tag:blogger.com,1999:blog-91936491035621123362024-02-08T12:28:27.859-08:00The Brand ManifestoThe Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.comBlogger18125tag:blogger.com,1999:blog-9193649103562112336.post-79698057324718465612015-10-28T03:41:00.001-07:002015-10-28T03:41:25.731-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
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<b><span style="color: #404040; font-family: "Arial","sans-serif"; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: x-large;"></span></span></b> </div>
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<b><span style="color: #404040; font-family: "Arial","sans-serif"; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: x-large;">What is left of Advertising?</span></span></b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p></o:p></span></div>
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<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<i><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">“There will be fat years,
and there will be lean years, but it is going to rain.” - </span></i><b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 9pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Don Draper</span></b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 9pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"> – Mad Men, Season
three, Out of Town</span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p></o:p></span><br />
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<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: large;"></span></span></b> </div>
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<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: large;">What Is Happening To Advertising?<o:p></o:p></span></span></b></div>
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<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Ever since we entered the advertising world we have witnessed multiple waves
of change and challenges, but somehow, this industry has managed to preserve
its economic and social purpose. <span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Advertising as a function has probably started with the early human
societies, but it has only taken a formal description and a clear role as a
profession during the last century. Since then, advertising was affected by different
trends and movements yet it has evolved and adapted to different situations and
innovations till the present time. <o:p></o:p></span></div>
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<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">This is not meant to be a historical overview of advertising, but based on
personal experience and some examples; change and challenges never seem to be the
end of the line for advertising but just the sign and the trigger of a new era
that brings a new approach and fresh thinking. <span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">In the 1980s and 1990s it was the expansion era for the multinationals
that has gradually brought all the global advertising brand names to almost
every market. That was a huge phase of change but the end result was a significant
development of the industry in terms of tools, systems, knowhow, and exposure. <o:p></o:p></span></div>
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<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The arrival of the Media Buying Units (MBUs) at the dawn of 21<sup><span style="font-size: x-small;">st</span></sup>
century brought another painful transformation for the ad agencies as it took
from them their main source of income to put it under specialized “partner companies”.<o:p></o:p></span></div>
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<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Around 2005, we knew another wave of specialized companies that took
another bite from the traditional advertising pie. We meant the branding
companies, design houses and other specialized brand consultancies. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">These are not the only events that influenced advertising over the past 25
years. The industry was always affected by all the economic, social and
political events globally and on a regional level.<span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The latest wave of change was triggered by the global and massive
development of digital communication in its various forms (online, social &
mobile). This trend has led to the creation of a new breed of specialized communication
services and agencies. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">However, this is going to be just another phase of the brand communication
saga. New services and technologies will keep arriving and will reorganize the
relationship between brand owners and communication specialists. New
innovations will always create new services and new types of communication
agencies and at the same time, it will make some older services less needed. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The continuous development and democratization of digital tools will
eventually offer advertisers more control over their communication activities
and budgets. <o:p></o:p></span></div>
<br />
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<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p></o:p></span> </div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: large;">What Is Lost Of Advertising?<o:p></o:p></span></span></b></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">With every wave, the advertising industry has lost important elements and
gained some other assets; but above all it has proven that it has plenty of new
tricks up its sleeve.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Over the years advertising has lost important sources of income whether by
relinquishing certain services to specialized companies or by losing the old comfortable
compensation models and adopting more competitive and tight formula. <span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Besides the financial question, advertising has lost a lot of its initial “mystique”
and influence over clients and brands partly because of the creation of a
plethora of consulting services often overlapping with the advertising expertise.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">At the same level, advertising as a profession, has also lost much of its
“cool factor” that for many decades has attracted the best talent to the
industry – and sometimes the worst elements. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">A lot of valuable assets were lost over the past three decades mainly
because the industry does not have a coherent strategy in place to confront consecutive
movements that threaten its existence. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: large;">What Is Left Of Advertising?<o:p></o:p></span></span></b><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">At this stage of the game, it's going to be, once more, up to the advertising
and communication players to sort out what are the most viable options and
mainly what makes them most valuable in the eyes of their clients and partners.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The various waves of change have deeply transformed how advertising and
communication services are created and delivered but it did not affect the core
role of this industry and its main contribution to the business community and
to the economy and society at large. Technology and delivery channels will keep
changing but the “core role” of communication continues to be relevant and in-demand.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">If we take out all the tools, the techniques and the vehicles of
communication that are subject to change, what practically will be left of the
advertising business? <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">What is left is the talent and expertise in generating ideas and
delivering them in compelling and attractive ways regardless of the production
technique or the media channel that will be used.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Once we redefine the role of advertising as “the business of generating
communication ideas” we will see threats and opportunities in a totally different
light and we will be much more confident and enthusiastic about the future of
the industry.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Technology, systems, and media channels with keep changing; but at the
same time, Ideas will remain necessary for business and for the development of brands.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Ideas can move people, push sales, drive markets, and change the whole economy.
<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Ideas can build brands, connect consumers</span><span style="font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">,<span style="color: #404040; mso-themecolor: text1; mso-themetint: 191;"> and transcend cultures
to create a shared understanding and a better way of life at a global level.<o:p></o:p></span></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">As long as Advertising will be able to generate unique and compelling
ideas it will be able to defy time and change to stay relevant for today and
tomorrow.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></b></div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span lang="FR" style="color: #404040; font-family: "Arial","sans-serif"; mso-ansi-language: FR; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Jean-Claude Saade </span></b></div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span lang="FR" style="color: #404040; font-family: "Arial","sans-serif"; mso-ansi-language: FR; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"></span></b> </div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span lang="FR" style="color: #404040; font-family: "Arial","sans-serif"; mso-ansi-language: FR; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"></span></b> </div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span lang="FR" style="color: #404040; font-family: "Arial","sans-serif"; mso-ansi-language: FR; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"></span></b> </div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span lang="FR" style="color: #404040; font-family: "Arial","sans-serif"; mso-ansi-language: FR; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p></o:p></span></b> </div>
</div>
The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-59832038228225187802015-06-22T01:45:00.000-07:002015-06-22T01:47:16.069-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div align="center" class="MsoNormal" style="margin: 0in 0in 8pt; text-align: center;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 16pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: x-large;">Banking on the Brand<o:p></o:p></span></span></b></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<div align="center" class="MsoNormal" style="margin: 0in 0in 8pt; text-align: center;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">"Shining
a light creates shadows” ― Michael Lewis, Flash Boys<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The banking sector in the region is developing and facing multiple
challenges and many opportunities at the same time. From growing customers’
expectations to the macroeconomic and technological context, change is
affecting everything. Yet, the safest bet for banks remains unchanged and it is
to build their brands. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Banking on the Brand</span></b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"> is a strategic decision that can be implemented by
addressing 4 key areas that will need the organization’s continuous attention
and dedication: <o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Renewal, <o:p></o:p></span><br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Reputation, <o:p></o:p></span><br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Relationship, and
<o:p></o:p></span><br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Results<span style="mso-spacerun: yes;"> </span><o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"></span></b> </div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Renewal</span></b></div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Facing constant change, banks need to put Renewal at the heart of their
strategy and practice as this is the only way to keep up with changing markets
and changing moods. In other terms, Renewal means a continuous drive to keep up
with the latest trends to always offer better solutions. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Renewal strategy does not only cover innovation in products and
services but also a genuine renewal in the culture and attitude of the organization
and its personnel. To mark major Renewal efforts, a refreshed identity or
eventually a branding exercise can be considered only when necessary and
required.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Renewal efforts undertaken by banking institutions will lead to a
systematic adoption of new technologies and tools and a continuous adaptation and
improvement of products and services to match social and technological
advancement. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Currently, banks are heavily focused on the digitization of their channels
to improve efficiencies and customer satisfaction. From this perspective, Renewal
needs a considerable investment in hardware, software and especially in people
with the right profile and mindset who can embrace innovation and improve the brand
image and competitive advantage.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">From their side, customers expect their bank to adopt the latest
technology and offer secure and easy to use services; but will be disappointed
when faced with halfhearted innovations and low-grade products. For instance,
when a bank is not ready yet to integrate a certain technology in its services
it is better to wait and come up with a solid solution rather than offering
inferior services that can bring more damage than satisfaction. If the bank is
not ready to offer NFC (near field communication) enabled SIM cards, offering
an NFC patch or sticker might look odd compared to the competition. <span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">When it comes to the technology aspect of the Renewal strategy we have to
admit that some markets are ahead of others in adopting and implementing the
latest technologies in banking. Therefore, what is the “latest incredible innovation”
in a certain market is a several years old service in another market in the
same region. Some humility and respect to the customer mind will pay off in
these situations.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Moreover, market segmentations and diversification of products and
services to better address the needs of specific customer groups will also fall
under the brand Renewal strategy. Different customer groups will appreciate
different services and banking channels.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The brand Renewal and innovation effort is an ongoing battle for
excellence and higher customer satisfaction in the banking sector. This is also
an area of great opportunity for the most visionary brands to excel and
differentiate themselves from the competition to further build their image and
reputation. <o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span><br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p></o:p></span><br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Reputation</span></b></div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Reputation has always been a key competitive advantage in the banking
sector. Nowadays, it is taking a different and more complex dimension; in other
words, Reputation is the spirit of the brand. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Like brand value, Reputation in the digital and social media world is far
from being controlled by the brand owners. Reputation is owned by the market
and subject to change positively or negatively with every marketing activity,
transaction and interaction with the bank. Reputation can also be affected by public
mood, nurtured by some media and opinion leaders who sometimes disagree with the
growing influence and wealth of the banks.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Reputation is heavily affected by the bank’s communication campaigns and
re-branding efforts. Therefore, any communication activity should be well
planned and strategically aligned. For the same reason, any branding or re-branding
of the bank should have a solid base. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></b></div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Relationship<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Satisfying customers and retaining their loyalty for a long period of time
is a real challenge for banks in the current context. Customers are becoming more
open for exploration and change in all categories including banking; and the saying
that customers do not change banks is becoming just a myth.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Customers are more informed, demanding and especially sensitive to the
idea of being under-serviced by some corporations and brands. Therefore,
building a true relationship with the customers of today is a demanding task
that would involve the full package of brand touch points. From the brand
values and commitments to the daily interactions with employee and digital
services, the Relationship with the bank is being built and tested every single
minute.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Building a solid and lasting Relationship should not be any more just a
personal initiative from the employees or branch managers; it has to be an
intrinsic part of the brand strategy and the operational guidelines of the
bank.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">A true personal experience can demonstrate how easy it is to damage long customer
Relationships. I have an account with an international bank that is much known
across the region and I have been their customer for more than 15 years with a good
satisfaction level in general. Last summer, my wife’s purse was stolen and we
immediately tried to stop the credit cards including the one from the bank in
question. With local banks, the process was smooth and quick, but contacting
the call center of the international bank in question was a complicated and
frustrating process that took more than an hour. By that time, the thief
managed to use the credit card at a big name showroom (apparently he has a
taste for expensive smartphones...) When we contacted the bank to file a claim,
the bank refused to take any responsibility. You can imagine the level of
disappointment with this particular bank and the learning that we can draw from
this true story. Building a Relationship is a serious endeavor that covers all
the points of interaction with customers and around the hour. Even if that bank
had the best online banking in town and a top notch personal service, their useless
and retarded call center made them loose the Relationship battle.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Building a strong Relationship with customers also relies heavily on the
physical presence of the bank through its network of branches, ATM machines and
eventually kiosks in malls and other selected locations. This is a serious
investment. It is true that digital services are reducing the need for direct interaction
with the bank, but presence and proximity to customers continue to be an important
factor in building and maintaining the Relationship.<o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span><br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p></o:p></span><br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 12pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Results<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Customers (both individual and corporate), and all other stakeholders
expect and demand Results. Therefore, in a well-managed banking organization
all the previously mentioned strategic areas should work in sync to deliver
Results. <o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Results are not limited to income and benefits. Stability, continuity,
security and satisfaction delivered to all stakeholders are important Results.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">We can mention two quick examples to elaborate on the Results strategy
from banking perspective: one tangible and the other intangible. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">A bank that consistently offers lower interest rates to saving accounts
compared to other banks of the same size and stature is a bank that is low on
Results in the eyes of customers even if it is delivering better Results for
shareholders.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">A bank that has low levels of customer satisfaction will be scoring low
when it comes to Results considering the cost of losing customers and
attracting new ones instead of having a smooth and steady relationship for a
long time.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">As mentioned in the beginning, the challenges of the banking
sector are many, but the best marketing advice that could be given is to <b>bank
on the brand. <o:p></o:p></b></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The above mentioned 4 strategic areas will need ongoing improvement and
evaluation in order to build a solid and attractive banking brand that can
create value to all stakeholders and stand in the face of fast change and fierce
competition. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">In the online and social media time, banking services would need to become
much more easy to use, probably as simple as using any application but with a
security fit for the digital age. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Let the best banking brands shine.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span lang="FR" style="color: #404040; font-family: "Arial","sans-serif"; mso-ansi-language: FR; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Jean-Claude Saade</span></b></div>
</div>
The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-43361258084622641192013-11-24T21:39:00.000-08:002013-11-24T21:39:53.496-08:00<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<br />
<div align="center" class="MsoNormal" style="margin: 0in 0in 8pt; text-align: center;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 16pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: x-large;">Nextvertising<o:p></o:p></span></span></b></div>
<br />
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<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<i><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Advertising is changing and this time change is going beyond the tools and
channels to the concept itself. With the kind of information available to
consumers and their growing control over media and information consumption, is
the advertising concept still believable? – What’s Next?<o:p></o:p></span></i><br />
<br />
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<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">New Names for an Old Concept<o:p></o:p></span></b><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Advertising agencies have been experimenting and diversifying into new
disciplines and services for the past two decades. Digital, integrated, one-stop-shop,
specialized agencies, local, glocal, social, traditional media, new media,
media-neutral, and all the other names that have been used by an industry that
kept changing skins instead of changing mentality.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Behind those different names and services, advertising is still keeping its
old concept of using other people’s money to tell other people’s stories to a
target audience that was always a mystery in order to achieve vague objectives and
results that are rarely measured.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Growing Distrust<o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">After the shameful role of “big-corporate” in the last global economic
crisis and the growing availability of information and interaction provided by
the internet, consumers are nurturing a growing distrust in big corporations
and institutions. The individual consumer is gaining back her/his right for
expression and action and voting every minute online and offline to support
certain brands and to put down distrustful organizations and business models.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The old advertising concept based on designing and pushing promotional messages
on people is being questioned with a growing pessimism and distrust. Beyond its
entertaining aspect, the big award ceremonies, and the self-proclaimed gurus
remains the naked truth: Advertising is a paid service destined to embellish
the image of a company and a brand and to send a commercial message in a
compelling and convincing way to the target customers inviting them to do business
with that particular brand.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">In a very similar situation, media is blurring the borders with political
activism and in many cases it is being paid directly and indirectly to push the
message of one group, one party and one ideology; therefore, it has lost its
impartiality and the trust of the public.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">At the same time, people are having continuous online and mobile access to
huge amounts of data and will be able to search and share information and
opinions about any brand or product. Bearing in mind that the online world is
not immune to aggressive business strategies using traffic and data collection.
<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">What is Next?<o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">As far as brands are concerned, the second name of the internet age is “Truth”.
Transparency is not an option anymore for brands and businesses; it is a must
and a necessary condition. Any lack of transparency might have serious
repercussions on the brand relationship with consumers.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">A free and transparent flow of information between brands and consumers
that is mostly done through the internet is quickly replacing the need for
one-way brand communication. This will accelerate the need and the search for
the Next form of advertising.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">How “Nextvertising” would look like?<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">1 – Don’t Fear The Future, Create It</span></b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">.<o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">If advertising is bringing real added value to the business table, it will
always find new and better ways to deliver this value. To cope with the changing
times, advertising should go back to the roots and reinvent its role. Advertising
is not about writing copy, designing ads, servicing clients, creating websites,
and mobile applications. Advertising is about connecting consumers with brands
that have better solutions for their problems. People who are fit to be in the “idea
business” should be able to reinvent this role and keep it relevant. <o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">2 – From Telling the Story to Living the Story. <o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Let us be realistic, less and less people believe the stories that
companies and businesses keep telling. It is not about the budget, the media
choices, how big is the client company or how creative is the agency. Today’s consumers
believe in brand experiences nothing else. In the Next era of advertising brands
are going to be the message, and shared experiences are the reasons-to-believe.
