Branding, Marketing, Strategies

In 2013, Gamify to Win, Not to Fail

[dropcap style=”2″ color=”#f50a0a” text=”I”]n 2012, Garter, the tech research giant, predicted that more than 70% of Global 2000 organizations will…

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[dropcap style=”2″ color=”#f50a0a” text=”I”]n 2012, Garter, the tech research giant, predicted that more than 70% of Global 2000 organizations will have at least one gamified application by 2014. But by the end of 2012, it issued a more cautionary outlook, predicting that by 2014, 80% of gamified applications will fail to meet business objectives, “primarily because of poor design.” So, the question for marketers now is how to successfully and effectively gamify going forward.

Also Read : Did you hear the latest thing in business industry? It’s called GAMIFICATION !

Innovate //

It seems easy and commonsense to imitate successes in general. Also in gamification, cases of Foursquare, Lynx and others are widely copied and imitated, without deeper understanding of underlying psychology, behavioral patterns and business objectives.

A bliss and a curse, Foursquare’s meteoric rise in popularity caused its strategies to be considered status-quo for gamifying businesses. And while PBLs (points, badges and leaderboard) are effective incentives in some cases, they are in most cases superficial. The brands that are truly successful in using gamification are those that come up with meaningful rewards for user/customers, offering the highest value proposition possible.

Tapping into or riding on top of an existing consumer behavior and then rewarding that behavior is a good approach for gamification. Brands that have done it really well are the ones that have built the game layer into something that the user/customer is already doing and (ideally) loves doing. Case in point is Samsung Nation. Samsung, having seen an increasing number of (potential) customers and enthusiasts regularly surfing its website, interacting with brands and leaving feedback, decided to reward them by introducing reward/loyalty system at the points of interaction.

Integrate //

Integrating gamification elements at the product design/development level is another good idea for long-term branding and engagement thinking companies. Case in point is Nike+ and FuelBand.

This approach assures that gaming dynamics are not imposed as a superficial layer on top of a product/service, but are seamlessly aligned and inductive of achieving business goals of using the product/service.

Inspire //

Gamification is not about creating motivation. It is about reminding people of their (intrinsic) inspirations and aspirations. An excellent illustration of this is the run-up to launching Jay-Z’s memoir Decoded. The publishing house RHPG partnered with Microsoft Bing in creating a social game that attracted public interest and created huge buzz. To pique the curiosity of loyal fans and followers, pre-released pages of the memoir were printed on various surfaces and hidden around the world – from food wrappers to the silk lining of a Gucci jacket.

The campaign aimed to get an audience – fans and followers of Jay-Z – not known for reading books interested in doing so by hiding over 300 pages of the memoir in 600 placements and 15 locations worldwide. Fans/followers were prompted to find, assemble and decode the book together online before its release date. The campaign, among others, took home a prestigious Outdoor Grand Prix at the Cannes Lions.

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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.


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.

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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.



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


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


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 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.


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.


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.


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


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?

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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.


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Featured Stories, Inspiration, Marketing, Strategies

Step into 2018 with a plan; 10 easy ways to improve your content marketing strategy

The year is coming to an end, the cold is starting to seep in and the streets are getting closed…

The year is coming to an end, the cold is starting to seep in and the streets are getting closed from the winter weather. As we prepare to move forward to a new year, we’d like to help you out with a few ideas.

We’re all looking for to reach out KPIs and goals through out the year. We try this and that to improve our content, to improve our rates and etc.

So, to help you out, here are some content marketing tips and ways to improve your content for the brand-new year!


1- Have the Looks and the Feels

2017 was the year in which marketers scrambled to push visual content.

It was a year where we saw many companies move from text or simply images to well-polished designs and posts.

If 2017 was the year of the visual, 2018 moves it into another level.

A new tactic that is bringing its way to the social market are Tactile photos.

Create and distribute images that not only touches the visual senses, but the other senses as well. Create images and content that make us hear, remember the touch and sensation of an object, or let us feel the wind in our hair.


2- Lend a helping hand

For those new into Content Marketing, or may need a small reminder, Content Marketing is all about providing your audience with information and content they are searching for.

Sometimes, without them even knowing they wanted it in the first place.

Millennials and Gen Z (Millennials’ children) are skeptical about marketers. The main ways to get around their expectations?

