Simplicity is the focus in ‘The Power of Belonging’


The simpler the Brand, the better it can be understood, or on a more fundamental level:  the better it can be experienced

The overcrowding of the Brand, whether via an over-extended Brand Name and product lines, can leave the audience confused, or worse, leave them to fail to even form a perception of the Brand

Simplicity helps you to maintain a focus and address the Brand with one aligned message. Think of how simple and elegant Polo is, Polo is all about ‘Lifestyle’ not cuts or fabrics. Starbucks is simple: It’s coffee

Do you remember Kmart? Kmart tried to do and sell everything there was to sell, and when more categories that were focused upon came into the same industry, Kmart lost touch and its fate was clear, Kmart failed to evolve and specialize. Walmart has everything, but managed to be clear in its Brand Positioning. Everyone knows that Walmart undersells all its competitors, a Mission to which it has always been committed. Walmart is also close to nearly every neighborhood in America and thus has the reach to simplify its Brand in that direction. The days of commodities are over, today everything is about the Brand, the simpler the Brand the better it’s understood and serves the audience

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 Brand Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on

The article was first published on Linkedin Pulse on 28th February, 2015

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