18.213 Cairo

**** I know it's been a while .. but Ramadan is here and as this month is all about slowing down and looking within.. I decided to do a brief digital detox.

BRAND STORY BITE #17

ALL BRANDS SOLVE A PROBLEM FOR A SPECIFIC NEED...

Our lives are busy, maybe too busy.

We are constantly looking for apps, services, products and providers that can make it EASIER to cope and deal with our everyday lives.

But, how are YOU as a brand sharing that STORY?

Pushy ads that show the shiny features of what your product or service does?

Content that uses "influential" social media rock stars to SELL your brand?

Paying Cairo Scene to write a promotional article to gain visibility to a wide audience?

Or, are you THINKING OUT OF THE BOX and coming up with a Story that uses characters that you can SEE YOURSELF IN, that have relatable PROBLEMS that you face at work or at home.

Let me show you what I mean...

VIDEO CREDIT: Apple

BRAND STORY BITE # 15

WHAT ARE YOU REALLY SELLING?

When you look at iconic legacy brands that you have been blindly using for decades...

DOHA -
REGINA
AHRAM BEVERAGES
NESTLE
BISCO MISR
IKEA
ZARA

EXERCISE:
What do you immediately associate with each of these brands?

DOHA - spices
REGINA - pasta
AHRAM BEVERAGES - alcohol
NESTLE - dairy + water
BISCO MISR- Tea biscuits
IKEA- DIY Scandinavian furniture
ZARA- Affordable hip fast fashion

But what do they REALLY SELL?

DOHA - Helps enhance our cooking with love and flavor
REGINA - Comfort in a bowl
AHRAM BEVERAGES - Party time and celebration
NESTLE - Nourishment for our family
BISCO MISR- Our happy childhood memories
IKEA- Makes our house a home
ZARA- Feeling good about ourselves

Now, ask yourself what am I really providing through my product or service.

(VIDEO CREDIT: GE GLOBAL)

BRAND STORY BITE #9

HOW IS STORYTELLING & PIZZA DOUGH RELATED?

Creating a remarkable delicious pizza takes TIME.

It needs QUALITY ingredients
A PASSIONATE chef
A UNIQUE selling edge
And a COMPELLING narrative

Any strong Brand Story needs to tap into the TRUE ESSENCE of what it stands for (ingredients), it has to be infused with the innate passion of its entrepreneur (chef) and offer something that no other brand offers (edge).

2 Summers ago, my family and I travelled to where I lived as a little girl, Palo Alto, California.

One of the highlights of our trip was to go and have lunch at our favorite Pizza restaurant Luigie's and 40 years later the Pizza we ate was exactly the same wonderful experience I remembered as a child.