Brands Today September - 2014 by gbm

fit&fab Bipasha EXCLUSIVE INTERVIEW with the dusky Bollywood beauty who reveals her inner most secrets!

And the brands

kids most love is...

You’ve Dunn it! Elizabeth Dunn’s luxury London and New York based footwear and accessories label are exclusive, eco-friendly and top-notch

FAST and FURIOUS RIDE

On Trend Dubai Fashion Guide HEALING THROUGH

MUSIC

A TASTE OF LUXURY

UNTAMED

SPARKLE

September - 2014 £ 9.99 Sample

Trust me... you will love it! A warm welcome to you! Fashion designers begin with a plain sketch. Architects begin with blueprints and chefs have a recipe to follow and bring the final creation on your plate. We are no different. We started with a plan, an outline of a magazine unlike any other on the local shelves. Adding lots of sugar and spice along the way has resulted in the work of art gelled together with passion that you currently hold in your hands and it might just be the most impressive and ambitious brand publication ever. With a global presence our aim is to take the best of what traditional magazines have to offer and fuse it with the best of the new, digital age. It is a celebration of the worldly branded man and woman - with a focus on everything from fashion and beauty to finance and tech - and a masterful fusing of the old and the new. The editorials in our magazine feature men and women from all over the world with standout style – Bipasha Basu - the dusky Bollywood lass is touted as one of the world’s top sexiest women! Bips who is known for her glamazon persona, is captured in a much softer, more accessible light in this spread. Elsa Abi Nader, marketing manager, MENA for Harley Davidson simply zooms ahead shattering stereotypes about MiddleEastern women on her bike. Elizabeth Dunn who’s fashion accessories have become a name to reckon with in UK is as concerned about going green as you and me. Just to name a few - who can both inspire and instruct you. FIFA world-cup frenzy giving the advertisers a field day is worth all those millions spent. The photography and interviews have a personal, intimate feel, and we hope that you come away from each story with a feeling of familiarity. We believe in thought-provoking journalism not a fashion one, so subjects like travel, international relations, war and business will be prominent in every issue. And what makes us different is that we have an analytics wing which has come up with groundbreaking custom research on kids and parents brand affinity – a must-read for marketeers globally. So get ready to deconstruct the world’s most contagious brands - as we design to help you stay ahead, rather than just keep up. And trust me you’re going to love it!

Raziqueh Hussain

Editor-in-chief, Brands Today

The Team Gavin Jamie

Kate Hooper

Fiona James

Eva Morris

Jay Reddy

James Pringle Roger Moses

Edwin Martin Jim Cooper Kalpavi S

Address: Global Brands Publications Limited Unit 4 Vista Place Coy Pond Business PK Ingworth Road Poole, Dorset United Kingdom BH12 1JY

mail us at: editor@gbrandsmag.com, ads@gbrandsmag.com

Welcome

Contents

Brand Hot Bipasha

This Bollywood lass talks about being fit and fabulous Also this fashion’s favourite child has also launched her own accessories label -The Trunk Label.

09 A Taste of Luxury

We have people fighting teeth and nail about why they love their brands. Ralph Lauren, Mercedez Benz or an Apple. Why do we buy luxury brands - and how do they make us feel?

14 And the brands kidsmost love is...

Global Brands Magazine’s analytics wing (Brands 360) in association with Kidz Global undertakes a syndicated study of kid and parent brand affinity. Find out the results here.

19 On Trend Dubai Fashion Guide

Hot pink, cherry or berry - this season is all about bright colours.

20 You’ve Dunn it!

Elizabeth’s style captures the essence of merging tough feminine looks and solid designs to produce collections and products to last a lifetime.

23 Untamed Sparkle

Swarovski studded danglers, classy rings, gracious bracelets and much more. House of Chic has everything that your accessory wardrobe needs to be perfect.

27 Masterpieces we’d Love to get Lost in

The Oetker Collection is a global hotel collection of the world’s unique, exotic, and remarkable locations. And in today’s world, why not? There are a growing number of astute hotel aficionados, all seeking places that have the highest service standards.

29 Apple of my eye!

What makes Apple one of the most loved brands in the world? Well, it’s ability to connect to one and all.

FIFAâ&#x20AC;&#x2122;s $4 billion kick!

Fast And Furious Ride

We get you close, up and personal with Derek Less country manager and Elsa Abi Nader, marketing manager of Harley Davidson, Middle-east and MENA region who talk of how owning a Harley Davidson is every bikers dream â&#x20AC;&#x201C; man or woman

Branding is a relatively new concept for the financial industry and now banks are slowly realising the urge to improvise their brand value. Creating a brand value more than their competitors do is the biggest challenge for them.

Serving as a cultural bridge, American Voices has introduced American music and culture the world over, from jazz to classical symphony to hip hop in counties including Iraq, Afghanistan and Sudan.

51 Cooking Up a Change

Global Real Estate Sector On A Rise

Although recession slackened the pace, global real estate market is projected to pro life rate during 2014-19, touching high zeniths on account of growing housing demand and occupancy rates

8 STEPS TO AN ESTATE PLAN

49 Healing Through Music

Battle of Brands

Interest in soccer is at an all-time high during the FIFA, which is still the top market for most major advertisers. The World Cup - the biggest soccer competition on planet earth took marketing to a different level with top brands vying for frenzy of a global audience

STEPS TO AN ESTATE PLAN

Die without a will and you let complete strangers divide your fortune. Tracy Freese shows you how to be smart with your cash after you

From a single restaurant in Abu Dhabi, to have grown to be the biggest falafel franchise in the world - Just Falafel is developing more than 903 outlets in 18 different countries.

52 Holistic Health Boost

Barberyn Reef Ayurveda Resort in beautiful Sri Lanka will make you detox with a difference and brings to you a wholesome healing experience.

-it!

Question time!

How good are you with your brand logos and how much do you love what you see everyday, just take this quiz and prove your brand loyalty.

Fit& fabulous

Bollywood actress Bipasha Basu is making rapid strides in the advertising world with her face on wellknown campaigns. After the long list of brands already roping in the stunner, Bipasha’s personal label is also worth endorsing says Jim Cooper This Bengali bombshell has five releases slated this year - Humshakals, Creature 3D, Bang Bang, Most Welcome 2 and No Entry Mein Entry. Despite her busy schedule, she has endorsed some big-ticket products, that too within a short span of time. Notable among them is her endorsement for Reebok and being named as sexiest Woman in Asia by UK magazine Eastern Eye, her endorsement for Fa deodorants’ men’s range raised eyebrows in Bollywood! This fashion’s favourite child has also launched her own accessories label -The Trunk Label. She talks about her favourite F’s - Fitness, fashion and food and what makes her such a style icon.

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The

persona.

How would you describe your journey so far? When I started out, I was a little brat; I wanted to do something new and so I got into films. Then there was a time when I wanted to run away from it all. Now, I am grateful to God for everything. Today, I am what I am because of my connection with people. I don’t belong to a camp nor do I have an aggressive PR machine in place. Despite this, I have completed 14 years in the industry. I am proud of myself. I believe... Life is beautiful Love... is everything to me. I am a very loving person Plastic surgery is... As many discussions will happen about it if you are going to bodily correct things which God has given you there will always be a downside which the world may not know but you will have to face, so you have to do it smartly. In today’s times people are abusing it I wish I was... Sometimes SRK or Salman Khan so I would be a cool rockstar and command the business My most cherished moment... When my youngest sister Bijoyeta was born and I thought I got a doll and I named her Gudiya. I still call her that. She is the love of my life My biggest fear is... Ghost or spirits. I am petrified of darkness and ghosts My biggest asset is... My personality My first crush... Keanu Reeves after I saw Speed. He was my husband I used to say My fave delicacy... Bengali food like kosha mangsho luchi, alu poshto daal, prawns malakari I crave... All the Indian mithais like laddoos, all Bengali mishtis etc..

