The Preferred Brand

Why Brand Preference matters?

You always think of your competition and most companies position their resources to battle competition. If your Brand was Preferred and Relevant, competition won’t matter, your Brand will matter

Your company will focus its resources on how to serve the customers better, innovate and became more preferred as well as relevant

For example, Facebook is preferred for time spent with family and friends to share stories. Facebook is relevant as a Brand for creating the subcategory of instant messaging, in fact, Facebook is the most relevant Brand on mobile to reach family and friends through messages

Today the world knows that Facebook owns WhatsApp and Facebook Messenger apps. Both have become ‘must haves’ on mobiles/smartphones. This acquisition has made the Brand more relevant by owning the subcategory of Mobile Messaging

Snickers the candy bar, is preferred when you need a quick meal to hold up your hunger, it’s relevant because it shares two great attributes: Chocolate and Energy

The more you focus on your target audience, the better you perform. Keeping an eye on your competition will drain your resources and your Brand will become irrelevant

Example: Every time we think of the best Airlines in the region we think of Emirates, we think of the service, we think of the luxury and innovative experience. On the same token, as much as Qatar Airways invests in and claims its ‘5 Star’ airline status, the Brand is still irrelevant to a category owned by Emirates

On the other hand, Etihad Airways is focusing more into Premium Luxury Travel, they just introduced ‘The Residence’ for their first class. Now Etihad has created a category and has become the preferred and relevant Brand to High Net-worth individuals traveling first class which Emirates enjoyed having on their Airbus A380s and lost

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 7th February, 2015

My Mind Predicts…

Within the next 10 years Facebook messaging will take over Emails. Furthermore, the number of social media users will most likely equal the population of the entire Asian continent. Facebook will maintain its position as the largest outlet of Social Media and instantaneous communication

Social Media’s interactiveness, one on one and channeling will be the number one source of reference and trust for consumers to relate their Brands with. Public Relations, as an industry, will flourish thanks to Twitter, while traditional Advertising, as an industry, could hit the slumber, but what will top them all is The Power of Belonging on Social Media.  The Middle Eastern social media users will grow in numbers and might even reach to 50% of the regional population in areas such as North Africa and the Levant, also witnessing steady growth are the Gulf States. The leading saleable industry from the Middle East on social media will be companies that root their marketing in Social responsibilities due to the current changes and public demands. On the global front, the following industries will flourish enormously on social media: Education, Apparel, FMCGs and Entertainment

Let’s take the Banking industry as an example. It will change its image from Conservative to Liberal specifically on their spending outlooks. The change will also be on products and services, which would include the fall of the ‘Grand Pa Joe’ as a logo. If the CEO is a social media addict and smart to follow the trends then consider seeing pictures of more relatable logos on several funds. The Credit card market will witness astonishing growth in the Middle East, while the ecommerce industry will witness substantial growth. The regional Financial industry such as Investment Banking will suffer to capture the new generation of audience unless they follow the current trends and believe in Marketing

The cell phone users on Data packages will double in numbers and we will witness an enormous decline on landlines, but the question still remains: would the landline become extinct? All regional newspapers and magazine will head online and print copies will be at minimal, some might even just disappear with the wind. I might sound ‘off the wall’ to you right now, but reality will demonstrate what I just said, so catch the drift before it’s too late

Oh, one more thing, PayPal is now fully operational in Saudi. Our foresightedness will change the region and a new generation of proactive minds will lead our Brands to be consumed by global audience. I’m lovin’ it!

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