It is not anymore about storytelling it is about life testimony. Budgets can be
shifted from creating a story to covering a real experience and brand contribution
in a compelling and positive way. Being a good and caring brand goes beyond
merely keep saying that through communication. It requires an authentic and
positive experience delivered and shared in a transparent way. It is not the “brand
promise” anymore; it is the “brand delivery” and “clear” is the new “clever”.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">3 – Ideas before Ratios.</span></b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"> <o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Accountants can manage agencies and run them by ratios to the satisfaction
of the big holding groups, but real Advertising lives and dies by ideas.
Vision, creativity, innovation, and problem solving are the materials for
building solid bridges between brands and consumers. Good management systems
are always needed to create the best conditions for ideas to come to life and
to grow for the utmost benefit of brands and businesses.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">4 – Measure More To Manage Better.<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">For many years, advertising decision were mostly based on instinct, personal
taste, and relationships with limited reliance on measurement and scientific
evaluation to guide the process. The big multinational brands have always been
known for their heavy usage of research, but the rest of the market was
shooting in the dark most of the time. Advertising is an important part in a
big professional business chain, and has to deliver on clear marketing
objectives. Understanding the brands relationship with consumers/customers on
an ongoing basis is necessary for advertising to deliver. Advertising can work
on these relationships to offer more choices and recommend better solutions
without any conflict with the client’s objectives and interests. <o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">5 – To Be An Industry, Behave Like One</span></b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">.<o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">In the next advertising phase, it will be good to have dynamic industry
bodies that can have an active role in regulating and developing the business. Possibly
multiple professional organizations that can add value and improve standards in
various areas; people can gather by interest, by profession, by cause, and work
together to improve and advance the whole business.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">As a final word, we believe that this wave of change could be a real advancement
opportunity for advertising and its role in business and the economy if we know
how to deal with it. One more thing, we hope that ideas and professionalism will
finally overcome the circus.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><strong>Jean-Claude Saade</strong> (</span><a href="mailto:jc.saade@manifestoconsulting.com"><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191; text-decoration: none; text-underline: none;">jc.saade@manifestoconsulting.com</span></a><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">)<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
</div>
The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-74707715189207729682013-10-12T20:05:00.000-07:002013-10-12T20:05:01.882-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div align="center" class="MsoNormal" style="margin: 0in 0in 8pt; text-align: center;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 16pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: x-large;">3Cs for Lebanese Communication</span></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><div align="center" class="MsoNormal" style="margin: 0in 0in 8pt; text-align: center;">
<br /></div>
<br />
<o:p><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">(First Published in <strong>ArabAd</strong> magazine - October 2013)<o:p></o:p></span><br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: black; font-family: Times New Roman;">
</span></div>
</o:p><div class="MsoNormal" style="margin: 0in 0in 8pt;">
</div>
</span><div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">“A nation's culture resides in the hearts and in the soul of its people.” </span></div>
<div class="MsoNormal" style="margin: 0in 0in 8pt; text-align: right;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">
<em>Mahatma Gandhi<o:p></o:p></em></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Lebanon and Communication<o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">A lot said and written about the Lebanese Miracle and the imaginary bird
that rises from its ashes. We have not left any birds except those in
supermarkets and the only miracle is that we still have an imaginary country
and a passport for those who wish to return for retirement. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Why? – We can give you at least 128 reasons and more but this is not the intention
today.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Lebanon and Advertising have a perfect fit made in heaven. If we want to define
communication and advertising as using ideas and language to promote and facilitate
business and trade, we can trace this practice back to the invention of the
Alphabet by the Phoenicians in order to communicate with other peoples and to promote
their business and trading activities. Do you think this stretched too much? –
No. This is just being Lebanese.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">In the modern times, Lebanon and communication had again a very strong fit
that manifested in so many ways. We can also use branding and communication
terms to give our diagnosis for Lebanon’s ongoing dilemma. It is a brand with “confused
identity” and lack of “unifying purpose” and “rallying promise”. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Ingredients of Success<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The current overall situation in Lebanon is affecting every single aspect
of life and in particular an industry that relies heavily on a healthy economy and
stability.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Let us try to forget for a moment the famous cliché about how we invented
advertising in the Middle East and how we use to rule it and try to understand the
real market situation in Lebanon and how can we still develop and boost the
communication industry in the country. Is the Lebanese success in communication
related to an era that is gone or to a number of necessary conditions that can
bring this success again to life?<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">We have to admit first that the “Lebanese personality type” has a special talent
for communication of all sorts and this is a real piece of Lebanon in every one
of us. However, this is not enough to have a healthy and successful industry
that can grow and compete.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The proof of the above is the phenomenal success of other cities and
countries in the region that managed to gather the right recipe and the right ingredients
to create a very successful communication industry at a world-class level.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Let us explore these “ingredients” with the hope that we can use them to “reconstitute”
our success in advertising and communication, a success that will last and grow
in Lebanon and beyond.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The 3 Cs: Culture, Context & Creativity<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">If we examine the ingredients of success, we will discover 3 main areas
that we need to focus on and we are going to call them <b>the 3Cs</b>.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">#1 – Culture<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">A good advertising and communication industry needs a good culture, a
culture rich with ideas and storytelling.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Culture is about the shared language and understanding that makes
communication so easy and interesting.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Culture is about the values and the fights that rally groups of people if
not the whole nation around certain ideas.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Culture means good education, better universities and more specializations
related to advertising and communication. It means new specializations every
day to be up to date with global development and to be ahead of the market so our
story will be more interesting and attractive.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Culture is about instilling the spirit of entrepreneurship in the new
generations so early in life they can learn to start a small business, such as creating
a mobile application that can make them millionaires at 14.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Culture is the rich “national cloud” of ideas, stories, jokes, songs and
slang expressions that connect people and make them smile and take action.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Culture is freedom to think and to express ideas through all media of all
types: traditional, new and social.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Culture is watching much less of the poisonous local news and see
international channels to learn and discover.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">#2 – Context<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Context is a healthy economy that can attract, generate and pump a good
flow of capital and resources in the country’s system. The communication industry’s
role is to be a catalyst for business. For this industry to grow, it needs
other industries to keep creating and selling new products and services.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Context is infrastructure, good roads, good telecom services, excellent
internet that connects people and companies inside and outside the country.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Context is favorable legislations to encourage business and favor an easy
establishment of new companies and startups.<o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Context is Free Zones, business incubators and all the widely tested and
proved formulas that encourage individual and institutional investors to put
their faith and money in new projects in Lebanon.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Context means security, political stability and visibility for business to
start, grow and develop.<o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Context means excellent foreign relations for Lebanon, starting with the
all the Arab countries.</span><br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p></o:p></span><br />
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"></span></b><br />
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">#3 – Creativity<o:p></o:p></span></b><br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Creativity is ideas. Ideas that make or break businesses, brands,
countries and political parties.<o:p></o:p></span><br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Creativity is talent. First grade talent nothing less.<o:p></o:p></span><br />
<br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Creativity is expression without fear from any form of oppression.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Creativity is motivation. Motivation to change, to come up with new ideas,
new services and products that can change the world.<o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Creativity is innovation that gives us an advantage over the competition.
Whoever was this competition.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Creativity is about knowing ourselves, our country, our strong assets and
our limitations and how we are going to change the world. <span style="mso-spacerun: yes;"> </span><span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Way Forward<o:p></o:p></span></b><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The list can go on and on; but if we want to change and regain the shine
of the Lebanese communication industry, everyone can start in her and his area
and the collective effort will eventually cover all 3Cs and take us forward.<o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">By the way, the Lebanese communication industry can also lose few Cs for a
better future and better business.<o:p></o:p></span><br />
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"></span></b><br />
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"></span></b><br />
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The 4<sup><span style="font-size: x-small;">th</span></sup> C<o:p></o:p></span></b><br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The 4<sup><span style="font-size: x-small;">th</span></sup> C is a small <b>C</b>edar tree, a virtual one that is
in the heart and soul of every Lebanese, in Lebanon and outside. This is the
“country” that is inside every one of us, and that we take with us everywhere
we go. This is not about poetry, but about a solid reality built by all the
Lebanese success stories around the world and in every industry. This is the
very “Lebaneseness” that make us so good in communication, in creativity, in
business, in arts, in culture, in survival, and in so many other things. The same
Lebaneseness that can succeed everywhere except in building a real country in
our homeland.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"></span> </div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Jean-Claude Saade (</span><a href="mailto:jc.saade@manifestoconsulting.com"><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191; text-decoration: none; text-underline: none;">jc.saade@manifestoconsulting.com</span></a><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">)</span></div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"></span> </div>
</div>
The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-73863210835536983222013-09-12T00:18:00.000-07:002013-09-12T00:18:22.543-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<h2 class="MsoNormal" style="margin: 0in 0in 8pt; text-align: left;">
<span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 16pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: large;">Branding in the Digital and Social Media Age<o:p></o:p></span></span></h2>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">“It is not slickness, polish, uniqueness, or cleverness that makes a brand
a brand. It is Truth.” ― Harry Beckwith<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span><i><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Abstract: Every era brings a new set of challenges and opportunities. The
current explosion of the digital space and social media has deeply affected the
marketing scene and how brands are behaving. We wonder whether the core
principles of branding have also changed.<o:p></o:p></span></i></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Branding and the Digital Age</span></b></div>
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p></o:p></span></b><br />
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Branding, which is the art and science of building and managing brands to
deliver more value for businesses and consumers is “in theory” media-neutral.
However, the “how” we connects and interact with people and brands is
practically defining many aspects of who we are and where our society is
heading.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Strong brands are built on a foundation of meaningful brand strategy and
distinguished identity systems that makes them attractive and unique to certain
groups of people. Whether the interaction with customers is happening in the
physical world or online, through one channel or many channels, the core
principles of branding are not supposed to change. However, the manifestation
of the brand and its connection with consumers have taken a totally new
dimension in the digital age.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Suddenly it is the 1990’s again when every brand wanted a website. Now
every brand is looking to have a presence on all the main social media networks
and to have a smartphone application. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">This is adding many layers of complexity to the brand communication
system, but also creating new markets and adding new opportunities for brands to
interact and connect with consumers and online communities. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">With the new horizons that Digital and Social are opening for brands and businesses
comes a clear challenge for these brands to be up-to-date, attractive,
interesting, and consistent in all their online and social networks interaction
with their target groups.<o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Control Shift<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">In the traditional communication world, brands and their advertising
agencies controlled the communication process and TV had the central and most
influential role in building brands and forming public opinion about various topics
through the delivery of news, entertainment and advertising. <o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The theoretical distinction between the interests of advertisers and media
was probably a myth – the same applies to the demarcation between politics and
media where interference presents serious damage to the concept of democracy
and free public opinion. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">One of the main characteristics of the present online times is the shift
in control from companies to the consumers and users. Brands and businesses do
not control what they want to communicate about themselves anymore. Instead of
the tightly controlled one-way and single-channel communication activities
through traditional media, brands are now in continuous contact with consumers
through a growing number of touch points and channels around-the-clock.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Moreover, it is not the brand that decide the time and channel of
communication anymore; consumers are now taking more control and the initiative
in searching for information and looking up brands online and offline. Besides the
information aspect, consumers are having powerful means for sharing and forming
opinions and experiences about brands in social media and across the online and
digital space.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Way Ahead<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">With the continuous development of technology and broadband, the digital
world will continue to gain in importance and influence as the main source of
information and interaction where brands have to exist and interact with their
customers and consumers.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The near future will add another layer of complexity to the equation where
the “Mobility” factor will be in sync with digital and online. More people are
accessing the internet through their mobile devices and very soon, cars and all
other mobility vehicle will be continuously connected to the digital world. People
will be connecting their smartphones to smart systems in their cars that will
put them “online” all the time with all the possibilities that will be added
for social and work activities. To complete the picture, we need to add the
“mobility” factor to the equation. Therefore, the future is going to be
Digital, Mobile and Connected.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Businesses and companies will have very little control over their
communication with customers, but will have to enter the game of
digital-mobile-connectivity according to new rules that are based on more
transparency and truth. Here branding will have to adapt and evolve to the dynamics
of the new digital world. The schizophrenic approach between what brands use to
put in their Vision and Mission statements and what they do in reality will
have to end – This applies to all sorts of brands, commercial, artistic and political
as well. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Brands are using a considerable part of their communication budgets to
create an online and digital presence; but this will not necessarily secure for
them online and digital success.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">People and brands are spending more time online and on social media networks,
which is expected to become the norm for an important number of people and for
a whole new generation.<o:p></o:p></span></div>
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></b><br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Brand Truth<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">In the new world, all brand activities have to be true to the brand 24/7
as consumers are continuously checking the brand and its activities. In this
context, the best advertising for any brand is its true self. <o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The more touch-points we have, the more consistency, transparency and truth
are needed from brands – this is the only golden rule. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Since “branding” has always been a very human concept, the answers to
branding questions for the present times can be always found in very basic
human behavior. The best strategy not to be caught lying, is to always say the
truth.<o:p></o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span><br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Branding 3.0<o:p></o:p></span></b></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Branding that flourished in the physical world of design and communication
will discover unlimited opportunities to connect and build brands and communities
online. Like advertising and other brand services, branding has to adapt to the
digital world and embrace the great opportunities that are made possible.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">In the Digital Age and Social Media reign, the role of branding is
becoming even more important. Facing the proliferation of media and the fragmentation
of the connection channels, brands will have an increasing need to have a very
clear and differentiated strategy and identity to stand out and appeal to their
various target audiences.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">This clear and differentiated identity will be delivered by both the strategic
and creative sides of branding. One clearly defined and expressed brand “Truth”
will be able to create a stronger and more enchanting connection with customers
and consumers across different media and social networks.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Strategic branding is not going out fashion in the digital world; on the
contrary, it is becoming more important and needed to cut through the noise and
the over-communication in the market place.<b><o:p></o:p></b></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">One more time, technological advances and market dynamics are working for
the benefit of the consumer by forcing brands to be more transparent and genuinely
good in order to be allowed to enter people’s life and their social
environment.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">This new and enhanced Branding will have a new set of rules to better
deliver in the digital age. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The 7 rules of branding in the digital age<o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">1 – Brands should be always ready to connect online and offline 24/7. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">2 – Brand experience is the final judgment for brands – brands will always
be as good as their last delivery on brand experience. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">3 – Online, “Free” is not enough; you have to be “Interesting enough”. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">4 – Unless you are already a mega brand, do not expect mega success
online. For good brands, it will eventually happen.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">5 – Online is Ongoing – brands need a very high energy level to cope and
deliver 24/7. If you are not ready or do not have enough content and resources,
better to be very selective.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">6 – Always innovate, but always stay relevant to the brand core promise –
It is possible. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">7 – Brand identity and manifestations have to work equally good online and
offline.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">A brand that is always consistent, always delivering on its promises, and
always true to itself and to its customers and consumers will be recognized and
praised online and offline. This is a basic expectation from big brands, now it
is only more urgent and necessary for their success and survival. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The core principles of brand building remain the same, but branding
manifestation and applications have to adopt more transparent and innovative
ways partly because of the huge development of the digital realm and social
media.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">It is true that the past few years have brought a lot new elements to the
branding and communication marathon. However, we would like to remind brands
and businesses that social media might have invented a very sophisticated
running shoe, but it has not invented running.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Jean-Claude Saade (</span><a href="mailto:jc.saade@manifestoconsulting.com"><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191; text-decoration: none; text-underline: none;">jc.saade@manifestoconsulting.com</span></a><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">)<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><i><span style="font-family: "Arial","sans-serif"; font-size: 8pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">manifesto</span></i></b><i><span style="font-family: "Arial","sans-serif"; font-size: 8pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"> is a consulting firm specialized in brand
strategy, innovation and communication.</span></i></div>
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<i><span style="font-family: "Arial","sans-serif"; font-size: 8pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"></span></i> </div>
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<i><span style="font-family: "Arial","sans-serif"; font-size: 8pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"><o:p></o:p></span></i> </div>
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The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-28501915136844598232013-08-20T01:43:00.003-07:002013-08-20T01:43:49.393-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt; text-align: center;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 16pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><span style="font-size: x-large;">The Future of TV<o:p></o:p></span></span></b></div>
<br />
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<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">“You’ve gotta move forward … as soon as you can figure out what that
means.”<span style="mso-spacerun: yes;"> </span></span><span style="color: #404040; font-family: "Arial","sans-serif"; font-size: 8pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Don Draper in <b>Mad Men</b>, Season 2, Six Month Leave<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<i><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Abstract: TV is a very important medium in our life and the TV industry
has been always changing and adopting new ways and technologies. This time, the
change is big and will take the “TV product” that TV stations and media
companies are offering to a different level. This might be alarming for some
people, but we believe it will lead to more control and better experiences for
consumers. It also can be great news for the prepared brands.<o:p></o:p></span></i></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p></o:p></span><br /></div>
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Like Everything Else, TV Is Changing<o:p></o:p></span></b><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">New trends and technologies are changing the way we live, interact and
consume everything including TV programs, news and content. If the television
set has given its name to a whole industry of content producers, media houses
and broadcasters with all the companies and jobs that revolve around them; the same
TV set is not going to remain our main tool for news, movies and entertainment watching.
