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Posts Tagged ‘elenita binay’

Binayfication strategy is not working – change or explode in flames on the way down

October 14, 2014 2 comments

Binayfication is the strategy employed by VP Binay and the rest of the family on the current allegations and charges hounding them individually and collectively as a family. Binayfication is about ignoring and not answering the allegations and charges of corruption being revealed and multiplying at the committee hearings led by Senators Cayetano, Pimentel and Trillanes. It is about ignoring and not answering them and instead introducing new issues and points that are totally unrelated to the charges and allegations with the intent of diverting the attention of the people.

these survey results from both Pulse Asia and SWS says it all, quite emphatically how Binayfication has failed as a strategy:

SepSWSTrustBinay SepPulsePerfBinay SWSSepPerfBinay

sources : http://www.sws.org.ph/ and http://pulseasia.ph/

all the survey results, Pulse Asia’s trust and performance ratings and SWS satisfaction ratings of jojo binay as a vice president has plummeted in September 2014 from previous periods of June and March 2014. the changes from September to June are all dramatic and statistically significant – the drops are -15% points. comparing the September numbers to one more quarter before that, from March 2014, the drops are even more devastating, they increase from a middle double-digit number to now -20% in most cases.

not only that, the drops as the Pulse Asia survey shows are across the board, across all regions and across all socio-eco classes. in other words, the vote of disapproval is from everyone in all places in the country. that is massive decline in any survey, political or even in marketing.

that tells us whatever it is the Binay camp are doing, they are not working and is not helping the cause of VP Binay for his 2016 presidential aspirations. in marketing, actions and strategies are measured and judged by numbers, by results. the actual business numbers and results equivocally tell us whether they are working or not. numbers that go up simply say they are working and numbers that are down says they are not working. whatever the numbers are, you base your next step on those. good numbers says continue whatever you are doing while bad numbers says stop whatever you are doing and change course.

for the past weeks, all that the Binay camp have been doing is Binayfication. the numbers are out and what they are saying is that Binayfication is not working . the smart strategist will make a move to change strategies. but that does not seem to be what they will do. so far, all they have been doing is the same thing. doing the same thing will give the same results. if these initial results is the beginning of a trend, Binay is set to lose the 2016 election.

credit goes to sargo for the term “Binayfication”. it is being used with permission. 

 

Rappler.com drops a bomb on Makati Parking Building toilets – overpriced like shit!

September 28, 2014 Leave a comment

rappler

 

kudos for rappler.com for doing this detailed report on how the Binay’s “word class” parking building is overpriced on just one small component of the building – the toilets.

we are picking up the photos here and comparative tables. read the full article here : http://www.rappler.com/newsbreak/investigative/70270-world-class-prices-binay-makati-parking-building)

toilet bowl

 

urinal

 

wash basin

 

hand dryer

 

vs hotels

comparative estimates from purchasing officers of hotels and other high-end buildings for the same toilet accessories

 

labor cost

 

 

lesson on branding : the rise and fall of “Brand Binay”

September 25, 2014 Leave a comment

this picture shared on twitter caught my attention – mayor junjun binay has a big letter “B” on  his barong. this is very close to a literal branding but what caught my attention was how the binay family has been brandishing and actually capitalizing on the “Binay brand” or their family name in politics.

the binays, from jejomar (vice president now), his wife elenita, children junjun, nancy and abigail are all on politics. jejomar was mayor of makati, elenita his wife took over as mayor and his son junjun is now mayor of makati. abigail is  a congresswoman of makati and nancy is now a senator.

nancy in particular used “brand binay” in her campaign for the senate. she was in fact using that term precisely “brand binay” during interviews during that time. this TV ad of nancy expressly states that “mundo ng pagilingkod na namana sa kanyang ama na si jojo binay”.

read here:  https://2010presidentiables.wordpress.com/2013/01/17/senatoriable-nancy-binays-tv-ad-empty-promises-glorified/

the big letter “B” on the shirt of mayor junjun binay looks like a continuation of this strategy of capitalizing on the “Binay brand”.

branding in marketing terms can be a very powerful thing. the brand is one of the most precious and tightly guarded property by companies. we know the power of brands – Coca Cola, BMW and Apple to name a few. these are brands that command and dispense to consumers a lot of goodwill. like for Apple, in the last few decades, anything that Apple launches into the market are automatically seen as high quality, leading and highly desirable.

it can be argued that nancy binay may have won the senatorial race on that basis. she was an unknown in politics before her senatorial run and didn’t even hold any meaningful public office before that but she won it just the same. nancy before her senatorial run not having a local (makati) and specially a national presence in politics.

the letter “B” in mayor junjun binay’s shirt can very well stand for “Binay”. it can also stand for “building”. we asked over at twitter what other words can the letter “B” stand for and these were the replies:

“brand binay” may have meant as “public service” or even as “ganito kami sa makati” (another tv ad) but that brand may have taken different meanings now.

 

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