The Disciplines Of Branding

 

The 5 disciplines of branding:

Differentiate

a.       What are you?

b.      What do you do?

c.       Why does it matter?

Collaborate: building a brand is a collaborative project

a.       The One-Stop Shop: contains the resources to develop and steward the brand

b.      The Brand Agency: hire the best firm to develop the brand

c.       Integrated marketing team: managed internally

Innovate: You know that an idea is innovative when its scares the hell out of everybody

Validate: bringing the audience into the creative process

a.       If your audience cant verbalize your concept, you’ve failed to communicate it

Cultivate

Brand Extensions:

-          Bad Brand Extensions: are those that chase short-term profits at the expense of long-term brand value

-          Good Brand Extensions: grow the value of a brand by reinforcing its focus

Dont Be A Follower

I was shocked yesterday when one of the “brand managers” of a local company in Jeddah asked me to develop a BTL Campaign for highlight the promotion/offer on a product without having a visual of the product highlighted. What kind of logic is this? This is why a lot of companies will not grow in the middle east. They make irrational decisions.

As a marketer you should always aim to find something in your company where you can boast and pride yourself about. Something that your competitors do not have. It is not enough to be ip better than you competitors. Your goal is to be the first. Its what Al Ries calls the law of leadership.

Finally, its better to be first than it is to be better because this way its much easier to get into the mind of you consumer. Being recognized for something very unique and distinct

Beiruty Terms

Ever since I was a kid in school I used to brag and pride myself about being a BEIRUTY. ( I Still do)

I feel that Lebanese coming from outside Beirut have had this jealousy from the people of Beirut.

To express my love for this beautiful city, I will share with you a couple of Beiruty terms that are fading away slowly as time goes by.

1.    Sameeek= Fish

2.    Jabeel = Mountains

3.    Sabouneh = knee

4.    Batta= leg muscle

5.    Goal = Football

6.    Coyboy = Jeans

7.    Biftaik w Batatah = Beef Stake & Fries

8.    3adees= Lentils

10. Titba22at =  Tekol

  
11. Titshabra2 = Drink

12. ba2ibshak= kiss you

13. To2borneh = i love you

14. Slatah = Salad

 15. Nashshaf ree2eh = Im thirsty

 16. Taramain = Stupid

  17. BittyFool = French Pastries

  18. Man2oufi so7tak = getting thin

  19. 5eh = take this

  20. Ji3aan = hungry

 21. te3seeli = nap

22. tsata7 = lay down ---> be flat heheheeh

23. mdabras= depressed

24. tare2 booz = very sad

I would like to thank a lot of friends who have helped me bring this together.

Words Don't Mean The Same

When a woman says about a man that he is intelligent, she basically means handsome. And when a man says about a woman that she is dumb he basically means attractive.

Multitasking ?

It’s a skill a lot of people pride themselves about. While others claim it in a job interview.

The truth is that these tasks that they have accomplished have been done incorrectly or with a lot of faults.
How can someone claim such a skill or talent when what he has accomplished is trash?
It’s a funny world we're living in. You know what; if you need to listen to music while walking, then don’t walk… and please don’t listen to music.

Annoying People

The most annoying people are those who give advice the most.
They will advise you about anything even on subjects they know nothing about.
I think they are people have not achieved anything in their life so they try to quench their taste in life by throwing it on you.

Brain-power & Weight

I recently read an article in Time magazine that explain how there is an inverse relation between a person's weight and brainpower.

A study was made on 150 overweight people. The study showed that those who lost weight saw improvement on their test scores. While the scores of those who did not lose weight at all saw no progress.
The explanation behind this study/theory is that obesity affects a number of metabolic pathways including those that keep brain cells nourished with oxygen and other nutrients.

Therefore we can say that a healthy weight is good for both body and mind.