<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Moreover, consumers’ relationship with TV watching is also changing.
Technology innovations are actually going in the right direction, as we see it
at least, and giving consumers more and more control over their content consumption
as well as their relationship with their preferred programs and stations. The
more technology will develop, the faster the current TV model will evolve to give
place to a more personalized TV experience.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Things are bound to change; either by throwing all these elements in the
“market pot” and wait for a new balance to come out; or by actively
contributing to creating the future of the TV business with one clear objective
in mind: to offer customers a better experience – Money and success usually should
follow.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">TV Media Business<o:p></o:p></span></b><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">This curve jumping change is also going to change the nature of the TV ad
business. The products and the tools of the TV media sales will not be the
same.<o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 0.5in; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The “holy grid” of TV stations is eventually
going to disappear.<o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"></span><br /></div>
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Linear TV model for All where the
stations and the network control the delivery is going to shift into a more
personal and flexible TV experience that is more controlled by the viewer.<o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The new TV experience will go outside
the current home viewing setting thanks to the growing coverage of Wi-Fi and
mobile internet. <o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Telecom companies will be in a position
to provide the backbone and delivery networks for TV services and will be able
to claim a bigger cut of the market. <o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Global brands like Google and Apple
might come up with complete ecosystems for their TV experience that can bypass
many players in the current chain.<o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Channels will be replaced by
applications (that will offer a new experience and on multiple viewing devices
including smart TVs)<o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="margin: 0in 0in 8pt 0.5in; mso-list: l1 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Waiting for TV programs, and having to
watch advertisements will become something of the past if not from the past
already in some other markets.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">In addition to TV stations, the TV related media business would have to reinvent
itself. It also can take the lead in change in order to maintain the
competitive edge of the brands they represent.</span><span style="color: red; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"><o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">TV stations that are funded by governments do not follow the same market
dynamics and do not have the same concerns; but eventually will embrace the
same technology and the same consumption mode.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">With the disappearance of the linear model, TV advertising and the whole
model of TV monetization will need to be reinvented to link the new TV
experience with a fair economic model that is good for both the TV industry and
for the consumer who is used to Free TV in many markets. The way we see the future
model is a combination of a lot of free general content combined with very
affordable paid premium content whether through subscriptions or advertising. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Consumers will be able to customize their viewing experience, using their
online profiles across different devices and platforms which will offer
marketers with new possibilities for accurate consumer segmentation and
profiling. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Create Content and Adapt Content<o:p></o:p></span></b></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The change is not going only to affect the TV consumption mode and TV
advertising but will also need a new strategy for Content.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Viewing time, place, mode, and device will all have their influence on
content consumption and the type and format of this content.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Besides political and business News that has to be Immediate, Accurate and
Insightful, but will fade very fast; other types of content will have a longer
shelf-life, and even they can have many lives through reruns, re-diffusion, dubbing
and adaptation to different markets and different audiences around the globe.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Here we are still talking about the same old formats of movies, series and
entertainment programs in initially designed to be consumed via a TV set facing
people on a couch with relatively an uncompromised attention.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">However, this is not going to be the only consumption mode. Therefore,
content has to be adapted and new content created for different devices,
occasions, timing and places.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The new TV consumption devices are highly reliant on broadband and Wi-Fi
and have smaller screens, and follow a different consumption mode especially
for smartphones that are by nature used “on-the-go” “when people do not have
the kind of time and attention compared to traditional viewing scenarios.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Factors like these will command new content or new formats of the same
content.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Drive of Change<o:p></o:p></span></b><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Change is not something we fear and try our best to deal with it when it
comes. Change is the real market driver that will keep pushing brands and
businesses to constantly improve and deliver better products and services to consumers.
<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Even more, change is more likely to happen when we are not satisfied with
the status quo, or the current state of things or technology. Change is
necessary for each and every category to keep improving, offering better
products and better services. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">For brands with clear purpose and real consumer focus, the drive for
change is the desire to offer a better consumer experience with every new
product and service. This is what differentiate between brands that are driven
only by the economic side of things and those that are keeping an eye on a
mission beyond business that can varies in terms of the articulated “mission statement”
but at the end it will contribute to same objective.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">What <b>Could Be</b> exactly the Future of TV if left to reactive corporate
decisions? – It will be difficult to predict.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">However, what <b>“Should Be” the future of TV</b> for innovative and
inspiring brands? – We can give you some hints about it:<o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpFirst" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo2; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Future of TV is more enjoyable,
more personal and more rewarding.<o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo2; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Future of TV is more flexible and
can happen anywhere anytime.<o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo2; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Future of TV is going to be free or
very affordable for some premium services.<o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpMiddle" style="margin: 0in 0in 0pt 0.5in; mso-list: l0 level1 lfo2; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Future of TV is going to be more diversified
with programs adapted to small screens, big screens, long viewership, short
viewership, high attention, low attention, etc.)<o:p></o:p></span></div>
<br />
<div class="MsoListParagraphCxSpLast" style="margin: 0in 0in 8pt 0.5in; mso-list: l0 level1 lfo2; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="color: #404040; font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol; mso-themecolor: text1; mso-themetint: 191;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span dir="LTR"></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The Future of TV is going to need a new
format for advertising or monetization in general.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Now, what choices do we have? – Wait or Innovate.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<b><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Wait or Innovate <o:p></o:p></span></b><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">If “the best way to predict the future is to invent it”, the best way to
deal with the changing TV scene is to be part of this change and innovate
instead of being forced to adapt to innovations. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Let us offer consumers new and more enjoyable experiences instead of
keeping them imprisoned in an old system.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The only two alternatives available for all the players in the industry
are <b>Wait or Innovate</b>.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Wait until others try the new models then follow with some learning or, Innovate,
lead the way and be the first to come up with new offerings and better experiences
for consumers.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">We usually expect the market leaders to innovate invent and come up with
new ideas and systems. But the good news is that you do not necessarily have to
be the market leader or the biggest player in the category to reinvent the
category.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Nokia, was not the inventor of mobile phones when it managed to ride on a
booming category to the top of the world. Falling from the top was very hard; but
that is a different discussion.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Apple was not even a mobile phone brand when it entered the market with
innovative and enchanting products that changed the mobile phone category forever.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Red Bull was not the market leader in beverages, when it created a completely
new market and changed the category forever.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Tesla was not the market leader in automotive when it has managed to
change many old perceptions about the electrical car through innovation and
“visionary common sense”. Now the market leaders are catching up while they had
all the time and resources to be first.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">The same applies for TV. Globally the best innovations are not coming from
the biggest networks. On a regional level, the next TV market leader position
is still up for grabs.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;"><o:p> </o:p></span></div>
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">Jean-Claude Saade (</span><a href="mailto:jc.saade@manifestoconsulting.com"><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191; text-decoration: none; text-underline: none;">jc.saade@manifestoconsulting.com</span></a><span style="color: #404040; font-family: "Arial","sans-serif"; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi; mso-themecolor: text1; mso-themetint: 191;">)<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<b><i><span style="font-family: "Arial","sans-serif"; font-size: 8pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;">manifesto</span></i></b><i><span style="font-family: "Arial","sans-serif"; font-size: 8pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"> is a consulting firm that deals with brand strategy, innovation and communication.<o:p></o:p></span></i></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 8pt;">
<i><span style="font-family: "Arial","sans-serif"; font-size: 8pt; line-height: 107%; mso-ascii-theme-font: minor-bidi; mso-bidi-font-family: Arial; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-bidi;"><o:p> </o:p></span></i></div>
</div>
The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-60519620221429641462012-09-27T09:59:00.000-07:002012-09-27T09:59:03.910-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
<h2 style="text-align: left;">
</h2>
<h2 style="text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-large;">End of the Advertising World</span></h2>
<span style="font-family: Arial, Helvetica, sans-serif;"></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"></span><div>
<span style="font-family: Arial, Helvetica, sans-serif;"> </span></div>
<span style="font-family: Arial, Helvetica, sans-serif;">What the caterpillar calls the end of the world, the Master calls a butterfly - Richard Bach</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"></span><div>
<span style="font-family: Arial, Helvetica, sans-serif;"> </span></div>
<div>
</div>
<em><span style="font-family: Arial, Helvetica, sans-serif;"><strong>Now that civilization and humanity are about to perish, what did you leave behind? </strong></span></em><br />
<span style="font-family: Arial, Helvetica, sans-serif;"></span><div>
<span style="font-family: Arial, Helvetica, sans-serif;"> </span></div>
<br />
<span style="font-family: Arial, Helvetica, sans-serif;">May be we should not be leaving anything at all as the knowledge and the methods of this era will not be of any value in a different time and a different context. By the time Humanity finds another planet or the few survivors manage to build a new civilization they will definitely invent new ways.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">However, One Idea might be worth sharing and I will now put it in the ArabAd time capsule for the posterity:</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">Connection needs 2 things: Common Ground and a Convenient Channel and we have to be better in Both to beat the competition – “Common Grounds” are very human and very slow to change; while Channels are changing at a very high speed following technology, innovations, and lifestyle. This is the lesson that was relevant for Don Draper, it is valid today and will be valid after the end of the world as we know it. Advertising people, go find a bright insight.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">What is your footprint to be remembered by? What has been your legacy during the last 25 years of working in the communication field in the Arab region? </span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">ArabAd is celebrating its 25th anniversary and it is still going stronger and younger while the years are making their marks on the rest of us. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">“Legacy” is a big word and better left for the big egos of the industry to talk about. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">Over the past 25 years we have done our jobs to best of our knowledge and above all we followed our passion to this business. We loved what we do, we have done it in the best way possible and with every idea and every presentation we thought that we were changing the world. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">Good years and not so good years but overall we have reinvented ourselves and the industry several times in those 25 years. And yet we still need to invent marketing communication every day till the end of days.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">Let the future generations’ judge the past 25 years of Advertising in the region. What I am going to do before the end of the world we know is to remember few things from this period that passed so quickly that I cannot believe it’s already 25 years:</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember advertising before desktop publishing with typesetting and bromide machines.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember advertising before satellite TV and now with hundreds of stations.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember the days where “copy strategy” was all the strategy needed.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">• We remember big names in advertising today carrying artworks and running to their clients.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember advertising before the internet and advertising after the internet.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember big pitches and presentations being finalized and rehearsed at 3 am in the morning.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We also remember fake pitches and tons of wasted hours and ideas.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember flights before dawn and black suites in 45 degrees Celsius.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember winning new business and adrenaline reaching the sky.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember times when there was no strategic planning and how those 25 years changed planning to what it is now.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember all the real geniuses who built advertising in the region and we also remember the crooks and thieves who tarnished the industry reputation.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">• We remember when advertising in the region was a Lebanese club – and how it is not anymore.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember the empty heads and the empty suits.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember the golden age of the MBUs followed by the invasion of Branding agencies. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember the crisis of 1998 and 2008 and the ones that will follow.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">• We remember the buzz about Digital, like it is now about Social Media Marketing and the next trend that will affect how brands will be talking to customers yet the core of brand communication remains the same.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">We remember all that and more. We look at a life spent in Advertising with no regret and no remorse. Let the world end Now.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Do we have to leave any of this in the ArabAd time capsule? – If this is really the end of the world, let me finish my presentation…</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Jean-Claude Saade </span><br />
