Strategy vs Tactics

One of my crucial findings in the Middle East with Marketing professionals and CEOs is the confusion between the overall Strategic approach vs Tactical approach when it comes to Marketing. The struggle of knowing when the two are used and the values they bring. Most witness regional level Tactical Marketing followed by Tactical Advertising in which most are calling it Strategy. You can’t ‘Build Brands’ on Tactical Marketing, this why most are treated as Commodities

In FMCG sector, the constant use of tactical drives the organization’s mindset championed by the CEO or even the board in most cases to think tactical and extend the portfolio to enormous amount of SKUs only to achieve tactical goals (Seasonal Sales as they are known) but not to build sustainable Brands. If you look at the Brand portfolios of most FMCG companies, you’ll find two things:

  • Brand out of focus, ruined by Advertising that keeps reminding the audience about the Brand
  • These Brands are treated like commodities. The single reason for audience engagement is ‘Price’. Advertising benefits when Brands are treated like commodities (Price-driven)

To build GREAT Brands you need the entire organization to be of one single mindset and that’s rarely the reality with Family-owned or managed businesses in the Middle East

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 27th July, 2014

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

Create Your Space logo cropped

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

Create Your Space logo cropped

%d bloggers like this: