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April 10, 2014
Not Your Everyday Project

Not Your Everyday Project

Here at Zaman we are used to branding challenges of all types and sizes, but recently we embarked on a truly unique project.

Working with the team from The Dubai Mall, we were briefed to create a brand and the collaterals for the exhibition of a dinosaur, a huge 80 ft long, 25 ft high, 5 tonnes, Diplocus dinosaur (http://www.thedubaimall.com/en/Entertain/The-Dubai-Mall-Dinosaur.aspx).

Bought and shipped from the Museum of Houston in the US, the permanent exhibit now gracing the Mall’s main entrance atrium is one of the most complete dinosaur fossils ever discovered. In keeping with The Dubai Mall’s approach of providing unique and world class experiences the exhibit is both an awe inspiring centre piece and an educational attraction.

Our challenge therefore was to develop an enduring brand identity that can be evolved and managed over time. Then to create an enlightening and entertaining set of collaterals – the video, to be shown on screens integrated into the exhibit’s base as well as a leaflet, a poster and the launch print advert.

For the launch we chose to tease, a close-up of the foot, an enquiry as to her whereabouts for 155 million years, all set amongst a dramatic red background and historic typeface. And then the content, researched in detail and with realistic images commissioned from specialist artist Andrey Atuchin (andrey-atuchin.blogspot.com‎) animated to bring them even more to life. Visitors are certainly learning something during their visit.

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In the next phase of this brand’s evolution the dinosaur will get a name, selected from public entries on the Facebook page. Zaman will then create a brand mark from the name and a campaign to announce the winning name. In doing so we will strengthen the personality of the dinosaur and deepen the public’s attachment to it. We are also developing a range of merchandise and a kiosk for its display that will help make our dinosaur a lasting memory for all those that visit her.

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We look forward to reporting on the next step of her new life her in Dubai.

March 19, 2014
Do Brands Matter?

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There is a lot of speculation on the fate of brands during the economic downturn. Many say they won’t sustain themselves. Some go further and are questioning the meaning of luxury in adding happiness to people’s lives.

Which Middle Eastern brand has invested in creativity to create a  happy workplace and build trust? Today’s client briefs, are all about saving money and making sales. The history of brands notes that their most efficient growth was achieved when they combined business strategies with meaningful purposes that served humanity and engaged the workforce. Brand guidelines were codes of ethics and their results were measured by their positive reputation.

Arab brands can survive. They’re in their infancy and can last during these trying times if they reflect the principles of Islam. To do that they must think in terms of equality, mutual respect, workforce engagement, and creating products and services that serve the community in positive ways. It is often in bad times that people engage in a more cooperative lifestyle. Arab companies can use the current economic reality to elevate their status globally.

March 1, 2014
DESIGNING THE BRAND

DESIGNING THE BRAND EXPERIENCE

Managers of great brands are always looking for ways to express their brands in the finest details of execution. Why? Because if they are doing their job well then they know that every single encounter that a public audience has with your brand will either enhance its value or diminish it. The adoption of such an attitude towards managing/nurturing a successful brand is a sure way to ensure that management teams are bound to always stay curious about pushing the envelope to find ways to ensure that each customer experience of the brand is refreshing, unique and incites the customer to voluntarily seek out the same brand experience in the near future. Design is one of the fundamental elements of ensuring brand success. Whether through product design, web design or retail design, great brands create extraordinary experiences – brand “worlds” of sorts — that appeal to all the senses and use details and the interior environment decor to help express their brand personalities.

Most, if not all, brand managers should know that all the little things they actually do—or don’t do—for their customers will mean more to them than the big things they claim through their marketing messages. After all, not many advertising campaigns can compete with an impressive one-on-one brand experience that’s been designed down to the last detail and appeals to the human senses. Not surprisingly, some of the most memorable brand experiences are created by superior design elements.

Because well-crafted design elicits emotional responses, great brands use packaging design to stand out in the crowd and make powerful first impressions. The best packaging designs are not only emotionally appealing to customers; they also convey the unique meaning and value of the brand.  Packaging design alone can facilitate an emotional connection and bonds customers to brands.

Managers of great brands are always looking for ways to express their brands in the finest details of execution. In the next couple of weeks we’ll continue to explore which great brands in the Middle East have made some noteworthy strides to appeal to their customers’ senses and create strong emotional connections through design. If you think there are specific brands that must be included or elects explored, let us know here on our Facebook page.