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The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-36553916903410742262011-04-24T00:12:00.000-07:002011-04-24T00:25:36.358-07:00<span style="font-family:arial;color:#990000;"><strong><span style="font-size:180%;">Dictators, Idols & Brands<br /></span><br /></strong><em>The recent events in Tunisia then Egypt, Yemen, Bahrain, Iran, Oman and Libya are writing history in the Middle East region. Popular uprisings that are bringing down long-standing regimes and changing countries in a unique form of awakening are worth observing and drawing key lessons that are not only relevant only for dictators and public idols but also for brands.<br /><br /></em></span><span style="font-family:arial;color:#990000;"><strong>Uprising of the Masses<br /></strong>30 years as president of a tight-grip regime, Hosni Mubarak of Egypt was pushed out of power after a couple of weeks of street protests. Few days before the start of the events in Egypt, another long-standing autocratic regime was removed from power in Tunisia. Interestingly, these events and popular movements seem very contagious and generating a typical Domino Effect that started somewhere in Tunisia and we don’t know where and when it is going to end. Already popular unrests and manifestations are coming to the surface in several countries in the Middle East and the Gulf region and trying to replicate what was achieved in Tunisia and Egypt, sometimes with the same battle cry.<br /><br />The believers in global conspiracies are accusing their “usual suspects” and they are happy elaborating on their prophecies and analysis. Although, we should not rule out the influence of well planed manipulation from outside the borders, the phenomenon itself seems more complex than what could be the acts of secret service agents pushing buttons in a dark room somewhere.<br /><br />We have seen this phenomenon before in different countries and for different reasons and we still do not pretend to know all the secrets of its science. We can just observe and note down “what it is” and “what it is not”.<br /><strong></strong></span><br /><span style="font-family:arial;color:#990000;"><strong>It Is:<br /></strong>• Massive and powerful.<br />• A change factor.<br />• Unstoppable once it has reached its tipping point – and till a key symbolic objective is achieved.<br />• Rallying different groups of people with different ideas and convictions.<br />• Self organizing and generates its own unique strategy and unifying objective.<br />• Somehow seems rational, but it is mostly driven by emotions.<br /><br /><strong>It Is Not:<br /></strong>• Controllable.<br />• Totally peaceful.<br />• Self-aware.<br />• Sure of the outcome.<br /><br />The recent revolutions were not just about poverty and corruption as these did not happen overnight and will not be solved the second day the regime is changed. These popular uprisings are the results of a Public Opinion pushed by an accumulation of favorable conditions, convenient timing and a spark of a triggering event that will put the streets on fire.<br /><br />The Public Opinion is about opinions, not about facts. It is a subjective judgment about which people are divided and gathered. Therefore, it plays an important role in the formation and dissolution of the groups that will make the revolution.<br /><br />The media plays a very important role in forming the Public Opinion and fueling revolutions. Some organizations and countries are possibly using their own media to push the events in a certain direction. Social networks are also playing an increasingly important role in the information and organization side of these popular movements. Public generated information (Videos, Twits, etc.) create a direct access for the people in the street to the forefront of the news.<br /><br />A mass movement will still need an overarching idea that covers all the personal and individual reasons that push people to risk death in the streets for a cause. This rallying idea that is able to touch the life and imagination of the whole country will be fueled by the dissipating fear and the growing confidence that the regime could be brought down till the events lead to the point of no return. After that it is just a matter of time.<br /><br />Geography is also part of the “signs” used by the revolution”. The Egyptian uprising did not cover all the cities and regions in the country; it has occupied a symbolic landmark, “Tahreer square”, and that was enough to claim its victory over the regime.<br /><br />We have witnessed the power of revolutions in the political and national scenes; however, it is rare to witness similar popular uprisings against or in favor of a certain business, company or brand but this does not exclude brands from becoming subjects of public hypes.<br /><br />In many ways these presidents and their regimes could be considered as brands. They are brands that have committed the capital sin of loosing touch with the public and its interest and therefore staging their own dramatical end.<br /><br /><strong>Revolutions & Tornados<br /></strong>To take a “popular uprising” to the level of a Revolution, a complex system of build-ups and triggers will play their respective roles. Once this system gain in momentum and self-organization we can start talking about a revolution. Any time before reaching that particular level, the movement can fade and die without any significant effects.<br /><br />From this perspective, a revolution has a lot in common with tornados. The perfect tornado would need a rigorous alignment of favorable conditions (temperature, materials, wind speed, humidity, geography, etc.); similarly a popular uprising needs the coalition of a number of favorable factors to reach the needed momentum and structure.<br /><br />Another aspect of the analogy between tornados and revolutions is once their formed they gain substantially in power and self-organization and will have definite impact on their environment. However, the results of both tornados and revolutions are far from being fully predictable and controllable.<br />This time we can almost touch the “Tipping Point” and the “Domino Effect”<br />The popular movements of the beginning of 2011 in the Arab world are very similar in their dynamics to what happened in the Eastern block in 1989 and the following years. However, these events are providing a whole generation with its first-hand experience with certain public phenomenon that so far we have only knew through books and documentaries.<br /></span><span style="font-family:arial;color:#990000;"></span><br /><span style="font-family:arial;color:#990000;">For the first time, we can almost put a date and a time tag on the Tipping Point of the Tunisian revolution, the Egyptian revolution and possibly on the ones that are brewing right now.<br /><br />Another interesting phenomenon is the Domino Effect that can trigger and accelerate popular movements in several countries. This effect has happened in 1989 with the consecutive fall of communist regimes and definitely has accelerated the movement, the process and results. In this perspective, the Domino Effect is a contagion of the revolution across borders.<br /><br />This time The Domino Effect was so obvious and powerful. The Egyptian revolution could not have happened without the Tunisian events, and Egypt is opening the doors and the minds for a whole series of popular protests in Yemen, Bahrain, Libya, Jordan, Algeria, Morocco, and possibly other countries to join the list.<br /><br /><strong>Mass Movements & the Utmost Evil<br /></strong>When revolutions are going through the incubation phase, lots of very rational ideas and analysis feed the brewing process, however, when the spark happens and people are in the street, it is irrationality and emotions that almost take over.<br /><br />When the masses goes against a dictator or a company they don’t go with SWOT analysis and Pros & Cons sheets in their hands but stones and Molotov cocktails. At that point the subject of discontent looses all its credibility and public sympathy and transform to the symbol of “Utmost Evil”. Consequently, the revolution will not accept less than a very symbolic public execution of that symbol.<br /><br />The opposite can also be true. When people “love” and support a certain political figure, a huge amount of irrationality feeds the process. He or she will suddenly become for followers the great savior with a spotless record and best plan for the followers and the country. This is just another revolution in the making. All the overthrown dictators were one day cheered and claimed as the saviors and the sole leaders of their countries. Loved idols and hated dictators are the two faces of the same coin with time difference.<br /><br />The masses create their own idols and then “execute” them in the streets to sooth their frustration and disappointment, mostly disappointment from their own lives and their own choices.<br /><br /><strong>Street Hypes & Crowd Psychology<br /></strong>If we look at the business world, massive uprisings are less dramatic but do exist. Brands can face public uprisings in some situations, but usually the public would be limited to the employees or the customers of a certain brand.<br /><br />Luckily, when it comes to brands, public movements can happen against or in favor of the brand. The public hype that surrounded the launch of Sony PlayStation, the Harry Potter series, the iPhone and the iPad could be classified under the positive mass movement in favor of these brands sales and reputation. Such crowd movements are worth billions in marketing terms. They can create a “Contagion Effect” in favor of the brand market performance and image.<br /><br />Public hypes and contagion can disturb the equilibrium of a whole category. For instance, the launch of Apple’s iPhone by a company with very limited mobile phone experience has created a typical public hype around the product that has been translated in a phenomenal success for the iPhone and total change in the mobile phone category that was closely shared between brands like Nokia, Motorola, Samsung, LG and SonyEricsson.<br /><br />The Contagion Effect is very influential aspect of popular uprisings against autocracies and businesses. It can catapult brands to the top of their markets or to oblivion in other circumstances. Tenacious public uprisings can remove a long-standing dictator or create the phenomenal business success of the iPhone.<br /><br />The revolution, once triggered, gains momentum on the street where the emotional contagion of certain ideas and frustrations bond the participants together forming a more homogeneous group. The members of this group will embrace the ideas and frustrations of each other to form a unified voice leading to group movement. People in the streets will “synchronize” with each other as the group is sending powerful messages through verbal and non-verbal communication. Therefore, protestors in the street will mimic the same movements and the same slogans which will ad to the power of the group and the momentum of the revolution.<br /><br />Similar hypes or group contagion will happen at a smaller scale in a department store on the first day of seasonal sale; shoppers will be influenced by other buyers’ behavior and start collecting items in an impulsive shopping contest.<br /><br />People touched by the hype of the street will do anything to get rid of their president and his regime even if they need to keep protesting for months in the streets. They are also ready to spend the night outside Apple stores to be among the first owners of the iPhone or the iPad.<br /><br />These phenomena could be very powerful tools for both business and politics if they are understood and used to build brands and businesses as well as political systems.<br /><br /><strong>The Masses and Brands<br /></strong>Can we imagine the huge benefits if a brand manage to become a symbol attracting and rallying the masses?<br /></span><br /><span style="font-family:arial;color:#990000;">Can brands create or trigger a mass movement in their favor and in the favor of their businesses and companies?<br /><br />For a brand to be able to trigger a mass movement in its favor it has to become a “Public Icon” and a key player in people’s life and wellbeing. It has to earn a unique reputation as a provider of innovating solutions that can improve people’s life and lifestyle.<br />Such a position is very difficult to build and therefore, very few brands benefit from this unique “Icon Status”. However, it is an extremely rewarding position to be in for the business and the company that owns the brand.<br /><br />A brand like Apple is not the first brand in computers or the leading brand in mobile phones but it is an “Iconic Brand” that has high levels of appeal and trust among customers and the general public. With its status, Apple can plan and trigger one of these rare popular movements in favor of its products.<br /><br />Negative public movements can also arise against brands, and if they reach their own tipping point, they can overthrow the brand from its position in the market and in the mind.<br /><br />When Toyota was facing its technical problems and image crisis in 2010, thousands of law suits and complaints were filed against the company in several markets. Some of these cases were very serious and include accusations that Toyota vehicles have caused death to many people following accidents related to unintended acceleration. These mini-uprisings against Toyota have caused sure damage and losses to Toyota but they did not build enough momentum to kill the brand. Despite some mistakes in handling the crisis, Toyota has survived with limited damage and it has continued to be a leading world brand.<br /><br />Other brands could not survive their own crisis and were executed publicly – almost in the street – even if the movements that lead to their fall were not all massive public movements. Lehman Brothers, AIG, Bernard Madoff, Enron, and many others have fall down to be bought out by competitors like some “corporate scrap” or executed by the masses like any hated dictator.<br /><br />President Obama was brought to the White House by what it looked like an American style popular uprising that was the answer to the Bush administration abuses both on the political and the economic levels.<br /><br />“Yes We Can” change the president or symbol of an administration or a regime but what is expected from these revolutions is a real and sustainable change for the better of the people’s life beyond just a “re-branding” exercise.<br /><br /><strong>Final Thoughts<br /></strong>These revolutions are marking the history and will leave people with many scores to settle stories to tell and lessons to be taken even by businesses and brands. Obviously what brands need to learn form all this is how to become the subject of admiration and love by the masses and to avoid at any price being overthrown or executed like hated dictators.<br /><br />The path for this kind of fate is never guaranteed but certain elements were proven to provide much bigger chances to success:<br /><em><strong>1</strong>. A clear Brand Vision.<br /><strong>2</strong>. An inspiring Mission.<br /><strong>3</strong>. A tangible Promise that is fulfilled every time and time after time.<br /><strong>4</strong>. A close Relationship with consumers that always maintained and rekindled by innovative products and genuine customer care.<br /><strong>5</strong>. Continuous reinvention of the brand and the company to keep pace with the evolving times.</em><br /><br />Dealing with the masses is very exciting but also very risky and dangerous. It is like having an elephant as a pet. You can have a long interesting relationship with it but one day you could be crushed in a second and for the very impulsive reasons.<br /><br />Good politicians and smart brands will know how to deal with their constituencies for all the thrill and benefits of being admired and followed by the masses; more importantly the smartest ones should know how to take the honorable exit before things goes totally out of control.<br /><br /></span><span style="font-family:arial;color:#990000;"><strong></strong></span><br /><span style="font-family:arial;color:#990000;"><strong>Jean-Claude Saade<br /><br /></strong></span><span style="font-family:arial;color:#990000;"><strong></strong></span>The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-76001353206334851652010-08-09T06:09:00.000-07:002010-08-09T06:15:11.006-07:00<span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;"></span></strong></span><br /><span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;">Lean Advertising</span></strong><br /><br /><span style="font-size:85%;"><em>Economic crisis, time, and some illuminated minds have brought considerable change to the advertising practices and to the way companies are positioned and services are offered to clients. However, some of the old time methods are still getting in the way of adopting Lean Advertising.</em><br /><br /></span><strong></strong></span><br /><span style="font-family:arial;color:#660000;"><strong>The Obsolete Discussion</strong><br />The problem with some advertising people is their inability to let go some of the obsolete practices that made their fame and fortunes. In the absence of any regulations or reforms that favor accelerated change, we are all adopting the “Moses Strategy” – waiting in the Sinai desert for the time factor to do its job while the “One-Stop-Shop” and the “Full Service Advertising Agency” continue to be part of our daily business even if their structural fit with future markets is questionable.<br /><br />The world is changing, business is changing and consumers are gaining more influence over the whole process while the marketing communication industry is still reacting to various types of situations instead of leading the change.<br /><br />If we cannot change the old-time-methods in the near future, at least we want to open new discussions and offer new alternatives to the lengthy and costly advertising processes that are applied. To situate the discussion in the right perspective, we will briefly visit the consumer and the market.<br /><br /><strong>The New Consumer</strong><br />Advertising was created to Connect a Brand with a Consumer via sending messages from the brand to the so called target audience informing them and inviting them to buy new products and services that will, supposedly, improve their lives. Now that the most important party in this equation is changing, the whole process has to be reviewed.<br /><br />The New Consumer is much more proactive, more informed and more aware of his rights. The New Consumer is more active, more mobile, and much busier to remember and interact with advertising messages especially the ones conveyed through traditional channels only.<br /><br /></span><span style="font-family:arial;color:#660000;"></span><span style="font-family:arial;color:#660000;">In many cases the New Consumer is the one initiating the communication process and not the brand; whether it is to collect information about a product or to complain about a less than satisfactory service. Consumers are now more in control of the communication process.<br /><br />Brands and businesses will have to adapt in order to better communicate with this New Consumer.<br /><br /><strong>Lessons from Other Industries<br /></strong>Companies that have gone lean in different industries and service sectors have clearly benefited from lower costs and increased quality. International companies from different industries have finally realized the benefits of Lean approaches in cutting costs, improving quality, and becoming more responsive to customers. Eliminating unnecessary procedures and wastage leading to maximizing end-user value from products and services is an expected behavior from any brand and company that claims putting the client’s interests as its first priority.<br /><br />From the Toyota Production System (TPS), to retail, banking and industrial institutions applying the Lean philosophy, we have seen this approach leading to increased customer satisfaction and brand value. However, adopting Lean approaches is a not magical remedy for all marketing sins; Lean companies can still make mistakes and even big ones towards both their customers and their brand values. (As I pointed in my previous article about Toyota’s recent recall problems, Fall from Grace).<br /><br />Becoming a lean enterprise has fundamentally changed how people in these businesses are expected to think and operate, and companies are expected to get more done with fewer resources than they had before.<br /><br />In a Lean culture, it is not acceptable at all to take all the risks and make all the wastages and make the client pay for it at the end of the day. The same principle can be applied to advertising.<br /><br /><strong>All We Need Is Ideas<br /></strong>For years Advertising agencies kept saying that they all are in the “Idea Business” and this is just what we need for Lean Advertising to deal with the New Consumer.<br /><br />With the New Consumers, we need to connect and not only to communicate. Otherwise, we will soon loose them to another brand and another activity that will capture their attention and involvement.<br /><br />Communication and connection are happening through a large number of channels, mediums and apertures that are beyond the control of just one party.<br /><br />A brand that is offering a life-improving product or service will soon realize that its message has been adopted by consumers and opinion leaders and it is spreading far beyond its initial plans. In the opposite scenario, a company that has a poor service or a bad product will very soon realize that the damage done to its relationship with consumer is worst than what could be repaired by 10 Public Relation agencies.<br /><br />At the center of this complex process is an “Idea”. A positive idea in most cases, and a life-altering one in few exceptional scenarios.<br /></span><br /><span style="font-family:arial;color:#660000;">Ideas are the working materials for Lean Advertising.<br /><br /><strong>The Doctor & the Hospital<br /></strong>The difference between traditional advertising and lean communication services could be illustrated by the “doctor and patient” analogy.<br /><br />With traditional agencies, every time the patient visits the doctor he/she ends up hospitalized and all kinds of tests and procedures are recommended and done, sometimes without his/her consent. Ironically, the doctor is, in most cases, a co-owner of the hospital or a close collaborator.<br /><br />With a Lean agency, healing the patient is the top priority. We can end up at the hospital if we need an operation; but in most cases a combination of traditional and alternative medicine will give the best results.<br /><br />Moreover, the choice of doctor to advise and help us with our health problem should be based on factors like knowledge, innovation, compassion, experience and a very encouraging track record in treating similar cases. The choice of the doctor should never be related to its capabilities in manufacturing medical devices, medications and medical equipments. Still, those are a very important part of the treatment/solution but a doctor that is too much involved with the process and its economics will not be impartial or totally focused on your problem.<br /><br /><strong>Lean Advertising<br /></strong>Why should clients pay for agencies bad decisions in hiring, firing and complex organizational structures and processes? This is without mentioning the wasted time and effort in taking the initiative in developing campaigns that are not based on a Big Idea that can help the client at strategic or tactical levels.<br />When we talk about Lean Advertising, it is not only the applied processes but also about the role of the advertising agency in the business chain.<br /><br />The Lean Agency uses only one currency: Ideas – Ideas that can build brands and businesses; Ideas that can reach consumers, touch their lives and connect with them, Ideas that can make life better. Lean agencies will have to focus on their role as providers of marketing and brand solutions through innovative ideas. The Lean Agency is a marketing and communication advisor that provides Solutions; the execution of these solutions could take a hundred face and form.<br /><br />Lean Advertising is a more advantageous option for the brand owners as they will be paying only for the best advice and solutions that can benefit their business, their brand and their relationship with customers.<br /><br />When it comes to execution, the Lean marketing and communication consultancy will assist the client in selecting and commissioning the best-in-breed providers of the different types of marketing and communication services without becoming part of the execution to avoid any kind of conflict of interest.<br /><br />Lean Advertising focuses on Ideas and Solutions and advises the client in selecting the best execution from branding to production, traditional media to digital and new media, from mass advertising to brand activation and one-on-one experience.<br /><br />In the Lean advertising model the focus should be on identifying and developing ideas-based-solutions for the particular case of the client. At the same time these ideas are shared with the client for alignment and improvement without wasting time and resources on the ones that do not pass the marketing test or the client buy-in.