Taking Care of Business

If we starting thinking of what Marketing is, we will never get done in a day or two for the reason that Marketing continuously EVOLVES as an industry based on the nature of the market. In the past decades, an enormous change took place in Marketing as well as in Marketers themselves, some remained glued to old school of Marketing while others just went ahead and embarrassed all the changes. It’s vitally important to keep track on all types of changes that could reflect on Marketing as an industry (from markets and consumers) which is why professional Marketers must accept and gear up to face the constant variations

Most Marketers still try to hold on to the old school of Marketing and apply it to a market that has enormously changed in its behavior and features. There are many real life examples on how these have reflected negatively, for instance, a major Dairy product company decided to buy into new industries such as Bakery and Poultry in the Middle East and still keep its Dairy product name as its corporate name for the sake of Brand Equity. Such mistakes, as simple as they may sound, can be fatal in the life of a company. Why? because most consumers have experienced the said Dairy Brand for years using the same name and today, the same name is also being used as a Corporate name that holds to more different industries than the original. The Management were banking on the hope that the NAME will help the new comers to flourish, but it didn’t because it lacked focus, simplicity and independence

The thought of Brand Equity that was born some 40 years ago at P&G can only work well for category leaders, yet today most companies in Saudi Arabia that use the term are those whose Marketers worked for P&G before. At the local level for the P&Ger’s, the game was totally different as it posed greater challenges and no GBU’s to support on strategy which is why in most cases the result was a disaster on consumer goods

We must keep our egos aside and embrace all the changes that Marketing is witnessing and level up with it to deliver the best of our ability and to be realistic with nature

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Branding Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on AskBaaghil.com

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