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The Philippine Star
December 7, 2025 | 12:00am
MANILA, Philippines — Her story is about a lifelong belief that strong Filipino brands can change the trajectory of entire families.
Catherine “Karen” De Asis has spent most of her career in rooms where ideas about brands, identity and purpose are shaped.
But this year, the conversation shifts to her: de Asis has been named the Philippines’ 2025 ASEAN Women Entrepreneurs Awardee, joining honorees from across Southeast Asia at ceremonies in Phnom Penh on November 21.
For someone who prefers to keep the spotlight on her clients, the recognition feels both unexpected and deeply aligned with the mission she’s carried for over a decade.
“I’ve always believed that when Filipino family businesses succeed, the social impact is exponential,” de Asis says.
“Success creates expansion, and expansion creates jobs.”
Why family businesses matter
De Asis is a founding board member and chief brand strategist of MKS Marketing Consulting, a firm she helped build with a sharp focus: empower Filipino-owned companies to compete – and win – at home and abroad.
Her philosophy is straightforward.
“We’ve restricted our services to Filipino family businesses because visionary owners are quick, flexible and deeply invested,” De Asis says.
“When they succeed, the entire ecosystem benefits.”
This perspective emerged from years of observing how charitable efforts, while valuable, often struggle with sustainability.
Entrepreneurship, she argues, is generational. It can transform communities without relying on intermittent support.
Brand stories that changed businesses
At MKS, De Asis has led transformative brand work – some behind the scenes, others now category leaders.
Several of these case studies were part of the ASEAN Women Entrepreneurs Network (AWEN) deliberations.
One retail brand had plateaued at 47 branches after 30 years.
Following a full brand restructuring, it grew to 350 company-owned stores in 15 years.
“That kind of expansion creates thousands of jobs,” De Asis says.
“That’s real impact.”
Another client started as a newcomer selling only air conditioners. A decade later, it offers a full line of major appliances sold through more than a thousand dealer outlets nationwide.
A third case was a drugstore chain with minimal awareness that now stands as a strong challenger in its category.
For De Asis, these aren’t just success stories – they’re proof points.
“Creative intelligence isn’t optional in branding,” she notes.
“You’re shaping not just market leaders or challengers, but the livelihoods of people who depend on these businesses.”
From strategy rooms to lecture halls
De Asis’ work spans retail, food, health care, consumer durables, telecommunications, travel, fashion and property development.
She has led numerous brand campaigns, including one that became the first in the Philippines to use AI-generated imagery across TV, digital and print.
De Asis’ academic path reflects the same discipline: a Doctor of Education in leadership and corporate social responsibility from De La Salle University (with highest distinction), an MBA with distinction from the Ateneo Graduate School of Business, and executive programs at Stanford University and Oxford University’s Saïd Business School.
Career built on advocacy
Her recognitions – Agora Awardee for Excellence in Marketing Education, Outstanding Faculty Award from De La Salle, and the Philippines Women Leadership Excellence distinction – map out a career grounded in rigor and conviction.
De Asis has taught in top Philippine business programs and once shared the stage with branding pioneer Al Ries.
She later authored Color Folders in the Mind, considered the first Philippine rule book on brand management.
Yet despite the honors, De Asis circles back to the same belief that has anchored her work all these years.
“Ultimately,” she says, “our advocacy is simple: help visionary Filipino businesses succeed so more Filipino families can thrive for decades and generations to come.”
