Earlier this year the six members of the Gulf Cooperation Council (GCC) agreed to implement a unified trademark law across the subregion. While implementation requires legal approval within each sovereign state, this next step has signalled greater importance and regional-wide commitment towards international trademark and Intellectual Property legislation and protection.
Despite there being no shortage of "experts" in the Middle East, many organisations continue to struggle with the concept of branding. This is evident from looking back over the last decade at companies, who had once commissioned firms to help with transformation, and how little they've actually advanced since.
There are many measures to determine the successful “globalness” of a brand. Asian brands and Chinese brands have long enjoyed successful relationships with their domestic consumers but have struggled to break out onto the global stage.
Leaders and CEOs are naturally optimistic about the commercial future for the Middle East and how, as representative brands, they can contribute to the growth of one of the most ambitious and progressive regions in the world.
People choose to engage with brands that create positive and measurable human outcomes – purchasing products, seeking employment and proactively supporting organisations committed to making the world a better place.
With fewer roles requiring physical presence, and executive mobility on the rise, talented and passionate professionals certainly have more options available to them. Online platforms like Freelancer.com, Upwork.com, and Fiverr.com are already disrupting the status quo.
There are now more people living in cities than those who do not. On account of their size and complexity, cities have become the engines for economic growth, the centres for innovation and ideas and, as proxy national flag carriers, the primary experience of a nation for citizens and visitors alike.
Whether new or existing, when talking about the process of brand value creation, I frequently cite examples of where a tension-resolving great idea has led to a unique identity, that has then resulted in impactful, meaningful and measurable experiences. Or, as others commonly refer to, a promise delivered!
When marketing managers and channel specialists talk about mobile there still remains a tendency to get caught up in the weeds — distracted by operational preoccupations of defining channel based KPIs, click-through rates, and sales lead generation. This was reinforced several times at the Mobile Marketing Interactive 2013 conference in Singapore.
Think about your smartphone for a moment. Of all the apps you have downloaded, how many are “branded”, i.e. mobile apps created by a brand you like or admire? Now ask yourself something else: in the last three months how many of these apps have you used more than once? Does the answer surprise you?
Branding is big business. For most businesses, brands represent their most valuable asset, influencing customers, prospects, investors, and employees. Companies often go through a complex internal process to identify the best branding firms to partner with - choosing from an array of global brand consultancies, design offices, or specialists in areas such as packaging, user experience, and social media.
Ritz-Carlton also looked to its customers when deciding to extend its brand to develop Ritz-Carlton Reserve, exclusive destination resorts aimed at ‘the most discerning traveller craving a personalised, meaningful escape’. There is currently one resort in Thailand with future expansion plans to include the Middle East.
In a digital era — as BP attempts to shift assets, ‘cap’ expenses, restore reputation and rebuild trust — is it possible the global giant has invested enough in its brand and identity to be able to recover, without having to change face?
“Reading Radical Candor will help you build, lead, and inspire teams to do the best work of their lives. Kim Scott’s insights–based on her experience, keen observational intelligence and analysis–will help you be a better leader and create a more effective organization.”
— Sheryl Sandberg, author of the NYT bestseller LEAN IN
'Hygge has been translated as everything from the art of creating intimacy to cosiness of the soul to taking pleasure from the presence of soothing things. My personal favourite is cocoa by candlelight...'
Sometimes it seems as if business exists purely to enrich a small elite. While the world is facing unprecedented challenges, it appears that businesses are only interested in making profits or paying bonuses.
A brand suffers as soon as it is trapped in a methodology. Tell a brand what to do and it disappoints you. If you see a brand coming down the street, don’t look at it: cross over to the other side and continue walking in the opposite direction.
In Beyond Measure, Margaret Heffernan looks back over her decades spent overseeing different organizations and comes to a counterintuitive conclusion: it’s the small shifts that have the greatest impact.
Brilliant and engagingly written, Why Nations Fail answers the question that has stumped the experts for centuries: Why are some nations rich and others poor, divided by wealth and poverty, health and sickness, food and famine?