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June 2, 2011
Rebranding Moscow

Rebranding Moscow with emoticons

Here’s looking at you Russia. As summer rolls on we’ve been quietly observing the seasonal marketing campaigns by airlines promising to whisk us away to paradise and destinations promising us said paradise. One that has piqued our interest as a rebranding agency is what seems to be an unofficial new brand created for the world’s 6th largest city (bit of trivia for you) – Moscow.

What we like about it, at least from what we can tell, is that it appears to be an initiative created by group of design professionals, no doubt residents of Moscow, who’ve managed to create an identity for the city bringing it to life in the form of posters, souvenirs and t-shirts. What we’re not so sure about is whether the narratives of Moscow they’re trying to sell to global visitors (ignoring local visitors, respectfully, for a moment) are the same narratives the visitors expect or even prefer of Moscow.

Titled ‘w_Ow Moscow’, according to the little information we’ve been able to glean from the campaign Facebook page and blogs as the campaign website doesn’t give too much away, the direction of the brand identity is…

“Idea is simple! Surprise + smile = be surprised smiling with a new Moscow Style!”

How to make Moscow one of the most attractive cities in the world for business or a living? How to attract into the capital of Russia the most talented people? How to change the perception of compatriots and foreigners in Moscow?

Our answer is – a large-scale project “Moscow – for you!” The project has already begun creating a new brand of Moscow – with new content and identity. The program of preserving historic and cultural heritage in Moscow has already been started, as well as a new modern space for human living and developing.

And what about common words? WOW Moscow! Moscow should become again a city with a comfortable living, where you can relax, work and smile wondering new discoveries.

Commendable and a good start but here’s what we’re not so crazy about:

1. The use of emoticons, playful and fun at first glance, seems a bit too present-day relying on the popular use of emoticons by youth today to convey certain emotions in short-form when mobile phone texting or chatting online. This doesn’t really translate into a long term identity and neither does it celebrate the rich history of Russia. And judging from some of the comments we’ve seen, we’re not alone in thinking this.

“@Tim’s: It’s a forced attempt at creating a youthful identity.”

2. The use of white font on a red background really reminds us of a little global telecom brand called Vodafone.

3. A few references have been made to the choice of typeface, Gil Sans. Understandably national feathers might be ruffled at the use of a British font for the Russian capital’s identity, although this was probably not the intention of the designers.

4. “w_Ow Moscow” is intended to convey the many feelings of surprised delight the city promises prospective visitors. However we can’t help but feel that this new brand, unofficial or not, qualifies as a clear case of shooting oneself in one’s Russian foot. Can you imagine the number of negative spoof campaigns wo_Ow Moscow could inspire? Imagine if ‘I love NY’ was “NY makes me feel…” Yes, a bit far-fetched but it leaves too much room for interpretation making it a somewhat vulnerable brand identity.

What do you think about this rebranding project? w_Ow Moscow or No Moscow?

May 24, 2011
Old Brands vs. New brands

Old Brands vs. New brands – Does Size Really matter? Which brands are faring better in terms of staying relevant and authentic ?

In an age of mass consumption, messaging overload, new media and an informed consumer which brands are faring better in terms of staying relevant and authentic ? Is it the Coca Colas, Niveas and Citibank’s of the world that are sitting on a brand legacy spanning more than 100 years of service , with global operations and an enviable marketing budget (Note: this month Coca Cola and Nivea celebrate 125yrs and 100yrs anniversaries respectively)? Or could it be the “newer” brands in existence for say less than 5 years, catering to a niche audience, with a brand story compelling enough to differentiate themselves from competitors and overcome limited marketing resources?

The answer – it doesn’t matter. Sure, while the longevity of a brand name certainly contributes, somewhat, to the awareness of the brand amongst target audiences, it is the value proposition of the brand ( old or new) instead that appeals most to the consumer. A brand’s stated mission and values from the day of launch and the enactment of these in its commercial operations, workforce and engagement with its audiences contribute to a brand depth enabling the brand to continually innovate – staying relevant and developing new streams of customer value.

