Wana see how a US$19B Startup looks like?

I must have seen the video 5 times already... captures what I truly believe in.

A Heavenly Day Tomorrow

Tomorrow is the loooooongest total solar eclipse of the 21st century, lasting a full 6 minutes, 39 seconds. It is best viewed in China and India.

The stars have spoken. I shall follow.

Thanks to the people who made my year best! Cheers to love, passion, and impossible thinking.

P.S. Thanks Jay for the wiki.

Our Newest Baby in Dragon Edge

No, it’s not a baby dragon, but it sure is for Babies

Presenting... [drumroll]

Cradle Natural and Edible Bottle & Nipple Cleanser

We are very excited with our new brand. It answers a lot of problems experienced by moms. Now there's an effective and affordable product to wash your baby’s bottles - whether breast fed (this is better!) or formula. Intuitively, we all know that you don’t want to use your ordinary dishwashing liquid like Joy or Axion. These guys have too much strong chemicals for our babies.

Cradle comes in 2 kinds - the 700mL pump spray and 500mL refill. We made sure it is technologically advanced and we ended up with 5 patents. I’m sure you’ll love Cradle as much as we do.

Above is Team Philippines doing a kampay for Cradle! Look for Cradle somewhere in between the bottles and elbows.

Our team from Indonesia for Cradle!

Thailand says Congratulations to Cradle!

Last but not the least this is Vietnam team toasting to Cradle!

In the spirit of full disclosure, we did the toast a month ago, but I only blogged it today, I was waiting for the website to be operational. Something we are improving in our processes.

Now, allow me to tell you the history of Cradle. This is very interesting...

Our international team went home from Christmas from their respective countries but before we went on break, we did store checks in Pampanga to see our operations in the regions. Gian, Jay and Apple was with me, together with Ray.

This is Jay, the godfather of Cradle. As we were literally horsing around Pampanga, he pitched the idea based on an existing category in Indonesia. I was trying to figure out what he was saying and I saw this...

This product is available only in Pampanga and surrounding areas. If there is an apparent need for this product in this area, what more in Manila. This was our AHA! Moment!

I did calls, asked my wife, asked moms, went straight to the mall, supermarket and called for a special meeting in the office. And after a few days we came out with this on the board...

A new product concept - Cradle! Emily named it, and looks great! This was back in January 2009.

Here are a few more notes we had on the board.

Cradle is currently available in Rustan’s Supermarket and Department Stores, Shopwise, Babyland, Baby Company, SM Department Stores and more stores to come.

It took us 6 months from thought to shelf. Hmmm... not bad but can be faster.

I assure everyone that the product is made from edible ingredients, I actually drank a spoon-full - taste like bitter bubble gum.

Expect Cradle to be in more shelves in the Philippines and in the shelves of Asia in the next months.

This is My Kind of Airline

I'm a fan of the totally transparent Air New Zealand. Thanks guys for going All Out!

Bliss Hits the Papers in Vietnam!

The print ads are more conservative than usual but then again it is for Vietnam. The country requires certain conditions when it comes to advertisements. We're happy to comply as long as it makes our couples happy.

Many thanks to our partner in Vietnam for making the ad possible.

Branding is a Spiritual Exercise

Hugh's Manifesto is as true today as it was written back in 2004.

Whatever you manufacture, somebody can make it better, faster and cheaper than you.

You do not own the molecules. They are stardust. They belong to God. What you do own is your soul. Nobody can take that away from you. And it is your soul that informs the brand.

It is your soul, and the purpose and beliefs that embodies, that people will buy into.