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Recent
Coverage is listed here as it appears.
Rooms
- Manila Strategy Forum, 2026
Attended with BMCAP
Topics
- Why a company’s name belongs on its balance sheet
- Why good companies stay unknown
- Growing family businesses with structure
- Deciding faster without skipping steps
Written by me
My own bylines, not client work.
adobo Magazine
Author archive: thought leadership on brand equity, media relations and consulting
B&T, Australia
Guest contributor, three pieces
Bios
Written in the third person, for editors to copy.
One line
Jerico Lugo, MCIPR · Strategy Consultant and Advisor · Founder, Studio JNSQ
Short
Jerico Lugo, MCIPR, is the founder of Studio JNSQ, a brand equity architecture firm in the Philippines. The firm answers a question he kept asking in public relations: why a company’s reputation is never counted in its financials the way marketing and advertising are. He advises founders on building companies that are valuable, not only profitable, and has created three proprietary frameworks. The flagship, the Market Authority Diamond™, scores what the market can actually verify about a company and shows which side of the business is holding its value back.
Long
Jerico Lugo, MCIPR, is the founder of Studio JNSQ, a brand equity architecture firm based in the Philippines, working with clients across APAC, EMEA and the United States.
He spent six years in public relations, from adobo Magazine to the Wall Street Journal, watching the same thing happen. A company earns coverage, wins awards and builds a name that opens doors, and none of it appears anywhere the finance team can point to. Marketing had numbers. Advertising had numbers. Public relations had a folder of clippings.
The question that followed him out of that work is the one his firm now answers: why a company’s reputation is never counted in its financials the way marketing and advertising are. Brand equity architecture treats a company’s name as what it is, an asset that decides what it can charge, who calls it first, and what the business is worth when somebody puts a price on it.
He has created three proprietary frameworks in the discipline. The flagship, the Market Authority Diamond™, scores what the market can actually verify about a company and shows which side of the business is holding its value back. Fifteen industry awards have been won for his clients, across real estate, leadership, innovation, ESG and DEI, and he has served more than fifty clients in nine countries.
He is a Member of the Chartered Institute of Public Relations and of the Business and Management Consultants Association of the Philippines, and is completing an MBA at the University of Western Australia.
He writes on brand equity for adobo Magazine.
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