How do you manage to look beautiful all the time? A lot of credit for that goes to my genes! Leading a disciplined life without vices and investing in health by working out regularly makes you look good. Being inwardly strong, happy, confident & at peace with myself adds to it. Beauty rituals: “I believe in cleansing, toning and moisturising my face before going to bed. My morning beauty regime starts with drinking four to six glasses of water and eating almonds soaked in water overnight. I never step out without a sunscreen, it’s crucial to avoid UV damage. At night, I massage almond oil around my eyes to nourish the delicate under-eye skin and keep it line- and wrinkle-free. I also avoid wearing heavy make-up when I’m not working.”

Beauty Fitness It is all about loving yourself. I take good care of myself because I love myself. I believe it is important to invest in your health. Just as we invest in property, relationships and a career, we should invest in health too, otherwise other investments won’t matter. My diet comprises: I start my day with tea, almonds soaked overnight and warm water. Then for breakfast, I have six egg whites, mushroom and toast with porridge skimmed milk and fruits. Then there is an apple to be consumed at 11am. I sit down for lunch at 1pm sharp. The lunch comprises green vegetables, dal,

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grilled chicken or fish, green salad, two soya chapattis. There is no rice on my plate. This is followed by tea at 5pm. Dinner is at 9pm with salad, three vegetables cooked in olive oil, grilled chicken or fish and a tiny bit of dessert. How fit do you think you are on a scale of 1 to 10? I may look 10 on 10 most times but I think I am a seven because I’ve got osteoarthritis of the knees and it limits me at times. But the fact that I am fit today is because of my handicap. I did not ever want to be a girl who is dependent on other people and it was really hard, more because I got it at 23-24. To come to terms with it especially when the doctor told me that I can’t dance, do action or even stand for a long time and have to sit most of my life was difficult for me because I am a super hyper active girl. It kind of broke me down the first three days because I went to the biggest doctors. Then I started learning to love myself and my romance with fitness started.

Since you’ve already launched two DVDs, what’s next as far as fitness is concerned? In terms of DVDs, it’s going to go on. But I also want to grow in the business. I want to collaborate with bigger things. I want to do more health related stuff. I want to launch a BB Love Yourself fitness studio. I’d even say I want to be the Health Minister of India one day. (Laughs) But you have to be a graduate for that. That’s the only screw up. I might start studying one day. You never know. But it’s a given that I’ll eventually open a fitness centre. I stay fit and fabulous because: I want to be a very healthy, sexy old woman!

Fashion What is your style statement? I believe that no outfit is complete without the right accessories. It’s the final touch you need to help you make a statement and express who you want to be that day. Accessories help you make an impression and can elevate the simplest outfits. And this is the inspiration and reason behind www.thetrunklabel. com! According to you what is the biggest fashion myth that needs to be busted asap? The myth that you can’t wear gold and silver jewellery together. I’ve never really understood why because when you wear these two metals together, it’s one beautiful style statement! Have there been instances when the styling of a character you’ve played in a movie has clashed with your personal sense of style? How do you handle it? I think there must have been several instances where the character style in the movie clashed with my personal style. But I don’t think it really matters because at the end of the day that is the essence of acting, to be able to completely transform yourself and adapt to the role. So I’ve taken it all in good spirit as long as I get to sport my personal style otherwise! Of all the characters you’ve played your favourite in terms of the style of the character’s look? My favourite character style that I have portrayed would be my character from Dhoom 2. The character’s style was completely different to what I’ve depicted in other films. The beach style with colourful bikinis and tankinis styled with beautiful burgundy curls was the look I personally loved. Which is a global accessory trend or accessory shade that you follow? Pearls with a touch of gold - They are evergreen, timeless and elegant. You can dress up any outfit with pearls and gold!

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LUXURY A TASTE OF Ralph Lauren, Mercedez Benz or an Apple. Why do we buy luxury brands - and how do they make us feel? Raziqueh Hussain gets you the answers...

Mac versus PC, PS3 versus XBox 360, iPhone versus Android - it goes on and on. In modern consumer cultures across the globe, people compete for status through comparing their taste in products. We want the real iPhone not because it works better but because it’s the real one. The same logic explains why we splurge on Hermes bags, Rolex watches, Prada T-shirts, fancy Bordeaux, and expensive art. While a Rolex is a lovely piece of time keeping machinery, the value of the watch has nothing to do with its function. Instead, it depends on the intact authenticity of the brand. We have people on comment boxes, message forums fighting teeth and nail about why they love their brands. The more expensive the product, the greater the brand loyalty attached to it. These people are fanboys - usually men who massage their bloated egos by owning luxuries and bragging about it. Fanboyism isn’t anything new. It’s just a component of branding. Marketers and advertisers have known about it since Quaker Oats created a friendly logo to go on their navy blue packets. This one is a great example of creating brand loyalty - the mysterious emotional connection people have with certain companies, that turns them into defenders and advocates for corporations who don’t care a dime. Brands spend millions of dollars trying to make consumers fall in love with them, and C.W. Park, director of the Global Branding Center at USC’s Marshall School of Business and his colleagues conducted a series of surveys, assessing people’s love toward Apple and their hatred toward England’s Manchester United. They even assessed the supermarket-buying behaviours of 1,000 Austrians. The results were recently published in the Journal of Consumer Psychology and reveal that making a consumer fall in love with a brand depends on “narrowing the psychological distance” between the

buyer and the product.“People need to think of the brand as an extension of him or herself,” says Park. But how? In experiments at Baylor University where people were given Coke and Pepsi in unmarked cups and then networked to a brain scanner, the device clearly showed a certain number of them preferred Pepsi while tasting it. When those people were told they were drinking Pepsi, some of them, the ones who had enjoyed Coke all their lives, did something unexpected. The scanner showed their brains scrambling the pleasure signals, dampening them. They then told the experimenter afterward they had preferred Coke in the taste tests. They lied, but in their subjective experiences of the situation, they didn’t. They really did feel like they preferred Coke after it was all over, and they altered their memories to match their emotions. They had been branded somewhere in the past and were loyal to Coke. Even if they actually enjoyed Pepsi more, huge mental constructs prevented them from admitting it, even to themselves.

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LUXURY A TASTE OF

It’s easy to ridicule brand behaviour as mere snobbery. We might look down on the pretentious fools carrying Louis Vuitton luggage, or bragging about their iphones, or wearing underwear with a big logo. We probably assume that they’ve just wasted a lot of money on some costly social signalling, or that they’re using the brands to assuage their deep insecurity. But we are all vulnerable to this tendency. As Park explains, “So many brands focus on the functional benefits of a product, but that’s just the starting point in developing a relationship with the consumer.” He points to Tiffany as a perfect melding of enticement, enablement, and enrichment. The blue Tiffany box has come to symbolise: the perceptual pleasure of fine jewellery, the quality and functionality of the product (that is, how easily you can complete an outfit with a pair of Tiffany diamonds), and the personal enrichment you feel by owning Tiffany. “The colour of the box alone says, I am somebody. I bought this product at Tiffany. I belong to a special class of people," says Park.

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Branding builds on this by giving you the option to create the person you think you are through choosing to align yourself with the mystique of certain products. Apple advertising, for instance, doesn’t mention how good their computers are. Instead, they give you examples of the sort of people who purchase those computers. The idea is to encourage you to say, “Yeah, I’m not some stuffy, conservative nerd. I have taste and talent and took art classes in college.” Are Apple computers better than Microsoft-based computers? Is one better than the other when looked at empirically, based on data and analysis and testing and objective comparisons? It doesn’t matter. Park contrasts Tiffany, Apple, and Nike with Sony. He says 10 years ago, Sony was an incredibly powerful

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brand. The idea that your CD player or VCR was a Sony meant something to people. “But Sony was primarily focusing on performance and functionality,” says Park. “So was Toyota, Honda, all these Japanese brands.” At a certain point, practical concerns took precedence over building a psychological connection with consumers. “All these Japanese brands - they’re all cold,” he says. “There’s nothing in them that makes your heart warm and cozy. And these days Samsung is right there. Performance is good. It’s a must.” But, he says, that performance means little without spiritual affinity. Cast in religious terms, this all might sound a little silly. But think about your favourite sports team and what its success or failure means to you. If the team doesn’t inspire you, then you won’t root for them. If the product doesn’t inspire you, then you won’t buy it. “People say they like Toyota and Honda,” says Park. “But whether they love it is a different matter.”