We’ve seen evidence of this in the currently running 100 Authentic Arab Brands survey we’ve been conducting for the past month. In terms of the life span of each of the 100 nominated brands, and especially those that have managed to make it to the top 10, it’s really a mixed bag without any discernable data suggesting a voter preference for newer “younger” brands over “older” established brands; or vice versa. Renowned jewellery brand Azza Fahmy for example, from Egypt, has been able to stay authentic in their brand delivery with a brand story that is still relevant 40years after it launched. On the other hand ‘newer’ brands such as Animals of Lebanon or specialist magazines Desert Fish and Soura, all in existence for less than 5yrs have been able to quickly gain an impressionable subscription base that is very active online.

Key takeaway for Middle East brand managers? Legacy or “old” brands that have received numerous votes in our survey are those that have been able to adapt their brand legacy to the zeitgeist while the newer brands that have managed to capture significant voter support have done so because they’ve been able to quickly distinguish themselves at launch, defining clear brand values that resonate with discerning consumers of today.

** Note: A bit of trivia for you >> which country has the highest number of oldest existing brands in the world? Click here

May 23, 2011
FAPCO

FAPCO – Powerful Event for a Powerful Plant

How does one of the largest desalination power plant in the World celebrate its inauguration? With a Royal event.  FAPCO Fujairah 2 met all the environmental and construction challenges and was built right on schedule. So the directors wanted to share their success with the owners, partners, and general public, a Royal event was the best way to celebrate its inauguration.

To view our full gallery of images for this event click here

Zaman teamed up with FAPCO to create a historic event at the site. The event astonished the Royal guests and dignitaries. Set in a unique tent that was placed on the plant premises, the event was staged to take the audience through a crescendo of stimulations that culminated in a grand opening.

The invitations were created at two levels. Royal and VIP. Both reflected the sophistication of the event by using handmade silk paper, calligraphy, and gold foiling. There were different celebrations, so we created a clever mechanism for layering various messages.

The reception space was created like an art gallery. We wanted to exhibit the  achievements of FAPCO and by the same token celebrate the partners. Architecture Graphics showed the positioning of Fujairah F2 on the National Grid. The timeline of building the plant was demonstrated in a huge panel where more than 200 images were juxtaposed with important milestones.

To view our full gallery of images for this event click here

The show was attended by the Supreme Council Menber and Ruler of Fujairah Sheikh Hamad Bin Mohammed Al Sharqui,  HH. Sheikh Mansour Bin Zayed Al Nahyan Deputy Prime Minister and Minister of Presidential Affairs and  various ambassadors . So we liaised with Protocol to enhance their experience by creating a dramatic exit and a ribbon cutting finale that astonished the audience and media. The stage opened to the reveal the plant in all its glory.

The imagery was stylized to create a sophisticated backdrop on the stage and around both rooms.  We wanted the plant to look like a piece of art. And one of the gifts was a limited edition fine art print of the stacks.

Every detail in the event exudes sophistication, innovation, and minimalism.

To view our full gallery of images for this event click here

 

May 5, 2011
Creating a platform for Authenticity

Creating a platform for Authenticity. Grace Yacoub speaks to Gulf News

For the online version got to http://gulfnews.com/business/media-marketing/creating-platform-for-authenticity-1.803347

Everyone loves rankings; ‘the 10 best of that’ or the ‘the 10 worst of this’. These days you just cannot navigate websites without coming across one or more of these vying for your attention. Such is their sheer proliferation.

Now, Zaman — one of the first dedicated branding agencies from the region and which knows a few things about the subject — has taken upon itself with creating a ranking list of its own. But this is no Top Ten listing.

Zaman has taken on the task of finding out the Top 100 ‘authentic’ Arab brands out there.

The process does seem straight-forward enough on the face of it, but look closely and the catchphrase ‘authentic’ strikes you. How does one filter through brands which are authentic and which aren’t? Would such an exercise be completely objective and be free of personal preferences or prejudices?

Grace Yacoub, founder and CEO of Zaman, speaks on the rationale behind the new ranking list and all the processes that went into making it.

