Growth is inevitable, but the question is—whose growth are we prioritizing?
I have always believed in progress, in innovation, and in the expansion of businesses that drive economic activity. But if I had to choose between seeing more national brands creeping into the farthest corners of the countryside or witnessing provincial brands stepping up and taking their place on the national stage, I would choose the latter, without hesitation.
For too long, we have seen the pattern repeat itself. Large corporations expand into the provinces, setting up shop in small towns, displacing homegrown businesses, and making it harder for local brands to compete. The cycle is familiar: a major retailer or fast food chain enters, bringing efficiency and standardization but also taking away the opportunity for local enterprises to mature and expand. This is not to say that national brands are unwelcome; they are part of economic evolution. But it is frustrating to see the countryside treated as a mere market rather than as an incubator of growth.
The Economics of Local Enterprise Growth
Economic development does not have to be dictated by a top-down approach. If anything, true and lasting progress happens when growth stems from the ground up. We need to create an environment where provincial brands are not just survivors in their localities but are equipped to scale up, professionalize, and go national. This requires a rethinking of how we support businesses in the countryside.
First, we must focus on capability-building for provincial entrepreneurs. Running a successful business in a local market is one thing; scaling it for national expansion is another. Many provincial enterprises operate on strong fundamentals—deep customer relationships, high-quality products, and a unique brand identity. But what often holds them back is the lack of exposure to industry best practices, supply chain efficiencies, and access to financial instruments that can fund expansion.
Second, infrastructure development must align with business growth goals. If we truly want to see provincial brands flourish, we must ensure that towns and cities outside Metro Manila and Metro Cebu have access to the same tools that national businesses leverage. This means better logistics, digital connectivity, and financial support systems. A business in the countryside should not have to struggle with inadequate transportation, unreliable internet, or a fragmented supply chain while competing against brands that have all these resources at their fingertips.
Third, we need to connect the provinces to the digital economy. Many successful national and global brands today did not expand by opening physical stores; they grew by mastering e-commerce, social media marketing, and digital logistics. If provincial brands are to scale, they must be given access to knowledge, training, and digital tools that will allow them to reach a broader market without being limited by physical location.
Flipping the Narrative: Provincial Brands as National Players
We have to stop thinking of the countryside as a mere consumer base and start seeing it as a launching pad for national-scale businesses. The potential is immense.
Imagine a future where brands from Iloilo, Davao, Cagayan de Oro, and Legazpi are not just successful in their own regions but are recognized across the country, competing in Manila, Cebu, and beyond. Imagine provincial brands becoming leaders in retail, food and beverage, manufacturing, and technology, rather than simply making way for established national players. This is not an unrealistic dream—it is an attainable goal if we build the right support systems.
It starts with empowering local entrepreneurs to think bigger. Instead of just defending their turf against national brands, they should be given the opportunity to expand, innovate, and professionalize their operations to reach wider markets. This is how we create a business ecosystem that is more equitable, more dynamic, and truly representative of the country’s diverse economic potential.
A Call for a Balanced Growth Strategy
I am not arguing against progress. I am arguing for a kind of progress that does not sideline provincial businesses but instead enables them to thrive. Development should not mean a one-way flow of national brands into the countryside while provincial brands remain small and localized. Instead, growth should be a two-way exchange, where regional enterprises have the opportunity to expand outward just as much as national brands expand inward.
If we want to see a truly inclusive and sustainable economy, we must make space for provincial brands to step up. We must invest in their growth, provide them with the tools to scale, and create an ecosystem where they can compete not just within their provinces but across the entire country.
Because real progress is not just about expansion—it is about who gets to expand. And for the sake of a more balanced, locally driven economy, it is time for more provincial brands to claim their place on the national stage.
Ken Lerona is a marketing and branding leader with over 20 years of experience. He conducts talks and workshops for private and government organizations and consults on innovation and reputational risk management. Connect with him on LinkedIn at www.linkedin.com/in/kenlerona.