Marketing instils this brand loyalty from a very early age. Consider a clever experiment led by the psychologists Bruce Hood and Paul Bloom. The scientists tested 43 children between the ages of three and six. The children were shown a “copying machine” - it was actually tachistoscopes that were modified to have flashing lights and buzzers - and told that it could make an exact copy of any object. The scientists “copied” a block and a rubber animal and then told the kids that the machine could also duplicate toys. A ‘‘stretchy man’’ was then placed in the box and the illusion repeated. Interestingly, the children actually preferred the “duplicate” toy and chose it 62 per cent of the time. The kids didn’t worry about the “authenticity” of the stretchy man. But Hood and Bloom didn’t stop there. They also had many of the young kids bring in their “attachment objects,” such as their favourite blanket or stuffed animal. (I still remember losing Gerry, my stuffed giraffe, at the tender age of five. Grief.) The scientists then offered to “copy” the object for the kids. Four of the children simply refused - they wouldn’t let their blankie anywhere near that notorious device. But even those kids who allowed their attachment object to be“copied”refused to see the objects as equivalent. The new duplicate was an illegal blankie, a bogus stuffed animal. Even though the children were assured that the objects were identical, they intuitively believed that the copy wasn’t the same. It lacked a history, a bond, a sentimental attachment. It was inauthentic. The same principle applies to brands. Although we outgrow stuffed animals, we never get beyond the irrational logic of authenticity. There are certain things whose value depends largely on their legitimacy. While I might listen to pirated music on my iPhone, I want the phone to be genuine. I want that Apple logo to be real. Why? Because the brand has effectively woven itself into my emotional brain and when I see that logo, I don’t see a functional object. Instead, I’ve learned to respond to everything that isn’t functional, all those subtle connotations conveyed in the glossy ads. There are many blankets in the world. But there is only one blankie. The best brands are blankies. If you see yourself as the kind of person who owns Apple computers, or who drives hybrids, or who smokes Camels, you’ve been branded.

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Brands Trends Report

And the brands

kids

most love is...

Global Brands Magazine’s analytics wing (Brands 360) in association with Kidz Global undertook a syndicated study of kid and parent brand affinity. As businesses feel the pressure to gain new insights from social media, they require the analytics expertise to transform this flood of information into actionable strategies. The study conducted over a period of three months came up with some interesting findings which changes the way marketeers look at Kids Brands these days. •

Launch of Kids Brands during the mid year proved to be most effective.

•

Four out of five kids knew an average of 35 different brands by the age of 12.

•

The popularity gap between the top 15 brands and the bottom 15 brands is narrowing in 2014.

•

Short attention span and multi-tasking of kids proves to be a challenge to the marketeers

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Brands Trends Report most searched on Google-2013 •

Despicable Me Minion Mayhem

•

LEGO - Toy Line

•

Narunto Mango Series

•

Peppa Pig

•

Anime Anime Genre

•

The Walt Disney Company

•

Minions

•

Barbie - Collection category

•

Harry Potter literary series

•

Alice’s Adventures in Wonderland

•

Cheshire Cat

Europe 5

Digital Entert. (excl. VG) 22%

(UK, France, Germany, Italy, Spain)

Playing = Indoor and Outdoor

Sports 2%

Schooling = School and Homework Outside Activities = Outside Entertainment, Going out with Friends and Shopping

22% Eating 15%

Others = Reading, Grooming and Others Digital Entertainment = TV Viewing, Computer Time, Tablet usage, Mobile usage and Music Listening.

15%

8% Others 11%

Outside 8%

10% Playing 10%

Schooling 32%

Study of Kids Psycology in 2013 The survey throws an interesting surprise that in Europe, kids spend less time in leisure activities. While 45 per cent of their time is dedicated for leisure, the kids don’t actually fully utilise this time, outdoors. This is good for the wired companies, as about 22 per cent of the kids’ leisure time is spent on digital electronics. Brands related to videogames, phones and laptops are hence the top-gainers.

3500

Searches

3000

Mentions

26 Kids Brands were launched in March - April

Launch of 3 kids movies world wide

Christmas Shopping

May

Jun

Jul

Aug

Sep

Nov

Oct

Home work

50%

Eating

60%

70%

Computer Time

Reading

The number of searches on the Internet for Kid Brands peak in the last year and the number of mentions by adults on kids brands were surprisingly quite high on the internet. What’s surprising is that globally, kids know a lot about brands, thanks to advertising and cut-throat marketing strategies targeting directly at them.

500 Apr

71%

Mobile Usage

1000

Mar

Tablet Usage

1500

Feb

TV Viewing

2000

Jan

74%

75%

84%

% Kids

2500

Proportion of kids Multi-Tasking Kids 3-14-Europe (UK’France,Germany,Italy,Spain)

100

On the other hand, to market the product for kids who pay less attention, multi-tasking and kids with short attention span is giving headaches to the marketeers. This year the launch of “Colour Analytics” to predict seasonality trends based on kids behaviour during different seasons took off with some of the big brands dealing with kids apparel.

Dec

Stronger economic environment compared to the previous years and a record number of searches and mentions on the Internet made it possible for marketeers to market their products efficiently, at the same time, a slight indecision from their end has led to a lot of negative sentiment on the Internet. Five in 10 UK citizens believe that businesses haven’t focussed on providing good customer service. This has made the businesses stand up and take notice of the online feedback provided by customers more seriously. On the other hand, atleast 65 per cent of the UK citizens believe that they would invest in a branded kid’s product for better customer service and children’s safety.

40%

45%

38% Positive Sentiment

32%

28%

32%

Negative Sentiment Neutral Sentiment

28% Overrall

27%

30%

Existing New Kids Brands Kids Brands

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Brands Trends Report OVERRALL SENTIMENT

NEW BRANDS Positive Sentiment

28% 45%

Positive Sentiment

32% 40%

Negative Sentiment

28%

27%

NEW BRANDS Positive Sentiment

32% 38%

Negative Sentiment Neutral Sentiment

30%

Children know many Entertainment brands, 35 in average.

In Europe, because of easy access to digital devices, kids know a lot about media and entertainment quarters. While Latin American kids topped the list of knowing-fully well about nearly 46 brands, Asian kids lacked brand affinity as international marketing firms havenâ&#x20AC;&#x2122;t fully used their strategies well in this region. Advertising is the main hold on kids perceptive minds. Those with great advertising strategies have built a strong grip on the market

(Kids 0-14) 25.25

45.71

Country Maxico Brazill United Kingdom Spain Australia Italy Argentina Canada France Germany Poland Russian Federation China United States Philippines India Malaysia Indonesia Saudi Arabia Netherlands Thailand Hungary Belgium Denmark Sweden Korea Japan 0

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10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46

Brands Trends Report All through our findings it is evident that the brand’s message stays the same globally, although it adapts to various cultures. For example, Barbie doll from Leo Mattel toys has adapted herself well to a number of cultures. Look at the Mexican Barbie who wears a long pink dress with ruffles, her wavy black hair is styled with purple ribbons and holds a Chihuahua under her arm a completely traditional get-up.

100

90 70 50 30

Frozen

Minions (Despicable Me)

60% 55%

51%

Hello Kitty & Barbie Disney Princess 48%

Google research shows that users who searched for Brands went up by almost a 100 per cent in the last 10 years between August 2004 and August 2014. This has also made it easy for small companies take on big companies head on in an effort to woo the customers. Infact the popularity gap between the top 15 brands and the bottom 15 brands is becoming smaller in 2014, so the smaller players have everything to win if they can capitalize on their popularity and monetize their markets. The survey concludes that children are getting their entertainment across different devices. Kids these days, eh? If they’re not swiping your tablet and filling it with their own apps, they’re playing Moshi Monsters, surfing YouTube, creating chicken-packed Minecraft castles or learning to code. Parents tend to follow their kids recommendations.

