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Brand I

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Brand “I” (irooni) has lost its focus تمركز in the last 80 years or so!

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Brand I

  1. 1. 1
  2. 2. a marketing perspective 2
  3. 3. LETS…REVEAL SOME FACTS. 3
  4. 4. BRAND “I” (IROONI) HAS LOST ITS IDENTITY AND FOCUS‫ تمركز‬IN THE LAST 80 YEARS OR SO! forgotten ‫فراموش‬ lost ‫گمشده‬ mixed up ‫قاتي‬ ‫ رقيق‬diluted 4
  5. 5. FRENCH SOMETIMES IT’S ‫ فرانسوى‬FRENCH. 5
  6. 6. GERMAN SOMETIMES IT’S GERMAN ‫.الماني‬ 6
  7. 7. ENGLISH SOMETIMES IT’S  ‫انگليسي‬ENGLISH. 7
  8. 8. AMERICAN SOMETIMES IT’S  ‫امريكايي‬AMERICAN. 8
  9. 9. GHETTO ‫ﻻت‬ SOMETIMES IT’S GHETTO  9
  10. 10. RELIGIOUS SOMETIMES IT’S  ‫مذھبي‬RELIGIOUS. 10
  11. 11. OUS REB ELLI SOMETIMES IT’S REBELLIOUS ‫.سركش‬ 11
  12. 12. FINALLY a few more SOMETIMES IT’S JUST CO N FUSE D ‫.گيج‬ 12
  13. 13. UMM… IT JUST LIKES TO ‫ نوسان‬SWING HARD ‫!شديد‬ 13
  14. 14. …YOU GET THE POINT! 14
  15. 15. LET’S START BY DISPELLING SOME ‫سوء تفاھم‬ MYTHS. 15
  16. 16. FIRST BRAND IS NOT A LOGO ‫.عال مت‬ 16
  17. 17. 17
  18. 18. SECOND BRAND IS NOT A STYLE ‫.مد‬ 18
  19. 19. 19
  20. 20. FINALLY BRAND IS NOT A ‫ نقش‬CHARACTER. 20
  21. 21. BRAND? So what exactly is a CONVENTIONAL DEFINITIONS: WIKIPEDIA: A BRAND IS A COLLECTION OF SYMBOLS, EXPERIENCES AND ASSOCIATIONS CONNECTED WITH A PRODUCT, A SERVICE, A PERSON OR ANY OTHER ARTIFACT OR ENTITY. ‫عالمت تجاری يا مارک يا برند يک عالمت ممتاز به طرز خاصی است که توسط شرکت ھای تجاری برای شناساندن خود و محصوالت و خدمات‬ ‫شان به مشتری ھا به طور يکتا و قابل تشخيص از ساير رقبا به کار برده میشود. عالمت تجاری يک نوع خصوصيت صنعتی و متفاوت از ديگر‬ .‫شکل ھای خصوصيت خردمندانه است‬ THE DICTIONARY OF BUSINESS AND MANAGEMENT: A NAME, SIGN OR SYMBOL USED TO IDENTIFY ITEMS OR SERVICES OF THE SELLER(S) AND TO DIFFERENTIATE THEM FROM GOODS OF COMPETITORS. A MORE CURRENT DEFINITION: A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE OR ORGANIZATION…IT’S NOT WHAT YOU SAY IT IS…IT WHAT THEY SAY IT IS. 21
  22. 22. REFOCUS How to BRAND “I” irooni ? 22
  23. 23. Perhaps ‫…گويا‬ 23
  24. 24. It’s not about what you do. 24
  25. 25. It’s not about what you say. 25
  26. 26. MAYBE It’s about WHO you are. 26
  27. 27. easier said than done! 27
  28. 28. Yes, but aren’t you tired after 80 years? 28
  29. 29. continue… 29
  30. 30. where to start? LET’S GO BACK TO THE ‫بنياد‬ FUNDAMENTALS… 30
  31. 31. SHALL WE? 31
  32. 32. AN IMMORTAL ‫ جاويد‬FOUNDATION OF BRAND “I” NEEDS TO BE BUILT ON THREE KEY ATTRIBUTES ‫:صفت‬ Authentic ‫اصيل‬ Timeless ‫باثبات‬ Effortless ‫بديھي‬ 32
  33. 33. Authentic ‫اصيل‬ authenticity is not based on race, religion, gender, and all other things that divide us… it’s about you being you 33
  34. 34. timeless is about being, well, timeless ‫ باثبات‬Timeless 34
  35. 35. effortless is like rose producing scent Effortless ‫بديھي‬ 35
  36. 36. …NOT Emotional ‫احساسي‬ Social ‫اجتماعي‬ Imitation ‫بدلي‬ Elected ‫انتخابى‬ POPular ‫محبوب‬ Imposed ‫تحميلى‬ Advertised ‫تبليغى‬ Inherited ‫كسبى‬ Copy cat ‫تقليدى‬ 36
  37. 37. NO ‫ ميان بر‬compromise 37
  38. 38. It’s very difficult to do? 38
  39. 39. and that’s OK 39
  40. 40. ultimately does it pass through all three filters? 40
  41. 41. then It’s genuine ‫…اصيل‬ 41
  42. 42. finally a A TRUSTED global BRAND. 42
  43. 43. share your thoughts: brand.irooni@gmail.com 43

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