Brand Management, Branding

How Companies Fail in Commonsense Marketing

[blockquote style=”quote” align=”left” author=”David Ogilvy.”]Beware of making five-year projections, unless you’re thinking of leaving the company after four years.[/blockquote] These…

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
[blockquote style=”quote” align=”left” author=”David Ogilvy.”]Beware of making five-year projections, unless you’re thinking of leaving the company after four years.[/blockquote]

These words belong to the King of Manhattan, David Ogilvy. Perhaps what he meant is not to go without planning, but plan carefully, adjust consistenly and execute relentlessly, all of it driven by commonsense.

Commonsense indicates a certain approach to marketing: figure out your company’s goals, then decide on what and how (communication, advertising and contact) to market goods/services your company offers.  Drayton Bird’s book “Commonsense direct and digital marketing” puts it in the following order:

  1. business mission (what do you want to achieve?)
  2. business objectives (are your goals SMART?)
  3. marketing aims (ex. get new customers)
  4. marketing strategy (ex. how you will market)
  5. communication objectives (ex. tell your existing customers about your new products)
  6. communication strategy (ex. building up a new database of customers via limited offers)
  7. advertising objectives (what do you want to achieve by advertising, a general, mass communication weapon?)
  8. advertising strategy (via channels will you advertise – TV, online, print?)
  9. creative strategy + media strategy (how will you convey your message? + which media and how much?)
  10. contact strategy (points of communication between your company and your customers – when/how you will use selected media to reach out your target?)

You work your way from business mission, answering all relevant questions  to business objectives and so forth. Your end result, after going stage by stage, is a well-conceived and solid marketing plan.

Yet, as simple is this sequence looks, it is regularly and sometimes consistently violated/omitted/ignored. An impressive list of small, medium and big brand and product failures is a testimony to that. Financial and other consideration matter, but marketing represents a big chunk of and reason for failures both for new and existing products/services.

Product Life Cycle Major Four Stages
Product Life Cycle Major Four Stages

[highlight color=”#eb0707″]Click to Download[/highlight]

According to one research, fewer than 10% of all new products/services survive past the 3rd year, some of the reasons being wrong assessment of existing markets, insufficient awareness generated by advertising, and wrong target group. Even the largest (and most successful) direct-selling, person-to-person marketing company and manufacturer of health/beauty/homecare products, Amway, has not been immune (Amway’s China failure).

The recurring theme among the most famous product failures is also conspiciously featuring wrong pricing, erroneous market assessment, ambiguous positioning, unclear message and wrong naming.

The underlying logic (and its failure) is notably manifested in the online part of marketing planning and execution. Inappropriate channels, wrong targeting and poor execution are prominent in social media marketing failures.

To conclude, marketing planning and execution errors originate either while not following the inherent commonsense order of marketing mentality (in accordance to the list above) or in insufficient, erroneous, unclear research, planning and implementation of one or more stages of marketing.

[blockquote style=”quote” align=”” author=”Nietzsche “]To a man with a hammer everything looks like a nail.[/blockquote]

Commonsense is indeed a sum-total of logical thinking, gut feeling and intuition. Unless we use commonsense in our marketing efforts, we will be a man when The German philosopher had in mind .

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Branding

Hassan Allam Properties rebranding campaign reflects the brand’s heritage and future

Since its inception back in 1997, Hassan Allam Properties (HAP) has carved an enviable positioning of an exclusive boutique developer…

Since its inception back in 1997, Hassan Allam Properties (HAP) has carved an enviable positioning of an exclusive boutique developer whose name is synonymous with credibility, trustworthiness and commitment. HAP values family tremendously and creates hand-picked selective communities where homogenous friends and neighbors become the chosen family. With its nationwide portfolio of projects in the city and by the sea, HAP has become an influential leading mover in the local property scene, making some wonder why it hasn’t had its own true spotlight?

Well, HAP has recently stolen the limelight, with its brand-new rebranding and awareness campaign. The campaign is finally letting HAP shine on its own, with a brand-new logo and signature line, and we’re giving you the breakdown.

New Key Messages and Slogan

Starting with, what seems to be, their  signature line, “From our family to yours.”

Looking deeply into the words, it would easily seem that the brand is aiming for a tighter focus on community, heritage and family-orientated themes. Their new social media posts are currently emphasizing the themes as well.

With the word “family” comes the connotations, or secondary feelings/meanings, of family-orientated, trustful, looking both to past and future generations, devotion, a caring nature, and legacies.

And as we can see from their current posts, they are definitely aiming for it.

The word “our” in “from our family” could also be used as a link to the company’s mother brand, Hassam Allam Group, as well as a close bond to their employees, family-orientated values and customers. Family-orientated values are also subtly used through all three texts used in their new ads.

New Brand Visuals

Starting last week, the new visuals have been released both online and on out-of-home advertisements.