<br /><br />This approach can make costs lower. It's economical because potential directions surface early in the process, and blind alleys are quickly spotted. The process actually includes a series of brainstorming and idea generation sessions in which clients become active participants. It also saves cost and client budgets by adapting a problem-solving approach and not a menu-based communication where the agency suggest a long list of products and channels motivated by how much commission and mark-up it can make on each and every element of the advertising campaign (TV, press, outdoor, online, offline, ambient and so on).<br /><br />Brainstorming and idea-generation sessions encourage clients to buy into a marketing communications and advertising direction, which eliminates wheel spinning and multiple directions. Market research is also used to narrow the focus and increase the chances for ideas to connect with consumers. Understanding the client special case, identifying problem areas and selecting the best ideas to deal with the situation before any types of internal or external production will save considerable amount of time and money.<br /><br />Adopting a Lean culture not only affect the way agencies approach a certain client project, but also the way they are structured and the kind of people they look for. The Lean Agency is heavy at the ideas and creative level but light on the execution front. Agencies will be forced to have a “Lean” and efficient teams.<br /><br />Lean Advertising virtually guarantees breakthrough in marketing communications and advertising in record time and at a lower cost than advertising developed in the usual way. Clients will get real solutions while saving on their budgets at the same time the agency will have produced work that everybody can be proud of.<br /><br /><strong>Final Thoughts<br /></strong>To replace the current systems, agencies will have the option of adopting Lean Advertising models. Their future structure will focus more on genuine Idea generator and reduce drastically other functions. Execution is better outsourced, while dead-weight and ego-masseurs could be replaced by professional massage services somewhere away from both the agency premises and reputation.<br /><br />For those who are still confused or hesitating, it is about time to make a clear choice between being the <strong>“doubtful Agent”</strong> or the <strong>“most trusted advisor”.</strong> </span><br /><span style="font-family:Arial;color:#660000;"></span><br /><span style="font-family:Arial;color:#660000;"></span>The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-69627814105092225052010-03-25T22:46:00.000-07:002010-03-25T22:57:27.297-07:00<span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;">Fall From Grace<br /></span></strong><br /><em>by: Jean-Claude Saade</em></span><br /><p><span style="font-family:arial;color:#660000;"><em></em></span> </p><p><span style="font-family:arial;color:#660000;"><em>Like people, brands make mistakes. But their mistakes are much bigger because they reach millions of people and might destroy the image of the brand leading to a phenomenal fall from grace. This is a paper about brands loosing status, respect, and prestige and how to avoid it.<br /></em><br /><br /><strong>Power & Vulnerability of Brand Image<br /></strong>This is not is not an analysis about the problems that one particular brand is currently facing. Much better reports could be found all over the media. This is a reminder for all of us about the real nature of brands and how demanding and challenging it is to manage them successfully over time. The bigger and more successful the brand gets, the more difficult and crucial it is to keep control over its activities, image and relationship with millions of customers on daily basis and around the globe.<br /><br />More than a reminder it is a warning that brand’s problems are literally like earthquakes. A city that will take several 100 years to be built in all its details, monuments, landmarks and character can be erased by an earthquake that lasts only few seconds. The same can happen to brands. A global brand with a world wide awareness and presence that has taken 100 years of hard work and development in the making could be destroyed by one single mistake or a relatively small technical problem for instance.<br /><br /><br /><strong>The Toyota Recall<br /></strong>As if the global economic crisis and its disastrous impact of the car industry were not enough, Toyota is now having its own private global crisis. The brand that was consecrated the world’s biggest carmaker in 2008 after overtaking General Motors is probably facing the worst crisis in its history. This crisis is not only threatening Toyota’s brief reign as the world’s largest carmaker, but also its brand image and reputation for matchless quality and management. The entire brand aura is now seriously threatened.<br /><br />Problems with “unintended acceleration” of its cars and the slow reaction from the company have triggered an escalating crisis and the recall of a more than 8 million vehicles worldwide. The firm’s reputation for quality, on which the business was built, is now questioned and its market capitalization has dropped substantially. Sales are plummeting, and the company’s handling of the crisis is subject to U.S. government’s investigations.<br /><br />The recalls occurred within a six-month period, but in fact the cause was at least six months old in each case and five or more years in the case of the gas pedal design. This delivered a pounding to Toyota’s image as a maker of reliable, though somewhat dull cars. Even the Prius has been dragged into the mud. This car is the world’s best selling hybrid car and Japan’s most popular new car of all and Toyota’s flagship in the growing category of the future cars.<br /><br />This kind of technical problems can happen to any car brand or any brand in any other category. What makes the Toyota case more newsworthy and more alarming for all other brands to take the necessary learning is that nobody is safe from this kind of events. Toyota, the company that invented “kaizen”, or “continuous improvement”, is now stumbling over quality issues. The company has long been regarded as the flagship of Japanese innovation, manufacturing quality, industrial strength and brand discipline. Particularly since its “lean” manufacturing techniques and culture became the envy of the business world. Senior executives from around the world were studying Toyota in order to learn and apply its business principles and methods in their own respective companies and industries.<br /><br />The impact of this crisis on the Toyota business will be sour and difficult but not without an end. Losses will be absorbed and wounds leaked and within few months of good crisis management, the story is expected to start fading and the pressure easing. However, the impact on the Toyota brand will be more critical. This crisis will definitely leave a lasting doubt deep in customers mind. The company will eventually get over this problem, but the scare will remain on Toyota’s face and will be one of the defining elements for its personality and future.<br /><br /><br /><strong>Brand Legitimacy</strong><br />Brands, like people, governments, and NGO, draw their legitimacy and right to enter people’s life from one single idea, value, concept or fight. This single concept gives the brand or any other entity in contact with people and public opinion the reason-to-be, without which it will not be the same anymore, if still needed at all.<br /><br />What is Nokia if it is not Connecting People – what is Volvo it is it not Safe, or at least safer than other cars – and what remains from Toyota when Quality and Reliability are questioned?<br /><br />Toyota is a brand that has built its reputation, image and success on the concepts of Quality and Reliability. At the beginning, those concepts were particularly attractive to certain specific customer segments but with the continuous success and ascend of the brand it has managed to seduce and convince a much larger customer base around the globe.<br /><br />With its model of success – widely known as the Toyota Way – the brand has managed to build on its Quality and Reliability as one dominant and appealing promise that convinced millions of customers to say “yes” to its cars.<br /></span><span style="font-family:arial;color:#660000;">Despite its limited credits with other automotive category drivers, like design, performance, character, driving pleasure and others, Toyota has managed to build a global successful giant corporation and a big brand. When it needed to address other customer segments that remained skeptical to its core promise, it has simply launched two other brands Lexus and Scion.<br /><br />To be fair and realistic, Toyota choices as a brand were not bad at all; and 100 years of continuous growth and success is the best proof. In a world where the concepts of Quality and Reliability were becoming so scarce, Toyota’s persistence and delivery paid-off. In the fast-paced modern world where people in general are bombarded with dazzling offers and exciting promises to later find themselves facing the depressing realities of deception, Toyota’s Quality and Reliability were a great relief to its customers. A phenomenal business case that needs to be further studied and explained.<br /><br />People lacking quality and reliability in their relationships, in their lives, in what they eat and what they wear and drive found a relieving solution in this Japanese brand that is “affordable, never breaks, never stops and if it does it is very easy to fix” – Isn’t that amazing as a proposition. The brand that has convinced the more conservative segments at the beginning, managed to charm more and more customers who found themselves trading their own concepts of dream car for the Toyota experience.<br /><br />With the crisis that the brand is now facing and the mechanical problems that some Toyota models are suspected to have, the whole image and “Legitimacy” of the brand is shaking. It does not matter much whether your Toyota has this particular mechanical problem or not, it is the concept of Quality and Reliability in our primitive minds that is shaking and could already be looking for another brand to hold its banner.<br /><br />The danger for Toyota is that its loyal (and mostly satisfied) customers have long believed that the firm was “different” from other brands and thus hold it to a higher standard. The moment that Toyota is seen as just another big carmaker, a vital part of the mystique that has surrounded the brand will be lost and its Legitimacy threatened.<br /><br />Are we exaggerating a little here, could be. But in the world of perceptions and personal brand preferences the whole picture is based on subjective convictions and opinions. The dominant majority of us are not car experts, and our choices are highly influenced by our perception. Moreover, and no matter what, always our brand of anything is the best till we dump it for another, isn’t it?<br /><br /><br /><strong>Not Alone In Hell<br /></strong>For Toyota, this small mechanical problem will be causing a much bigger image damage that eventually time will alleviate. But Toyota is not the first or the last car make to face this kind of problems. At the very same time that all the specialized media is closely following Toyota’s latest measures and reactions to the problem, Honda is talking about recalls related to airbag inflation problems and VW in Brazil is recalling some of its models.<br /><br />Audi faced a very similar problem in the U.S. and has taken more than 20 years to recover from reports of unintended-acceleration allegations that ultimately proved to be groundless. Ford image and business suffered from the Ford-Firestone rollover mess in 2000.<br /><br />Crisis like these are not limited to the automotive sector, history offers many examples. An Austrian cheese brand produced by Prolactal has been taken off the shelves and production was stopped in January 2009 after six people died after eating the cheese that was contaminated with listeria bacteria. In 1982 Johnson & Johnson reacted swiftly after some Tylenol painkillers were found to have been mixed with cyanide. Every bottle of the brand was pulled from the shelves and the firm quickly came up with tamper-proof packaging. However, in this particular case, Johnson & Johnson was somehow perceived as the victim rather than the author of the crisis. Another famous example, from the early 1990’s is that of Perrier, whose fizzy mineral water was found to be contaminated with benzene. The company recalled all its bottles, but its explanation for what had gone wrong was not clear and convincing for everybody. Perrier sales and brand, which had once stood for purity, never fully recovered.<br /><br /><br /><strong>Too Big To Care</strong><br />People are wildly speculating about why this is happening for Toyota. Quality had gone downhill, and reliability is questioned. Some people and experts are blaming the race for top global position, too-rapid growth, cost-cutting, and weaknesses in the philosophy of the Toyota Way.<br /><br />All the above might have contributed to the problem. Or to be more precise, they would have created the favorable conditions for this problem to happen. No doubt that brands, businesses and senior executives are under tremendous pressure to deliver. They are dealing with a long list of crisis, fierce competition, difficult goals, and business objectives that makes their role extremely though. But this is not an excuse to make deadly mistakes. Nobody said that being a leading global brand or the CEO of such a corporation is an easy task but being there comes with a bigger responsibility to deliver or die.<br /><br />Are companies and brands becoming Too Big To Care?<br /><br />Like we have seen in a previous analysis titled “Brand Vanity” some global brands and institutions have failed because of their vanity-related business practices. We are not sure if something of this nature has contributed to the Toyota crisis, but what is surely happening and needs more study and attention from everybody is that some companies are definitely becoming too big to control their Brand Promises on daily basis.<br /><br />This is a critical challenge for both brands and customers. When your brand and products reach billions of people, any mistake will have repercussions on millions of customers’ lives and will not leave the brand intact.<br /><br /><br /><strong>Brand Daily Rituals<br /></strong>The question is how Toyota, and any other brand that faces a similar situation, should respond to what has become a crisis in customer trust. What brands in general should do to avoid such a big damage to trust, image and financial value? It is a very though question and probably there is no magical solution that works every time and for every brand.<br /><br />However, the best recommendation that we can give to brands and businesses is to always keep the highest levels of attention and control on their core brand promise and to never drop their guards when it comes to delivering on this promise in everything they do and say and on daily basis.<br /><br />Nothing should get in the way of the honoring the brand promise. To deliver the brand promise “religiously” at every moment is what gives the brand its “legitimacy” and its place in the mind and in the lives of customers around the world.<br /><br />Toyota brand has a long history of success and high customer satisfaction. For decades, the brand was continuously and steadily striving to completely satisfy customers and provide them safe and quality transportation means with zero defects. Within this big corporation a mistake was done and slipped through the system to reach the market and affected people in their lives and the brand in its future. Somebody designed a not so perfect mechanical piece, somebody approved it, another did not tested this element enough, and so one till this piece was assembled on millions of cars that are now recalled. On that particular day – or days – when this part was designed somebody lost focus or stopped too early in the “continuous improvement” process that Toyota preaches and applies. But because this was done within a top global corporation, this problem was magnified to affect millions of cars and people.<br /><br />This is why delivering brand promise is a very serious business and should become a daily ritual – like a prayer – and the bigger the brand, the more important are the respect and application of this ritual.<br /><br /><br /><strong>Final Thoughts</strong><br />It won't be clear for some time how badly the recalls have hurt the Toyota brand, but we can be sure that it will. The mythical reputation of the company and its methods is now being questioned. However, Toyota will stay an exceptional manufacturer of automobiles that have earned a strong reputation and millions of loyal owners of which the vast majority will stick with the brand.<br />Toyota is still a great company at its core, but it is probably fair to say that consumers will never again look at the world's largest automaker the same way. But this will be an opportunity for Toyota and other big brands to take some crucial lessons.<br /><br />Again, like people, brands work very hard to succeed, then comes the frenzy pursuit of limitless growth and expansion which will loosen the control on the brand promise and culture that in turn will lead to problems and the eventual death of the brand.<br /><br />Everybody will fall sometime or another, make your fall a soft one. Accept the unexpected when it happens and always be true to the Brand Promise.<br /><br />Some learning points to remember from the dilemma of big brands:<br /><br /><strong>1</strong>. Admit your mistakes and assume responsibility in due time – big size is no excuse.<br /></span><span style="font-family:arial;color:#660000;"><strong>2</strong>. Refocus on the Brand Culture as a daily ritual – Your brand is your long term asset.<br /></span><span style="font-family:arial;color:#660000;"><strong>3</strong>. Delivering your Brand Promise is your reason-to-be – Becoming number One is a plus.<br /><strong>4</strong>. Have the humility to build again – People make mistakes, brands too.<br /><br />What is important is for all of us to take the necessary lessons, Toyota will survive and life will continue.<br /></p></span><p><span style="font-family:arial;color:#660000;"></p></span>The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-83030847440840560822009-12-14T00:38:00.000-08:002009-12-14T00:45:23.323-08:00<span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;"></span></strong></span><br /><span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;">Brand Vanity<br /></span></strong><br />By: Jean-Claude Saade<br /><br /><br /></span><span style="font-family:arial;color:#660000;"></span><span style="font-family:arial;color:#660000;"><em>“Vanity is my favorite sin” – says John Milton – the “Devil played by Al Pacino – in the Devil’s Advocate. To put this in a branding perspective, we need to examine the role of Brand Vanity in the current economic crisis. Taking the necessary learning and corrections will be necessary for the recovery. Is Vanity the worst sin a brand or a company can make? Is this related to the very high prices that many brands and businesses have already paid during the groundbreaking events of the past year? More importantly; how to recognize Brand Vanity and deal with it?<br /></em><br /><br /><strong>Under the Rubble</strong><br />The shock magnitude was of disastrous scale and its wave did not stop at the borders of an economic sector, a country or a continent. It has reached the level of a full global crisis. The economic rubble has buried big corporate names with their factories, sky-scraper-head-offices, big bonuses, corporate private jets and divine attitudes. Also was buried in rubble the savings, jobs and economic security of millions of consumers, employees, families and retired people.<br /><br />This is a large scale disaster that reached literally everybody on the globe in their daily lives, future and dignity. This is the kind of events where billions of people are paying for the cumulative decisions of a relatively small number of economic and corporate leaders. An “all-in-one-boat” situation, or better, an economic Titanic, where few people take the wrong and the bad decisions but everybody sinks in the dark cold ocean.<br /><br />The results of the crisis touched every one of us in our lives, careers and plans, even with various levels of significance. Therefore, the recovery cannot be complete without a real understanding of the roots and causes of this crisis. From the dysfunction in the existing systems and regulations to questionable practices driven by greed, unfairness and mostly Vanity.<br /><br />Let us look on few examples of the practices that lead us to the current economic crisis and we will start with greed. Over the years, mortgage lenders were happy to lend money to people who couldn’t really afford their mortgages. But they did it anyway even if they knew that it is only a matter of time till problems will happen. These lenders were able to charge higher interest rates and make more money on sub-prime loans and when the borrowers defaulted, they simply seized the house and put it back on the market to make even more money. Moreover, mortgage brokers packaged bad mortgages with other mortgages and were reselling them as investments. Many of these mortgage backed assets were ticking time bombs. And they just went off.<br /><br />Credit is a great economic tool when used wisely. It can be used to start or expand a business, which can create jobs and positive economic growth. However, when it used in a bad way and at a large scale it has started a chain of problems that hit the local and global economies very hard.