Business
An Introduction to
The Power of Belonging;
The Marketing Strategy for Branding by Said Aghil Baaghil
By Natalie L. Komitsky
In his latest book, The Power of Belonging, brand marketing strategist Said Baaghil presents business professionals and inquisitive consumers alike with a new understanding of ‘it’s all about relationships.’ He describes how our emotional perceptions and sensory experiences are involved in our acceptance or rejection of choices in the marketplace. Employing his 20 years of marketing consultancy experience, he shares valuable insights about current marketing practices in the Middle East, with a sharp focus on Saudi Arabia. Baaghil first illustrates the importance of establishing a sense of belonging by exploring the question: “Who owns the brand?” This leads to an in-depth study of the brand development process beginning with an idea, then closely examining the needs, wants and trends affecting consumers in order to connect these factors with the original idea in order to develop the brand. He further explains that it takes careful planning and delivery of a consistent message for any brand to develop from an idea to a part of the target market’s lifestyle. But, if this understanding is achieved, a brand can ultimately belong to the consumer, demonstrating exceptional loyalty to not only its qualities, but to the full emotional and sensory experience that is associated with it. He supports this view with numerous case studies of local, regional, and global business successes. Within this detailed analysis, Baaghil explains how the power of belonging applies to product, price, place, promotion, packaging, positioning, and people across the globe. He illustrates the often overlooked significance 20 DESTINATION JEDDAH
“Brands are not just names or logos. Brands are like humans; they are like you and me. They need to be managed to grow well and thrive.” of individual choices that are made during brand development such as choosing a name, designing a logo, selecting a color scheme when establishing its overall look and feel. Companies like Timberlake, Harley Davidson, and Ralph Lauren’s Polo have expertly delivered invitations to consumers who have gladly joined them in the emotional and sensorial experience created by their brand lifestyles, proving the importance of carefully considering each of these choices and their combined effect. Said Aghil Baaghil is a brand marketing strategy consultant, brand activist, and author. His 20-year progression of marketing strategy expertise, uncompromising brand activism, and dedicated pursuit of innovation has reaped remarkable results, gaining him recognition as the most respected brand strategic marketer in the Gulf region. To learn more, visit www.baaghilmarketing.com