The biggest challenge that brands face is creating sustainable and profitable growth. The meaningfully different brand not only sells more - it can sustain a price premium over time. Proper amplification of your meaningful difference is critical if your brand is to achieve its full potential. Dina shares insights from local studies across different consumer segments. Dina Elsehrawy, Qualitative Research Director North Africa, Firefly Millward Brown

4. PAY?
how much would you

5. MEANINGFULLY DIFFERENT
capture more volume share,
create loyalty,
command premiums &
grow their value market share.

6. Meets
Needs
Affinity
Unique
Dynamic
SALIENT
MEANINGFUL DIFFERENT
Awareness Intensity
Brand
Equity
SALIENT

7. 50 HIGH GROWTH BRANDS KNOW THIS ALL TOO WELL

8. THE BEST BRANDS OUTPERFORM THE MARKET

9. between
SCOUBIDOU
& LOOM
BAND
is a space

10. BRANDS
1. Sophistication & expectations
2. Competition
3. Clutter

11. HOW FIREFLY GLIMPSED INTO THE FUTURE
SEC A, B, C1, C2, D

12. IDEABLOG: NON-INTRUSIVE TO GET INTO CONSUMERS’
‘PRIVATE’ SPACE

13. WELCOME TO THE FUTURE

14. Insert video about future Egypt

15. one DREAM
two WORLDS

16. “When you think about it, the difference between people living in
the beautiful vision of future Egypt and the messed up side of
future Egypt, is what those have that the others don’t have. Yes,
education, opportunity and all those things are important and
those are mainly the responsibility of the government. But *of
course* brands have a role to play, so that the gap between
‘haves’ and have nots’ is not so dramatic.”
– Young nester, AB, Female, Cairo

17. TOP FUTURE TRENDS

18. new world,
old motivations

19. “Samsung is a brand for the future. It shows good values and
respect. It is one of the best brands that touched the lives of
people in Egypt. It did not discriminate between rich and poor.
Actually, it is one of the few brands that speaks to the rich and the
poor, never losing its charm. It made the dream (smartphone)
possible for everyone.” – Young adults, C1, Delta, M

20. Honesty, trust, authenticity, transparency, integrity
Unity, family, community, tolerance, peace, love
Success, leadership, respect, achievement
Charity, kindness, contribution, selflessness
Knowledge, intelligence, intellect, education
Justice, equality, fairness, opportunity
Progress, technology, innovation, (self) development, professionalism
Independence*, self-reliance, self-assertion, entrepreneurship
Moderation, discipline, self control
Belief, optimism, faith, hope, happiness
we identified core values which also represent frustrated needs for
themselves & society

21. the future belongs to
QUEENS

22. HTTPS://WWW.YOUTUBE.COM/WATCH?V=XPAOJMXYJGK

23. need for
speed

24. THINKING FAST & SLOW, DANIEL KAHNEMANN

26. Individualism & strain on social institutions
means more people will live (and die)
alone

27. EDUCATION
the biggest
INVESTMENT
(then real estate)

29. healthily ever
after

30. EDUCATORS IMPLEMENTERS /
ENABLERS

31. international
all over

32. TRADITIONAL
is the new
Exotic

33. bye-bye
big screen

34. people have
power

37. MORE THAN WORDS
“A successful (brand) benefits
only itself. But the ‘impactful’
and the really ‘meaningful’ is the
one that gives more than the
consumerist space. People in
return give it more than their
money. People give respect and
desire – because each and every
one of us wants to do something
truly meaningful.” – M, Mature
Nester, C2, Cairo
"‫لنفسه‬ ‫فالح‬ ‫الفالح‬.‫المؤثر‬ ‫لكن‬‫و‬
‫بيدي‬ ‫إلي‬ ‫هو‬ ‫بجد‬ ‫معنى‬ ‫عنده‬ ‫إلي‬
‫بتاعه‬ ‫المنتج‬ ‫من‬ ‫أكتر‬ ‫حاجة‬ ‫الناس‬
...‫فلوسه‬ ‫من‬ ‫أكتر‬ ‫بتديله‬ ‫فالناس‬‫ا‬
...‫بتبقى‬ ‫و‬ ‫بتحترمه‬ ‫الناس‬‫عوزاه‬
‫فينا‬ ‫واحد‬ ‫كل‬ ‫عشان‬
‫معنى‬ ‫ليها‬ ‫حاجة‬ ‫يعمل‬ ‫عوز‬.“
- M, Mature Nester, C2, Cairo

38. PURPOSE is
more precious than

39. PURPOSE is the difference the brand intends to make in
people’s lives
Better quality
sleep
(Empower)
Accelerates
discoveries &
possibilities
Immediate
satisfaction of
curiosity
(empower
human stories)
Inspires
happiness

40. ‘TRIVIAL’ / LACKS
PURPOSE
HAS PURPOSE /
MEANINGFUL
SALIENTLESS VISIBLE
DIFFERENT /
ALTERNATIVE / NICHE
ADMIRABLE /
SUCCESSFUL /
MEANINGFUL IMPACT
LOUSY / LAZY /
USELESS
SELFISH / NOISY /
INTRUSIVE
PURPOSE: AN ESSENTIAL DIFFERENTIATING FACTOR
FOR EGYPTIAN CONSUMERS NOW & IN THE FUTURE

41. COMMUNICATE IDEAS WITH
CULTURALFLUENCY
DON’T BE A JERK

42. A WINNING IDEA …
Is personally resonant/meaningful
Can be summed up in a single sentence...
Can work across borders, time and channels
Stretches the brand without breaking it
Is provocative and generates discussion...
Is disruptive

43. WHY ARE CAMPAIGN IDEAS IMPORTANT?
A strong campaign idea will allow multiple executions to be
developed within it, and allow content to be developed across
many channels making it easier for a brand to establish a
coherent and distinct positioning.
The marketplace is increasingly fragmented and it takes an
incredible idea just to break through the clutter and capture
the consumer’s heart and mind.
There are an abundance of products that perform well but
fewer and fewer compelling reasons to choose between them.

45. tell & empower stories
“We are host and hostage to the stories we tell”

46. PERSONALISATION
Egyptian consumers want to be
HEROS of their own story
one-size-
DOES NOT- fit-all

48. not just CaireneInclusively Egyptian,

51. In 2025 & beyond,
where will your brand
BE?

52. SHUKRAN!
FOR MORE INFORMATION CONTACT DINA.ELSEHRAWY@FIREFLYMB.COM