85%

81%

43%

Digital 75% has been requested by the sole name of the product

Digital 75% of this has been requested directly by the name of the product or the name of the brand.

Sports & Outdoor 43% of this has been requested by the type of the product rather than the name of the product or the brand.

Digital natives is an overused buzzphrase, but it’s still accurate. And if you are to build a life-long commitment with your product, see to it that you catch them young.

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On Trend

Dubai Fashion Guide Prakash Parmar from Dubai’s Bespoke runs through this season’s must have items and looks for the UAE’s power players and fashion elite. Living in the UAE, the first rule is don’t invest in heavy linens. Picking the right fabric is key to keeping cool so we always recommend a linen blend; something lightweight, such as a blend of silk and linen. By using a silk-linen blend you can ensure outfits are light and less wrinkled.

Essential Item

This season’s essential item has to be a tailor-made linen blazer. The blazer is versatile and can be paired in endless combinations to fit any occasion - and being linen it’s light enough to beat the UAE heat.

Tailoring

Hot pink, cherry or berry - this season is all about bright colours.

It’s also worth noting that it’s not always about a full suit. Many people are having jackets made instead of suits, and this is becoming more and more of a common fashion statement. As mentioned, with this summer’s essential item - the tailor-made linen blazer jackets can be mixed and matched with shirts and trousers to create a range of different looks that will see you through the summer and work in almost any occasion.

Colours

Inject some freshness and excitement into your look this season by mixing bright shades with darker colours to create real impact. Natural colours, nude and pastels are also in. Combine the two themes, highlighting one piece as your bright colour against the dark. This can be done through belts, shoes, ties, socks and even shirts.

Shoes

Borrowing from the past, leather tussle loafers are back for the season, as well as suede derbies and two-tone brogues. For formal occasions, the double monk strap is a must have.

Tailoring is making a big come back this year and it’s becoming the ‘in’ thing to have suits and pieces tailor made to the customer’s size, shape and specifications.

Bespoke is the luxury brand created by Dubai’s Parmar Tailors, who have been operating in UAE since 1956 with a long history as one of the UAE’s most revered and respected tailors, creating genuine hand crafted suits for powerful people. Bespoke brings the legacy and authenticity of Savile Row to the Middle East, catering to the captains of industry, the entrepreneurs and celebrities of the region.

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Youâ&#x20AC;&#x2122;ve Dunn it! M

ade under her own name, Elizabeth Dunn is luxury London and New York based footwear and accessories label which is made to order and eco-friendly

Elizabethâ&#x20AC;&#x2122;s style captures the essence of merging tough feminine looks and solid designs to produce collections and products to last a lifetime. Ranges include luxurious leather products that feel practical without compromising on style and individuality. Everything is handcrafted applying both traditional and modern techniques and all finished off with the brandâ&#x20AC;&#x2122;s signature. Design philosophy is focused on tough femininity, classic styles and avoiding one season styling. Each piece is specifically designed to be timeless, never becoming a throwaway item. Elizabeth Dunn graduated from the prestigious shoe college Cordwainers at London College of Fashion in 2010 where she studied footwear design. After graduating she started to build her brand, since showing in London, New York, Berlin and Milan. Her latest collection is trans-seasonal, ensuring practicality in all weather conditions. Hand carved wooden heels and a play of juxtaposition of Onyx/Crimson, Winter/Summer, strength and femininity. Shoes are made-to-order, offering the personal service of going to her London or NYC based studios for a taste of modern craftsmanship and offering a different footwear buying experience. Combining modern technology with traditional shoemaking skills she creates your perfect pair of shoes. Branching out from footwear exclusively the brand has started to grow offering a range of handmade leather products and new accessories ranges. Everything is designed to be very simple, great quality and let the leathers / colours do the talking. Ranges include - leather bags, journals, camera straps , Wallets and Leather leads and collars.

What inspired you to to go into the ladies footwear industry? Initially started in fashion, but I always enjoyed doing more than designing, pattern cutting and sewing. I decided to specialise in footwear when I moved to London to study at Cordwainers London College of fashion. At LCF I loved learning the practical side of shoemaking and working with leather.

What is your personal favourite collection to date? This is a very hard thing for me to say, as they all have totally different aesthetics and I've had totally different experiences and opportunities from each collection. If I had to say one I would say my 2013 Capsule collection hand painted by a series of artists and designers.

Do you find it hard to stay Eco-friendly? Yes. being eco-friendly is easier said than done especially in the leather and fashion industry, A huge part of what I do, is producing collections and products that are build for life, made with longevity in mind, avoiding one season styling and sourcing the most materials and production in England.

Where do you want to be in the next decade? I would love my brand to be more widely available and grow internationally, as for myself I hope to be still doing what I love, creating beautiful products for everyone to love for many, many years.

How would you describe your style? Sturdy. Quality. Playful.

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UNTAMED SPARKLE This season add some zing to your personality with these bold and gleaming accessories from HOUSE OF CHIC Swarovski studded danglers, classy rings, gracious bracelets and much more. The comprehensive array has everything that your accessory wardrobe needs to be perfect. Jinali Sutariya, the mastermind behind the concept, is a young 23 year old who after interning at fashion houses like Diesel, Vogue and L’Officiel wanted to create a platform for our highly talented Indian designers to showcase their collections in cities like Los Angeles, New York, Hong Kong, Dubai etc. After partnering with her aunt Heena Surani, a renowned personal shopper in LA, they successfully hosted their first luxury multi-designer pop-up store in Los Angeles and Dubai, where they showcased designs of some of the most prominent names in the fashion clique such as Surily Goel, Rohit Gandhi & Rahul Khanna, Nikhil Thampi, Shivan & Narresh and Gauri & Nainika.

The House of Chic collection consists of a mix of skulls, crosses, black ties and lace. Her collection is a fusion of contemporary and tribal designs. All the pieces are designed and manufactured in Los Angeles and Turkey. Swarovski crystals imported from Germany and jewellery made of alloy with a rusted gold finishing add the statement touch to these accessories. Today the accessories are donned by most A list Bollywood celebs and red carpet regular such as Deepika Padukone, Sonam Kapoor, Sonakshi Sinha, Malaika Arora and many more. Soon after this, Jinali awakened her dormant desire to launch an in-house aptly titled 'House of Chic' is everything bespoke, creative and handcrafted for the perfect fashionista looking to flaunt their baubles and bags. A label manufactured and already successfully selling in Los Angeles , will now be available in India through ENSEMBLE and Amara stores in Mumbai. The House of Chic online store ,which is soon to launch will be one to look out for. Her future projects include pop-up stores in Hong Kong, LA and New York.

Last year the duo debuted at the Lakme Fashion Week (India) W/F ’13 with a superlative collection named - ‘Dark Angel’. The designer took to the dark fantasy world and combined their passion for it with their designs and creativity.

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Love getLost Masterpieces we’d

