Search Results for : Personality

From crude rubber-soled inventions, the footwear industry has evolved into a multi-level hydra where hip-hop, luxury, and sports all come together and control the cultural zeitgeist. The market has grown substantially over the last five years, progressing at a compound annual growth rate (CAGR) of 5.1%. But the industry owes its success to the hype […]

Elias Karam, Strategic Planner at Publicis Middle East, explains why you should tap into lighthearted communications in times of crisis, and how to avoid blunders doing it. One of the quotes I found to ring most true in times like these is by Benjamin Franklin: “While we may not be able to control all that […]

While marketeers understand their target market holds the key to business success, they sometimes miss the mark when it comes to engaging them. If a brand fails to add value through personalized touchpoints, then, in the words of Arianna Grande, it’s “Thank you, next!” With today’s digital economy characterized by disruption, customized communication is not […]

First-of-its-kind research study on music streaming in the region to benefit brands and advertisers.

The concept of beauty and what is considered to be beautiful has gone through a massive evolution in this past decade. There used to be a standard definition for it. Now, beauty really is in the eye of the beholder. What’s considered ‘beautiful’ is a reflection of that individual’s personality. Check out what these 50 […]

Rami Abughazaleh, from copywriting agency Yala Creative, explains why a good brief is well worth your time Effective marketing is a collaboration, with the client and creative working as one. Avoid misunderstandings and poor results with a clear plan of action. A thoughtful, detailed brief gets your project off to a good start. Start off […]

Rami Abughazaleh, from copywriting agency Yala Creative, explains why you should take humor seriously. A little humor lightens the day and helps build connections Depending on the brand, amusing your target audience can be a highly effective strategy As with any creative approach, it has to be done right to work well The case for […]

With the advent of 5G technology in the region, Mobile brands are in the race to reposition themselves in the fast-changing market.  Communicate spoke with Norman Zhang, Marketing Director, Oppo Middle East, in an exclusive interview, about the company’s efforts in developing a premium brand image.   How significant is the Middle East market for Oppo? What […]

Rami Abughazaleh, from copywriting agency Yala Creative, shares some tips from a writer’s perspective. Credibility is key: speak to your audience in a voice they recognize and understand. Once you establish a communication style, be consistent. Maintaining a tone of voice builds brand awareness and trust.   Tone is everything You wouldn’t address a boardroom […]

We have all seen the ad and some of us have questioned, why Chris Hemsworth. Here is Sahar Khan, Marketing Director, Bayut answering us. Why was Chris Hemsworth chosen for such a ‘high impact advertising campaign’? What were the winning factors that made him an ideal brand ambassador for Bayut? When we first thought of […]

By Sharvari Alape Orikami Lab, a Dubai-based design innovation hub, has transformed “Spectrum Watches” to meet the present demands of the digital world. The two companies have collaborated together to deliver what is viewed as a “scalable and livable design system and narrative for the brand.” While  the brand enjoys immense success in the offline […]

By John Clark We are in the midst of a shift in the perception about neuroscience. No longer do we regard it as just an interesting topic; we are now talking about neuroscience as a proven and useful tool. The conversation tends to focus either on the different technologies and their use in research and evaluation; or on learnings from behavioral […]

By Bassam Mustafa Influencer marketing has seen a major growth spurt, and is currently all the rage. With football superstar Leo Messi kicking off the Expo 2020 Dubai video campaign, to Bollywood king Shahrukh Khan being locked down by Visit Dubai, the region has been bursting at the seams with celebrity and brand unions this year. But how […]

Trio students at Middlesex University achieved winnings in both the Masar Student Creative Award for Print Competition, and the Student Integrated Award Competition at the annual Dubai Lynx Festival. Communicate will be publishing a three parts interview with them. The first interview is with Rym Farran, who designed a campaign to promote adopting dogs. Rym Farran, created […]

YouTube is trying to stamp out its second major brand revolt in as many years, putting executives on an emergency call with top marketers and agencies, and sending a memo to Madison Avenue to let advertisers know it’s working on a fix. The problem: Pedophiles are viewing videos of children, leave disturbing comments and then […]

The key to effective brand management is creating a positive and memorable brand experience for customers. A brand experience is an ecosystem that exists around a brand or product, manifested in the sensations, feelings, cognitions, and behavioral responses evoked by a brand. The Brandberries interviewed Daniele Calderoni, regional brand and portfolio director of MARS, to get his take on […]

Vesselin Popov, business development director for the University of Cambridge Psychometrics Centre, delivered a fascinating keynote at Socialbakers’ annual Engage event on the accurately creepy research at The Psychometric Centre that enables them to know a person better than even their spouse through their Facebook likes, and how brands can benefit from personality-based targeting. We […]