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a marketing perspective
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LETS…REVEAL SOME FACTS.
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BRAND “I” (IROONI) HAS LOST ITS IDENTITY AND FOCUS تمركز IN THE LAST 80 YEARS OR SO!
forgotten فراموش lost گمشده
mixed up قاتي
diluted رقيق
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SOMETIMES IT’S فرانسوى FRENCH.
FRENCH
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SOMETIMES IT’S GERMAN الماني.
GERMAN
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SOMETIMES IT’S .ENGLISH انگليسي
ENGLISH
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SOMETIMES IT’S .AMERICAN امريكايي
AMERICAN
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SOMETIMES IT’S GHETTO تال
GHETTO
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SOMETIMES IT’S .RELIGIOUS مذھبي
RELIGIOUS
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SOMETIMES IT’S REBELLIOUS سركش.
REB
ELLI
OUS
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SOMETIMES IT’S JUST CO N FUSE D گيج.
FINALLY a few more
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UMM…
IT JUST LIKES TOنوسان SWING HARD شديد!
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…YOU GET THE POINT!
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LET’S START BY DISPELLING SOME سوء تفاھم MYTHS.
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BRAND IS NOT A LOGO عال مت.
FIRST
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BRAND IS NOT A STYLE مد.
SECOND
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BRAND IS NOT A نقش CHARACTER.
FINALLY
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CONVENTIONAL DEFINITIONS:
WIKIPEDIA: A BRAND IS A COLLECTION OF SYMBOLS, EXPERIENCES AND ASSOCIATIONS CONNECTED WITH A PRODUCT, A SERVICE, A PERSON OR ANY OTHER ARTIFACT OR ENTITY.
سط شرکت ھای تجاری برای شناساندن خود و محصوالت و خدمات عالمت تجاری يا مارک يا برند يک عالمت ممتاز به طرز خاصی است که توعالمت تجاری يک نوع خصوصيت صنعتی و متفاوت از ديگر . ه می شودشان به مشتری ھا به طور يکتا و قابل تشخيص از ساير رقبا به کار برد
. شکل ھای خصوصيت خردمندانه است
THE DICTIONARY OF BUSINESS AND MANAGEMENT: A NAME, SIGN OR SYMBOL USED TO IDENTIFY ITEMS OR SERVICES OF THE SELLER(S) AND TO DIFFERENTIATE THEM FROM GOODS OF COMPETITORS.
A MORE CURRENT DEFINITION: A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE OR ORGANIZATION…IT’S NOT WHAT YOUSAY IT IS…IT WHAT THEY SAY IT IS.
So what exactly is a BRAND?
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How to REFOCUS BRAND “I”
irooni ?
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Perhaps … گويا
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It’s not about what you do.
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It’s not about what you say.
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MAYBE
It’s about WHO you are.
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easier said than done!
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Yes, but aren’t you tired after 80 years?
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continue…
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LET’S GO BACK TO THE
بنياد
FUNDAMENTALS…
where to start?
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SHALL WE?
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AN IMMORTAL جاويد FOUNDATION OF BRAND “I” NEEDS TO BE BUILT ON THREE KEY ATTRIBUTES صفت:
Authentic صيلاTimeless باثبات
Effortless بديھي32
Authentic صيلاauthenticity is not based on race, religion, gender, and all other things that divide us…
it’s about you being you
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timeless is about being, well, timeless
باثبات Timeless34
effortless is like rose producing scent
Effortless بديھي
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…NOT
Emotional احساسيSocial اجتماعيImitation بدليElected بىانتخاPOPular محبوبImposed تحميلىAdvertised تبليغىInherited كسبىCopy cat تقليدى
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NO
ميان بر compromise37
It’s very difficult to do?
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and that’s OK
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ultimately
does it pass through all three filters?
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then
It’s genuine صيلا…
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finally a
A TRUSTED global BRAND.
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share your thoughts: [email protected] 43
