Branding, Media, Reports

The Two Tongues of Al-Jazeera

[dropcap style=”2″ color=”#f50a0a” text=”DO”] you think you’ve seen it all? Well, you’re mistaken. Normally, news organisations do keep a consistent,…

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[dropcap style=”2″ color=”#f50a0a” text=”DO”] you think you’ve seen it all? Well, you’re mistaken. Normally, news organisations do keep a consistent, logical and meaningful line of thought that results in coverage that keeps the public well informed and entertained. It seems that Al-Jazeera begs to differ.

During the events of 30 August, the Qatari news organisation changed the facts, tone and intensity of its coverage according to geography.

The Two Tongues of Al-Jazeera
The Two Tongues of Al-Jazeera

Falling in line with all commentators and news agencies, Al-Jazeera America issued a news piece on 30 August saying, “several thousand people heeded calls by the Muslim Brotherhood and held small protests across Egypt Friday against the country’s recent coup and deadly crackdown… In one of the larger marches of about 5,000 people, protesters chanted slogans against the country’s army chief, General Abdel-Fattah Al-Sisi, who led the popularly-backed 3 July ouster of president Mohamed Morsi, a long-time leader of the Brotherhood.”
Would reading the above lines put Al-Jazeera in the prism of a professional news organisation that conveys the truth about what really took place in the streets of Cairo and a handful of other Egyptian governorates? You’re mistaken again.

What Al-Jazeera Tweeted via Egypt Targeted Account ?

Al-Jazeera Mubasher Misr’s account on Twitter issued 35 tweets on the same day quoting dozens of sources, mostly Islamists and the so-called Coalition to Support Legitimacy, stating that the streets of Cairo and other governorates were filled with hundreds of thousands of demonstrators calling for the restoration of the Muslim Brotherhood’s regime. The online domains of Al-Jazeera Mubasher and Al-Jazeera Mubasher Misr released seven news stories, all of them saying “Mass Protests in Egypt” in the headlines, and inside two of these stories, the editor wrote “hundreds of thousands of protesters took to the streets”.

Losing Credibility by Choice //

If you are not a Muslim Brotherhood member or lover and a keen follower of Al-Jazeera, you will probably know what I’m talking about. Ever since the populous overthrow of Morsi, the “professional” news organisation failed to meet the most basic ingredients of a neutral news story when covering Egypt. For the majority of Egyptians, the Qatari news channel is a mouthpiece of the Muslim Brotherhood and has done nothing but incite and falsify facts to influence viewers and readers.

The above represents a trend that has been evident in many of the videos shared by thousands of Facebook users and which shows people feigning injured posing for the cameras of Al-Jazeera. Other videos carry shots of people standing in awfully quiet corners and speaking of horrors they are witnessing.

Losing credibility is a choice that Al-Jazeera opted for months ago and it seems that it won’t let go. The discrepancy between what is being aired and circulated on Al-Jazeera America and on Al-Jazeera Mubasher Misr epitomises the dilemma of the news channel that carries rhetoric extremely inconsistent with that of Qatari officials.
The result is a growing resentment of the channel along with the policies of the small emirate trying to play a role in shaping a very wide and complex region called the Middle East. Such resentment is very clear in the amount of sarcasm and jokes generated by Egyptians on Facebook and Twitter criticising what they describe as a role not fitting a microscopic dot on the global map.

News According To Where Do You Live //

Officially, Egyptian authorities did close ranks against what amounts to serious meddling in domestic affairs and incitement of violence. The recent administrative procedures and the closure of the offices of the channel in Egypt are translation of a populous anger and dismay.

So if you want to enjoy the neutral coverage of Al-Jazeera, you will have to be a resident of the American continent but bear in mind that another human being will be a victim of malicious, false and politically driven coverage only because he resides in the Middle East. Lay back and enjoy the ride.

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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.

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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.

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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?

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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.

 

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Branding

Formula 1 rebrands iconic 30-year old logo

Formula One unveiled a new logo at the season-ending Abu Dhabi Grand Prix on Sunday as the first step in…

Formula One unveiled a new logo at the season-ending Abu Dhabi Grand Prix on Sunday as the first step in the rebranding of the U.S-owned racing championship. The previous logo and trademark was used by the championship since 1993.

The new identity cements a year of change for F1, as it hopes to re-engage its global fan base. The design was inspired by feedback from fans across the globe, while the redesign and brand overhaul was led by Ellie Norman, Formula 1’s first Director of Marketing.

The design, described as symbolizing the look of a Formula One car with a ‘modern-retro feel’, replaces one introduced three decades ago by former commercial supremo Bernie Ecclestone.

F1-new-old-logos

The expensive redesign by Liberty Media, the American owners of the company that controls Formula One, replaces the logo which was introduced by former F1 supremo Bernie Ecclestone, and has stood for 23 years.

The new visual identity echoes the shape of a Formula 1 car – flat, low to the ground, an icon of speed rather than a diagrammatic representation of it. It has a modern-retro feel with enough aggression in its engineered sharpened edges to hint at both the technical prowess of the teams, while leaning into the extreme and dynamic nature of the sport.

Sean Bratches, Formula One’s MD, said the new logo shows the broader transformation occurring in the sport, as its owner, US media conglomerate Liberty Media, attempts to widen the sport’s appeal and “lead it into a digital future.”

New Misson Statement

Formula One also unveiled its mission statement with five key behaviors. The five ‘key behaviors’ are listed as: ‘Revel in the racing,’ ‘Make the spectacle more spectacular,’ ‘Break down borders,’ ‘Taste the oil’ and ‘Feel the blood boil.’

The first involves working with teams and the FIA to improve racing, the second to build up events around races, and create more of a buzz, while the third is about increasing the audience and drawing in new fans with digital technology.

The last two relate to presenting the technology in a more compelling way, and highlighting the human emotions and rivalries.

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