<br /><br /><br />We will leave the analysis and explanation of the purely economic reasons and cyclical market movements and trends to the experts in the field. However, and at the root of this crisis there was toxic assets and investments but also toxic attitudes and practices that fall in the realm of Brand Values, Brand Personality and Business Principles and need to be studied from a branding perspective.<br /></span><br /><span style="font-family:arial;color:#660000;"><br /><strong>Corporate Vanity</strong><br />Economic and business reasons cannot alone explain all what we have seen in terms of questionable corporate behavior. Ignorance, dishonesty and malpractice need to be added to the long list of reasons. However, we are mostly interested in shedding some light on one dangerous factor that we assume it had an important contribution to the crisis: Vanity.<br /><br />Brand Vanity takes many shapes and faces; and here are some examples that make us suspect its crucial role in the crisis:<br /><br />A brand that is managed as if it is more important than the life and future of its customers.<br /><br />A company that pursues its own interests at the expense of any social, economic or environmental considerations.<br /><br />A CEO or a manager who will influence corporate policies and decision to suit his/her own personal interests and to feed personal arrogance and greed.<br /><br />The list of examples can easily continue beyond the business and economic circles to any public role and organization…<br /><br />Politicians who consider themselves more important than the people who elected them and the country that gave them the chance to occupy their public roles.<br /><br />Media organizations and media “stars” who consider themselves more important than the events they cover and the people they are supposed to inform and entertain.<br /><br />These are only some of the manifestations of Brand Vanity that can ruin companies, economies, and countries; and trigger a world-scale crisis like the one we have experiences over the past 18 months. A real disaster that will continue to cause massive losses in financial markets, jobs, opportunities, and dreams that will take years to recover.<br /><br /><br /><strong>Vanity & Brand Promise<br /></strong>Vanity: noun (pl. vanities) (1) excessive pride in or admiration of one’s own appearance, qualities, abilities, achievements, etc. (2) the quality of being worthless or futile. (3) Lack of real value; hollowness; worthlessness: the vanity of a selfish life. (4) Something worthless, trivial, or pointless. — Latin origin vanitas, from vanus “empty, without substance”.<br /><br />One of the most accurate “Vanity Tests” for brands and companies is a comparison between their “Promises” to their real delivery and contributions over a certain period of time; especially through at least one economic downturn. Let us look at few examples from around the world.<br />Merrill Lynch: “"Merrill Lynch is bullish on America”; “At Merrill Lynch we’re bullish on the future”<br />– The gold standard of financial companies just vanished, and saved at the last minute when bought by another brand. How the interests of customers, shareholders and employees were served through this kind of attitude and behavior?<br /><br />AIG’s official slogan was “The strength to be there” – and the new one could be “the shame to be here”.<br /><br />Lehman Brothers: “Where vision gets built” – What kind of vision were you building? – A vision that couldn’t see the deep abyss that the company and all its stakeholders landed in?<br /><br />Nakheel: “Where vision inspires humanity” – We would have expected the company that represented the vision of Dubai to survive the first economic shock and to have more attention to the human factor while talking about “inspiring humanity”. Should we ask the hundreds of laid off employees or the tens of thousands of disappointed customers how inspired they are in their relationship with the brand.<br /><br />Big corporations taking unfounded business decisions that leads to economic disasters; CEOs will multi million price-tags leading their companies to cheer bankruptcy and still cashing astronomical bonuses and golden-hand-shakes. But if we check their corporate websites and brochures they are all flashing out very inspiring brand missions and promises.<br /><br />Can we blame all this on just the behaviors and attitudes of few corporate leaders? – May be not; but when brands and companies ignore the basis business ethics and principles and forget why they exist and whom they serve we will be face-to-face with Brand Vanity. It is a dangerous phenomenon that works against the whole concept of brand building and it is very important to be aware of it first then to fight it.<br /><br /><br /><strong>The Right Focus Point: “It Is Not About You but about the Consumer”<br /></strong>Companies that have a genuine desire to build Great Brands have to realize that the focus should always be on the Consumer and not on them. Their own importance and value is a direct function of the positive role they can play in people’s life (through their products, services, CSR programs, community development, etc.)<br /><br />In many companies and organizations the focus has clearly shifted to the interests and aspirations of the people behind the steering wheel before anything else. Yet all corporate communication will still be talking about sunny vision and mission statements. This is a clear indication that the brand is falling into the Vanity trap.<br /><br />“It is not about you but about people and consumers”<br /><br />We have to always remember and religiously apply this basic principle if we want to keep the Right Focus Point (RFP) for a brand, a company or any other organization that is offering products and services of any nature to the public.<br /><br />The Right Focus Point of a company is its stakeholders, not its management.<br /><br />The Right Focus Point of a school is the students and not the School management and teachers.<br /><br />The Right Focus Point of a political party is the public who adhere to its principles and support its ideas and not the interests of the leaders and their close circles.<br /><br />The Right Focus Point is not only a management technique but also a corporate attitude and culture that can transform a company and lead it to greatness when respected and applied religiously across the organization.<br /><br />Having said that, we are not asking companies to forget about profit, growth or to put on the side their business objectives and turn into charitable organization. The only change we are recommending here is to keep the focus on Customers and everything else will follow. What differentiates between a healthy brand and another that is touched by the Vanity Virus is not the drive for success and money but the internal focus point of this brand and the value system that guides the organization.<br /><br />The Right Focus Point (RFP) is again not some kind of mysterious Zen business practice; it is the very simple and basic internal compass that tells a company or any organization at every moment where the top priority should be and whose interest is to be served first and according to which standards. It is simply the Brand Definition translated into actions and management style.<br /><br />A brand can easily keep The Right Focus Point when it has a clear definition (Vision, Values, Guiding Principles, etc.) and it is living these core definitions on a daily basis. Keeping the right focus and living the brand core definition will give the organization and the best immunity about Brand Vanity. However, the risk will still be there with every new business day, with every change in management and with any opportunity or threat that comes from the market.<br /><br />In the early years of the 20th century, Theodore Roosevelt, then president of the United States, said:<br />Corporations are indispensable instruments of our modern civilization; but I believe that they should be so supervised and so regulated that they shall act for the interests of the community as a whole.<br /><br />Yes we want corporations to work for the interests of the community with one difference with what Mr. Roosevelt has said; we want a self-regulation that is driven by the brand values and ethics before any kind of external regulations that might be necessary in certain cases.<br /><br /><br /><strong>Final Thoughts</strong><br />Human mistakes and irresponsible pursue of self-interests that are despised on a personal level could be totally disastrous on a corporate and public levels where the results of these actions will reach millions of people. Therefore, going back to basic ethical paradigms will give us plenty of insights and answers for personal situations as well as for business, public and even to political decisions that can affect the fate and the future of large group of people.<br /><br />The mistakes of few people have taken the world economy into the crisis, but going out of this crisis will need a collective effort from everybody: individuals, companies and governments.<br /><br />Companies that will adopt responsible business approaches and live their Vision, Mission and Purpose internally and externally will keep themselves away from the trap of vanity and toxic corporate practices.<br /><br />To support the efforts of self-regulation by brands and companies, governments can play a key role in creating progressive business regulations that encourage healthy practices and prevent malicious minds from taking companies and economies too far in the wrong ways without being detected. Media, business schools, social and civic organizations and NGOs can also contribute to the building a more responsible business environment and society at large.<br /><br />Facing brand vanity will need a real change in business thinking and practices. However, we will possibly need a whole new generation of corporate leaders that are not corrupted by negative ideas and soulless business styles.<br /><br />Bill Bernbach said that “The great mistakes are made when we feel we are beyond questioning”.<br /><br />With solid brand values and responsible business models companies will have a great deal of immunity against vanity and other corporate misconducts. However, some healthy levels of control and “questioning” will be very useful in avoiding big crisis like the one we are dealing with at the moment.<br /><br /><br /></span><span style="font-family:arial;color:#660000;"></span>The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-28235378997330469702009-11-03T03:24:00.000-08:002009-11-03T03:36:54.777-08:00<span style="font-family:arial;color:#660000;"><strong></strong></span><br /><span style="font-size:180%;"><span style="font-family:arial;color:#660000;"><strong>UAE Advertising</strong></span><br /></span><span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;">In the Eye of the Storm<br /></span></strong><br /></span><span style="font-family:arial;color:#660000;">By<strong> Jean-Claude Saade<br /></strong><br /><br /><em>The impact of the economic crisis continues to affect our markets in many visible and invisible ways. Advertising agencies had their share of trouble so far but the world does not end in 2009. The road to recovery will pass by serious efforts of reinvention and adaptation to the new dynamics of a business that has always been in continuous change.<br /></em><br /><strong></strong></span><br /><span style="font-family:arial;color:#660000;"><strong>Recovery Road<br /></strong></span><br /><span style="font-family:arial;color:#660000;">While most countries and companies are still trying to deal with the deep impact of the world economic crisis, it is important to start doing some real thinking on how to put our economy back on the recovery road while trying not to miss possible “positive” results of the slowdown.<br /><br />The crisis, however, has done a clear work of segregation between the winners and losers, the high impacted markets and the less affected, the companies which have assumed responsibilities and started taking the necessary measure and those who just wants to be saved with the money of others and at any price. This will provide a great deal of material for reflection, analysis and learning when reshaping the future.<br /><br />On the brand level, the crisis has revealed a lot about the different types of brand cultures, values, attitudes, personalities and school of thoughts. Studying where the strengths and weaknesses are after the impact of the crisis can provide us with clues about the right way to follow and how the post-crisis world will look like.<br /><br /><br /></span><span style="font-family:arial;color:#660000;"><strong></strong></span><span style="font-family:arial;color:#660000;"><strong>Advertising and the Crisis<br /></strong></span><br /><span style="font-family:arial;color:#660000;">Advertising and communication services have taken a serious hit from the crisis and for all the economic and psychological reasons. Some Arab markets, like the UAE, were more visibly affected from the second half of 2008 till now. Some agencies were also affected more than others because of the nature of their client portfolios, policies and levels of preparations. In certain cases, problems were bound to happen even without a full scale global crisis.<br /><br />The crisis is not over yet, and our markets are still open to more waves of repercussions. For instance, some shockwaves are currently affecting the media organizations in Lebanon. However, if we look at the activity slowdown in relative terms taking into consideration the size and dynamics of the different regional advertising markets, we can feel the impact of the crisis across the region.<br /><br />The crisis might accelerate change in the advertising industry, however, the role of advertising in building and nurturing lasting relationships between companies and their customers will preserve its importance for now and for the future. So let us keep this key role in mind when reconsidering the situation and re-tooling for the post-crisis and beyond.<br /><br />How advertising is supposed to sell products and services during these times when people don't want to buy? – What advertising agencies are supposed to do when clients are out of business or budgets have vanished for the known reasons?<br />Agencies had always to deal with a classic contradiction. When times are good and the market is flourishing, clients will put more money in advertising. But when the times of crisis arrive, clients tend to spend less or just stop spending. This has been the usual logic for decades and not just for now; a “logic” that simply goes in the reverse order as good marketing activities lead to good sales and not other way around.<br /><br />The recession is shaking things up; and in some ways it will reward real strengths and expose weaknesses, create new opportunities and kill old habits, destroy old business models and accelerate the evolution of certain sectors including advertising.<br /><br /><br /></span><span style="font-family:arial;color:#660000;"><strong></strong></span><span style="font-family:arial;color:#660000;"><strong>Historic Crossroads<br /></strong></span><br /><span style="font-family:arial;color:#660000;">After a historic crisis like the one we are experiencing right now, we cannot initiate the recovery and create a better economic situation with the same old tools and the pre-crisis practices, attitudes and services that, in some cases, have contributed to the current situation.<br /><br />The UAE has one of the most dynamic and important advertising sectors in the region and it was one of the most affected. Now it is of prime importance to think of ways to take this industry out of the crisis to a stronger position that will enable advertising to play its key role in the economic development of the UAE and the region.<br /><br />In the global markets, an “Ethical Renewal” is now expected from corporation and businesses. Advertising agencies will not be an exception. Moreover, the crisis might be the right time for a movement of re-invention that comes from the inside rather than wait for new regulations and norms that will be imposed from the outside.<br /><br />Creativity in all its manifestations will be the most sought after offering from the advertising industry in the future. At the same time, certain inherited practices from different times and different market situations will probably need to left outside the post-crisis advertising business.<br /><br /><br /></span><span style="font-family:arial;color:#660000;"></span><span style="font-family:arial;color:#660000;"><strong>Advertising Re-tooled</strong> <strong> </strong><br /></span><br /><span style="font-family:arial;color:#660000;">The thought times will eventually reward brands with solid foundations and clear added-value and expose the fake and empty ones. We have few ideas and suggestions that might be useful during the recovery phase especially for those who believe that change is necessary for evolution. Advertising agencies that have always encouraged their clients to change and try new ways and ideas have to start eating their own cooking.<br /><br />Going into a “smart innovation mode” will eventually lead to a renewal of the industry with new Services, new Structures and a new Spirit.<br /><br /><strong><em>Services<br /></em></strong>Advertising is part of real life, and it is on the forefront of social issues and trends. Therefore, Advertising services have to be most adapted to specific needs and to the current market situation. Messages have to reflect the realities around us and campaign cannot be created with total denial of the crisis and people’s real concerns. Advertising has to admit the problems we are facing and address people realities and mindset. Humor is always good, but pompous and silly advertising will be less appropriate.<br />Beyond the adaptation of the content, new advertising and marketing communication services and new creative approaches to mix these services will be most needed to help clients protect their brands and businesses and keep their positive image throughout these difficult times.<br /><br /><strong><em>Structures</em></strong><br />By nature of their role, advertising agencies are supposed to be the most agile and responsive structures. In the past few years certain agency networks have grown in size and structure to become even more complex and heavy than most of their clients.<br /><br />The recovery phase will favor more creative agency models. It is important for agencies to keep a “manageable size” that is not too small to offer a perfect service and not too big to limit the human factor, creativity and fresh ideas.<br /><br />Group structures, alliances and collective industry initiatives can provide even more support and credibility, bearing in mind that some of these most needed initiatives, like measurement, are still on hold since ever.<br /><br /><strong><em>Spirit</em></strong><br />A realistic understanding of the role of advertising in the business chain and consequently its real value and contribution is needed. Also, some degree of humility will be useful in going out of the crisis.<br /><br />The real importance of advertising comes from the positive results that it can provide to clients’ brands and businesses and consequently to the economy and society in general. In the absence of these contributions, nobody really cares about advertising. Making sure that real value is delivered with every idea, every meeting with client and every campaign will build a lasting reputation for advertising.<br /><br />It is important to have great services and a well known name in the world of advertising, but passion, enthusiasm, and a strong sense of purpose beyond the actual products and services will set the new breed of agencies apart.<br /><br /><br /></span><span style="font-family:arial;color:#660000;"><strong></strong></span><span style="font-family:arial;color:#660000;"><strong>Final Thoughts<br /></strong></span><br /><span style="font-family:arial;color:#660000;">Customers are eager to discover the real face of brands in the way they are acting and behaving during the crisis and not according to their communication slogans and campaigns. This time of crisis will present great opportunities for the solid brands and good companies that are pursuing the right strategies. They will be facing real problems and slowdown because of the general economic context but their relationship with their customers and their image will come out of the crisis intact and even much stronger.<br /><br />Change has been the constant in advertising and it is going to happen with or without crisis. Advertising agencies that really believe in the power of ideas in transforming their business and the business of their clients will come out of the crisis not without some lasting scars but these will the proof of a re-invented industry that can bounce back with more maturity, better services and stronger will to continue building a better world that is much needed in these days.</span><br /><span style="font-family:arial;color:#660000;"></span><br /><span style="font-family:arial;color:#660000;"><br /></span><span style="font-family:arial;color:#660000;"></span><span style="font-family:arial;color:#660000;"></span>The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-91024841209700621762009-10-03T08:20:00.000-07:002009-10-03T08:30:03.751-07:00<span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;"></span></strong></span><span style="font-family:Arial;color:#660000;"></span>
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<br /><span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;">The Next Challenges of Advertising</span></strong> </span>
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<br />By <strong>Jean-Claude Saade</strong>
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<br /><em>The current economic downturn is putting additional pressure on Advertising Agencies and triggering some existentialist discussions, but advertising has always been a very dynamic and an ever-changing profession. We currently have a long list of elements that advertising can easily loose and another list of new additions that is waiting to be adopted. What are the key future challenges of advertising?
