Tag: branding

  • Brand Re-engineering: From Global Brands to Local Markets

     

    This image captivated me greatly despite its simplicity, prompting me as an analyst to delve into its profound yet straightforward composition.

    It left known brands marked wherever they intervened with their messages, presence, and iconic imagery, transcending boundaries of race, language, and even religion.

    Such transcendence draws strength from the brand machinery, momentum, and sustained presence, endowing these products with a sophisticated mental image among the target audience.

    However, as these brands grew in presence and strength, even when their stakeholders believed they could control and dictate them, they faced backlash when these brands took stances that might anger their audiences. A clear example is the boycott campaigns due to some companies’ support for the Zionist occupation army in its massacres against the Palestinian people in Gaza. This boycott extended beyond Arabs or Muslims, reaching deep into the heart of these companies. We have heard of cases where some Google employees were dismissed due to their opposition to their company’s support for the Zionist occupation.

    This is evidence of the power of user engagement, whether as consumers or employees within the brand’s ecosystem.

    Returning to the image, which depicts a complex world not necessarily marked by discord but coexistence! The image is from a street in northern Tehran in the Islamic Republic of Iran in 2017, featuring an American Nike logo with an Iranian woman passing by wearing attire laden with religious connotations, expressing adherence to the values predominant in that country.

    This convergence, rather than divergence, doesn’t necessarily imply assimilation nor separation. For example, Nike decades ago launched a head covering for Muslim women swimmers due to an emerging market.

    This symbolic and cultural convergence may prompt brand re-engineering, leveraging product strengths to enhance and tailor them for specific local communities, potentially launching them globally as alternatives.

    Some African companies are initiating endeavors like launching their own athletic shoes for the African continent, such as Bathu shoes. Opportunities in the African market remain untapped, even by its own inhabitants!

    Therefore, I see the importance of convergence for intelligent utilization of reverse engineering. This approach diversifies options, enhances quality, and crafts local brands that can expand regionally and globally.

    “Fulla” was a brand that transcended geography with its character, dolls, products, and jingles but did not endure, among many examples.

    What we need are not just brands reflecting our identity but serving as pathways for coexistence, understanding, and convergence beyond geography, ethnicity, language, and even religious differences.

    As multinational corporations aim to replicate versions of their audience in every country to broaden, expand, and magnify their empires, local companies must carve out their identity and values while aligning with the power of quality and presence. This ensures competitive presence and logical market diversity, moving away from monochrome dominance due to the influence of large corporations.

    In the image, I see a challenge and opportunity:

    • Challenge: For these established companies to assert their presence with their values and messages, regardless of market locality, signifying respect for that uniqueness.
    • Opportunity: To initiate reverse engineering and innovation to introduce brands that compete with these well-known ones, offering fresh choices not only to local but potentially regional and global audiences as well.
  • Designing Brand Success.. The Trifecta of PCD, HCD, and MCD

    In today’s competitive market landscape, businesses are constantly seeking ways to stand out and create a distinctive presence.
    One approach gaining significant attention is the integration of Human-Centric Design (HCD), Product-Centric Design (PCD), and Market-Centric Design (MCD) into their brand strategy.
    This article explores the significance of each design approach and how they collectively contribute to achieving the 3A’s: Awareness, Adoption, and Advocacy. By delving into the principles of HCD, PCD, and MCD, businesses can enhance their brand visibility, drive customer engagement, and foster long-term loyalty and advocacy. Additionally, we’ll discuss the application of the ASEES methodology to ensure that brand strategies are structured, aligned, and sustainable.

    1. Product-Centric Design (PCD):

    PCD emphasizes developing products or services with a clear Unique Selling Proposition (USP) to differentiate them from competitors.

    PCD drives innovation by focusing on creating value-added features and benefits that resonate with target customers.

    2. Human-Centric Design (HCD):

    HCD prioritizes the needs and preferences of both internal stakeholders (employees) and external stakeholders (customers).

    Internally, HCD fosters a supportive work environment conducive to creativity, collaboration, and employee satisfaction.