 

Gulf News: There are so many brands out there which would fit the bill of what you are looking for. Why then this emphasis on ‘authentic’ rather than ‘popular’?

Grace Yacoub: We believe authenticity drives brands to be loved. Throughout our 16 years of practice in the Middle East, we have tried to make Arab companies focus on creating meaningful experiences around their brands.

We felt this is the only way they could penetrate a market that is saturated with international established brands. We have oriented companies to be more honest about their offering so they are perceived as real and genuine.

According to you, what makes for an authentic Arab brand? And what was the immediate need for the agency to go for this ranking list?

A brand is authentic when it has an original story that engages with the customers and it consistently delivers what it says it does.

It initiates or participates in activities that support its messages which usually match the customer’s needs and values. Most importantly, authenticity comes from business owners who have real passion and therefore keep challenging themselves to do things better.

By initiating the 100 Most Authentic Arab Brands, we wanted the companies that are behaving in an authentic way and inspire customers and brand owners better understand the ins and outs of successful brand behaviour.

We hope it will be the platform for measuring the real value of brands in the mind of the customers. Perhaps after this exercise, brand owners will learn what people truly care about.

 

Isn’t there a chance the way you arrive at the conclusions could set off protests from brands claiming their authenticity?

The platform we created for this initiative is very transparent and interactive. After selecting the brands we have monitored, we are leaving it to the public to express their liking and their feedback.

By doing so, we are hoping that brand owners will capture the feelings of people and be able to assess better what they are doing right. So far we’ve got a lot of positive reactions from various brands even those who have not been selected.

 

Are there proprietary processes you followed to arrive at the conclusions? What were the parameters to identify the wider universe of regional brands?

Our manifesto is based on three values — authenticity, taste and innovation.

The markets are saturated with products and services. In the Middle East, consumer expectation is growing especially after the financial crisis.

Today, they have become immune to hollow messages and superficial design. So branding is only effective if a product or service is wrapped up with true value.

And unless the brand is really genuine and committed to practice what it says it does, it will become obsolete. Authenticity is about honesty.

Brands need to find a way to appeal and become relevant. We believe “taste” plays a major role in presenting a message simply without fanfare.

It is about harmony and original compositions and re-compositions that make a brand live its story in an infinite dimension without looking boring or sounding phony. It is about the attention to detail that any discerned person can detect and appreciate. Nowadays customers have become more sophisticated and learned.

Consumers’ expectations are growing. Today’s game is no longer about awareness. It is about differentiation. The more original you are, the more you stand out and if your story is original, believable and credible the consumer will adopt it and even market it for you.

In the 100 Most Authentic Arab Brands, we decided to go viral to demonstrate that consumers today talk with each other before talking to brands. And if they love a concept they will drive it.

It is interesting that the brands that are most popular on our site are not necessarily the most established. Some of them are not even three years old.

 

Many of the rankings in the region are based on third-party feedback. Have you eschewed this route completely?

So far we have noticed that size and longevity don’t really matter. Also, it doesn’t matter if the company’s online fan community base is big or small.

Some of the brands that are reaching the Top Ten most voted have a very mixed number of fans. Take for example the Brand Rajadano, they have been on our Top Ten most voted list since the start.

It is a young Arab Fashion brand that has great ambitions to grow on an international platform. What is most interesting to see is that Rajadano has no Facebook Fan page, only a Twitter presence and without a large number of followers.

So far, we have noted that there isn’t a direct link between our votes and the number of fans. Our voters are responding to real experiences that they have with the brand.

They are somehow connected with the brand they like and their messages relate to pride and ownership. We have also noticed that we have managed to create a new dialogue between brands and their audiences. They are now listening to what people are saying about them and responding.

May 4, 2011
Forward-thinking and innovative

Forward-thinking and innovative – Oasis magazines tells us how they became the first magazine of its kind in Saudi Arabia.