The greyscale photos are immersion breaking, as not many brands are bold enough to attempt greyscale when most are looking for more vivid and bright ads. This helps the photos stand out among the sea of brightly colored real estate billboards.

The rebrand also comes with a new logo for HAP, a gold paper/sheet textured Monogram. At first glance, you can see Hassan Allam’s initials on the logo, but a small design trick reveals a final letter, P for Properties.

Logo-GIF.gif

The greyscale images show three different stages of life; youth, adulthood and marriage, and the elder stages.

They are depicted holding hands, displaying affection and familiar relationships, which symbolize care, love, trust, unity, heritage, and legacies.

These three stages, and images, may represent HAP’s influence on families and their connection to each other. This can be easily concluded with the company’s line of family-orientated housing communities such as their Swan Lake , Park View, Little Venice and Seasons properties.

Their first image, “For Generations to Come,” illustrates the relationship between the old and newer generations. Continuing with their new signature line, “From our family to yours,” the image then reflects the passing down of experience and the careful planning to ensure their future.

It also exhibits a timeless physical and emotional connection, a lasting partnership that will continue through generations, such as HAP’s properties (which can be passed along, just like knowledge, through the generations).

“Beyond a Lifetime” has a symbolic message with its strong imagery. The powerful imagery of the young hand this time closely grasping onto the old, carries the depiction of guardianship and compassion.

The last image in the series so far is “Investing in a Lifetime,” which attempts to present the vows and duties that come from a lifelong bond and agreement. This can refer to people’s investments in HAP’s properties, which can be perceived as inseparable, full of devotion and harmony that lasts a lifetime.

Along with the three images comes a navy-blue banner, highlighting the company’s wide breadth of works, whereby we found out that HAP encompasses underneath it lots  of projects [Seasons, Swan Lake Katameya, Swan Lake 6th of October, Swan Lake North Coast, Swan Lake Gouna, Park View and Little Venice

Final Thoughts

The use of Golden assets imparted a sense of high-quality service or products, which isn’t too far off when it comes to the popularity and quality of Hassan Allam Properties.

Their use of black and white photography could get them a lot of attention OOH, although not as much online.

The new branding, complete with logo and slogan, is a nice touch on this real estate powerhouse’s path, and will definitely make it more distinguishable from its competitors. And their new logo will become one of the more recognizable real estate logos on our highways.

 

With over eighty years in the industry, the Hassan Allam Group has become one of the region’s top construction and property developers, who have been producing top-quality residential and resort projects. You can find their other properties here.

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
Branding

70 years of Pepsi in Egypt and the brand journey continues

We all have a distinct memory with Pepsi. Whether it’s mothers, fathers, grandparents, teenagers, children; every single one has their...

We all have a distinct memory with Pepsi. Whether it’s mothers, fathers, grandparents, teenagers, children; every single one has their own memory of when they first fell in love with Pepsi taste and for marketers, we fell in love with Pepsi slogans.

Pepsi started its business in Egypt back in 1948. You may have noticed the recent #Lovely Campaign launched to make the year no. 70 for the giant soft-drink brand in the Egyptian market.

For over 120 years, there have been many events and historic moments witnessed in the Egypt, but for sure boring wasn’t one of them. From the birth of Youssef Wahbi, to World Wars, allot of events happened on 1898 that reshaped our life.

Pepsi has been there for unforgettable moments. And today we’re here to go down memory lane and see how the Pepsi brand actually started and evolved till 2018.

In the unforgettable moments, in the moments of deep sadness and in moments of high celebration, Pepsi has been there for all of it.

The global campaign, Pepsi Generations, aims to connect all the generations of Pepsi drinkers, through its newest content, ads and some fun and exciting activities throughout 2018.

So, what is the history of Pepsi brand and where did it all start?

When we think of Pepsi, we envision a red, white and blue circle, waving like a flag. But a version of the iconic logo that we now attribute to the soda didn’t exist until over 50 years after the company’s conception.

Initially dubbed “Brad’s Drink,” Pepsi was created in 1893 by a pharmacist named Caleb Bradham. It was renamed Pepsi-Cola, a title that was trademarked in 1903. Although the brand’s name hasn’t changed since, its logo has undergone a number of tweaks and major revamps.

timeline_pre_loader

1898

The original Pepsi Cola logo was a simple cursive red typographic logo, which would be adapted later on by rival Coca Cola. The typography was indicative of the popular handwriting style of the 1800s.

1905

1905 saw a more simplistic and easier to read logo, tightening the text and swashes to create a more streamlined look.

1906

Only a year later, the logo went through another redesign, condensing the logo to a more compact size for bottling.

1940

During World War II, in an effort to support the American troops, Pepsi changed its main colors to red, white and blue. This would also be the last lone typographic logo for the brand.

1950

1950 saw the birth of what would become a popular trend with Pepsi logos, introducing the logo in a bottle cap. Circular shapes would soon become a tradition with their future logos.

