http://mumbrella.asia/2013/11/typhoon-haiyan-affected-powerful-brand-philippines/

Page 1 of 3 Nov 29, 2013 04:49:56PM MST

Roger Pe

Gil Chua

After the Bohol earthquake

How has Typhoon Haiyan affected the most powerful brand in thePhilippines? - Mumbrella Asia mumbrella.asia

How has Typhoon Haiyan affected the most powerful brand in the Philippines?

In the Philippines, you could argue that the most powerful brand is notJollibee, San Miguel or even Manny Pacquiao. It is the .Catholic Church

But how has one of the most destructive natural calamities ever to hit thedisaster-prone archipelago, Typhoon Haiyan (known locally as Yolanda),which came soon after a massive earthquake, affected the country’s faith inbrand Catholicism?

Gil Chua, president and CEO, DDB Group Philippines

By nature Filipinos are prayerful. I believeYolanda will strengthen their love andfaith in the Catholic church or whateverchurch they belong to.

Last week we celebrated DDB’s 21stanniversary. Our staff organised massinside DDB’s office. To say thank you,and to pray for our countrymen who havebeen affected by the typhoon.

Roger Pe, executive creative director,24-Hour Creative Store, contributorPhilippine Daily Inquirer

When help comes slowly and you have nothing left to run to,where do Filipinos go? God.

Asia’s bastion of Catholicism, unfortunately, also lies on thePacific Ring of Fire and the world’s typhoon belt. As such, it isvisited by quakes and typhoons more often than any country inthe world.

The recent double whammy (Intensity 6.6 that flattened most ofhistoric Bohol and Cebu, and Typhoon Haiyan that saw morethan 10 million people displaced) could have destroyed theirfaith in Catholicism.

http://mumbrella.asia/2013/11/typhoon-haiyan-affected-powerful-brand-philippines/

Page 2 of 3 Nov 29, 2013 04:49:56PM MST

Bing Kimpo

But no, it has strengthened their faith.

To quote Archbishop Jose Palma, president of Catholic Bishops Conference of the Philippines,“No typhoon or flood can diminish the strength of the Filipino soul.”

“The Filipino soul is stronger than Typhoon Haiyan,” he stressed.

The monster typhoon was no match to practicing Filipino Catholics, the religious, the pious,even the extremists.

Bing Kimpo, owner Bing Kimpo Media and founding member Outdoor Media Advocacy Group

The tragedy may lead people to question their faith. That is butnatural.

But if you noticed from the news, a week after the typhoon,people went to Mass in their ruined Churches. They went toseek solace and to pray for help.

Much has been said of the Filipino’s resilience. Our Catholicfaith is a bedrock of that resilience. That is the secret saucebehind the smiles and the laughter that CNN spoke so muchabout – faith in the Lord and His mercy.

I am Catholic. And while people may question the frailty ofsome of our priests and the views they sometimes take, most

of us remain fervent in our faith.

It is an integral part of what makes us Filipinos who we are.

In the branding sense, I would have to say that the Catholic Church remains important, evenmore so now than ever.

Catholicism is a brand that remains relevant to us – especially at this time of trial, and itrepresents that which we all hang on to – hope amidst the horrors of Haiyan.

Manny Gutierrez, senior vice-president, J.Romero & Associates

When Ninoy Aquino was assassinated in 1983, we expressed our rage through prayer rallies.Same thing with the People Power Revolution in 1986. We faced up to the Marcos tanks withour rosaries.

If our rage became our prayer in those times, I think Yolanda is a case where our griefbecomes our prayer. You may have seen images of women praying in the ruins of churches inBohol where 7.2 mg earthquake struck only last October.

I think the Catholic Church is stronger than ever.

http://mumbrella.asia/2013/11/typhoon-haiyan-affected-powerful-brand-philippines/

Page 3 of 3 Nov 29, 2013 04:49:56PM MST

November 28th, 2013 at 10:24 am

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