challenge. Of course, it all depends on whether you are primarily a local brand or an international brand. Local brands are no longer pallid, “me-too” feel-a-likes. They represent much more than half of our business, and they utilize all the tools and techniques of their global competitors. But they have one massive asset: their superior closeness to their customers. And in large part, this is enabled by their ability to think digital-first, whereas a global brand tends to think platform-first (because it is looking for efficiencies of scale) and digital second. Whenever I go to Manila, an irresistible craving comes over me. I yearn for a Jollibee’s Peach and Mango Pie. Yes, I can recommend it as one of the most delectable desserts you could ever have, and I have over-indulged in it all over the archipelago. Jollibee leads Filipino fast food, above both McDonald’s and KFC. It fills the “need space” usually occupied by McDonald’s, which has been a formidable and aggressive attacker. When they created a campaign, “What’s in Joy’s chicken?”, in which women named Joy confirmed that Chicken McDo was their chicken friend of choice; Jollibee hit back with a strong dose of Filipino pride, #ChickenJoyNation. Jollibee remains undeterred. Chicken fights in the Philippines: when McDonald’s relaunched its Chicken McDo, the local brand Jollibee with its Chickenjoy quickly asserted its position and responded.