Al Youm ‘Brand’, Al Watania ‘Commodity’

Al Youm the Saudi Poultry brand by Al Marai Group is more relevant than any other poultry brand in the Kingdom

Why?

Because every Poultry brand in the Kingdom offers both whole chicken and chicken parts, they share the same values and benefit with the customer who eyes only for reputation and price. Al Youm decided to create its space by adding more value to its current relevance in order to strengthen their position within the category

How?

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Al Youm offered ready-to-cook marinated chicken (similar to al Watania) and minced chicken to be more relevant (in terms of value and emotions) thereby becoming the most preferred brand whereas Al Watania (which set the trend by offering marinated whole chicken in the first place) failed to create its space because it lacked the Brand Relevance and self-esteem which Al Youm owns

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Brands can’t be preferred if they’re treated as commodities, today Saudi and Arab consumers understand their needs and wants, they’re intelligent not to follow false advertising claims. Brand’s are about values that resonates with the promise made to 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

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

Space and Evolution

If the Brand Google is on the cover of any magazine, Google owns the entire edition; Google is preferred, relevant and owns the space. Google is irrelevant in the social arena but more preferred in sharing information. What Google needs to do is capitalize on the space the Brand has created rather than extending the Google name in areas that are irrelevant like Google+ (Social Media) and others. ‘Create Your Space’ is about being the most relevant within your space so competitors face barriers when trying to enter that space

When the space matures, your Brand becomes the reference point for the space it created. Every Brand seems to focus on Communication over Values or Design over the science of Branding; however, it’s crucial to hold on to your Values as a Brand through enhancing customers or users experience rather than focusing on Advertising. If you ‘Create Your Space’ and provide genuine experience you’ll own the space, if you own the space you’ll lead the category, it might not be as easy as it sounds but look at the following example:

Is Five Guys taking over McDonald’s and Burger King? Not now but eventually. Reason being McDonald’s is fried, Burger King is broiled, Five Guys is grilled and fresh. McDonald’s long holding space is threatened; will fried burger eventually die? McDonald’s need to innovate within the space and not outside the space. Recently McDonald’s claimed that their produce is fresh from the farms and that failed to sit well with their audience. A fast food fried burger Brand is far from being fresh which is why McDonald’s leads the ‘Junk Food’ perception and owns the junk food space

Chipotle the fresh, conscious ingredients Mexican chain of restaurants is growing super-fast across the US and rarely do you see the old guard ‘Taco Bell’ around unless in rural areas or in most highway service centers. Did Taco Bell lose the space? There are so many keys in creating your space, but usually management who chase short-term returns to please the board are threat for Brands to lose their space and this is the case with most Fortune 500s

In order to own your space you must continuously innovate with in the space!

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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The article was first published on Linkedin Pulse on 3rd July, 2015 

Own It!

For the past two decades the most common word among professionals in Branding and Marketing is Differentiation, well it’s obvious with the current cluttered market Differentiation alone is not enough. One of the most important element in ‘Create your Space’ is Ownership. Yes! own the space, the dominance is what your Brand needs

Today most brands share almost everything, even if you look close at a few of the categories such as beverages, dairy, frozen food or mobile communication. Brands are led to propose constant price reduction to influence engagement. If you own your space, you will maintain leadership and Brand Affinity

Brands such as Starbucks and Apple created the space and own the space, they’re beyond Differentiation, they’re the reason and the purpose why consumers and users connect to them without the need to propose price as an influential factor. Consumers, users and customers are more aware of the values each Brand brings for the category

When values are shared then categories are shared. Consumers, users and customers are left with options and these options could be of any value. Brands are about values and how those values, if they’re unique, manifest with the target audience to create great affinity

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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The article was first published on Linkedin Pulse on 30th June, 2015

Something to think about

Uber, the little App on your smartphone is in 57 countries and makes more revenue than most rental car companies in major airports across the world. When you come up with a great Business Model, you need a great Brand to sustain the proposed value. Business strategy and Brand Strategy are inseparable

To ‘Create Your Space’, you need both knowledge and expertise to revolutionize the market. Today Uber brought a new meaning to transportation and how we move from points A to B, Uber has evolved the Taxi experience

In few months from now Saudi will witness a new incoming transportation app named ‘Honk’, third to enter the game after Careem and Uber. Interesting days ahead of us, time to ‘Create Your Space’ or fold

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

‘Create Your Space’

Soon I’ll reveal a Branding and Marketing strategy entitled ‘Create Your Space’. Every Brand can create it’s own space and revolutionize the category because in today’s competitive world, dominance is the word of the market

Brands such as Apple, Facebook, Google (Search), Starbucks, HSBC are great examples of ‘Create Your Space’. Every market space requires it’s own rules to guide the strategy and every strategy must be different to sustain growth and manage leadership

‘Create Your Space’ is an Evolution and Revolution strategy for those that wish to lead and not compete

Yes don’t compete, lead. I look forward to meet those that wish to make a difference and evolve from the repetitive ideas that every Brand shares in the Middle East

‘Create Your Space’ brings values you own in the hearts and minds of your customers. Today many of the local FMCG brands share common values and benefits and that drives tight competition and requires enormous amount of Communications budget. If you ‘Create Your Space’, you’ll eventually not only own the category, you’ll set the rules for the category

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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