Your company should not be flying blind

Starting a company can be very difficult nowadays. With so much competition, it is a hard task to get your brand out there so the general public knows that you exist. There are various ways that you can promote your company. Some of these ways are more effective than others.  Blindly choosing what appeals to you may be entirely the wrong decision. Continue reading “Your company should not be flying blind”

X Winning Ways To Incorporate Social Media Into Your Clothes Design Ideas

fashion modelThis article is contributed by Nancy Baker.

If you are starting off as a clothes designer and are thinking of ways to get your brand and name out there, look no further! Social media is an incredible way to make new friends and generally build up your own community of likeminded individuals. It is also a killer way to bring people’s attention to whatever it is that you are selling, but it is not exactly straightforward. There is a particular set of rules that, if adhered to, can bring you an incredible return. This article looks at how fledgling designers can harness this phenomenal platform in a way that sometimes belies belief. So please take a few minutes out of your busy schedule and see if you can pick up some value from the rest of this piece. Continue reading “X Winning Ways To Incorporate Social Media Into Your Clothes Design Ideas”

Why All Businesses Need Reputation Changer’s Services – Even Farms

Reputation management has become an integral and pervasive aspect of marketing in the modern world. Just how pervasive is it, you ask? Pervasive enough that even farms have gotten in on the action. The agricultural industry – probably one of the last industries you’d expect to jump on board with the latest online technology – has turned to reputation management in a big way.

Continue reading “Why All Businesses Need Reputation Changer’s Services – Even Farms”

Effectively Market Your Brand With Tumblr

This article is contributed by Sam Peters.

The biggest rage in the world of social media is Tumblr. People equipped with smartphones are taking to the streets, collecting images, and posting them to the specialized blogging service – all while gaining massive amounts of followers.

Continue reading “Effectively Market Your Brand With Tumblr”

Abu Dhabi Brand Mastery

My eyes were immediately drawn to the headline, Football and films fuel Abu Dhabi’s brand building dream. This was an article by John Arlidge in the online UK Telegraph. A brand like Kleenex or Google is clearly valuable, yet people seem very reluctant to define exactly what a brand is. What is the nature of the brand that Abu Dhabi is creating?

The Vancouver Sun carried the same story with a different headline: Abu Dhabi stakes claim to the West’s biggest brands. This seems clearer, since the story is all about Abu Dhabi buying the Manchester City Premier League soccer team. The Abu Dhabi Media Company, an arm of the government, has also struck a £500m deal to make movies with Warner Brothers, the go-to studio for the likes of George Clooney and Will Smith. The decision by Sheikh Khalifa to invest more than £1.5bn overnight in football and films has left fans and financiers asking one thing: what is Abu Dhabi up to?

Rita Clifton, chairman of Interbrand, is quoted as saying it is all about building the brand but again what is a brand? Perhaps the ESOMAR (World Association of Opinion and Marketing Research Professionals – formerly European Society for Opinion and Marketing Research) definition is as good as any:

A product or service to which human beings attach a bundle of tangible (functional product and service characteristics) and intangible (emotional and/or symbolic) meanings that add value. A brand has one strategic purpose and that is to differentiate itself from competitors.

The last part of the definition may be the key here. The online Guardian in commenting on all this suggested: “There is a general feeling in the Emirates that Dubai has become the brand name for the country, while Abu Dhabi – though the capital and largest emirate – is receding in the background. The whole plan is putting Abu Dhabi back on the map.”

Abu Dhabi Logo

In other words, Branding is coming of age in UAE. There is an Office of the Brand of Abu Dhabi that exists to promote its reputation abroad. Welcome to the Abu Dhabi brand.

The Brand Union, part of WPP, one of the biggest marketing communication groups in the world is helping in establishing the corporate identity. WPP includes over 250 companies in marketing communications including many of the big names like Ogilvy & Mather, Young & Rubicam, AGB Nielsen and the list goes on.

Branding is not just about a design or a logo. It’s more important to make sure you secure a competitive position in the market with your brand.” according to Simon Bolton, CEO of The Brand Union. “And in Abu Dhabi there’s amazing business to create brands to attract investors.” The Brand Union hails Brand Mastery as the most effective approach:

Brand Mastery can only be achieved through an equal measure of art and science. It’s a carefully-constructed mix of creativity and rigour that differentiates The Brand Union from all our competitors.

Part science, part art. Knowing the measure of each in the building of a brand is the key to mastery. Lean too far to the right and you get creative flair without a strategic perspective. But lean too far to the left and you get strategy without beautiful execution. So you need a healthy balance between the two sides—a dynamic tension that’s vital for building great brands.

Becoming a Brand Master is a lifetime’s work. It’s the same with brands. They’re never complete, and need to be managed dynamically. The pursuit of bright ideas, looking at new competitors and discovering new insights keeps a brand enticing.

That certainly describes what Abu Dhabi has been achieving in recent weeks.

Related: Branding White Rock BC – What is a Brand?