Give them content they are searching for, or better yet, align yourself with a cause they can get behind.


3- Talk about the pain, and let them know you’re here for them

Content themes save you a lot of trouble.

They save time, effort, and brainstorming whenever you have a content plan to fill, or new content to create.

Many of us have our themes on backwards apparently. Raise your finger, so no one else sees, if you’re themes are centered about marketing your product/service and its many benefits.

Let us say, we saw you, and we’re here to let you know you’re not alone.

For 2018, let’s take a step back and truly look at our consumers.

What are their issues? Their problems? What can we do to help? Sure, we ask these questions when creating the product or service, but now we have to think about it during our content process.

Directly talk to your consumer next year. Tell them you understand and you’re here to help.


4- Augment and change the world

Augmented Reality (AR) has definitely made an impact this year, even stronger than its top contender Virtual Reality.

Both Facebook and Google released AR services or products this year at their respective annual developer conference. Not to mention that Snapchat’s success came from their innovative use of AR.

Take a look at IKEA’s successful IKEA Place app, which uses AR technology to help users see how the brand’s furniture will look at home.

From either simple AR photo-frames to crazy face-changing AR filters on FB or Snapchat, Augmented Reality is popular and here to stay. Not only that, it’s cheaper than making stickers to hang out the city, and cheaper than an extensive paid campaign on social.


5- Get Personal. Really. Please do.

Although we marketers may say that brands need to become more grounded, more in-touch with consumers, many actions may not be heading in that direction.

This year, a lot of platforms are coming to our aid.

With Facebook Live really starting to show off its power, to Instagram’s stories, getting personal with consumers are getting easier and easier.

Creating dynamic content, content that makes the brand “alive,” gets easier with these new tools. Tools also include the new Live Photo feature by Facebook, and FB stories.

While recorded and pre-prepared videos are still a great way to promote your brand, personal live-videos are an even better way to connect with people.

Behind the scene videos, behind the curtain, or even the people behind the brand, are all dynamic video content-types that you could use to get in-touch with your audience.

People want to purchase from brands they care about, so let them know you so they can.


6- Or don’t get personal, get others to influence them instead

While influencer marketing in Egypt is still a growing field, there are many other ways to spread content around the web.

Creating content strategies that include using 3rd party websites and influencers is still going strong.

In 2018, we are going to see an even larger growth rate, especially as more and more content websites and social pages pop up and grow in credibility.

Don’t be afraid to have other people review, video, test, and write about your products/services. If you’re confident in its quality, then this should be a no-brainer.


7- Updating Communication

Communication channels keep growing with each new step and technology we create. A new channel that not many leveraged this year is through online messengers.

Facebook’s Messenger’s chatbots, as well as AI website messaging, are making a strong case this year, and they’re here to stay.

Content marketing with Messenger’s chatbots is easy to do. Simple tap on the Discovery tab for inspiration, from restaurants to online stores, there is a wide variety of uses.

Website AI messaging can help aim customers through your website as they go through their buyer journey. A cleverly written script and direct questions can lead your customer from browsing to buying, answering all (or as many as possible) of their questions on the way.


8- Break it Down

One of the main ways to fill out a content calendar?

Update, reuse, break down.

Update, reuse, and break down large and deep content into separate content pieces.

If you want to go into 2018, you have got to have a plan. If you don’t have enough content, then plan ahead by breaking down already existing content.

A Press release or informatic video can be broken down into multiple pieces of content. Videos can be broken down into articles or multiple image posts, and etc.

Why spend more when you can do more with less?


9- Stop closing the box and be open to the long-term

Although Content Marketing has become one of the top buzz words in our community, as well as quickly becoming one of the industry’s top strategies, we are still treating it as if it is advertising.

It’s not.

Most companies still push content in the same way as an advertising campaign, locking themselves in a box without more opportunities. Create short term content, such as a 6-episode video series, market it through the usual channels, and then when it finishes we stop.

What should be happening is a complete switch. Content marketing may be cheap, almost to the point of free, but it is something that takes long-term planning to truly appreciate it.

Plan at least 6 months ahead to truly capture your target audience. Get your content rolling, and keep it rolling! Show 2018 that you have your content down, with only a little bit of planning, and a lot of faith and data.


10- Let’s get on it!

There you have it, easy ways to improve your content without a lot of work.

The new year is right around the corner. What are you doing to prepare?


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