The Power of Belonging


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Discover the power of belonging along with proven marketing strategies to promote brand awareness and improve results. Said Aghil Baaghil, a marketing expert who has promoted innovative methods throughout the Persian Gulf Region and beyond, explains how developing a personal relationship with consumers can help your brand and business.

Using real examples, you’ll fi nd out how some of the most successful companies have used the fi ve human senses to emphasize the power of
Find out how this powerful approach can also work for you and your company. Along the way, you’ll learn how to build a sustainable brand as well as strategies that will give your product and/or service a better chance to belong.

Published in: Education, Business, Automotive
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The Power of Belonging

  1. 1. Brands
  2. 2. The Five Human Sense The beginning of the power of brand belonging
  3. 3. Brand Positioning Brand Positioning It's the first company to build the mental position that has the upper hand, not the first company to make the product. IBM didn't invent the computer; Sperry Rand did. But IBM was the first to build the computer position in the prospect's mind.” Al Ries quote
  4. 4. Brand Environment Brand Environment It’s about the nature of the brand, from market categories to brand profiling, from design to building brand perception. The power of understanding the nature of your brand environment will smooth the progress of mounting the brand culture.
  5. 5. Brand Culture Brand Culture How do you plan for your prospects to live your brand culture? Think of the Harley Davidson’s culture from Merchandizing and behavior, to how Harley riders carry the brand attitude that reflects strongly to the brand perception. Harley is a brand that prescribes to certain society belonging. The most significant part of the Harley brand is the culture.
  6. 6. Brand Experience Band Experience Experiencing the brand promise is the first and the most lasting impression. Apple products are the best example of brand experience, form their brand positioning of innovation and different, comes there tagline to Think Different. Apple has carefully delivered the entire brand essence in order to deliver a great experience. Apple today dominates that letter I! I has became the Apple experience.
  7. 7. Brand Belonging Brand Belonging Tailoring and developing the basic fundamental nature of a brand such as defining your positioning, Brand Environment, Brand Culture and Brand Experience will only resign your brand from the trouble of colossal advertising budget and facilitates your brand to BELONG in the heart of the prospects. Think of Apple a brand of cash flow, think of Starbucks how many cups of coffee are they selling per day ? Starbucks sells average of 4 million coffee drinks daily just in the USA plus the experience per cup . Experiencing the promise of your brand ,creates an interaction and the expected emotional union between the brand and the prospects.
  9. 9. The power of the human presence is the power of the personal brand coming to belong to a society, a community or even a movement. Nelson Mandela, Gandhi, Steve Jobs, Bill Gates and Bill Clinton these are among the few people who have truly understood the power of belonging. • The Power of Brand Belonging
  10. 10. The Power of Brand Belonging The sense of belonging surrounding a brand culture is about experiencing and living the power of perception. Each subculture has its own power of belonging: Polo, Apple, Harley Davidson and so on. For example, think of the hippies in the sixties, the Rastafarians, the punk rockers who arose from the skinheads. Each of these cultures has or has had its own fashion sense, hairstyles and brand colors easily identifiable by the general public. The tech-savvy company Apple generated a fashion culture around the letter “I”, producing the I Phone, I Pad, iPod and iTunes, with perhaps still more I's to come. The “I” today has the power of brand membership. Then again, not just any “I” can become a workable brand. I believe Apple has unveiled enough I’s under the I-world brand. Nevertheless, the “I” has come to represent the entertainment category of the Apple world. Look at the Apple stores and their brand culture (The culture of data and time). Today’s brands are about creating a sense of belonging and creating new categories.
  11. 11. Book available on all online vendors Said Aghil Baaghil Marketing & Brand Strategy Consultant