any formal electorate or consumer research, but an informal analysis of what the audience sees from media. these could be based on actual commercials or just how media (tv, print and radio) cover them. in other words, these are mostly based on the messages the presidentiables are communicating.

these brand positioning do change over time and we will post the updated ones when there are developments among the presidentiables.


for now, we will not give value judgements or make an assessment as to  which brand positioning is strongest.

looking at the brand positioning as of january 2009, these are the types of brand positioning that are listed, above:  one-dimensional, issue-orientated, shallow, deep, relevant, national, local and demographics orientated.

to read more about brand positioning and its application, click here:

Obama’s inauguration speech: Obama’s 10-year-old daughter, Malia, turned to him and blurted out: “First African-American president. Better be good.”

January 18, 2009 Leave a comment

we found this article at the NY Times after we posted the camelot II post.  we are printing it here in full.


The Past as a Guide for an Inaugural Address That Frames the Moment

WASHINGTON — On a family outing to the Lincoln Memorial last weekend, President-elect Barack Obama was starkly reminded by an unlikely adviser of what is at stake in his Inaugural Address.

As his family studied Lincoln’s inaugural words, carved into the memorial’s stone, they began discussing Mr. Obama’s own inaugural speech, he told CNN. His 10-year-old daughter, Malia, then turned to him and blurted out: “First African-American president. Better be good.”

That special burden just adds weight to a task that is already daunting — following his eloquent predecessors as he marks the peaceful transfer of power on Tuesday with an Inaugural Address, only the 56th in the nation’s history.

Mr. Obama has called Lincoln’s second inaugural speech “intimidating” and John F. Kennedy’s “extraordinary.” (Otherwise, he has said, “Some of the others are not so inspiring.”)

But since his 2004 keynote address to the Democratic National Convention, Mr. Obama has shown that he, too, is comfortable in the inaugural idiom. He writes with sweep, clarity and an eye toward history and in a style that Bob Shrum, a longtime Democratic consultant, calls a rare combination of the rhetorical and conversational.

Mr. Obama, who rose to prominence on his power as a speechmaker, has discussed his Inaugural Address with a certain detachment. He and his chief speechwriter, Jonathan Favreau, have been trading drafts back and forth for almost two months.

His primary goal, Mr. Obama says, is to define this moment in history.

“I think that the main task for me in an inauguration speech, and I think this is true for my presidency generally, is to try to capture as best I can the moment that we are in,” he told ABC News, adding that he would explain the “crossroads” where the country finds itself.

After that, he said, he wants to “project confidence that if we take the right measures, that we can once again be that country, that beacon for the world.”

Many inaugural speeches follow a somewhat classic formula of laying out the challenges before the nation and calling on basic American ideals to meet them.

But historians have high expectations for Mr. Obama, who, they say, is especially adept at framing the moment and reaching for a larger context.

“That’s one of the secrets of his success, rhetorically,” said Stephen Lucas, a professor of communication arts at the University of Wisconsin. “He seems very focused on the purpose of the moment.”

His victory speech on election night in Grant Park in Chicago provides a good example: “It’s been a long time coming,” Mr. Obama said, “but tonight, because of what we did on this day, in this election, at this defining moment, change has come to America.”

“Obama loves defining the moment, setting the scene,” said Mr. Shrum, who penned the “dream shall never die” speech for Senator Edward M. Kennedy of Massachusetts in 1980. “That’s what the great Inaugural Addresses, the ones that last, do.”

Mr. Obama’s primary themes are unity and hope, and they recur frequently, as does a call to service and a reliance on American ideals.

“He goes back to those fundamental themes of American greatness and the fundamental principles, like fairness,” said Shel Leanne, author of “Say It Like Obama,” a primer on his rhetorical technique. “He always tries to create common ground. He immediately starts building a bridge.”

Mr. Obama takes office in the first transition of power since the terrorist attacks of Sept. 11, 2001, and it will be the first wartime transition in 40 years. Despite the nation’s economic woes, Theodore C. Sorensen, who was John Kennedy’s speechwriter and longtime adviser, said Mr. Obama should keep his focus on the country’s international standing.

“That Inaugural Address is going to define his presidency in the eyes of the rest of the world,” Mr. Sorensen said. It should be “bipartisan in tone and global in reach,” he added, while leaving prescriptions for most domestic matters, like health care, for an address to Congress next month.

“If I were to fault him,” Mr. Sorensen volunteered, “I would say that occasionally his sentences and words are not always short.”

Analysts said Mr. Obama needed to create a sense of urgency, especially about the economy, to bring the public along with him and make Congress feel compelled to work with him.

Some of his tasks are inherently contradictory: give a realistic assessment about the perils facing the country without portraying them as overwhelming; raise hopes and instill confidence without overpromising what he might be able to accomplish; and represent the change he has promised without insulting his predecessor.

“He doesn’t want to create the feeling that he will magically solve all of these pretty difficult problems right away,” said Ted Widmer, a former speechwriter for President Bill Clinton and now a historian at Brown. “At the same time he does want to create the feeling that the problems are ultimately solvable.”

In a recent speech at George Mason University that may prefigure the style and substance of the inaugural, Mr. Obama gave a bleak assessment of the economy but found seeds of hope within the American spirit.

“Now, the very fact that this crisis is largely of our own making means that it is not beyond our ability to solve,” he said. “Our problems are rooted in past mistakes, not our capacity for future greatness.”

Mr. Obama also posited the duality of his job with near-inaugural sweep in his speech in Grant Park.

“The road ahead will be long,” he said. “Our climb will be steep. We may not get there in one year or even in one term. But, America, I have never been more hopeful than I am tonight that we will get there. I promise you, we as a people will get there.”

Some analysts say that Mr. Obama’s best speeches are not remembered for specific lines but for their power over his audience.

“Not too many of us can spin out a quick Barack Obama sound bite that we’ve all memorized,” Mr. Widmer said. “But we all do feel mesmerized by his speeches. We do something that’s completely uncharacteristic for Americans — we listen to the entire speech.”

Mr. Obama’s speech in March in Philadelphia on race, for instance, was not instantly quotable, but was memorable for the fact of it and praised by supporters as honest and nuanced; it was one of the most watched political speeches on YouTube.

“We all stopped to listen to him as he explained this extremely complicated, sensitive topic,” Mr. Widmer said. “It was a teaching moment. He’s been unusually good at that. Not all presidents are good teachers, but he has shown great potential for that.”

And on Inauguration Day, many willing students will be listening.


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