January 13, 2014
BRANDING ACROSS MULTIPLE SCREENS

BRANDING ACROSS MULTIPLE SCREENS

As new screens, from ‘wearables’ (think Google Glass) to other connected devices, continue to become mainstream, this constant connectivity to information by consumers offers brands and business opportunities to reach their customers on multiple screens. Consumers today are constantly connected as they move between devices – from tablet, to PC to mobile throughout their daily routines.

Businesses need to create websites that fit the needs of customers on all screens, from desktop displays to handheld devices, in all the moments that matter. For many businesses, and we can see this in the GCC by way of the limited interesting brand case studies available that mobile continues to be the biggest missing piece in the multi-screen equation. People use the device that’s handiest for them at the moment, whether that means the desktop at lunchtime, the tablet at bedtime, or the smartphone at the mall.

Whatever screen users have on they don’t want to have to pinch, slide and struggle to get pages to load, fill out a form or make a purchase. So a mobile-friendly site has to be part of your overall multi-screen plan. This takes planning, investment and the right tools. Mobile is its own experience, with a smaller screen and a touch interface, not a mouse. Smartphones have added capabilities for on-the-go users, like cameras, GPS and phones. And while desktop users stay at their desks, smartphone users may be anywhere at any time.

It’s a real challenge for businesses to deliver a great experience for all these screens and contexts. But a good multi-screen site is worth the effort, because it’s a vital way to strengthen your brand, nurture lasting customer relationships and grow your business. A few tips for brand managers to consider before embarking on investing in a multiscreen strategy:

Ask yourself – What’s the value proposition? Why should prospective customers visit our website and use our business?

Understand and anticipate what multi-screen users see and want on our current site by using an analytics program like Google Analytics to see where, if any, current mobile users come from, what actions they take, and how their behavior differs from desktop users (e.g. compare site search queries by device).

Things to remember:

  • People who are used to desktop screens want to find the same basic content and user experience on other screens, too. It is critical to preserve these familiar functions while creating an experience that works on mobile screens and tablets.
  • Consider what customers will want from your site when they’re on each kind of device. A user on the go with a smartphone may want a store locator or phone number.
  • Rethink your website and make the most of the power of mobile & your customers will be thankful.

(via ThinkWithGoogle)

January 8, 2014
CROWDSOURCED STORYTELLING THROUGH

CROWDSOURCED STORYTELLING THROUGH #MYDUBAI

A few days ago Sheikh Hamdan bin Mohammed Crown Prince of Dubai launched an initiative to write the world’s first autobiography of a city through social media. Playing on the popularity of hashtags as seen in 2013, the initiative aims to tell the story of modern day Dubai through the eyes of its nationals and foreign residents that have come to call this city home.

Set to run for 12months, participants are invited to contribute their photos or short videos via Instagram, Facebook and Twitter by using the hashtag #MyDubai. By doing this they will be able to introduce the unique values and culture of the Emirate to the world through social media, which has become one of the most important channels to tell a story, the world over.

In past posts we’ve spoken about the power of imagery and presented various contexts by way of sharing some of the client projects we’ve worked on. In 2011 Zaman worked with the Al Ain City Municipality to conceptualize and manage the inaugural Al Ain Photographia Award. Although this was a contest with rewards for participation provided by sponsors, the spirit of the campaign was the same as that of #MyDubai; showcase Al Ain through the eyes of its residents.

“In the fabric of Dubai there are more than 2.1 million stories – the individual lives and experiences of all those who call Dubai home. A city’s story is created by its people and as we look towards a prosperous future, it’s time to join together and show the world how 2.1 million people can create one remarkable story. Together we will create the world’s first autobiography of a city.” Sheikh Hamdan bin Mohammed

Crowdsourced storytelling – this is a powerful aspect of the campaign. In past posts we have referred to the fundamentals of storytelling which include authenticity, honesty, consistentency. We’ve also discussed fairly extensively destination branding and how the most successful campaigns conducted by countries or cities are those that have a 100% buy-in from the local residents, who in turn become almost brand ambassadors championing key narratives to entice would-be visitors.

According to reports from the Dubai’s Department of  Tourism & Commerce, parallel to this a number of activities and events related to the hashtag will be launched throughout the year. Likewise, a specialised team will work on the project, curating people’s contributions for use across different media platforms, for example at international exhibitions and to inspire art installations, films and books.