1962

To keep up with more modern times, Pepsi dropped their famous cursive typography for a simpler sans serif font. This was also the time when Pepsi let go of the word “cola.” The stripe design would soon become more popular than its original typography.

1973

The first real look at the now famed Pepsi Globe, this minimalist design boxed in the text logo in what would become one of their most recognizable logos yet.

2003

This redesign opted to focus on increasing the 3D effect of the Pepsi Globe, and increasing the logo’s visual impact.

2009

Although launched late 2008, this logo was officially on cans in 2009. The globe gets a revamp, bringing a smile to the logo. This minimalist, and flat, approach was well received. You may also find the small hint of a water-like wave on the Pepsi’s “E.”

The PEPSI Journey Continues…

So there you go, the evolution of how Pepsi brand connected with people like you and I over generations.

It’s an interesting journey to see how it all started from a little pharmacy, becoming a patriotic symbol to finally bringing in big names of entertainment to collaborate with business. Making this little product, a big empire and part of every family’s home.

What are some of your favorite memories with Pepsi?

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
Branding

Infographic: The original names and logos of famous Egyptian brands

There are many reasons an organization or a famous brand would decide to rebrand. The main reason is when it…

There are many reasons an organization or a famous brand would decide to rebrand. The main reason is when it needs to create a greater sense of brand unity across its business to reflect differentiated identity in the minds of consumers.

For new marketers and experienced professionals, it can be difficult to keep up with the changes that occur in the market. From classic brand names getting uplifts, to brands completely going under the knife and getting a new identity, we are tasked to keep documenting the changes.

We at Think Marketing are working on developing new indigenous content initiatives that meant to provide valuable help for both local and international businesses to better understand and track the Egyptian marketing scene.

In the last 25 years, some Egyptian brands implemented new rebranding strategy which involved a new logo design uplift while others got a totally new brand identity. To make it easier for you, we’ve made an infographic! *

*Give it a moment, it may take a moment to load.

 

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading
Brand Management

Juhayna steps in 2018 with bold yet humble campaign to support Baheya hospital

A fundamental quality of successful marketer is the mindset and willingness to do whatever it takes to build a solid…

A fundamental quality of successful marketer is the mindset and willingness to do whatever it takes to build a solid brand that makes revenues and changes the world.

Juhayna has decided to take its sponsorship of the beloved Al Ahly team and use it for good by launching national donation campaign to support Baheya hospital.

For years Juhayna have been doing whatever necessary to increase the brand value. Hiring Sherif Ekramy to promote Juhayna Mix, Dora as Juhayna Pure’s brand ambassador, the controversial Dundo Advert and major sponsorship deals.

After 19 years of being the most visible logo on one of the most watched teams in the country, Juhayna is taking a step back and letting someone else get the limelight.

Throwback ► Juhayna Cheering Egyptian Mothers in Emotional TV Commercial

Juhayna teams up with Baheya Hospital & Al Ahly in long-term plan which aims at delivering a bold yet humble marketing message with much emotion involved. The move definitely will re-capture the audience attention to Juhayna’s logo and strengthen the long-term sponsorship to Al-Ahly SC.

Early yesterday morning, Reporter Sara Fouad posted a small teaser of Juhayna’s new campaign.

كلكوا عارفين أنا زملكاوية قد إيه.. والإنتماء ده موضوع بجد مفيهوش هزار.. لكن في حاجة بتجمّع كل الناس أيًا كان إنتماءهم ا…

Posted by ‎Sara Fouad – سارة فؤاد‎ on Monday, January 1, 2018

 

The post states that for the first time in 19 years, something was going to change with Juhayna and Al Ahly.

Fans questioned what would happen, the brand has been a main part of the uniform for so long. Many wondered if they would change logos, or focus on a certain product instead of the company as a whole.

Juhayna themselves, later the same day, posted a short video/would be GIF on the topic.

Stepping back for 90 minutes

The FMCG company has decided to take a step back in order to lend a helping hand. So, after 19 years of unchanging visibility, the brand is partnering up with Breast Cancer NGO Baheya.

The partnership allows Baheya’s logo to sit upon Juhayna’s place to help 4000 of those afflicted with the disease.

For 90 minutes, during the match between Al Ahly and Al Masry on the 12th of January, Juhayna and Baheya hope to receive donations of up to 19 million EGP, which will be spent on helping more than 4000 Breast Cancer patients.

 

Only 7 hours in, the video already has over 5k reactions and over 400 shares.

People have reacted positively to the change, some stating that it’s honorable to use the money Juhayna uses on being on the uniform for some change and good in the world.

Baheya is a non-governmental organization that aims to help spread awareness of Breast Cancer, and the importance of early detection through testing. While Breast Cancer can be beaten at later stages, with lower rates of success, early detection provides up to a 98% chance of curing the Cancer.

Share on FacebookShare on LinkedInTweet about this on TwitterEmail this to someone
Continue Reading