Branding Framework to Build a Sustainable Brand

[dropcap style=”2″ color=”#f50a0a” text=”A”] brand is not a product. A brand is a mentality, a character, a vision, a perspective, and…

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[dropcap style=”2″ color=”#f50a0a” text=”A”] brand is not a product. A brand is a mentality, a character, a vision, a perspective, and a life style. A brand is a set of unique thoughts translated to a unique entity. You want to dare and build a sustainable brand; then this article will be of immense use to you.

[blockquote style=”quote” align=”” author=”Steven King”]A product is something made in a factory; a brand is something that is bought by the customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless[/blockquote]

Before beginning this draining project, you have to comprehend key concepts in the world of branding. You get to have good knowledge of brand identity, brand personality, brand psychology, and brand equity. The ingredients of a sustainable brand recipe are not found in regular supermarkets; rather you find them in specialized ones. The time for cooking is fairly long and the fire flame should be of medium intensity. The procedure is a mélange of simplicity and complexity. Before everything keep in mind that your brand does not belong to you, it belongs to your customer and is more of a reflection of them than you and your business.

Brand Strategy and Architecture
Brand Strategy and Architecture

Identity //

A brand identity is its visible elements such as its colors, design, logotype, name, and symbol that together identify and distinguish it in the consumers’ mind. Begin by doing some soul-searching. Penetrate into your motives, convictions, and attitudes. See how can these constructively serve your future brand. Proceed by educating yourself more about what’s out there. Learn what type of identities are out there so that you can innovate something so novel and not to reiterate an already existing idea. Ask yourself what kind of impact are you seeking. Choose the appropriate design professional who can translate your brand identity in the proper colors, design, array…Choose a musical name for your brand that can’t be easily forgotten and a logotype that can stick in your customers’ memory.

Personality //

Brands that carry with them a true persona, and the beliefs and experiences similar to a personality make a brand rise to a new level. A personality helps to humanize an otherwise inanimate object or service so that a prospect’s defenses are lowered. An attractive brand personality can pre-sell the prospect before the purchase, reinforce the purchase decision, and help forge an emotional link that binds the buyer to the brand for years to come. According to marketing research studies, small-company brands usually take on the personality of the entrepreneur who owns them for it is hard for an entrepreneur to create a brand that is a 180-degree turn against what the founder is like. An entrepreneur or founder, to a large extent, is the brand because the personality and the interest of the founder are going to have a lot to do with the way that others perceive the company.A brand’s personality can offer the single most important reason why one brand will be chosen over another, particularly when there are few product or service features that are different between competing brands. The personality gives the consumer something to relate to that can be more tangible and vivid than the perceived positioning of the brand. The personality, in some ways, is much more real than the other aspects of the brand because it is the outstretched hand that touches the customer as an individual and makes the customer loyal to this brand in particular.

Psychology //

Psychology really takes a place in every corner of our lives. Studying and assessing the consumers’ psychology of preference is a major indispensable step when creating your brand. Branding has everything to do with consumer perception. It is all about how your customers perceive your brand and what kind of immediate gratification does your brand present them with. Conducting surveys can help you dig into the consumers’ mind and check if your brand will be able to be perceived positively by them. In fact, it is the power of perception that needs to be meticulously leveraged by marketers so as to sustain influencing consumer behavior.

Equity //

Years of research have shown that consumer perceptions and attitudes – measured collectively, and commonly described as consumer Brand Equity – have a direct relationship to a brand’s market position and business results. Brand equity is this intangible value-added aspect of a particular good that is otherwise not considered unique among its competitors. A sure sign of high brand equity within a certain category is the use of a brand name to define all products of a certain type. For example, referring to any paper tissue as a Kleenex® demonstrates the high brand equity of this product in the paper tissue category. To attain brand equity, you have to work on brand identity, personality, and psychology.

If you succeeded in finding all these four ingredients and following the instructions and pieces of advice specified above, then your brand will echo! Give it a try!

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Holding a Bachelor Degree in Strategic Marketing from Hariri Canadian University – Lebanon. Endowed, with a verified record of deeds in planning and leading marketing strategies for the past 13 years. Established success driving growth in targeted markets in Saudi Arabia, Lebanon, Dubai, Syria, Singapore, Italy, South Africa, United States and United Kingdom.

Careem acquires RoundMenu, gunning for UberEATS?

Ramadan is coming up, and all we are going to be thinking about is food, food, and food! In what…

Ramadan is coming up, and all we are going to be thinking about is food, food, and food!

In what could be in preparation for that, ridesharing app Careem has now acquired RoundMenu, an online restaurant ordering, delivery and reserving platform based in the MENA region.

In a statement, Careem stated that the acquisition “is part of a wider investment into the food delivery category.”

RoundMenu currently has a presence in 18 cities across the Middle East, including Cairo and Alexandria, and maintains a partnership with the world’s largest travel site, TripAdvisor.

The acquisition was settled for an undisclosed amount.


Could Careem be gearing up for another battlefront with rideshare competitor Uber?

