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“I don’t have any formula for ousting a dictator or building democracy. All I can suggest is to forget about yourself and just think of your people. It’s always the people who make things happen.” – Corazon Aquino

On the historic day of EDSA 1986,  I was a 17 year old idealistic young man, 1st year college and unhappy with the social injustices around me. And because I am not qualified yet to vote in the snap national election, I became one of the warm bodies who supported the uprising against the alleged dictator and supported Tita Cory’s presidency.

Unfortunately, the plight of ordinary Filipinos during her term and beyond has not changed.

Despite freeing the political prisoners, the political left was still unhappy and waged the urban war. The dreaded “sparrow unit” became popular during her term. Likewise, the “welgang bayan”during her time would result to public utility buses getting burned.

The political right was also unhappy. The series of coup during her time speaks for itself.

During her term, the government began giving up control of  important utilities like electricity, petrol, media, water and telecos. I will let history judge this act because these are matters of national interest. Fast forward to the present, we are a witness that the gov’t. seems to be helpless when these private entities decide to jack up prices.

During her term, farmers marching towards Malacanang were fired at resulting to several deaths.

Before the end of her term, she also lobbied for the extension of the US Military bases stay in the Philippines.

Add to the woes during her term were the series of national disasters– the Baguio earthquake, Ormok flood and the Pinatubo eruption.

At the end of her term, so is the “black out season”, brought about by the shutting down of BNP project, also commenced.

Despite of all of these, she is still the most respected post martial law President.

What  is Tita Cory’s Brand that kept her influence for more than 2 decades, even to the younger generation of Filipinos? What lesson’s in brand management can we learn from Tita Cory.

1. Her advocacy and herself is identified with the yellow color.
2. Though soft spoken, her fighting stance is best identfied with the “L” sign or laban (we’ll fight). Her steadfastness kept her administration on it’s feet despite the series of coup’s, welgang bayan and urban warfare of the left, and natural disasters.
3. She lived simply as a leader. She is the 1st President who did not live inside Malacanang.
4. She ensured that the reign of power will be transferred democratically and peacefully.
5. She is the most prayerful President the Philippines had.
6. She loved the Philippines sincerely.
7. She’s transparent and sincere in her actions.
8. She protected the constitution and guarded the democracy during her term and afterwards.

Tita Cory at the joint US Congress

By how the people loved Tita Cory, it only shows that people tend to judge a leader not by accomplishments alone, but by a leader’s transparency and sincerity.

A personal brand is not about accomplishment, people do not identify with that. A personal brand is about you, your life. your love, your values and principles in life. Thru these, people relates, identifies and love.

Thank you Madam President for the example you have set.