Oasis is one of the leading arts & culture magazines within the region. Oasis continuously celebrates a rich heritage and a modern, progressive and young MENA generation that is curious, forward-thinking, innovative and savvy. Oasis Magazine is the first Saudi publication of its kind, and the leading arts & culture magazine in the Kingdom, with a section focused specifically on Saudi Arabia, featuring in-depth interviews and highlighting noteworthy accomplishments.
The publication provides seasonal updates on the best in Middle Eastern culture, arts, literature, entrepreneurship, fashion, travel, and environmental & luxury products from the objective, and relatable perspective, of a young local team and a blend of internationally renowned talents. Oasis delivers fresh new content with each issue. Its focus on exposing both Middle Eastern happenings, from events and openings to individuals that are changing
our arena, as well as worldwide activities, has been creating a global impact and a much-needed platform for f” Oasis is one of the leading arts & culture magazines within the region. Oasis continuously celebrates a rich heritage and a modern, progressive and young MENA generation that is curious, forward-thinking, innovative and savvy. Oasis Magazine is the first Saudi publication of its kind, and the leading arts & culture magazine in the Kingdom, with a section focused specifically on Saudi Arabia, featuring in-depth interviews and highlighting noteworthy accomplishments.
The publication provides seasonal updates on the best in Middle Eastern culture, arts, literature, entrepreneurship, fashion, travel, and environmental & luxury products from the objective, and relatable perspective, of a young local team and a blend of internationally renowned talents. Oasis delivers fresh new content with each issue. Its focus on exposing both Middle Eastern happenings, from events and openings to individuals that are changing
our arena, as well as worldwide activities, has been creating a global impact and a much-needed platform for forward-thinking, innovative, and creative individuals.”

May 4, 2011
PSFK INTERVIEW

PSFK INTERVIEW | Grace Yacoub on Middle Eastern Brands

For the online interview log on to www.psfk.com/2011/05/the-100-most-authentic-arab-brands.html

Branding agency Zaman is embarking on a remarkable initiative as they campaign to consolidate votes to determine the best brands in the Middle East. The initiative includes not only regional product and service brands, but also blogs, media outlets, and even festivals.

PSFK caught up with Zaman’s Founder and CEO, Grace Yacoub, to get a better idea of what they are doing.

Tell us about what you hope to achieve with your initiative.

Throughout our 16 years of practice in the Middle East, we have tried to make Arab companies focus on creating meaningful experiences around their brands. We felt that is the only way they could penetrate a market that is saturated with international established brands. We have oriented companies to be more honest about their offering so they are perceived as real and genuine. We believe that authenticity drives brands to be successful and loved.

We initiated The 100 Most Authentic Arab Brands to celebrate the companies that are behaving in an authentic way and inspire customers and brand owners better understand the ins and outs of successful brand behavior. We hope it will be the platform for measuring the real value of brands in the mind of the customers. Perhaps after this exercise, brand owners will learn what people truly care about.

In your manifesto, you mention 3 criteria: authenticity, taste, and innovation. What do each of these terms really mean for brand building?

Authenticity

The markets are saturated with products/services. In the Middle East, consumer expectation is growing especially after the financial crisis. They have become immune to hollow messages and superficial design. So branding is only effective if a product or service is wrapped up with true value. And unless the brand is really genuine and committed to practice what it says it does, it will become obsolete. Authenticity is about honesty.

Taste

Brands need to find a way to appeal and become relevant. We believe Taste plays a major role in presenting a message simply without fanfare. It is about harmony and original compositions and recompositions that make a brand live its story in an infinite dimension without looking boring or sounding phony. It is about the attention to detail that any discerned person can detect and appreciate. Nowadays customers have become more sophisticated and learned.

Innovation

Consumers’ expectations are growing. Today’s game is no longer about awareness. It is about differentiation. The more original you are, the more you stand out and if your story is original, believable and credible the consumer will adopt it and even market it for you. In 100 Most Authentic Arab Brands, we decided to go viral to demonstrate that consumers today talk with each other before talking to brands. And if they love a concept they will drive it. It is interesting that the brands that are most popular on our site are not necessarily the most established. Some of them are not even three years old.

How do you define authenticity for brands?