In the hot summers of the Arab region, many of us would prefer to order in.

This is the reason why there is an abundance of shops and restaurants willing to deliver, our growing need to stay in during the melting heat has driven demand to higher levels.

Uber has already jumped on the bandwagon by expanding their UberEATS system into the region.

Last month, Uber announced it will be releasing UberEATS to Egypt soon. The platform allows users to sign in on the app or website, scroll through partnered restaurant menus and order food from Uber.

UberEATS is currently available across more than 200 cities around the world including Dubai and Abu Dhabi. According to the company, UberEATS has been pretty successful in the UAE with orders growing by 169% in the second half of 2017.

Careem’s acquisition of RoundMenu may be a response to the news, seeing as the acquisition happened less than a month after Uber’s announcement.

Could Careem really be preparing to add food delivery to their repertoire in Cairo?

They may even be aiming to cater, through bus sharing app SWVL, from which they acquired a minority share back in July 2017. Who knows? At the very least, we know is that Careem is definitely going to try and enter the same market as Uber and Otlob, Egypt’s reigning online food delivery platform.

Careem has stated that they will be testing delivery capabilities (on small scale) later this month.

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Google launches native ad-blocker to improve Ad standards

After almost a year of preparation, Google has finally released their new native Ad-blocker for Chrome, hopefully pushing advertisers to…

After almost a year of preparation, Google has finally released their new native Ad-blocker for Chrome, hopefully pushing advertisers to improve their ad standards and quality. Google chrome will now automatically filter and disable certain ads and websites that do not adhere to their new set of rules.

Users will not have to fear bad experiences again as websites with pop up ads (with no exit/close button in sight), full volume music when opening webpages, and etc.

The ad-blocker has been in the works for almost a year now, with sources speaking to The Wall Street Journal back in April 2017. The ad-blocker will be turned on by default for all Chrome users.

This is another step for Google, who aims to ensure a better online experience for their users, and to shift the ad industry from intrusive advertising to more subtle and relevant ads.

Google and fellow internet giant Facebook are members of the Coalition for Better Ads, an international industry group that has researched the different forms of web advertising that has annoyed internet users the most.

The group has complied a list of undesirable ads, listing 12 forms of online advertising that advertisers should avoid to provide consumers with the best online experience. Unsurprisingly, the biggest offenders are in mobile.


via Coalition for Better Ads


The ad-blocking system has been rolling out for a while now, and has already caught some offenders. According to Google’s Engineering Manager Chris Bentzel, “As of February 12, 42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing. This is the outcome we are were hoping for — that sites would take steps to fix intrusive ads experiences themselves and benefit all web users.”

For users, when navigating through websites, the ad-blocker will first check on the website you are about to visit, checking if it is a part of a website that had been flagged as not following the Better Ads Standards. If it is, ads will be automatically blocked.

When this happens, this is how it will look like for users.



If you’re a website developer or website owner, you can visit Google’s Ad Experience Report to find out if you need to make some changes.

Otherwise, you may receive a 30-day warning from Google about your violations. Ads will not be stopped by default until 30 days after the warning has been issued, and there have been no changes.


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#BloggerGate; how one hotel got over 4M Euros in publicity

You may or may not have heard, but BloggerGate has been washing over international media the last few days, just…

You may or may not have heard, but BloggerGate has been washing over international media the last few days, just like how Cadbury’s Aliens have taken over our newsfeeds.

Caused by a simple request for free accommodation by a young influencer and the snarkiest reply from a hotel, Bloggergate has now amassed over 4.2 million Euros in free publicity.

But, what is Bloggergate?


From the top

On Jan 16, White Moose Café and Hotel posted a Facebook post that showed a redacted email from a young influencer who was interested in the hotel. She emailed asking if the hotel would be interested in a collaboration, as most influencers do, but she wasn’t expecting this reply.


Dear Social Influencer (I know your name but apparently it’s not important to use names),Thank you for your email…

Posted by The White Moose Café on Tuesday, January 16, 2018

The hotel’s reply has been called magnificent, many stating that influencers shouldn’t ask for freebies.

The influencer’s, UK based Elle Darby, email can be seen in the photo, where she discusses her (back then) 87k YouTube followers and 76k Instagram followers. She continues with


“My partner and I are planning to come to Dublin for an early Valentine’s Day weekend from Feb 8th to 12th to explore the area.

As I was searching for places to stay, I came across your stunning hotel and would love to feature you in my YouTube videos/dedicated Instagram stories/posts to bring traffic to your hotel and recommend others to book up in return for free accommodation.”


Apparently, Darby did not do her research.

White Moose Café has been famous for its sharp witted social media, often getting into battles with Vegans and even an entire country on social media.

Its Facebook currently has over 180k fans, and the White Moose Café wasn’t here to play.

Although the hotel tried to keep her identity secret, people figured it out and flooded her social media. Darby soon took to YouTube to try and explain her side.


Her reaction video got a lot of backlash, even from the blogging community as well. Backlash continued on the hotel, to which they replied by banning all influencers from the café and hotel.