    Externally, HCD aims to deliver exceptional customer experiences by understanding and addressing customer pain points and aspirations.

    For internal customers, who are the employees of the organization, the focus lies on two main points:

    2.1 Employee Engagement: This involves cultivating a work environment where employees feel valued, motivated, and committed to their work and the organization’s goals.

    2.2 Employee Development: This includes providing opportunities for training, skill development, career advancement, and personal growth to empower employees to effectively perform their roles and reach their full potential.

    3. Market-Centric Design (MCD):

    MCD encompasses marketing strategies and activities aimed at understanding and effectively engaging with the target market.

    It involves comprehensive market research, segmentation, targeting, and positioning to identify and capitalize on market opportunities.

    The goal of MCD is to create awareness of the brand and its offerings, drive adoption among target customers, and foster advocacy to build brand loyalty and advocacy.

    By integrating HCD, PCD, and MCD, businesses can achieve the 3A’s:

    A1. Awareness: By aligning products and marketing strategies with customer needs and market trends, businesses can raise awareness of their brand and offerings among target audiences.

    A2. Adoption: Through product innovation, effective marketing campaigns, and exceptional customer experiences, businesses can encourage the adoption of their products or services by target customers.

    A3. Advocacy: By consistently delivering value, engaging with customers, and fostering positive relationships, businesses can turn satisfied customers into loyal advocates who promote the brand and its offerings to others.

    In summary, the trilogy of HCD, PCD, and MCD, combined with the goal of creating Awareness, Adoption, and Advocacy, provides a comprehensive framework for businesses to thrive in today’s competitive market landscape. By focusing on customer-centricity, innovation, and effective marketing, businesses can enhance brand visibility, drive customer engagement, and build long-term loyalty and advocacy.

    To ensure all processes are structured and aligned with brand objectives, the ASEES methodology can be employed:

    1. Auditing and Assessment: Evaluate all touchpoints, both internal and external, to ensure the brand leverages its full potential.

    2. Strategy: Develop a roadmap based on the findings of the auditing and assessment process, outlining the organization’s strategic direction.

    3. Execution: Implement the strategy, paying close attention to detail and ensuring alignment with the overarching goals.

    4. Evaluation: Continuously assess performance and make necessary adjustments to ensure alignment with the strategy.

    5. Sustainability: Focus on both horizontal expansion and vertical innovation and uniqueness in products and services to ensure long-term brand sustainability.

    In conclusion, the integration of Human-Centric Design (HCD), Product-Centric Design (PCD), and Market-Centric Design (MCD) offers businesses a powerful framework for achieving a distinctive presence in today’s competitive market.

    By prioritizing the needs of both internal and external stakeholders, fostering innovation, and aligning marketing strategies with market insights, businesses can enhance brand visibility, drive customer engagement, and build lasting loyalty and advocacy. Through the application of the ASEES methodology, organizations can ensure that their brand strategies are structured, aligned, and sustainable, paving the way for continued success in the dynamic business landscape.

  • ورقة علمية محكمة بعنوان .. علامة تجارية لدعم الصمود: تشكيل الهوية العالمية لغزة من خلال السرد والتضامن والمناصرة

     

    ورقة علمية محكمة جديدة من ضمن سلسلة أبحاث #مختبر_دعم_صمود_غزة 

    حيث نشرت الورقة في (المجلة الدولية للعلوم الاجتماعية المتقدمة والمتعددة التخصصات( وصدرت في  2/9/ 2024

    الباحثان

    د محمد جاسم بوحجي

    مؤسس المشروع الدولي لاقتصاد الإلهام، (البحرين)

    مؤسس معهد الدراسات المتقدمة في الاقتصاد الاجتماعي (SIAS) (راوندا)

    م.جعفر حمزة

    استراتيجي العلامة التجارية، الرئيس التنفيذي لشركة BOXOBIA (البحرين)

     

