Winning brand strategy: Define what’s possible and what matters most.
With Acumen as your co-pilots, be empowered in shaping the future of your business based on real, solid, and relevant customer insights.
MOVE FORWARD FEARLESSLY THROUGH AMBIGUITY AND RISK
New trends, shifting consumers, evolving technologies and tighter competition—we’ve been in your shoes. Creating winning brand strategies and making intelligent business decisions with too few actionable insights and too much data, or the lack thereof, is not simple. Allow us to help you make sense of the seemingly ambiguous business situation you are in and piece things together.
Our consultants provide deep knowledge and cross-industry expertise on proven frameworks to help you navigate towards disruption-proof business strategies and pave a clear path forward.
Others would tell you what you need to do and where you need to go.
We prefer to take you there and go through the journey with you.
Unlock the power of your data and unearth your customers’ deepest life needs. We involve all your stakeholders in sharing their vision and invaluable learnings in order to sustain alignment and to gain a thorough understanding of your customers, your business and its industry.
From Discovery, we will co-create relevant, value-adding and actionable strategies using a structured approach to break down complexities and discover new opportunities to win the hearts of your customers, make your brand relevant, and grow your business.
Throughout the planning, internal data and insights are paired with external benchmarks and perspectives to yield strategic, innovative, and relevant brand building plans.
BRAND PATH FOR POSITIONING
Blending data into relevant, value-adding and actionable insights and strategies hinged on a deep customer and industry understanding
BRAND PATH FOR MARKET ENTRY
Demystifying where opportunities knock and building the right door for expansion
BRAND PATH FOR INNOVATION
Breaking out of the usual silos and developing solutions based on real customer life needs – because the best products and services are rarely the most familiar.
BRAND PAT H™ IS HEADED BY CHELET TANJUATCO
Chelet has 20 years of marketing experience in various industries such as Beverage, Dairy, Food, and Confectionary. She started her Marketing Career in San Miguel Beer where she handled both economy and premium beer brands.
She then spent 9 years in Fonterra Brands, and led the growth of different Dairy Categories such as Maternal, Family Milk, and Dairy Foods with her expertise in Brand Positioning, Innovation and Concept Development. She was part of Fonterra Regional Team (Asia Middle East) think tank for Innovation and brand architecture for brands in the Maternal, Kids, Family, and Dairy Foods categories.
Chelet’s passion for understanding the business and the consumer continues to drive her in leading various projects for Acumen such as Tanduay, Conti’s, Century Pacific, Western Union, Sky Cable and Hershey’s, and the first cross-generational consumer understanding research of Acumen. She is also a professor at the UA&P, teaching Brand Management and Human Insight to IMC students.