Bold Moves: Marketing to the Upscale with Purpose and Precision

Gary de Ocampo, President of Centre Médicale Internationale, outlines a strategic approach to marketing to the upscale. He differentiates between 'luxury' and 'upscale,' emphasizing value, trust, and outcomes for the latter. The discussion covers building market-dominating plans through purpose, precision, proof, scarcity, story, symbol, and service, with a focus on Filipino consumer behavior and localized execution.