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<br /></span><span style="font-family:arial;color:#660000;"><strong>Role Challenges </strong></span>
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<br /></strong>Modern advertising has maintained more or less the same role for over a century. The many changes in production, consumption, technology and media has forced advertising to evolve and change but practically did not alter its main role of inform-to-sell. Although some people would like to define advertising as “information mixed with entertainment with a clear commercial objective”.
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<br />Advertising main role is a business catalyst, gathering talent and techniques from all walk of life to help companies sell their products and services and build their brands. It has also been used in politics, arts, religion, non-profit and any area of business or life where we need to send a message in an attractive and informative way while making sure that it embodies a clear call-for-action for a certain group of people. Advertising has kept evolving to cope with changes in market dynamics like the introduction of new media, but it is now facing a challenge of a different nature that will probably lead to redefining the role of advertising in the business chain.
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<br />Currently, the three main roles of advertising are Information, Entertainment, and Engagement but the expectations from advertising might be changing and going beyond these three main tasks. Consumers are becoming much more informed about everything and even they are taking the initiative into their hands when they go online to get all the information they need individually or through social networking platforms.
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<br />The “Entertainment” role of advertising is becoming more and more difficult for very similar reasons. People who use to have access to a couple of local newspapers, few radio stations and one TV station are now offered more entertainment than they can handle and digest in many lifetimes. Creating advertisements that will manage to get people attention and earn a smile or appreciation for entertaining people is not an easy task at all.
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<br />“Engagement” might be the advertising role that will need more innovation and focus in the future by tackling areas like customer communities, content, total customer experience and other emerging trends. </span>
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<br /><strong>Image Challenges </strong></span>
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<br /></strong>Is the advertising industry humble enough to admit that it is facing an “image” challenge? – Let’s put humbleness on the side; admitting to have a problem in the one single area that advertising people claim the highest expertise in, we meant Image, is out of question for many advertising people.
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<br />Let us call it a “perception” problem or anything else you want provided that advertising agencies will internally admit that they have deal with their own image “issue”.
<br />The image of advertising in the eyes of clients is not a glorious and shiny as it used to be; and for a long list of reasons which are not all within the control of advertising agencies. The proliferation of marketing services, the poor delivery and questionable practices of certain agencies, the lack of influence on business results, the absence of performance benchmarks and many other reasons has contributed to the fading image of the advertising industry in general. Exceptions exist, some agencies continue to offer wonderful work and maintained great reputations; these are doing well and don’t have an urgent need to focus on the image issue like others.
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<br />One of the reasons for the Image Challenge could be the business approach that advertising agencies in general have adopted. The client “Servicing” concept is being sometimes abused and confused with something else that does not relate to advertising.
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<br /><strong>Practice Challenges </strong>
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<br /></strong>The market changes and the economic crisis are putting tremendous pressure on all sectors and all sorts of companies and they are presenting to the advertising industry another “defining moment”. Agencies have to decide between downsizing, shrinking and dying or tempting a serious re-invention of advertising that can possibly take the whole practice for another 50 or 100 years.
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<br />Exceptional times will need exceptional people and measures to deal with them. The crisis could be the best time for the industry to reinvent the whole practice of advertising, especially if it does not have another choice. Agencies can start by addressing some unorthodox practices, organize and regulate some others like pitching and poaching; and more importantly try to invent new approaches and services that can help the future of the industry like performance measurement, fair pay scheme, and talent development programs.
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<br /><strong>Final Thoughts</strong>
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<br />In the face of the biggest economic crisis since the 1930’s, we cannot settle for the same old measures from the past when we are trying to build a better future for advertising. Some agencies will close down, some others will be forced to reveal their real face to the outside world and to the market, some will manage survive till the next crisis. But few will rediscover the real creative spirit of advertising and start a whole new era for the industry.
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<br />What advertising people have to keep in mind is one simple objective: To positively influence business results –
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<br />How to achieve the above? – It is up to everyone to come up with his/her creative recipe. Continue with the same old services? Adopt new ones? Innovate and create totally new approach? – This is where genuine creativity will differentiate the good from the less good.
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<br />Advertising is a catalyst, a business accelerator, a practice where creativity is mixed with business innovation to generate better results. It is a “black box” that should remain closed in order to keep the magic inside.
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<br />The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-79044022209677356272009-07-08T00:07:00.000-07:002009-07-08T00:23:10.894-07:00<span style="font-family:arial;color:#660000;"></span><br /><span style="font-family:arial;color:#660000;"></span><br /><span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;">Real Value for Real Estate</span></strong><br /><br /></span><br /><span style="font-family:arial;color:#660000;"><em>(Interview with <strong>Jean-Claude Saade</strong> for <strong>Capital Magazine – </strong>Turkey)<br /></em><br /><br /><em><span style="color:#000000;">1 – You are brand strategist and you live in Dubai. Could you tell about your self and your workings?<br /></span></em><br />I have been in the brand and communication business for more than 22 years. I have lived in several countries in the Middle East and worked with a large number of international and local clients. Most recently, I have witnessed the phenomenal boom of both the branding and real estate businesses in Dubai from 2004 till 2009. Currently I am based in Lebanon and work as an adviser to a number of companies and organizations across the Middle East region.<br /><br /><br /><em><span style="color:#000000;">2 – Until today, how many companies did you work as a brand strategist? Were they real estate companies?<br /></span></em><br />I have worked on a large number of projects for various companies and brands; several of them were in real estate business.<br /><br /><br /><em><span style="color:#000000;">3 – Why is it important creating brand in real estate?<br /></span></em><br />The role of brand creation in real estate is as important as in any other business sector. However, Branding in the real estate business has its own challenges and has developed special tools and approaches to better benefit from branding in an industry that has its own dynamics and challenges.<br /><br />A real estate brand will help the creation of a better connection with customers from the initial stages of awareness and consideration to the more developed stages of brand loyalty and referral.<br />More important, a strong brand is the best “insurance policy” facing a general economic crisis like the one we are facing right now or even specific challenges that the real estate business is facing in certain markets.<br /><br />In certain markets where the real estate business is now developing in an unprecedented way due to a number of economic and conjuncture reasons, having the right advice about real estate branding might be priceless to real estate developers and will definitely give then a clear advantage over their competitors.<br /><br /><br /><em><span style="color:#000000;">4 – How do economic crises influence branded real estate and the others?<br /></span></em><br />The economic crisis has affected literally everything including the real estate business. However, strong brands that are built on solid business model and supported by a strong connection with customers will be less affected by the crisis. Even they can be “saved” by the love of their customers that will be manifested at different levels.<br /><br /><br /><em><span style="color:#000000;">5 – What the reasons are for create brand in real estate? What do you think about the relation between branding and real estate?<br /></span></em><br />The reason of creating brands in real estate is to create value. A good real estate project will have a “higher value” for different target groups being investors, residents, the city, the community, the government and many others. The brand is the face and materialization of this extra financial, commercial, social and emotional value.<br /><br />The branding basics applicable to the real estate business are no different from branding in any other sector. The principles and the overall benefits are the same, but the applications are more specific to the real estate business.<br /><br />Moreover, Branding in the real estate is a sign of the market development, sophistication and high competitiveness. After the basic stage of build-sell-build cycle of less developed markets, comes the brand driven real estate business where a well known and respected brand can build trust and drive the business from one project to another.<br /><br /><br /><em><span style="color:#000000;">6 – What are the critical subjects for creating brand in real estate? what are your suggestions?<br /></span></em><br />My advice is to know where to brand and where not to brand, as not all real estate projects will benefit from a branding effort. Bearing in mind the substantial budget needed for branding.<br /><br />Over-branding and badly managed branding projects will have negative effects on real estate projects and the real estate market in a city or a country in general.<br /><br />I brief, know when branding is needed and do it with specialized professionals.<br /><br /><br /><em><span style="color:#000000;">7 – In this subject, which companies you find successful? Why?<br /></span></em><br />Real estate products are “durables” and a long term investments; therefore the time factor is very important in judging the success or failure of real estate companies.<br /><br />A certain company might appear innovative and successful based on few projects that were in demand but this is not the final verdict for its sustainable success as a brand. This will depend on continuous and flawless delivery of its “Promise” to customers and to other involved groups and bodies.<br />If we take the example of real estate companies in Dubai, several big names could not stand the test of the first economic downturn neither managed to behave as big brands should.<br /><br /><br /><em><span style="color:#000000;">8 – For creating brand in real estate which are more indispensable? What are the rules?<br /></span></em><br />I would like to share with your readers some rules that we have developed based on our experience with real estate brands.<br /><br /><strong>Rule # 1</strong>: Branding is definitely needed if your project is one of the following three types of developments:<br /><br />1. Iconic projects (i.e. the Palm in Dubai)<br /><br />2. Destinations<br /><br />3. Communities<br /><br /><strong>Rule # 2:</strong> Transparency – always deliver what you promise to your customers.<br /><br /><strong>Rule # 3</strong>: Consistency – make sure that all your projects are successful; one failure will tarnish a long history of delivery and hard work.<br /><br /><br /><em><span style="color:#000000;">9 – How do you see the future of real estate? If we compare branded real estate with the others, they get more value. How much branding could increase value of real estate projects?<br /></span></em><br />Real estate is still a growing segment with a huge potential despite slowdown caused by the current crisis. Population is growing; lifestyle is evolving; and the need for more new and better real estate projects will continue to increase.<br /><br />Branding will definitely increase the value of real estate projects especially if the brand is known for its exceptional delivery, quality, finishing, lifestyle standards and facilities inside its projects. The brand will be then the sign of all the added values that customers should expect from a certain company but never an excuse to hike prices without any viable reason.<br /><br /><br /><em><span style="color:#000000;">10 – How do you find İstanbul and real estate market in this city? İstanbul, will it be like Dubai?</span><br /><br /></em>Every city has its own potential and limitations.<br /><br />For example, Dubai has experienced a phenomenal growth in the real estate segment that has changed for ever the face of the small emirate. Some companies managed to create big brands out of their names and projects; at the same time many other companies have failed miserably. Above all, the collective branding effort has definitely managed to put the “Brand Dubai” on the world map as a prime real estate market.<br /><br />I am sure that Istanbul and other Turkish cities and areas can benefit from real estate branding to build and grow their image and attractiveness at a world level.<br /><br /></span><br /><span style="font-family:arial;color:#660000;"><strong><em></em></strong><br /><strong><em>Jean-Claude Saade – Brand Consultant</em></strong><br /><br /><br /></span>The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-62163090462968610472009-06-21T22:27:00.000-07:002009-06-21T22:33:58.082-07:00<span style="font-family:arial;font-size:180%;color:#660000;"><strong></strong></span><br /><span style="font-size:180%;"><span style="font-family:arial;color:#660000;"><strong>The 7 Doors of Connection</strong><br /><br /></span><span style="font-family:arial;color:#660000;"></span></span><span style="font-family:arial;color:#660000;">By Jean-Claude Saade<br /><br /></span><br /><span style="font-family:arial;color:#660000;"><strong>The Doors</strong><br />Brands that really want to connect with customers on a deep and meaningful level will have to identify common ground and areas of similarity and synergy with these customers. This has to be genuine and based on the real values and vision of the brand. Efforts to attract more people and more customers are better accepted when aligned with the brand spirit and done in harmony with its core identity and main offering. Common grounds will be the soil where positive relationships between brands and consumers will grow and prosper.<br /><br />Brands with clear identity and purpose and most importantly with an attractive human face and personality can mesh positive and enriching relationships with their customers. They can enter their minds and hearts and be part of their daily lives by opening one of the seven doors of consumer connection. Those are the shared values, roots, fights, interests/benefits, lifestyle, hobbies, and preferences.<br /><br />We have identified these seven areas as the potential common grounds that can bridge relationships and build connections between people and brands. Therefore, building attractive and financially valuable brands would pass through these seven doors.<br /><br /><strong>1. Shared Values (Peace, equality, liberty…) </strong></span><span style="font-family:arial;color:#660000;"><strong><br /></strong>Values are one of the strongest bonding factors for people in general and between people and brands. People who share and cherish the same values tend to come together and stay united in the name of these values.<br /><br />Values like world peace, equality, liberty, and fair opportunities would rally people, organizations, brands, and companies who believe in them and build their lives and activities around them. Values, as common grounds, are so powerful and can generate intense emotions to the point that people are ready to pay their lives for these values to triumph, let aside paying a premium. When a brand adheres to one clear a rallying value, this will become part of the brand DNA—an intrinsic part of the brand definition, identity, offerings, and communication. Therefore, everything that the brand says or does would invite consumers who share this same value to come to the brand and stick with it; especially when the products and services offered by this particular brand perfectly answer the needs and expectations of the target group.<br /><br /><strong>2. Shared Roots (Religion, ethnicity, language, culture, citizenship, education, profession, geography…)<br /></strong>Roots are another very important shaping factor of people in general and groups of consumers in particular. They also play an important role in the relationship between consumers and their adopted brands.<br /><br />The secret about "shared roots" is their ability to facilitate and accelerate natural and easy bonding and bypass the lengthy process of building familiarity.<br /><br />People connect more naturally with brands that share the same culture, geography, religion or background. They will naturally feel attracted and subsequently discover that they have many things in common, even before starting the relationship.<br /><br />Let us consider a traveler in a foreign country who comes across a restaurant serving his favorite national food and dishes. He/she will be naturally attracted to go and eat in this restaurant and probably return very often if the food is really good.<br /><br /><strong>3. Shared Fights (Politics, environment, wildlife…)<br /></strong>Similarly to shared values, shared fights and causes rally people and connect them with organizations brands and businesses that support these same fight and cause.<br /><br />People who are fighting for the preservation of a balanced and sustainable environment or the preservation of wildlife and endangered species will connect with brands who are sharing this same fight like Greenpeace and the WWE. They will also connect with and support businesses and brands that are taking genuine and tangible measures to preserve the environment or to reduce CO2 emissions.<br /><br />Environmentalists will bond easier with car makes which are developing and selling hybrid or electrical cars for example. In a parallel scenario, people who are fighting to reduce their countries dependency on petroleum will be more interested in purchasing flexible-fuel vehicles and would ready to pay more money for a vehicle that relies less on petroleum-based fuel. We can see that two different shared fights can lead to very similar consumer behavior seen from the outside. Shared fights will also make people ready to pay a higher price for a brand and product that share the same fights (e.g., bio products and environmentally committed companies).<br /><br /><strong>4. Shared Interests and benefits (Wealth, power, information, notoriety…)<br /></strong>Shared interests and benefits (that is, wealth, power, or notoriety) can also bring people together. People need to put collective efforts to achieve more wealth or to gain more power and knowledge. Certain brands can share the same interest of these consumer groups and even help them in realizing their common objectives and consequently benefit from their support.<br /><br />Special interests and benefits can lead people to form groups or internet-based communities for sharing ideas, knowledge and experiences in certain fields. These groups offer opportunities to interact with peers for sharing, networking, and lobbying.<br /><br />Brands who share the same interests or who can help in realizing the interests and benefits of these groups can establish a solid and continuous connection with them. People who want to stay connected with family and friends online have naturally connected with brands like MSN Messenger and Skype. They would also be more ready to do business with these brands or eventually with third parties introduced by these brands.<br /><br /><strong>5. Shared Lifestyle (Fashion, housing, restaurants, vacations…)<br /></strong>Similar lifestyle patterns would create natural synergies between people and between people and brands. People who share a certain lifestyle with a certain socio-economic belonging would easily identify with each other and present very similar patterns in terms of behavior and consumption.<br /><br />People who share a certain taste for fashion, travel destinations, or vacations will directly or indirectly discover that they share certain lifestyle patterns that make them similar at different levels. In return, people from the same socio-economic levels would acquire certain lifestyle patterns and might try to imitate social groups they aspire to, but this will not affect much the end result in terms purchase behavior and relationship with brands.<br /><br />Successful brands would become the symbols of a certain lifestyles. Armani, Harley-Davidson, Starbucks, Nike, Boss, adidas, and many others are lifestyle brands. All these brands have earned the status of "lifestyle symbol," which goes far beyond the functionality and the delivery of the product or service they are selling. People have always used their relationship with iconic brands to project certain lifestyle messages to the outside world.<br /><br />When Apple offers the combination of iPod, iTunes, and PowerBooks with the possibilities of buying, downloading, synchronizing, and experiencing music, Apple is not only a lifestyle brand, but also contributing to the shaping of a certain lifestyle embraced by its target customers. This will lead to even a stronger relationship with the brand and prepare consumers for its next offering like the iPhone.<br /><br /><strong>6. Shared hobbies (Sports, arts, music, travel…)<br /></strong>Shared hobbies of different natures can also bring people closer and connect them to brands that shows interest in these same hobbies.<br /><br />Brands like Quiksilver and Billabong have been invented from within the hobby of wave surfing, which represents their cradle and natural environment even after becoming global brands with a wide appeal. The essence of these brands is still anchored in the surfing culture and their key reason-to-be is serving the surfing community. Regardless if these brands have become overextended nowadays, actual and aspiring surfers will continue to connect strongly with them fueled by the appeal of surfing as an expressive hobby and a way of life.<br /><br /><strong>7. Shared Preferences (Food, drinks, cars, clothing…)<br /></strong>People who share the same Preferences will naturally manifest elements of synergy and sympathy. Those who like Italian food, Swiss chocolate, or a New Mini would find a common ground for bonding and dialogue.<br /><br />Shared preferences can also favor the formation of certain consumer groups who can favor certain brands or models and promote them directly or indirectly.<br /><br />Shared preferences are one of the doors for strong connection between brands and people. It can also generate positive talk value and referral power that can make current and potential customers more positively predisposed to buy new products and new versions of the same product; and obviously from the same brand.<br /><br /><strong>The Door to Emotional Connection<br /></strong>Today, brands of all types, sizes and categories are facing one big challenge to build a strong emotional connection with consumers. Without that personal relationship their names will fade and businesses will suffer.<br /><br />Like in any human relationship, this emotional connection needs a door to enter, a common ground and a genuine interest in the other person or party; being the consumer in this case.<br /><br />It is worth mentioning that the art of human connection is not related to the size or the type of the company. It is more about the brand's vision, point-of-view and mission. Lack of credibility or any sign of manipulation attempts would be deadly mistakes especially on the long run considering that consumers are becoming increasingly savvy, informed, and demanding. The secret to open the seven doors is simple but difficult at the same time. We need to show the real human face of our brand, do the right things and offer the best to improve consumers' lives. When we do things from the heart, emotional connection will happen and the doors of consumer connection will be wide open for our brand.<br /><br /><br /></span><span style="font-family:arial;color:#660000;"></span>The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-85050567254502381412009-05-31T07:17:00.000-07:002009-05-31T07:30:44.410-07:00<span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;"></span></strong></span>
<br /><span style="font-family:arial;color:#660000;"><strong><span style="font-size:180%;">Before & After</span></strong>
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<br /><em>The proof is in the Brand Experience. Have you ever compared the image you had about a brand, a company or a person Before and After dealing with them, believing their promises and buying their products? – Will they keep their positive aura?
