Advertising, in Saudi Arabia especially, has become a Ramadan tradition just like ‘Vimto’!
Companies in the Middle East are devoted to Advertising and launching new Products during Ramadan, making it a ritual. The fact that a lot of individuals flick their channels once an Advert appears, whilst few others impatiently watch it till the end questions in itself the true value of Advertising
For instance can Pepsi replace traditional Ramadan beverages in the near future through Advertising? I personally doubt it. Pepsi will have to do a lot more than just Advertise to overcome their customers’ mind-set
Another example is the fact that every target group chooses to purchase their preferred Brands throughout the year, how can Advertising add as a Value besides being a reminder in their case?
Can an audience forget their preferred Brands for a month?
Is Advertising a ritual that companies follow in Ramadan to remind their audience “We Exist”? Or the fact is that we have Commodities that pretend to be ‘Brands’
Ramadan in this region is a season where ONLY Commodities flourish, not Brands
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
The article was first published on Linkedin Pulse on 2nd June, 2014