Fifty Shades of Marketing: Know your shade and be in control


Marketing is a tough job. It is difficult to promote and connect with potential consumers. Most marketer’s goal is to control the market rather than allowing consumers to accord on what they want. According to a marketing guru, to be in control, brands must first learn to submit.

image Mr. Donald Lim, the over-all chairman of the Philippine Marketing Association’s “Fifty Shades of Marketing.”

“Marketing is always about brands being dominant and consumers submitting. But in reality, every brand has to submit first because the submissive is the one who is control.” says Donald Lim. He further explains by citing Facebook and Youtube as an example. While all brands want to engage their customers, some are afraid of setting up a Facebook/Youtube account because of the fear of getting bad feedback or comments. But Lim believes that should not be the case. “Creating a channel for interactive engagement with the market is an example of submitting to them. When you start submitting to your market, you will learn how to manage. Eventually, you will realize that you become the dominant.”

image This lesson in marketing is pretty much parallel to the premise of the book, “Fifty Shades of Grey.” Taking inspiration from the bestseller, the theme of this year’s 1st Asian Marketing Leadership Summit is “Fifty Shades of Marketing.”

image Mr. Henry S. Tenedero, CPM, the President of Philippine Marketing Association and Education For All Development Center.

The Asian Marketing Leadership Summit (AMLS) is the new brand of the annual marketing conference that PMA stages. But unlike the previous conference, this year is much more of a gathering of marketing leaders, a summit where there will be more discussions and interactions.

image Ms. Yayu E. Javier, CPM, the Adviser of AMLS/2014 PMA President and President of Avanza, Inc.

To fit the theme even more, the association has invited fifty different marketing practitioners, each bringing what they know — their own marketing shade. “We felt that every marketing person has his or her own shade of creativity and innovation. Basically 50 shades mean 50 kinds of marketing persons showing their expertise.”

Participants could choose from different tracks like Branding, PR, and Media. There will be speakers from government, showbiz, branding, digital, all talking about their marketing shades – how they solved their marketing problems and what makes their solution different.


image The four panelist during the press conference. L – R: Mr. Donald Lim, Ms. Arlene Padua, Ms. Yayu Javier and Mr. Henry Tenedero.

The event will be held on July 8 and 9 at the Sofitel Tent. Senator Chiz Escudero will deliver the keynote during the plenary session while Francis Kong will close the plenary. On day two, ABS-CBN CEO Charo Santos will open the session while the closing plenary will be an ABS-CBN Special Aquino & Abunda session with celebrity guests.

imageBoracay Function Room of Sofitel Philippine Plaza.

The summit is one great opportunity for every marketer to learn new insights. For more information about the 1st Asian Marketing Leadership Summit, please visit

Note: This is a PR post*

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