GCash Bridges Filipino Values with Global Impact at BrandCon PH 2025
As Filipino brands embrace culture both as an identity and a bridge to global relevance, industry leaders are calling for innovation rooted in authenticity and purpose. This was the key message at the inaugural BrandCon PH 2025, organized by The Business Manual (One Mega Group). With the theme “Building Brands that Move the Nation Forward,” the event emphasized how cultural insight, brand longevity, and innovation can collectively drive sustainable growth and nation-building. Among the leading voices at the event was GCash, the country’s leading finance app, with chief marketing officer Neil Trinidad sharing how the brand’s deep understanding of the Filipino culture has shaped its identity, guided innovation, and strengthened its global resonance. “Money is a sensitive topic in the Philippines,” Neil shared. “But values like belongingness, progress, and bayanihan helped shape our identity. These became the lens through which GCash ...