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<br /><span style="font-family:arial;color:#660000;"><strong>Brand Experience</strong></span>
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<br />When it comes to the core promise of any brand, Experience is the only real test. By core promise we mean the positive contribution to your life and my life that a brand will be promising to bring to the table when we accept to buy its products and services. This personal brand experience will determine the difference between the perceived image we have formed in our minds based on the brand’s communication and other marketing activities compared to the real value and real delivery of this same brand. The outcome of real-life interaction with the brand can vary from a very disappointing experience to a very delighting and positive outcome.
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<br />“Experience” is the reality check that sets the limit between what the Brand is saying (Brand Communication), who the brand is (Brand Identity), and what the brand is really delivering (Brand Contribution). At this level, we do not really differentiate between tangible and intangible brand contributions; rational or emotional; what really matters at the end is whether this brand is keeping its promise throughout the experience and making customers’ lives better in any form or shape – Ideally fulfilling the core Brand Promise based on which you have decided to deal with it.
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<br />What we are referring to as the Brand here can be anything; from a new restaurant, to a new house, a bank, a hospital, a car or a candy bar. It also can be the city you aspire to live in, the party you adhere to or the company you were convinced to work with.
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<br /><strong>Before & After in Everyday’s Life</strong>
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<br /></strong>The Before & After comparison is a prominent part of our everyday’s life and we have an endless list of examples. At different occasions and with different levels of importance we are receiving messages, building a certain perception, interacting with a certain brand and then going away with the results and conclusions of our experience. In many cases, this interaction is not a one-off event but could be repeated for a number of times.
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<br /><em>A Restaurant</em>
<br />Before – A new restaurant opens in town and it is announced with big viral and advertising campaigns trying to build an attractive and distinguished image. After – May be at the first impression you liked the location and the decoration; but food was very average, the service poor and the bill can go under the “robberies” column. Result – You feel 3 times disappointed, first for believing the communication, second for wasting your time and money to come and eat at this restaurant and third, and most important, for feeling that this brand has offended your intelligence and sense of judgment as a consumer.
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<br /><em>A Service Company</em>
<br />Before – You meet the boss of this well known service company to explore possible cooperation, and despite your natural pessimism, you are very much impressed by the way he presents himself as an intellectual, passionate, refined and successful person. After – Within a very short time of joining the company you get this alerting negative feeling, Mr. “Intellectual-Polite-Boss” is just another caramel-coated-crook like the competitors he likes to criticize, and you are already looking for the right timing and occasion to leave this company. Result – You feel cheated by these people and their brand and regret the wasted time and energy; most importantly, this brand goes down deep in your own personal ranking of the most attractive brands.
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<br /><em>A Car Dealer</em>
<br />Before – You have moved to a new city and you want to buy a car, but instead of going for that “exciting” German brand you usually like, you decide to go for a “good deal” from an American brand which did not look that exciting to you at the beginning. After – You discover a fairly good car that is reliable and enjoyable and most important, you experience an amazing service quality from this brand that goes out of the way at all times to make your ownership experience an enjoyable one. Result – You are positively surprised and cannot but spread the good word about this experience all around you. The image of the brand has totally changed in your mind and you have much more respect to it and you can possibly become an advocate of this brand and influence other people in your circle.
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<br /><strong>Before & After and Brand Switching </strong>
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<br /></strong>The Before & After mechanism is at the heart of what we usually refer to as “Brand Switching”.
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<br />Why consumers switch to another brand of mobile phone or laptop computer, why they stop dealing with certain banks, or coming to certain restaurants, why companies keep moving their advertising budget from one agency to another almost every 2 to 3 years (with few exceptions..). This is the “Before & After” in action.
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<br />Consumer satisfaction research and CRM programs (when available beyond just the name…) can tell us more about the exact reasons and get us more details about brand switching; but as long as the customer-brand relationship is concerned, brand switching means that the customer was disappointed by the brand experience and his final perception and appreciation of the brand is much lower than the initial image he has in mind “before” dealing with it.
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<br /><strong>Before & After and Connection: The Importance of Consistency</strong>
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<br /></strong>Connection, more specifically “Emotional Connection” with a brand or with a human being is one of those mysterious concepts like the human nature itself. It can make wonders and change lives but at the same time it is very vulnerable and can be lost overnight especially when deception enters the equation. Brand connection can make or break businesses with tens of billions of dollars and at the same time can be lost very quickly if customers/consumers discover that the brand they are dealing with is different than the picture it has always tried to depict about itself through advertising and other means of communication. When the “After” is disappointing or not at the same level of the “Before” brand-consumer connection is lost and usually with a “sour” taste.
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<br />This is where “consistency” in delivering positive brand experiences is a very important policy for any brand. Powerful Brands are always trying to deliver on their promises, and consistently trying their best to satisfy their customers. They are always there for them, always reliable, always offering the same quality of products and services. Powerful brands always deliver, and always the experience is good. Even if for once, there was certain problem and a customer was somehow disappointed, the long relationship and long track record and history of consistency will cover-up and most probably the mistake will be forgiven.
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<br />“Bad Brands”, or Brands, Businesses and Companies with hidden intentions are also consistent but in being what they are: bad brands. They might try to cover-up, by faking good service, winning awards and getting fancy coverage in the media, but this will only fool some people for some time. When you hear about a company with a bad culture, and or sick mentality it is never from an isolated source, it is always from a large number of people who were fooled by the “Before” but were very disappointed by the reality they discovered “After”. These rotten brands are the marks of evil business cultures.
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<br />Applying the Before & After check consistently and over time will create tremendous positive talk value about the brand; and this is not limited to customers, but to all relevant stakeholders starting by employees and collaborators who are also supposed to have a positive Before & After experience; first, because these are the people who are supposed to deliver the brand promise at different touch points and occasions; and second because employees and collaborators cannot be fooled as they know the full story and from the inside.
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<br /><strong>Before & After as Performance Measurement</strong>
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<br />We all know that brand building is a long term effort, made of big and small moments in the relationship between the brand and its target group and there are elaborate and complex tools to measure the strength of this relationship in both qualitative and quantitative areas. However, the Before & After concept could be used as an instant performance measurement tool for both small encounters and important relationships. For every positive Before & After experience you can know for sure that your brand is growing in connection, in market share and in financial value; measuring that growth will need a more elaborate approach.
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<br />The Golden Rules for “Before & After”</strong>
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<br />The One most important golden rule for brand experience is to always make the necessary to get a positive outcome from Before & After scenarios. All the rest will follow.
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<br />Some additional ideas that can help and add to the above golden rule:
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<br />1 – The immediate result of brand experience is the effect it has on brand reputation – Before & After is a good and immediate “PRM” (Positive Reputation Meter, for those who like acronyms)
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<br />2 – Respect your promises and “walk the talk” – Deliver on your brand promise and your Before & After indicator will be just fine. So far we have not encountered brands with bad promises, but we always discover promises that are very badly delivered.
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<br />3 – People can be very emotional about brand experiences. They start by being over-enthusiastic about a brand and consequently will be over-disappointed when something goes wrong.
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<br />4 – Brand Experience Disappointments are a constant fact of life and to be expected, how to deal with them is the issue. This is where good faith and genuine efforts will merit understanding from the brand stakeholders. Can you think of a president or a prime minister who kept the same positive image Before & After leaving office? – Almost never – Despite the very high hopes, try to imagine the image of president Obama after the next 4 years.
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<br />5 – Always make your best to make the Before & After outcome positive. Consistency will cumulate positive credits and win the battle over time.
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<br /><strong>Conclusion</strong>
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<br />A simple concept like this is easy to understand and apply by all members of any organization and across all touch-points with customers and other important stakeholders. It can become a company motto, a battle cry, a motivational quote in each and every cubicle and office in the company. Always make sure that customers walk away with a better experience After they have dealt with the company compared to the image or the perception they had Before – Obviously cost effectiveness watch-outs need to be applied to avoid excessive measures for certain situations.
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<br />Always do everything possible so that the “After” is consistently better than the “Before”. This is how connections are built and value is created over time.
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<br /><strong>Jean-Claude Saade – Brand Consultant</strong> </span>
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<br />The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-57236666707564118852009-05-09T00:31:00.000-07:002009-05-09T00:50:07.382-07:00<span style="font-family:arial;"><span style="color:#660000;"><strong>Brand Activities And The Economic Crisis<br /></strong><br /><br />The global market is feeling the economic crisis and the Middle East is no exception. But we need to differentiate between the “crisis” and the “state of panic” around it; they both have very similar and inseparable effects in the short term.<br /><br />Considering the “panic” effects, we can say that is already factored in and most marketing and communication budgets in the region are already affected in a way or another. However, once the market will start dealing with the real facts of the crisis, certain sectors will be more affected than others therefore, certain marketing budgets will be reduced while others could even increase in 2009.<br /><br />Traditional advertising budgets are expected to take a hit in 2009 not because advertising is bad during recession, on the contrary, brands should not stop talking to their customers during crisis time; but because it is traditionally the first way to reduce spending by companies.<br />Other means of brand communication will be even more needed during the coming year. The reason is very obvious. During the times of crisis businesses, brands and companies need to communicate with their customers, shareholders and with the general public on what is happening inside these companies and how they are going to deal with the crisis and to save and protect what could be saved in terms of market value and shareholders interests. This is where practices like PR will be most needed especially if PR specialists will know how to adapt their services and prove real value during these tough times.<br /><br />As far as branding in the GCC market is concerned, some projects in the real estate business and other affected categories will be cancelled or delayed which will mean some less work for branding companies as far as these clients are concerned. However, we expect branding services to be in demand during the coming period for other obvious reasons:<br /><br />1. During crisis, the instinctive reaction is to “Protect the Main Assets” – brands are these main assets for businesses and companies.<br /><br />2. The current economic crisis will definitely lead to a wave of consolidations in different sectors, mergers and acquisitions will happen and companies with large portfolios of brands will need to rationalize and streamline those portfolios.<br /><br />3. Life will not stop, and new brands will continue to reach the market. Some categories will experience a slowdown and reduced activity for some time; in parallel other brands from other categories will be created and will need branding services and support.<br /><br />As a conclusion, 2009 will be a tight year for brand activities in general, but certain specialized services will be even more in demand because of the crisis itself. Branding is one of these services.<br /><br /><strong>Jean-Claude Saade</strong></span></span>The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0tag:blogger.com,1999:blog-9193649103562112336.post-30520969615858657542009-04-18T23:43:00.000-07:002009-04-18T23:50:16.929-07:00<span style="font-family:arial;"><span style="color:#660000;"><strong>What Is Your Manifesto?</strong><br /><br />Brands are the most important business assets nowadays. They play a central role in our everyday life and surround us from everywhere and around the clock. In most cases we don’t even think about the brand values, beliefs, business practices and role in the society when we are buying their products and services.<br /><br />Everyday we deal with brands through their products, services, people, communication and eventually their role in local and global society. Knowing who they are and the real human face of the corporation and the brand will open the door for a different kind of relationships.<br /><br />It is our right to ask and know what they stand for and fight for before we even buy products, pay for services or give our time and attention to what they are saying and doing. We need to know what causes do you support and fight for beyond just making money and growing your business which we expect and respect.<br /><br />Beyond simple transactions and consumptions any purchase is a vote and we need to use this vote responsibly.<br /><br />What is your manifesto Mr. Brand? – Mr. Coffee? Mr. Bank? Mr. Airline? Mr. Apparel? and Mr. TV Station?<br /><br />What is your manifesto? – Do you even have one?<br /><br /><strong></strong></span></span><br /><br /><span style="font-family:arial;"><strong><span style="color:#660000;">Jean-Claude <span class="blsp-spelling-error" id="SPELLING_ERROR_0">Saade</span></span></strong></span>The Brand Manifestohttp://www.blogger.com/profile/01550237267663911999noreply@blogger.com0