The Oetker Collection is the selection of hotel’s which are one-of-a-kind, reflecting the unique European heritage, sharing the highest level of service, exceptional and historic architecture and interiors says John Smythe

he Oetker Collection is a global hotel collection of the world’s unique, exotic, and remarkable locations. And in today’s world, why not? There are a growing number of astute hotel aficionados, all seeking places that have the highest service standards. Compare this search to the fashion industry, and the Oetker Collection is Haute Couture versus prêtà-porter. Whether you’re traveling the north of Africa, the seclusion of the Seychelles, or the bounty of Europe, the best travel is a truly individual experience. With eight of them to offer, unique experiences that is, the Oetker Collection can be found spread across the great destinations of the world, and in them are countless memories. If the mark of a great hotel is the history behind it, or the guests who call it home, there are lots of reasons to want to stay at these great locations. The Grand Hotel du Cap, now called Hotel du Cap-Eden-Roc, first opened its doors

in January 1889, and has been a favourite of the South of France ever since. It has sea-water pool that was hollowed out of the basalt rock in 1914, and the iconic heated overflow swimming destination is without any doubt one of the most emblematic places in the property. Pablo Picasso was a frequent guest and would casually arrive for a drink or two, simply attired and at ease. And it has been immortalised Fitzgerald and Hemingway, and is known in his work as the “Hôtel des Etrangers” from Tender Is the Night. The collection’s more modern appeals are alive in France as well, with the capstone Palace Hotel “Le Bristol” still an iconic landmark of the rue du Faubourg SaintHonoré, at the heart of Paris' fashion and arts district. Both it and Hotel du Cap-EdenRoc are feature destinations of the culture of France, with Haute Couture and celebrity a regular fixture of the Paris Fashion Week and see-and-be-seen guests adorning Le Bristol’s lavish lobby. And like treatment besets the Hotel du Cap-Eden-Roc for Cannes. Further afield, the collection lives up to its mission for unique character, with heart-

stopping beauty perched on the secluded jungleand-rock facades of the Seychelles in Fregate Island Private. It is a haven of family activity, dream weddings, and exploration, and just 50 miles from the busier North Island, accessible by helicopter and ship, it also hosts two thousand Giant Aldabra Tortoises - one of the world’s largest communities - and a jungle and beachside nesting habitat of the critically endangered Hawksbill Turtle and the endangered Green Turtle. The Seychelles remains one of the few places on Earth where sea turtles come ashore to nest during the daytime, and guests have been known to rest, explore, and enjoy their private beach at the hotel, graced only by the presence of the gentle ancient wildlife. This is not a collection of your average and your enjoyable luxury five-star. The Oetker Collection is a special brand, and they try to live up to the idea of “Individuality Together” in truly incredible ways. They are masters of exceptional, incredible service, and have been known to serve breakfast in a jungle treehouse, fine and exotic seafood handserved on a sunset beach, and iftar in their Moroccan palais. Their goal is truly magical experience and they do their best to achieve it from the Caribbean to the South of France, Marrakech to Baden-Baden.

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L'APOGÉE COURCHEVEL

FRANCE Situated in the French Alps in the

exclusive Jardin Alpin, this is one of the newest additions to the collection, enjoying an outstanding location in the most desirable ski resort of the five villages of the 3 valleys region, in the heights of the French Alps. www.lapogeecourchevel.com/eng/ home/ LE BRISTOL PARIS

PARIS, FRANCE Le Bristol Paris’ exemplary

service and unrivalled elegance make it the hotel of choice in the French capital, where it has been welcoming its esteemed guests since 1925. www.lebristolparis. com/eng/welcome/

CHATEAU SAINT-MARTIN & SPA

VENCE, FRANCE

A former 12th century Knights Templar Commandery with superb views over the sweep of the Côte d’Azur, Château Saint-Martin & Spa has been one of the jewels of the Relais & Châteaux collection since 1970. www.chateau-st-martin.com/eng/home/

FREGATE ISLAND PRIVATE

SEYCHELLES

A castaway idyll with pristine coastline, lush forest and wild protected fauna, in a luxurious haven of peace. www.fregate.com/

EDEN ROCK ST BARTHS

FRENCH WEST INDIES Built about 70 years ago and located on a rocky promontory in St Jean Bay, surrounded by white coral sandy beaches, this tiny rock is smaller and less populated than many countryside villages, but its charm, perpetual sunshine, marine park, and protected landscapes are unforgettable. www.edenrockhotel.com/

HOTEL DU CAP-EDEN-ROC

CAP D’ANTIBES, FRANCE

This is a legendary property, known worldwide as where oldworld glamour meets modern luxury. www.hotel-du-cap-eden-roc.com/ eng/home/

BRENNERS PARK HOTEL & SPA

PALAIS NAMASKAR

embedded into the green surroundings of the worldfamous Lichtentaler Allee, Brenners Park has accorded guests the art of savoir vivre for 140 years. www.brenners.com/eng/home/

In the Palmeraie, between the Atlas Mountains and the Djebillet Hills, Palais Namaskar is an exotic blend of luxury and mystery, and Morocco’s star on the edge of the desert. www.palaisnamaskar.com/eng/welcome/

BADEN-BADEN, GERMANY Located on the doorstop of the Black Forest and

MARRAKECH, MOROCCO

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Steve Jobs, Apple’s co-founder, described Apple as a “mobile devices company” - the largest one in the world. Today it has gone beyond that, binding emotions and people through the power of technology

Appleofmy By Kalpavi Sridharan

eye!

Brand value: $87.1 billion. Consumer perception rank: 11 The value of the Apple brand has soared 52 per cent over the past two years with the success of the iPhone and iPad. Global consumers give Microsoft higher marks in perception study done by Landor, but Apple’s significantly higher brand value makes it the world’s most powerful brand, according to a Forbes report. Apple took the virtual world by storm ever since desktops were introduced around three decades ago. With Steve Job using his Midas touch on Apple from 1996, he turned the company into gold, connecting well with its consumers. He made a smart move by using Intel processors instead of Power which struck gold. Job’s greatest strength was his product vision - that had the magical ability to create gadgets that people would love to use. In the midst of techno collision, he allowed Apple to invent whole new categories of gadgets that had never existed before, including the iPod, iPhone, and iPad which made Apple the most valuable tech company in the world.

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Adoring fans lapped up the latest iPhone 5c/5s as now Apple has raised the bar for aesthetics, simplicity, and ease of use in its gadgets that all other tech brands are now expected to match. More than 72 million Macs are in use today, and the average sales had increased by 15 per cent in 2013, as compared to just three per cent a year for the PC market. The iTunes App Store, which turned six this year, has crossed 50 billion application download mark. But all is not roses for the giant seller, Although the new partnership with China’s largest wireless carrier to sell iPhones is in the offing, the company’s shares have plunged by 5.2 per cent this year. Analysts and investors are criticizing the move to stall the sales of iPhones and iPads as these products are the sure winners. If Apple is to stay afloat in the brand market, it should first slow down Samsung’s speed and capture the Chinese market. So it’s now time for Apple to apply its catch-phrase on itself - to “think different.” Apple’s brand position has evolved, but today’s brand is still consistent with these early promises. What still appeals is that it is a really humanistic company with a heartfelt connection with its customers.

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THE WORLD IS SPINNING ALL AROUND YOU.

THE EARTH STILL HAS GRASS. THERE’S A STORM OVER EVERY HORIZON.

SEA BREEZE STILL CALMS.

BORDERS ARE BEING REDRAWN EVERYWHERE.

JOURNEYS STILL LEAD TO DISCOVERIES. THE WORLD IS FULL OF STRANGERS.

A SMILE STILL MAKES A FRIENDSHIP. RIDE ON.

FAST and FURIOUS RIDE Both are riders. One a man the other is a woman. We get you close, up and personal with Derek Less country manager and Elsa Abi Nader, marketing manager of Harley Davidson, Middle-east and MENA region who talk of the “motorcycle experience” of the brand and how owning a Harley Davidson is every bikers dream – man or woman

“Working for a company like Harley-Davidson where both customers and employees are so passionate about the brand is really an honour and privilege.”

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hat's the most important thing managers can do to protect their company's brand – either when they work for a household name like Harley-Davidson or a local business that's well-known in a community? The customers’ contact with the brand, whether it is in the showroom, workshop, at an event, or through the media, should always be a positive experience – this is how we protect and grow the brand.

By Ronald Messinger riginally from South Africa, Derek Less joined Harley-Davidson when the company expanded and opened the office in Cape Town. He joined as a Finance Controller and also started riding Harleys in 2008. Though being a chartered accountant, he has been out of the finance area for five years now, and on the commercial side of the business which has been a real growth experience for him. After working for a few big multinationals before joining Harley-Davidson, he is now Country Manager, Harley-Davidson Middle East and North Africa (MENA),

or employees who interact with customers on a daily basis, can you name three qualities or characteristics the employee should have? It’s most important to listen to customers; understand their needs and try and go the extra mile to satisfy those needs.

o you have any advice for salespeople on how to best clinch a sale?