Although its only been a couple days since launching this sounds like the makings of an interesting case study at the end of 2014 on the creative ways that destination branding can leverage social media to be more engaging. Best wishes to all participants of of #MyDubai!

January 4, 2014
ON ZAMAN’S RADAR – FIRST WEEK OF JAN 2014

ON ZAMAN’S RADAR – FIRST WEEK OF JAN 2014

Kicking off the new year, our first post is a roundup of news and happenings that are on our radar as we gear up for another year of exciting year of inspiring projects and continued collaborations with our valued clients.

1. 2014 Digital marketing trends

a) Content continues its royal reign as king

2013 saw an incremental embrace by marketers that content is a critical resource in their efforts. So much so that studies conducted by social media blog Social Media Today reported that 78% of CMO’s believe custom content is the future of marketing. Likewise, on the platform side 2013 also saw the influx of content discovery apps which support the growth trend: Flipboard, Pulse, Fancy, Houzzer, etc. This trend is expected to continue in 2014, with marketers, more likely to consider allocating better budgets to the content development process.

b) Video marketing will continue to grow

In past posts we’ve underlined the power of story telling. The delivery format of the story is just as important. Videos have the ability to convey a message that is ten times more powerful than text content. Campaigns such as KONY 2012 that gained viral fame are proof that great video content has the potential of becoming an overnight viral success. Also, with apps like Instagram, Snapchat and Vine, videos are increasingly being easily created, viewed and shared on mobile devices. Facebook has also introduced and enhanced their mobile ads platform.

2. Five brands that are winning on Pinterest

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When it comes to Pinterest, many brands aren’t quite sure how to turn boards and pins into followers and potential customers. However, now more than ever it is important to not overlook this image sharing social network. Numerous studies suggest that online consumers have made a purchase based on recommendations from Pinterest. The same studies indicate that Pinterest generates 4x more revenue per click than Twitter and 27% more per click than Facebook.

3. Augmented reality continues to inspire brands

Today we live in a world where brand and project launches have to compete to create amazing, engaging experiences in order to win the attention of intended audiences; and experimenting with interactive technologies is certainly a good place to start. In a promotion for the recently released game, Forza Motorsport 5, Pizza Hut UK has teamed up with Xbox One and augmented reality app, Blippar, to provide customers with exclusive game content directly on their smartphones.

4. The power of brand advocacy

In previous posts we have mentioned our belief that brands that act in an authentic manner & stick to a clear brand story will be rewarded by loyal customers. People who love your brand will introduce you to your new customers. Recommendations come from your advocates – a network of highly satisfied, passionate and connected customers who love your products and service. It can create awareness of your brand, help increase your sales, and increase consumers’ trust in your brand. 50% of advocates recommend a brand because they had a good experience with a product or service.

Recently we came across an infographic, which illustrates the importance of brand advocacy in your marketing strategy using the digital space as a context. Customers trust people like them, and that is who you’re brand advocates are. They are customers who love your product and want to recommend it to the people they care about. Click here to view infographic.

December 15, 2013
INDUSTRIAL DESIGN IN THE 1960s

INDUSTRIAL DESIGN IN THE 1960s

A new exhibition in London called “Systems” invited top designers to pay tribute with a series of 34 posters to industrial designer Dieter Rams’s work with Braun – an epitome of the ever austere German Functionalism.

At Braun in the 1960s, Rams put into practice a comprehensive approach to ID and brand strategy where products weren’t designed in isolation, but rather as a part of a family of iconic products. Many critics today say Rams’s influence can be seen today in the Apple-dominated world of highly stylized product lines.

“In the 1960s, the entire Braun program was a single system that informed the design of everything from the products, the packaging, the guarantee slips, and they brochures,” says James Charles-Edwards of Walter Knoll, a prestigious European furniture company which is hosting the exhibition at its London showroom. “What remains impressive today is the way that this great range of objects interlocked to produce a single coherent program.”

“Systems” celebrates the cohesiveness of Rams’s design program by displaying examples of the company’s classic 1960s products coupled with the exhibition of commissioned posters, which are displayed in an interlocked mosaic on a giant wall of the Walter Knoll showroom.

