Pilipinas Kay Ganda – The Philippines’ New Brand
Last night, I attended DOTâ€™s launch of the Philippines’ new brand.Â It sparked debates here and there, people not liking it generally.Â And while most people are already pointing out what they donâ€™t like about the new brand, letâ€™s balance it out by enumerating the things I like about our new brand.
The smile, coconut tree, tarsier, sun and the sea â€“ they are all symbols of what Philippines is and at a simple glance, a foreigner would know what the Philippines is all about.
The use of the word â€œKay Gandaâ€ may sound like a TV show but itâ€™s just to us locals.Â If the â€œUmagang Kay Gandaâ€ show was not conceptualized, then I probably think we wouldnâ€™t think of it is a talk show.Â It is just unnecessary word association.
The use of Filipino Word â€œKay Gandaâ€ might not relate to foreigners, but I think this is a conversation starter.Â Foreigners would naturally ask what â€œKay Gandaâ€ means just as I asked my Malaysian friends what â€œSelamat Datangâ€ means when I saw this Malay phrase it everywhere (airports, roads, tourist spots) when I toured Malaysia.Â Now, that word is so stuck in my head.Â It means â€œWelcomeâ€. So I donâ€™t think it would hurt using a local phrase on our logo â€“ it shows pride for our language.Â They have the translation in the logo itself anyway with a playful dictionary type of translating it.
So Beautiful â€“ when you explain what â€œKay Gandaâ€ means â€“ it translates to â€œSo beautifulâ€ and THATâ€™S IT.Â I donâ€™t think foreigners would think deeply and interpret it otherwise as beautiful girls onlyâ€¦ and even if they do interpret it that way, SO WHAT?Â It is true, Filipinas are really beautiful.
The Philippines is more than just a logo and a brand.Â I lived here my whole life and I sayÂ I am proud of our great culture, our sights and natural wonders here, our food and of course our people.Â I worked for an international bank before and foreign counterparts from all over the world would have business trips here in the Philippines.Â They would always say, everyone is always smiling.Â And in our office, even with hectic month-end processes, they seem to feel less stressed compared to where their workplace abroad.
Here are photos of the Pilipinas Kay Ganda launch at Oceanic near SM Mall of Asia.Â They gave us 3D glasses for a 3D presentation of the video.Â It didnâ€™t really made the crowd go WOW, but at least, slowly they are thinking of going digital and high tech.Â We can do better and thereâ€™s more room for improvement.Â They also had fireworks display synched with a performance of Ryan Cayabyabâ€™s â€œUmagang Kay Gandaâ€.
Here are more links talking about our new brand:
Noemi Dado’s write-up on POCÂ http://www.thepoc.net/commentaries/10257-country-branding-the-philippines.html
Anton Diaz’ suggestions on Our Awesome PlanetÂ http://www.ourawesomeplanet.com/awesome/2010/11/pilipinas-kay-ganda.html#more
Want to read something more cool?
Check out my post featuring 10 bloggers from Malaysia who travelled Northern Luzon, Philippines.Â Backpacking, with style!