    نبذة مختصرة

    تحدد هذه الورقة تقييما شاملاً لمدى القدرة على صناعة علامة غزة كعلامة تجارية عالمية التي زادت أهميتها من ضمن سياق نضالاتها التاريخية والمستمرة. مقدمة الورقة تسلط الضوء على الدور المهم الذي تلعبه غزة في لفت الانتباه العالمي إلى القضية الفلسطينية، وهو ما يُعزى إلى حجم الصعوبات التي يواجهها سكانها وتأثير وسائل التواصل الاجتماعي، والنشاط الشعبي العالمي، والتضامن الدولي. ويهدف الباحثين إلى مناقشة إمكانية بناء (وسم غزة) كوسيلة لإعادة نشر وتأكيد الحقوق الفلسطينية والهوية الثقافية والفرص الاقتصادية بين الاجيال، وكما تعقد الورقة أوجه التشابه مع وسم (المحرقة لليهود) (الهولوكوست) وكيف يمكن مقاربة ذلك لزيادة حشد الدعم العالمي.

    تدعو مراجعة الأدبيات في الورقة إلى الاستخدام الاستراتيجي للعلامة التجارية لتمييز وسم غزة، وتسليط الضوء على جوانبها الفريدة مثل الهوية الثقافية، والإمكانات الاقتصادية، والقدرة على الصمود وسط الشدائد. تستخدم الورقة منهجية التحليل السردي لفهم صمود غزة ومقاومتها، بالاعتماد على التقارير الإعلامية وروايات وسائل التواصل الاجتماعي بعد حرب 2023. ويهدف الباحثين من خلال هذا النهج إلى الكشف عن المواضيع التي يمكن أن تدعم استراتيجية العلامة التجارية التي تدعو إلى الصمود والمقاومة الفلسطينية.

    تختم الورقة بتوصية تأكد على ان العلامة التجارية العالمية لغزة يجب ان تشمل قدرتها الفريدة على الصمود، وأهميتها الثقافية والتاريخية، والمشاركة المجتمعية، والاحتياجات الإنسانية العاجلة، بهدف تعزيز التضامن والوعي العالميين. ويختتم البحث بإستراتيجيات للاستفادة من سمعة غزة، مع التركيز على رواية القصص والمناصرة والتنمية الاجتماعية والاقتصادية لتحويل الشدائد إلى مصدر قوة ووحدة. ويؤكد الباحثين إلى أهمية بذل جهد منسق الان لإيصال رواية غزة من خلال هذه العلامة الموحدة الى مستويات عالمية، بهدف دعم استمرار تغيير المفاهيم والتعرف على تطلعات سكان غزة إلى حين تحقيق السلام والعدالة (باذن الله).

    الكلمات المفتاحية: غزة، العلامة التجارية، السمعة، الصمود، المقاومة، صناعة القيمة، القضية الفلسطينية.

    وصلة الورقة البحثية:

  • Brand and Beyond with Fabian Geyrhalter

    Fabian Geyrhalter:

    Born in Vienna, Austria, Brand Strategist and Creative Director Fabian Geyrhalter is a prolific
    author and speaker on the subject of branding. He is the Founder and Principal of Los
    Angeles-based brand consultancy FINIEN, where he works hands-on with startups of any size
    and age on crafting strategic, verbal, and visual brand clarity. His client list includes Match,
    Honeywell, Randstad, Warner Brothers, and Goodwill.
    From his private, one-day Resonaid brand platform workshops to his Hitting The Mark podcast
    about the intersection of brand clarity and startup success, Geyrhalter is in a constant
    stimulation cycle. He is also a sought-after speaker who enjoys traveling the world to deliver
    keynotes in which he shares his actionable brand advice with entrepreneurs, business leaders,
    and marketers alike.
    He is a columnist for Forbes and his words appeared in the likes of Inc, The Los Angeles Times,
    The Washington Post, and Entrepreneur. Fabian Geyrhalter is a graduate of ArtCenter College
    of Design, a distinguished Global 100 mentor at the Founder Institute, and he has held adjunct
    professor positions at USC and ArtCenter.