Coffee advice

There are many that speak of Branding and on a separate note, speak of Marketing. Since when the two are separable even if they play different roles? They are both inseparable, they have one purpose and that single purpose is towards the audience. Treating both as separate entities is a problem. Let’s first agree on these two facts:

  • Since the idea of Brands and Branding came into being, Marketing became a support entity and more Tactical. In the era of commodities, Marketing was the core but today, it acts as a support to the Brand idea. Marketing is still as important but not in the driving seat instead Branding is the one driving
  • Second, let’s agree your Ad agency is not the miracle answer to your Brand problems, most are better focusing on design and in avoiding strategies

The Advice:

  • If the organization is not intellectually rich, avoid getting into the complex of Branding and Marketing, the process requires a certain type of mindset
  • If your organization is after immediate returns then avoid being a Brand, keep things the way they are, otherwise evolve
  • If your head of Marketing thinks Advertising is the way towards Branding, please fire him asap
  • If your Ad agency pressures you to be visible everywhere, fire them because they’re after the billing not quality of work
  • If your Advertising agency suddenly becomes your Branding adviser, you’re in serious trouble

Now you sit back and decide where you want to take your company. Every decision matters but your decision should be for the interest of the company and nothing personal

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 AskBaaghil.com

Brand and RISK!

You’ve seen plenty of Brands commit horrendous mistakes on their Brand Development by assuming that their Branding Experience comes from just managing their Communication. It’s too critical for the evolution of Brands or even their development to be handled by Brand Managers who with few years of experience with Multi-nationals are still on a learning curve. Please don’t take such risks, it’s costly and yes, that’s how sensitive Brand Development is

Things to consider

  • How much do you know about Brands and how they work? It’s a critical question to ask yourself as a Business owner, CEO and as head of Marketing. If you can’t answer this question, then get assistance from Experts. Brand Development is far too sensitive to be considered as a normal or a light task. It affects the entire organization, both internally and externally
  • If you’re an existing Business and plan to Evolve your Brand, you must consider factors such as your Business model, prior to the Evolution
  • Did the members of the Board and management accept the idea of Development or Evolution? If yes, then invite them to a workshop and have an expert on Brands explain both the Evolution and Development. You and every member of the organization must live the experience

Don’t take the risk, consider everything that makes a Brand GREAT. Your least concern at this stage is the Design (face of the Brand), however, your immediate concern is the Soul of the Brand that will help your Business evolve. This is my advice, take it or leave it…………..At Your Own RISK!

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 AskBaaghil.com

Simplicity is the focus in ‘The Power of Belonging’

Simplicity

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 AskBaaghil.com

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

Every Brand, Belongs

Everything BELONGS to something and something belongs to everything! It is the same with Brands

Every Brand has its own culture and community, much the same way a child belongs to his parents, the way we stem from the family tree and how we all belong to mother Earth

From the starting point to the end—and every point in between—everything has a process of Belonging

For example: You belong to your Family, You belong to a certain Religious denomination, You belong to a Nation, You belong to an Ethnic group….(the list goes on and on)

Belonging is an endless process that has a great impact based on Emotional Attributes and the Emotional Connectivity between Desire and Wanting

Brands are no different from humans. They belong to a certain audience and if built and nurtured correctly, they will live in the lives of their audience for the foreseeable future

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 AskBaaghil.com

The article was first published on Linkedin Pulse on 26th February, 2015

SPECIALTY: One of the Laws of ‘The Power of Belonging’

The above image is of Brand names that sell Makeup

  • Sephora is SPECIALIZED in Beauty Products
  • Macy’s is SPECIALIZED in Up-Scale Fashion Retail
  • Sephora is a Destination offering first hand experience for beauty products
  • Macy’s is a Destination for retail fashion (i.e. beauty products could be third or fourth priority in the minds of the customers during their experience)

Specialty is one of the 10 Laws for Brands to succeed in generating/maintaining ‘The Power of Belonging’

What happens when you create a product or service and you want to sell everything? You end up selling nothing! The saying might be old, but it’s true to this day: Jack of all trades, master of none. Focus on your specialty. Be the master of one thing. You can’t be the master of millions

Starbucks specialized in upscale coffee and coffee drinks. If it sold other things, it was because those things (from mugs to music) go well with coffee. It’s all about the coffee experience. Successful Brand Pros are able to let their audiences know they stand for something, rather than for many things, or for whatever they think they might be able to sell. Remember the number 7? That’s a magic number in many cultures, perhaps because that’s about how far our memories go. For some reason we can relate to things in sevens. 7 wonders of the world, 7 Chakras, 7 Heavens, among many others. How much diversity in your Brand your audience can cope with isn’t up to you; it’s up to the audience’s brains. Think in terms of the ‘Rule of 7’ with regards to your Brand as being the outside limit of how far your family of products and messages can extend

