about our brand Our brand is created in the hearts and minds of our investors, partners corporate citizens, and a multitude of other stakeholders from the media to the government. How others perceive us is shaped by their knowledge of our performance (what we do), combined with our culture (how we do things). Together they constitute our behavior and reputation. Put simply, brand = behavior = reputation. upholding a loftier ambition "Visionary companies seek profits but they are equally guided by a core ideology – core values and a sense of purpose beyond just making money.” - James Collin & Jerry Porras “Build to Last” At Ayala, we have long been guided by a loftier ambition of how our brand as a commercial enterprise should contribute to, for example, national development. As part of our brand review in 2003, we have summarized our ideology in a statement called a brand promise. what is a brand promise? Firstly, it is not a business descriptor. A brand promise is an inspiring and motivational belief articulated in a statement that drives everything we say and everything we do as Ayala. As such it is intended first and foremost for an internal audience. However, during the launch period of our refreshed visual identity in 2004, the essence of our promise “Pioneering the Future” will be used as an endorsement line and as a headline on corporate advertisements. "pioneering the future" By looking to the future and the potential it holds, Ayala has pioneered many firsts. Our heritage in the Philippines and our reputation as a trusted international partner give us the confidence today to draw upon our unique experience, resources and capabilities to tackle the challenges of tomorrow. Key to the future are our corporate citizens whom we respect for their integrity, reward for their intelligent risk-taking and support in their determination to make things happen. Through them we seek to pioneer a future where innovation thrives and where all our business practices make a positive contribution to the social, economic and environmental development of the communities we serve.