The "Inquirer brand" 25 years in the making--first, fair, and fearless!

Go Team Inquirer! :)
[Photo by Arnold Almacen]

It's been almost five years since I first started writing for the #1 newspaper in the country, the Philippine Daily Inquirer. I've always been proud to have had the opportunity to do so. But it isn't until the other day, during our company's "branding" activity, that I felt a renewed passion and commitment to better myself at what I do so I could become truly worthy to be part of this company.

The activity, called "From Silver to Gold," aimed to define the Inquirer (which just celebrated its 25th anniversary last December) brand amidst all the changes and challenges it faces today. The event was meant to ask us, employees, the question: "What is the 'Tatak Inquirer'?"

Participants play the "Marble Relay" ... so fun! :D
[Photo by Arnold Almacen]

Since February, Inquirer employees were asked to attend the branding activity batch per batch. Ours was the 14th, the last for the series of sessions. Out of the 400 regular employees, we were told that some 95% were able to attend the activity.

In a nutshell, I'd say the day-long activity was surprisingly fun. It being a seminar set in a hotel (Marriot Manila), I was afraid it would be a bore. But thanks to the active participation of my "classmates," it was a hoot! If the purpose of the activity was to instill pride in being able to work for the Inquirer, then the seminar was as effective as a cup of coffee waking up a sleepy soul.

Participants included columnists Ceres Doyo and Rina David; Lifestyle sub-editor Pam Pastor;
Entertainment reporter Marinel Cruz; Business editor Eric; Sports reporters Musong Castillo and June Navarro; Metro reporter Penelope Endozo; Editorial Production Assistant Mau; Entertainment editorial assistant Jodee Agoncillo;
news photographer Marianne Brizuela; and graphic artist LA Mistades.
[Photo by Penelope Endozo] 

During the activity, issues--personal and professional--were discussed. Since our batch came from different sections, we were able to bring out key points that involve the productivity of the company.

One of the more important things that this branding activity taught me was how to accept more wholly the new and budding sister companies of Inquirer (the newspaper) which is now part of the Inquirer Group of Companies. Included are Inquirer.net (the website); Radyo Inquirer (the radio); Inquirer Libre (the free tabloid); Print Town (the printing arm); Hinge Inquirer (which produces several magazines); Bandera (the #1 tabloid in Visayas and Mindanao); and Cebu Daily News (a leading paper in Cebu).

[Photo by Maricar Brizuela]

The point of the activity was to define what the Inquirer brand is. What would make people patronize the Inquirer and not the other paper? It's like asking why people stay fiercely loyal to Starbucks (and why it can command a premium price to its products) when there's so many competing brands around.

The short answer to this burning question is that the Inquirer is "first, fair, and fearless." No less than our president, Sandy Prieto-Romualdez (who was very much energized at 6pm in the afternoon), affirmed this. Her talk, while brief, was very touching and real. I intend to make a separate blog entry for some of the stories she shared that afternoon.

All in all, the branding activity imparted in me the value, the privilege I have, of being part of a dynamic company that has a  deep-rooted mission of delivering truth (without fear or favor) to the people and a future-oriented view of being a company that is the most credible information gateway that it can be for the Filipino people.