Let your Brand stand for something, specialize like Starbucks for Coffee, Lipton for Tea, Xerox for Copy, Al Baik for Fried Chicken with Special Garlic sauce (not burger or seafood), Apple for Digital Lifestyle, Facebook for Social Networking (worth pointing: Linkedin is between Business Networking and Recruiting, so it needs to specialize)

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 AskBaaghil.com

The article was first published on Linkedin Pulse on 22nd February, 2015

Brands work well with Segments

There are different sets of Needs to different type of Segments under one Category. Each segment has a different set of Values and Benefits, the more the Brand is focused on each segment; the higher the significance of the Brand

One of the major challenges many companies face is keeping a Brand focused in order to address all different sets of values and benefits. This line extension challenge became a nightmare for heads of Marketing and CEOs

Brands are like humans who can’t be everything, they need to standout for a single well-Differentiated Essence. The more the Brand is focused to a segment, the more it is preferred

Brands these days lack consistency they are constantly pressured by the Board from day one on functional deliverables such as ‘instant’ Sales. It took Starbucks 40 years to where is is today, it took Coca Cola a century to reach where it is today

It took Google 20 years to reach where it is today, but did Google display Brand Arrogance? When a Brand becomes very significant, the Board thinks competition is irrelevant and the same Brand name as well as principles start to address all segments. Google+ and Google Buzz are good examples in Social Media category wherein the 1st trial i.e. Google Buzz, failed and in the 2nd trial Google+, is barely surviving. Google is THE ‘World of Information (web links, images, videos, maps and so on)’ but after the success of Google Search Engine, Google became both Information and Tools. Does Google need to revisit its Mission and separate Information and Tools? I say yes, that will even make Google more significant on both information and tool fronts

It took these global Brands that long to build their presence, it surely should take Brands from the Middle East that long (IF Brand and Branding Strategies are in place) or longer if the right ingredients are missing

Brands and Branding are complex. Not every Consultant, head of Marketing/CMO or Advertising agency can literally deliver what’s expected. You need the subject matter EXPERTS to guide both the CEO and the management, through

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 AskBaaghil.com

The article was first published on Linkedin Pulse on 8th February, 2015

Virgin or Lebara. The rest don’t matter!!

Saudi Arabia’s Telecom industry is evolving, 3 new Mobile Virtual Network Operators (MVNO) in recent months. Question is: Which MVNO will have the 1st mover advantage? Virgin the equity owner, Lebara piggybacking on Mobily’s Equity or Zain and Axiom both being latest entrants before Virgin and Lebara? Users will decide but Brand Equity and Price points will determine the leadership

  • Lebara, an MVNO based out of Europe, partnered with Mobily
  • Virgin mobile, partnered with STC
  • The ailing Zain decided to partner with Axiom, a regional retailer for mobile/smartphones

The ‘Pay as You go’ MVNO model targets migrant workers and international community. For locals and residents, it’s a second choice to their official/original number. Which of these 3 MVNOs has the first advantage? Apparently, Virgin Mobile (partner of STC) because of its ‘Brand Weight’

I believe the Saudi market is fragmented into several segments that share same attributes or needs but are apart in many ways. Virgin will have the first mover advantage with inbound business travelers and others. Out of the 27 million, 6 million are Expats/Migrant workers or their family members in Saudi Arabia and that’s a big number which is using the current networks, so:

  • What’s the value in having the 3 operators (STC, Mobily, Zain) carry their own MVNOs?
  • What’s the benefit besides ‘Pay as You go’ for the end user in Saudi?

I see Price but other than that, it’s difficult to determine other benefits and expect the Brand which STC has as the winning partner: Virgin. Virgin Mobile will appeal to international community and citizens who are well aware of the Brand, for citizens and residents they will sign up with Virgin and Lebara as second choice (for back-up purposes). Lebara will focus on a target audience which is Price Sensitive (obvious from their communication). Most consumers associate Lebara with Mobily because of similar Brand colors and on the same token, they think it’s a sub brand of Mobily

It’s interesting to see how MVNOs will unfold under the original 3. Hardly anyone knows, at the least among the mainstream users, that Virgin mobile is associated with STC from first time experience but many see the association between Lebara and Mobily. I think Virgin’s Brand Equity will play an interesting role as it will have the first mover advantage and that’s STC’s strength in MVNO scene. On the other hand, Axiom and Zain are yet to prove their success story as Mobile Virtual Network Operator.

Slow moving and Price Sensitive audience will hardly find any value if Lebara and Mobily are attracting the same audience with the same values

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 AskBaaghil.com

The article was first published on Linkedin Pulse on 29th January, 2015