The most important part is to understand the customer’s needs, don’t try and sell them something you think they want. Then try and match your product offering to their needs.

ou've steered Harley-Davidson through the recession, when profits were down. If a company is going through a rough economic spell, what can managers say or do to ease concerns around the workplace? Always get employees to stick to the vision and mission, even through the tough times as most businesses are cyclical and the company needs to be strong when the economic conditions improve.

any businesses have seasonal peaks. What should employees and managers focus their efforts on during the off-season, when not as many customers come through the door? For Harley, we are fortunate that customers don’t just come to buy bikes, they come to have their bikes serviced, buy our clothing and riding gear, accessorise their bikes, attend events, or seek bike advice - these are all services our local dealers offer.

ow would you assess the current market in the region; specifically in the UAE?

The economy in the UAE is very buoyant and with the announcement of Expo 2020, there is definitely an added buzz in Dubai, and we are very positive for the future. Of course the UAE is part of the Middle East and there are some real challenges not very far away, and in some countries we have to do more than others to overcome challenges.

hat are the future plans of H-D? Any new models for the coming year in the region?

Yes, for the Middle East markets we will launch the new Street 750 model at the beginning of 2015. This is a very exciting product for us and aimed at a new generation of customers. Harley-Davidson also recently revealed Project Livewire, Harley’s electric bike which is currently undergoing trials with select consumers in the US and will be followed up in EMEA markets over the next couple of years.

hat are examples of important values for a company?

Honesty, fairness and respecting people.

hat is the best career advice you've ever gotten?

Be yourself, use your own strengths to achieve the business results, don’t try and emulate others’ characteristics.

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lsa Abi Nader is the regional marketing manager for Harley-Davidson Middle East and North Africa office in Dubai. She has been with HD for the past three years. She currently owns a Softail Slim but her favourite bike is Fatboy Lo. She talks of how women are taking on motorcycles and riding gear. “Whether it’s for work or in my own leisure time, I’ve been riding in Miami, Jordan, Oman and of course UAE.” Harley is focusing on youngsters (men/women), what plans to target youth and how would you combine them socially with existing H-D riders? We’re seeing that young people are naturally more attracted to the brand as they are more aware of our products and the availability of bikes they can customize to their taste. Given the recent product launches, continuing to target young urban adults is a big focus for the brand in the coming years. The Harley accessories and motor clothing are considered one of the most important items sold after selling a bike. What’s new? In accessories and motorclothes we always have something new. We launch fashion collections 4 to 5 times a year at all our dealerships in the region; that’s on top of what we call core collection, which is our basics for riding gear, ranging from jeans, shirts, leather jackets, functional jackets, gloves, helmets, to boots, etc. As for the accessories, every model year we launch a wide range adaptable for all our bikes. Project Rushmore for example in MY14 focused a lot more on rider/ passenger comfort and improved functionality and ease of use of saddle bags.

How do women go for training to ride a Harley Bike? Like any other person, in every country there’s a process and various options to get training and a license. Local dealerships can offer advice and contacts, as well as follow up with H.O.G. to start riding in groups and build confidence on the road, or advanced rider training skills, etc. We have a small guide to get you started: http://www.harley-davidson.com/content/h-d/en_ZZ/home/learn-to-ride.html

Tell us more about female riders and the increase in the region. More and more women are learning to ride in the region and embracing a new hobby; over time people are realising that it is easier than they thought, and more accessible than what they believed. Our experienced dealers in the region are offering customers better information and access to training, licensing and advice to choose the right bike for them.

How do they balance their career as a woman and as a Harley rider? They complement each other; many women say that riding a Harley has allowed them to be more confident and self-assured at work and in life in general. They enjoy this activity amongst each other, and with wider groups of friends or H.O.G. (Harley Owners Group)

Can women drive any HD model or do you recommend certain HD models for women? Women can drive any bike they want; it’s all about the level of confidence and riding skills. New riders typically start on sportsters, and when they are ready, upgrade to bigger models.

Why should a woman buy a Harley instead of a BMW, or Ducati or any other Japanese cruising bike? It depends on what she’s looking for. If adventure, touring, cruising, discovering new places, riding with friends, customising her bike to fit her image and taste, as well as experiencing something different is what she’s looking for, Harley is the lifestyle she might enjoy. There’s no doubt that a woman on a Harley is incredibly attractive and she’ll definitely turn some heads!

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BATTLE OF BRANDS

randing is a relatively new concept for the financial industry. They are slowly realising the urge to improvise the brand value of the banks as the customer’s understanding of value is increasingly being driven by knowledge and their involvement with the brand. A recent survey claims that roughly 1 out of 6 people on earth will be using social media in 5 years time, it also shows that currently there about 373 million people using social media and that media marketing can not only create a brand image but also create positive influence on how people perceive the brand value of a bank. Banks and financial organisations invest an enormous amount of craftsmanship and money on crafting their unique identity, to build an effective customer relationship which in turn profitably enhances the market shares of the bank.

In a matured market such as banking, creating a brand value than their competitors do is the biggest challenge as retaining the customers is truly a difficult task. And in the recent years there is an evident increase in the brand value of smaller brands when compared to bigger brands. For instance Wells Fargo has held its position as the world’s most valuable banking brand for quite a long time, with a total brand value of over $30 billion, while UBS’ is up $3.35 billion, a 46 per cent increase which is a great leap as a smaller bank when compared to Wells Fargo. Smaller banks have proven to innovate their products and offers to even meet the unknown needs of customers. Smaller brands spent a great deal on money on advertisements as trend states – “the more you advertise your offers the better and bigger customers you get”, which makes the analyst predict higher forecast revenue

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BATTLE OF BRANDS for these smaller banking sectors. These smaller banks have moved out of their traditional way of advertising by switching on to creative and innovative techniques to reach out to the targeted audience. Hence it is extremely essential for banking firms to hold on to proper brand management. Product innovations in banking services are short lived as itâ&#x20AC;&#x2122;s relatively easy to copy such offers. So as larger banking firms, there is an urge to concentrate on brand value, client-advisor relationship as a means to differentiate them from their smaller-peer banking firms or the brand value between bigger brands and smaller brand will reduced over the time of years to come.

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Global Real Estate Sector On A Rise Although recession slackened the pace, global real estate market is projected to pro life rate during 2014-19, touching high zeniths on account of growing housing demand and occupancy rates says Karan Chechi

he advent of global economic downturn in 2008 caused a huge turbulence across the globe, severely affecting almost all developed as well as developing economies. The aftershocks of the recession can still be observed as many economies are yet to witness full recovery in terms of production and other economic indicators. These factors also buoyed significant turmoil in the real estate market during recession, which was otherwise treading with an annual average rate of over 8 per cent during 20002010. However, with steady recovery in economic and capital market fundamentals, the real estate market is expected to gain significant momentum over the next five years.

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Ever since 2009-10, the market has been posting record growth across all the parts of world, be it the Americas, Asia-Pacific, Europe or the Middle East. Some of the key factors propelling this increase include growing housing demand, rising number of tenants, increasing rentals and swelling occupancy rates. Investors are expected to gain an average of at least 7-8 per cent Return-On-Investment across all the regions. However, the lionâ&#x20AC;&#x2122;s share would still be accounted for by Asia, which is likely to grow faster compared to all the other markets including North America and Europe.

Despite being the nucleus of the economic turmoil, the United States real estate market has been riding high on account of increasing investor interest and growth in leasing activities. Post-recession, the market has been witnessing growth in both industrial as well as official market segments. Reduction in unemployment levels and robustly growing financial market are continuing to augment real estate sector in the country. Moreover, the industrial vacancy rates have been peaking with highest being witnessed in Atlanta, followed by Detroit and Washington DC. The pace of the European real estate market was weakened by the Euro zone crisis, gravely affecting smaller countries like Greece, Portugal, Spain and Ireland. However, on the contrary, urban European centers including London, Paris, Moscow, Frankfurt, Stockholm, Manchester, Hamburg and Munich continued to be the top 10 commercial markets for commercial investment across the region. To a great extent, Asia-Pacific made significant contribution in growth of global real estate market. The region has been witnessing increase on account of favourable government measures. As a result, countries like China, India, Hong Kong and Singapore emerged as major markets offering high scope for economic activities. The region also capitalised on the Euro zone crisis due to which office occupancy rate spiked in hotspots like Shanghai and Beijing, resulting into an increase in rentals over the last five years. Besides, other places like Tokyo, Singapore, Sydney, Perth, Mumbai and Hong Kong have emerged as prime locations for establishing offices with annual overheads ranging from $1,300-$1,600 per square metre. In the Middle East, political instability remained the prime factor leading to high vacancy levels in the region. Over the coming years, the real estate market in the region would continue to depend on the political scenario. Prime office locations in the region would continue to be Dubai, Abu Dhabi, Riyadh and Doha. The African real estate market is projected to grow as the region remained immune to global slowdown. Premier office locations with high rentals in Africa include South Africa, Nigeria, Tanzania, Uganda and Angola.