A brand is authentic when:

  • It has an original story that engages with the customers
  • It consistently delivers what it says it does
  • It initiates or participates in activities that support its messages which usually match the customers needs and values.
  • Most importantly authenticity comes from business owners who have real passion and therefore keep challenging themselves to do things better.

Who is voting? Any notable differences in how a consumer votes vs. more professional voters?

It doesn’t particular matter if their online fan community base is big or small. Some of the brands that are reaching the top ten most voted have a very mixed number of fans.

Take for example the Brand Rajadano, they have been on our top ten most voted list since the start. It is a young Arab Fashion brand that has great ambitions to grow on an international platform. What is most interesting to see is that Rajadano has no Facebook Fan page, only a twitter presence and without a large number of followers. So far, we have noted that there isn’t a direct link between our votes and the number of fans. Our voters are responding to real experiences that they have with the brand. They somehow connected with the brand and their messages relate to pride and ownership. We have also noticed that we have managed to create a dialogue as brands are listening to people and establishing a two way conversation, building closer and more personal relationships generating evangelists for their brand.

What trends make you optimistic about the future of brands in the Middle East?

Arab societies are changing. There is absolutely more awareness about what the international brands are doing and hence they are now expecting the local brands to level. In certain industries such as fashion, luxury goods, companies in the Middle East have started to have more confidence in their offering and their ability to anticipate what customers want. So they are addressing the needs of customers and even creating astonishing quality. Local customers are responding positively.

Whilst these brands are quite popular locally or regionally, they have just begun to venture on an international level. So the potential is immense. Take Sauce for example or Animals of Lebanon. They seem to have gained good awareness and popularity amongst regional audiences in very little time. That means they must be doing something right. However, these brands are still working on a niche proposition. As the markets are maturing, brand owners are challenged to improve their offering. I believe the economic crisis made brands strive harder to survive and by doing so they learned to do things better.

Thanks Grace!

The 100 Most Authentic Arab Brands

Zaman

April 26, 2011
Rajadano shares with us their authentic Brand story.

Rajadano shares with us their authentic Brand story.

Rajadano is part of the 100 Most Authentic Arab Brands that have been selected and is currently in 5th place.  At the time of writing this post Rajadano is holding 102 Votes.

Handbag artist  Rana Al Soliman brings a touch of the Middle East

Hailing from majestic Saudi Arabia, this artist and designer has an extensively interesting history in experimenting with various creative mediums.  Studied graphic design in the American College  London, (The American University), Rana attended various courses and workshops in the US and Europe to further perfect her creative skills.  Amongst her array of creative expertise, Rana counts painting, graphic design, Islamic drawing, Venetian glass blowing and flower arranging as favored indulgences; incorporating the design influence she acquired from these art forms into her leather bag designs.

 

Rajadano aspires to capture the essence of cultural nostalgia and ethnic beauty and make this accessible to the everyday fashionista.  Rajadano is not only an example of striking design mastery, but indeed a stark symbol of exclusivity. Inspiration for the ‘Rajadano Agate’ collection surfaced from grouping the tradition, mysticism and ethnic heritage of Saudi Arabia resulting in intricately detailed designs using traditional materials and beading to produce a genuinely unique pattern, with adornments of handcrafted leather embroidery and Agate semi-precious stones.

The ‘Rajadano Agate’ collection comprises of four different styles. An assortment from evening clutches to everyday shoulder bags, and in keeping with the Agate inspiration, the collection combines metallic leather with earthy tones and comes in three shades of brown, metallic colours of gold, silver and bronze alongside the classic black and white leather pieces. Embroidered with various Islamic patterns in silver and gold coloured thread, festooned with an array of differently coloured Agate stone, each Rajadano creation depicts an inimitable facet of style personality; a perfect embodiment of cultural enchantment.

The Rajadano “O Collection ” is an array of brightly-colored ostrich skin leather clutch bags in two styles aspired from the  arabian night mystic colors like Flame red , African violet , Mango , Crystal blue and more …Embroidered with islamic design patterns in silver  color and gold color threads ….delicate, luxuries  but bursting with refreshing  colors…..

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