The exhibition showcases many different approaches: Artica Design emphasized the Braun LE 1 speakers with their clean functionalism and grid-like grill, while Swedish design studio Lundgren+Lindqvist opted to abstract Braun’s design language through pixelation.

Bernd Grenther’s design explores the evolution of Braun’s color palette from 1955 to 1995. Designer Tom Higston, on the other hand, showcases how the design of one of Braun’s iconic products–the egg-beater– is still a beautiful object even when splattered with batter.

Although, today Braun’s products have moved away from their utilitarian intentions and become more like decorative objects, Braun’s systemic approach to rational industrial design, under Rams’ legacy, provides a great blueprint for achieving branding cohesiveness which contributes to brand success and can be seen practiced even today by companies such as Apple.

For those traveling to London anytime soon, Systems will be on exhibit until January 31, 2014.

Original article: FastCoDesign

November 20, 2013
TOP VIRAL BRAND ADS

TOP VIRAL BRAND ADS OF 2013

The marketing industry has an affinity for predicting trends for the coming year and we’re already seeing a few interesting predictions floating around online for 2014. On the other hand, as we head towards the end of the year, we also start to see a lot of lists that fall into the category “a look back at the year that was”. These too are quite interesting, especially when they are purely consumer generated. Enter the top viral ads of 2013.

Did you see the Dove ad with the sketch artist pop up in your Facebook feed this year? With the current actor Jean Claude Van Damme & Volvo currently topping the viral ad charts, via digital & social media blog Mashable, here are some of the ads debuted in 2013 that raked in the most number of shares, deemed a better metric than views by Unruly, the firm that compiled the list. “Shares are the currency of social success and for leading brand marketers discovering how to create and distribute highly shareable content repeatedly and at scale is now at the top of their wish list,” Unruly

What do you think? How many of these ads did you watch? Below are some of our favorites & you can see the complete list here.

November 16, 2013
THE EXPECTATION GAP

THE EXPECTATION GAP IN THE RETAIL EXPERIENCE

Last month Dubai played host to the Middle East Retail Forum, an annual unique forum where retailers and their associates come together on a common platform to discuss critical issues and trends shaping the future of Middle East retail industry and share their experience and exchange industry knowledge.

One of the interesting output reports we came across online was by digital agency FITCH, titled “The Joy of Shopping: It’s all in the mind”. An examination of what consumers want from the shopping experience, the findings are based on a 2012 survey in which 7,250 shoppers in seven markets – China, India, Brazil, Russia, USA, UK and UAE were polled. Referred to as the first quantitative global study of shopper mindstates, the survey explored today’s shoppers from a number of critical angles: 1) degree of involvement in the shopping experience, 2) satisfaction levels with current shopping experiences, 3) perceived channel preference across: store, website, app & social media, and 4) the gap between their current and ideal imagined shopping experience. To give a bit more of a truer context, polling questions were limited to three categories: electronics, groceries & fashion.

Below is a summary of some of the report findings:

Despite the entrance of e-commerce, sluggish world economies, people’s enthusiasm for the world’s favourite pastime remains high.

The electronics category enjoys the highest levels of enthusiasm for shopping across genders & income classes.

Shopping enthusiasm is felt most strongly in emerging markets. This is largely attributed to burgeoning middle classes and their enjoyment of the opportunities brought by higher disposable incomes and expanding retail choices available to them.

Shoppers in mature markets, US & UK, are less likely to describe themselves as enjoying the experiences. It is in these markets that retailers need to explore ways to re-engage customers.

Despite the emergence of e-commerce platforms and evolving use of digital tools, bricks & mortar stores are in no danger of going away anytime soon. Customers still view the physical store as the most preferred shopping channel.

People do a lot more shopping “in the mind” and don’t restrict their browsing and buying to physical stores. Retailers should work to develop an integrated and rich range of experiences that can satisfy the shopper’s need to dream about and explore new product choices as we as efficiently locate their final choices.

Readers interested in viewing the full report can do so here. In a destination like Dubai which has successfully leveraged itself as a strong player in the shopping tourism industry, ongoing surveys such as this offer useful insight on how retails brands and even shopping mall brands can continually inspire & satisfy their customers. Shoppers want to be inspired, whether they are shopping for Saturday evening’s dinner, or something to wear for a first day at work. As shoppers gain more access to brand & product knowledge and evolve their behaviours, retailers need to invest in keeping pace and matching or surpassing the shopper’s expectations.

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