Karan Chechi is a Research Director at TechSci Research

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Do not underestimate the emotional strain of death and money. Grieving can be misinterpreted and turn into conflict. Greed is a driving force during the probate process, seemingly rational human beings become green with money hunger. If you, as the matriarch or patriarch of the family, would prefer to minimise this emotion from your beneficiaries, clue them into your wishes ahead of your death. Simply give children copies of your estate documents and encourage questions.

Consider a disinterested third party. This goes back to #1 - death, money, and emotion equate to drama. Appointing a disinterested third party, many times a trustee or executor, can allow families to grieve without concern about family inheritances. A skilled trustee understands how to deal with conflict during stressful times. Yes a third party will charge a fee, but the fee is small in comparison to the amount of inheritance lost to estate litigation when family members begin fighting.

Introduce children to your trusted advisors. Begin bringing children (and even grandchildren) to investment meetings. Introduce them to your preferred investment advisor, attorney, accountant and banker. If you have a trust fund in place, introduce children to your future trustee. All you have to do is sit while the advisor leads the meeting. If you are at a loss for words, I can assure you most financial professionals are not.

6 STEPS TO AN ESTATE PLAN

Minimise surprises. Estate drama occurs when families are surprised. I often heard “Dad never would have wanted this...” or “Mom clearly didn’t understand...” When in fact, the decedent was very intentional. This state of family member denial leads to conflict. Taking away the surprise of your wishes before your death will minimise this conflict.

Allow children to receive account statements. I know it is easy to want to hide your net worth from the world, but children sometimes see things you miss. Hidden fees, skeptic charges, you name it – it can happen in an account. Often another pair of eyes is helpful.

Die without a will and you let complete strangers divide your fortune. Tracy Freese shows you how to be smart with your cash after you

Add names to accounts. One of the worst ways estates can be tied up is when assets go unclaimed or become inaccessible. Owning accounts jointly with children, especially lock boxes, will allow access upon mom or dad’s passing. Banks and financial institutions have cracked down on opening locked boxes to the tune of waiting three years unless proper authority can be proven.

Don't just discuss money, discuss wishes. This can range from burial plans to personal property distribution. One of the best strategies to keep children involved with your estate planning is to gift personal items while you are still alive. Giving a memento or heirloom as a gift while you are still alive can be a way to share family history.

Work with a NAPFA fee-only certified financial planner to discover how much is necessary for you to live your life fruitfully. Let your children see that number and if you have more than enough, consider annual gifting. Another excellent way to gift and witness enjoyment is to take family members on vacations or pay for home improvements. All of this can be a “cover” as you slowly discuss your financial position with the future generation and avoid estate taxes at the same time

Tracy Freese, MA, CTEP® is a fee-only financial planner specialising in estate planning and trust funds. She can be contacted through her minimalist lifestyle site www.homeofwealth.com

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FIFA ’s

$4 billion kick! World Cup - the biggest competition on planet earth took marketing to a different level with top brands vying for frenzy of a global audience says Priya Laxman

nterest in soccer is at an all-time high during the FIFA, which is still the top market for most major advertisers. Even for people who don’t usually follow soccer, there’s something sacrilegious about not watching the biggest sporting event of all time. Maybe it’s the rarity – happens every four years, the hype and pre celebrations, or the catchy FIFA songs – Ola Ola and La La La. The sudden rush of adrenalin and the plethora of emotions that go along with every pass is absolutely nail-biting! And the revenues garnered have day after the world cup, marketers and agencies eagerly dig through data to get the scoop on the performance of the ads.

The 2014 World Cup advertising arena has been dominated by Nike and Adidas. Nike, Puma and Adidas sponsored 27 of the 32 country kits. Almost every shoe worn by the players were of these top brands. The star of the Brazilian team, Neymar’s jersey, sponsored by Nike sold like hotcakes. Sales almost doubled after Neymar’s unfortunate vertebra injury.

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The World Cup has been the epitome of glitz and glam and a goldmine for the advertising world. YouTube claims 1.2 billion minutes worth of World Cup ads have been viewed so far, representing four times the number of minutes spent watching Super Bowl ads this year. The all Adidas final, with Germany and Argentina both sponsored by Adidas was a huge win for the giant brand. Adidas dominated the viral video chart during the world cup with “The Dream”, which garnered 17.7 million views from July 7-13. The Samsung Galaxy S5 ad featured the most prized football stars like Messi, Ronaldo, Gotze and Schweinsteiger. Moreover, this South Korean conglomerate hit the jackpot with the only ad this world cup featuring both Ronaldo and Messi. The advertisements by Nike were viewed as short films than mere ads, targeting the sentiments that usually follow football.

of the top trending World Cup videos. Since its release, the video has generated 1.4 million views. By comparison, the official FIFA song has about 72 million views, criticized as being not Brazil culture friendly. The Columbian pop sensation recruited partner, Gerard Pique and fellow Barcelona players Lionel Messi, Fabregas and Neymar, and even her son, Milan. To top it all, Sergio Aguero and Radamel Falcao also make an appearance. Another big player in the music industry, Beats, refers to its ad as a global campaign featuring the world-known soccer players, has gotten nearly 8 million views after just four days on YouTube. The five-minute ad called “The Game before the Game” shows rituals followed by athletes to get ready before a big game. Brazilian soccer star Neymar Jr. steals the limelight and takes a motivational call from his father. The star studded ad also features NBA superstar LeBron James, tennis player Serena Williams and musicians Lil Wayne and Nicki Minaj.

Music is a big platform that transcends cultural barriers, so it’s an emotional way to connect with a varied and large audience. Shakira’s world cup performance led her to becoming the first person ever to reach 100 million likes on her official Facebook page. Cristiano Ronaldo, who got more haircuts than goals during the World Cup, is in close competition. Shakira’s “La La La” is one

The World Cup has been more than just a sporting event. It’s been a solid platform for the top brands to reach out to a vast and wide range of people, transcending all ages and ethnicities. Advertisers and world icons have surely used this opportunity to keep us tuned in with the World Cup with mind blowing advertisements!

