Business Summit highlights destination branding strategy

CEBU, Philippines - One of the highlights of the upcoming Business Summit, to be held tomorrow as part of the Mandaue Business Month (MBM 2012) celebration, is the reinforcement of the “Destination Branding” strategy that will be discussed thoroughly by a Singapore-based brand strategist Jonathan Bernstein.

Bernstein, the executive director for brand strategy of Interbrand Singapore, is responsible for managing, building and providing strategic consultancy for Interbrand’s key client relationship in South East Asia.

With over 15 years of marketing and branding experience in Europe, North America and Asia, Bernstein brings a decidedly global perspective to his work.

He collaborates with Interbrand’s creative and strategy teams to foster holistic thinking and identify meaningful brand building opportunities for clients. It’s that holistic thinking that promotes necessary differentiation that builds and sustains culturally relevant brands.

Since relocating to Asia in 2007, he has helped develop strong and meaningful brand strategies, from positioning, architecture and messaging, through activation and experience for leading companies across the region, including China Unionpay, ICBC, Axiata, Café Coffee Day and CT Corpora.

Prior to joining Interbrand, Bernstein worked as a strategist with Faith Popcorn’s BrainReserve, a consumer insights firm in New York City, where he developed branding and innovation platforms for some of the world’s most iconic brands, including Colgate, Pepsi and Philip Morris / Marlboro. —  (FREEMAN)