Branding for business success

Anybody can take up adventure sports, but it requires specialized gears to do rock-climbing or rappelling. Joey Cuerdo, a budding entrepreneur has been involved in outdoor activities since 1985. This interest for the outdoors inspired rock-climber, surfer, and outdoor enthusiast, Joey Cuerdo, to create Mojo sandals.

Mojo is specialized outdoor footwear created and designed by Cuerdo in 1991. The footwear is recommended for long hours of trekking and other types of outdoor activities. Cuerdo started out canvassing for materials and commissioning shoemakers in Marikina to make a pair of outdoor sandals that he designed himself.

Believing that Mojo would be a profitable brand, Cuerdo took the initiative to register Mojo as a trademark. In the past, he personally intervened to go after counterfeiters who tried to pass off their footwear as Mojos.

With the help of experts on intellectual property, Cuerdo worked to ensure that his brand is protected. “The brand is both a symbol of market dominance and a guarantee of quality. So it should follow that a brand is an asset every business should seriously take steps to protect,” says Anthony Bengzon, senior partner at Bengzon Negre Untalan (BNU) Intellectual Property Attorneys.

 Cuerdo lauds the help of the intellectual property experts saying, “It really makes the processes quicker, and you’re bound to make fewer mistakes.”

Indeed that is the case with Mojo. Despite the entrance of foreign brands and local competitors, Mojo continues to appeal to the outdoorsy Pinoy. Cuerdo credits this to the goodwill and trust that the Mojo brand has achieved.

As Mojo is nearing its 20th year, Cuerdo has every intention on sustaining the promise of the Mojo brand: comfort convenience, and affordability.