SWU forum reimagines Cebu Business NEXT: The Power of storytelling in branding

CEBU, Philippines — Southwestern University PHINMA (SWU) brought together the region’s brightest minds and future leaders for Business NEXT: Reimagining Cebu, a forum focused on the transformative power of storytelling in branding. The event took place at the Borbon Hall, Bayfront Hotel, Capitol Site, marking another milestone in SWU’s commitment to fostering innovative learning experiences and industry engagement.

The event’s highlight was an inspiring talk by Raul M. Castro, Chairman and CEO of McCann Worldgroup Philippines and recipient of the Creative Guild of the Philippines’ Lifetime Achievement Award (2013). Sharing his unparalleled expertise and experience, Mr. Castro delved into how storytelling shapes brands, creates emotional connections, and redefines regional identities—a particularly relevant topic as Cebu positions itself as a hub for creative innovation in the country.

"Cebu has always been a melting pot of culture and commerce, and with the right narratives, it can lead a new wave of authentic, brand-driven growth," said Mr. Castro, drawing from his illustrious career at the helm of one of the most successful advertising agencies in the world.

Attended by over 200 professionals, students, and business leaders, Business NEXT offered a unique platform for exchanging ideas, sparking creativity, and encouraging collaboration. The event emphasized the role of compelling and impactful storytelling in an increasingly global and competitive landscape. “Unless the truth behind an idea is compelling, it doesn’t matter how well it’s crafted or how great it’s executed across the media. It will not move people,” added Mr. Castro.

Cheryl P. Chan, COO of Southwestern University, emphasized, “This forum is part of SWU’s larger mission to cultivate critical thinkers and creative leaders who will shape not just their communities, but the world of business and branding. By bringing industry icons like Raul M. Castro to our stage, we’re giving students access to invaluable insights that will inspire their own stories of success.”

The forum is part of SWU’s continuous efforts to empower its students and strengthen its ties with the business community, reinforcing its position as a leading academic institution in the region that learns business from business. — (FREEMAN)