**ALL BLOGGERS BANNED FROM OUR BUSINESS**Following the backlash received after asking an unidentified blogger to pay…

Posted by The White Moose Café on Wednesday, January 17, 2018


What’s happening now

Media outlets all over the world tried to get Paul Stenson, the owner and replier of the infamous email, to discuss things and media exposure has blown through the roof.

Stenson is definitely having fun with the attention.

Following recent events, we have added a new container to our countertop…

Posted by The White Moose Café on Saturday, January 20, 2018

I have been blocked from Twitter for Tweeting to Aldi UK a screenshot of an abusive message one of their employees sent…

Posted by The White Moose Café on Friday, January 19, 2018


Posted by The White Moose Café on Monday, January 22, 2018


The biggest thing happening now though is a PR company’s estimation of how much the free publicity that both have received would be in advertising spend.

According to ClearStory, an Ireland based PR company, BloggerGate has been written about in over 50 publications worldwide, which would have cost the influencer 4.3million Euros in equivalent advertising spend.

Well, Stenson couldn’t let the opportunity pass.

I’ll be posting out this invoice today…

Posted by The White Moose Café on Saturday, January 20, 2018


The photo shows an invoice towards the influencer, requesting payment of the 4.3 million, as well as taxes which makes it equal to 5 million Euros.

The press conference underhandedly also makes fun of President Trump, including Melania Trump.

Darby also couldn’t help herself as she released another reaction video on her channel.

So far, we’re waiting for Stenson’s next reply.


Researching before Requests

There is a lesson to be learned here for eager influencers.

Always research your target audience before trying to reach out.

Honestly, it’s a lesson all of us should know.

If Darby had done a little bit of research, she would have steered clear of Stenson’s wrath. Or maybe, just maybe, they’re in on it together?

The White Moose Café has created viral and great content gems over the years.


And even created a video, earlier in 2017, discussing how to use “Offended Snowflakes” on social media to your advantage.


If only Darby had seen it.

Either way, its been lucrative for Darby, whose YouTube channel has received over 8,400 followers since this all started. Her views have also accumulated over 2.7million views since then.

The White Moose Café has also received a lot of good will through the scandal, and will definitely get more with their brand-new t-shirts.

Paul Stenson isn’t completely bad either.

Should we follow this example?

It cannot be said that the whole situation has been bad for both parties, it’s the exact opposite.

The opportunities and free publicity from this very public, and very “savage” battle has shown that sometimes being rude or witty can get you places.

But, should others follow their example?

Could just anyone reply, as Stenson did, and receive such a boom?

Tell us your thoughts on the entire thing in the comments.

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Momentum Cairo newest Managing Director, Lina Fateen

FP7’s and Momentum’s MCN has been busy with a lot of changes in his companies the last few days for…

FP7’s and Momentum’s MCN has been busy with a lot of changes in his companies the last few days for a fresh yet challenging start for 2018, promoting two big names to new seats, and the first month of the year hasn’t even finished yet!

See here Sahar El Zoghby and Amr El Kalaawy

Another announcement has been made, this time for long time FP7/CAI member, Lina Fateen.

After working at FP7/CAI for over 16 years, starting as an Account Director, and personally working on the re-launching of Momentum in 2016, Fateen has now been announced to take over as Managing Director of Momentum.

Here is the official announcement by Momentum CEO Tarek Miknas.


Dear All,

Please join me in congratulating Lina Fateen on her promotion to Managing Director of Momentum/CAI, effective immediately.

Lina has more than 20 years of experience in the advertising industry in Egypt; 16 of which have been with FP7/CAI.

It’s impossible to think of Sahar and not think of Lina. They have been a support to one another for over a decade; building up FP7 and then taking on the ambitious challenge of  re-launching Momentum as a fully independent Total Brand Experience Agency in early 2016.

No closed offices or desks. Take a break and watch TV or video games at any time you want. And come to work in flip flops. True that it sounds like Lina in Sahel on any given weekend in the summer, but it’s also the culture that she has introduced at Momentum Cairo.

However, that comes with the precondition that we are producing Award winning work, we are driving our clients’ business forward, we are building a brand and reputation for ourselves in the market and setting an example for any future momentum to open across our network.

Lina is renowned for her multitasking and organization skills.  Her success in setting up agencies’ systems and procedures at FP7 made her a natural choice to setting up an agency from scratch. Her competitive inner drive and hunger for success, her team spirit, and absolute commitment has helped make Momentum a force to be reckoned with in Cairo

But the Momentum journey is still new and there is so much more to be done, so much more to be achieved, so many new practices to introduce and so many more brand to build. Momentum, under Lina’s leadership has the potential to overtake all the heritage player in the market, and it’s my belief that she will make it happen! (No Pressure)

Lina will report into Sahar El Zoghby, CEO, MCN Cairo.

Please join me in wishing her Totally (Awesome) Brand Experience with her team at Momentum Cairo.



Tarek Miknas

CEO, Momentum MENA


Congratulations Lina!

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