The much-loved “Butterbear” mascot of Coffee Beans by Dao and the baby pygmy hippopotamus, “Moo Deng” (bouncy pig) are good examples of emotional strategies to access business opportunities.

In the same way, people believe in the Marcos myth that the father’s reign was the “golden age” of the Philippines, they hold on to the notion that Marcos Jr. will bring back that fairy-tale kingdom.