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

The Social Media plug

Do you remember when you set up your first Hotmail account? Did you imagine then that it would become nearly impossible to do business without email? Social Networking has now stolen the spotlight, requiring us to closely examine the role it plays in brand recognition across the globe. Does it offer Brand Experience online? Yes

Let’s take a look at how this works. Of the hundreds of social media outlets competing for your attention, there are 3 that stand apart: Facebook, LinkedIn, and Twitter. Each can be used in different ways to communicate your message. Each of platform is a leader within their categories, how would you use them right is the question you should ask

  • Facebook (a Right-brainer Brand) is the matriarch of all social networking sites. It has evolved into a completely new category by incorporating Entertainment and Group applications to its platform. As a conversational tool, it can be used to promote events, provide news and information or interact with your client base – all of which can be focused on your Brand. Facebook is filled with closely-held personal information which makes it distinctly different from Twitter and LinkedIn. Privacy is the rule of thumb when seeking to captivate Facebook audiences with your messageFacebook operates the emotional driven category: Social entertainment! (applicable to sectors such as FMCG, Retail, lifestyle, Health etc.)

    Code: The Multiplicity Brand

  • LinkedIn (right in the center) is a pioneer in online Business Networking.  Create a profile and extend your reach to include 85 million networkers. Adding to the overwhelming popularity of its inter-network email and network-building functions, many users take advantage of opportunities to establish rapport with colleagues and clients through LinkedIn Groups and use LinkedIn Jobs to locate and recruit the best candidates. Because of constant innovation in response to demand, LinkedIn has maintained a stronghold on the category since it emerged. Most LinkedIn users in the region log on to check mail/In-Mail, who added them, group status and messages or update their profileIt operates the Business Professionals Category (an instant reaction, in and out, more functional)

    Code: Beneficiary Brand

  • Twitter (a Left-brainer Brand) addicts know it as a 24-hour link to the world.  Whether tweets are in the form of Breaking News headlines or casual personal commentaries, Twitter provides brief updates that often include live web links to in-depth information.  It is undoubtedly the vehicle of choice for creating top-of-mind presence. Frequent punch-line tweets are most likely to be re-tweeted, expanding your reach and establishing your brand as a preferential sourceThe Constant  Status category (loved by most PR firms, Banks, Capital houses, News Media organizations etc.)

    Code: The Reporter Brand

It is my sincere opinion that these platforms, which represent the new hub of online marketing, are so important that failing to employ them will hinder future Brand success. With social networking audiences expanding by the second, it is imperative that you cast aside the standard ad banners if you intend to take your Brand to the next level

Said Aghil Baaghil can be reached at www.askbaaghil.com

P.S. I’m a right brainer and I do spend a lot more time on Facebook than on any other Social Network

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