The Competitors • Nike, Puma and Adidas sponsored 27 of the 32 country kits • Neymar 10 jersey sales more than double after injury • Samsung hits the jackpot with Messi and Ronaldo both featuring in the same ad • Shakira’s “La La La” generated 1.4 m views since release

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HEALING THROUGH

MUSIC Serving as a cultural bridge, American Voices has introduced American music and culture the world over, from jazz to classical symphony to hip hop in counties including Iraq, Afghanistan and Sudan. John Ferguson talks of cultural engagement in times of trouble While news of Iraq dominates headlines and people around the world are (justifiably) panicking about the stability of the country and also the region as a whole, there is another aspect, other than security that needs our attention. That is of cultural infrastructure. Artists, musicians, budding artists all suffer - perhaps as much or even more than the average person, because all the institutions of learning that go towards creating a good artist are lost. While the government to government relations between the US and countries of the region have ebbed and flowed in the past few decades, there is, arguably, a greater people to people engagement. Culture is a magnet that could perhaps bring people of different regions together and hold them, as a glue. This is evidently the case in the work of American Voices. We have seen this occur in Iraq, which had a fabulously rich cultural infrastructure, but in the past 10 years, this has been lost, due to conflict. We are slowly trying to re-building that infrastructure, with the help of local artists, organisations. American Voices is an NGO that has been engaged in teaching Western Classical Music, Jazz, Hip hop, Broadway and other performing arts to youth across the Middle East, North Africa and South Asia regions. They have worked in over 110 countries in the last 20 years. Through our Youth Excellence on Stage (YES) Academy programs, American Voices trains youth (as well as older people) in how to become a good musician. The techniques, methodologies are part of what we teach and we also try to donate musical instruments, where we can. We have realised over the years that sometimes, donating parts of instruments - strings, chords etc. is more important than the instruments themselves. Additionally, YES Academy this year would bring youth from Syria to Lebanon for an intense two week training. This is one of the many programmes that American Voices runs, to not only help promote culture, but also help the locals preserve their own musical tradition - by looking at music and performing arts as a common language. This, the organisation believes is the most effective form of diplomacy or

what they call ‘cultural engagement.’ We believe that civil society and one-on-one interaction between Americans and others, around the world can help bring about greater understanding and appreciation of culture. While there are some who may be cynical and dismiss this sort of exchange as ‘cultural hegemony,’ the fact is that music and performing arts can act as a common language and bridge between different people. Speaking of the fund-raiser for YES Academy, Lebanon that American Voices is currently undertaking I can say that for the price of a latte you can help transport, house and feed one deserving Syrian student. Proceeds will also go toward supporting our three Syrian scholarship students at Baylor and St. Louis Universities. Help make this YES program the best ever and give young Syrians the opportunity to work with American Voices’ excellent string, piano and composition faculty this summer. Thanks to the matching donor, a small donation of $5 is automatically doubled to $10. In recognition of its work, the US Center for Citizen Diplomacy (USCCD) selected American Voices as a “Top Ten Best Practices Organization” in 2010. Over the years, American Voices has found that the uniquely American art forms that have emerged from the intermingling of our myriad of ethnic and folk traditions have been popular mediums for cultural engagement. For more about our ongoing projects, please visit www.americanvoices.org

John Ferguson is Founder and Executive Director of American Voices in St Louis, United States

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Cooking Up aChange From a single restaurant in Abu Dhabi, to have grown to be the biggest falafel franchise in the world - Just Falafel is developing more than 903 outlets in 18 different countries. Mohammed Al Fardan takes a sneak peek into how this vegetarian sandwich brand has emerged as a global winner

s you enter the doors of the Just Falafel office in Abu Dhabi the first thing that greets you is a game of table tennis.

It has been the scene of so many important milestones in the company, it is like their boardroom. Fadi and Mohamad will play a quick game whilst discussing strategy, birthdays are celebrated here and sometimes new merchandise is unceremoniously dumped. It has earned its space at Head Office and continues to stay, because it has come to represent the corporate culture of competitive play, great partnerships and a diffusion between work and play.

and you may be in finance but you will be called on to contribute to brand strategy. That is often the hidden strength of an SME, initially out of necessity you will have to multi task, but from that you build a flexible workforce, that can grow beyond the role they were hired for,” says Fadi Malas, CEO. Transparency is an important one. You can literally see straight through the offices with its open plan setting and glass walls. No secret meetings, no hiding in corners, everyone can see who is in the office and what they are doing at all times.

Like any good dish it takes time to prepare. Quality ingredients, meticulous preparation and the right vessel that lets flavours blend to perfection over time, creating something of value and authenticity, miss out a step and the dish can be ruined. These are the core values which have been infused into corporate culture. The casual attire that is worn represents a freedom of expression and a sense of comfort, that makes going to work feel like an extension of the rest of your life. As Warren Beatty once said you feel like “You've achieved success… when you don't know whether what you're doing is work or play.” “We are still a relatively small Head Office of around 45 people who play with ideas all the time. You never know where the next big idea is going to come from, so we don’t really have an edit button, it’s just a continual conversation. We have a wealth of talent that contributes across the board

Mohamad Bitar, the founder and Fadi Malas the CEO are so proactive on a daily basis, the original staff that have been with the company since the beginning and the new members that are bringing in specialised knowledge maintain the speed at which this locally born company is transforming itself from a local to international company in the fast casual dining market. Mistakes are allowed as the leadership sees it as evidence that you are “trying”. They acknowledge

that nobody always gets it right first time and when you are innovating to become the number 1 street food provider globally you are breaking new ground. Just Falafel is the only Gulf company to have a Facebook study written about it. The company was an early adopter of Social Media and has continued to embrace it as a key tool to market and elevate the brand globally. It has led to a massive demand for franchises and also communicates its brand values and corporate culture on an international stage. The UAE is such a melting pot of cultures working side by side, that working here feels like you are running a global company, even before you step outside its borders. That’s why Dubai and the UAE is such an innovative hub, producing world class companies that are increasingly conquering overseas markets. From its Falafel recipe to its restaurants, its aim is to take people back to simpler times where good food and the aromas of the street, feed the hungry. Falafel is one of the oldest street food of our times and the “Just” in its name stands for Justice in how the team is treated to where the ingredients are sourced. So the name Just Falafel ultimately represents its core values in the food that is served and the way the company is operated in the community. Like many SME’s, Just Falafel’s business is still challenging day to day, but the sense of achievement and progress can be summed up by author James M. Barrie who wrote Peter Pan.“Nothing is really work, unless you would rather be doing something else.” www.brandsdossier.com

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Holistic

Health Boost For a detox with a difference, CAROL THOMAS experiences wholesome healing at Barberyn Reef Ayurveda Resort in beautiful Sri Lanka

housands of years before modern medicine linked wellness as a cosmos between mind and body, Ayurveda elaborated this “science of life” which considers each human being as a unique individual with an inane ability to lead a healthy life. This ancient wisdom now draws health conscious men and women to the subcontinent, and I headed to Sri Lanka in search of a place known to provide authentic Ayurveda at the edge of the ocean Barberyn Reef Ayurveda Resort on the southern shores.

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Ayurveda considers the universe as being made up of five elements - (Pancha Maha Buta) Water (Apo), Fire (Thejo), Air (Vayo), Earth (Pruthuvi) and Space (Akasa). Human beings are also considered to be made up of these five elements, linking human beings with the natural world that surrounds us. When these elements are disrupted in the external world, natural calamities can occur. When these internal building blocks are disturbed within the human being, he falls sick. This is what I knew about Ayurveda and of course the hype about the “Dosha”. I had read queries in health magazines on “know your Dosha and know what to eat” and while Dosha is supposed to be like our DNA my Dosha changed each time I filled up a quiz!

I had a mixed feeling initially when I contacted Barberyn Reef Ayurveda Resort. While the reservation was polite and prompt, they were firm in their policies. One had to stay for at least a week, though two weeks was the recommended period. No meat was served and no alcohol, and no menu card. “The physicians will draw up an individual treatment plan after consultation with you,” they said.

And so that’s exactly what happened since I arrived. For a week, I let go and fell in line. The smiling driver carried my suitcase, the sari clad charming Ayurveda doctor Kusala, took charge of my health, and Thilaka with her healing hands took care of my stiffened limbs. I arrived at night and got a beach front room. I fell asleep quickly and got up in between with a rhythmic sound. I drew the curtains apart to stare out into the ocean. The morning sun shone on a long reef enclosing a pool of water. The beach had kids swimming, kite runners excitedly waiting for strong gusts of wind, and women sat selling their wares. I went in for breakfast, wondering how to survive without meat for so long but was surprised at the array of western and eastern dishes and the abundance of fruits. I had an appointment at 10am so ate quickly and waited anxiously for my consultation at the Ayurveda Health Centre. Dr Kusala quickly dispelled any myths I had about being sick! I experienced the real feeling of being in an Ayurveda spa. She held my hand to check the pulse murmuring what I thought was a verse from the scriptures. When I asked, she said it was a verse from the ancient Ayurveda texts. In that one week I learnt a lot about Ayurveda from Kusala, her colleagues, in lectures, from my visits to the Ayurveda pharmacy, from the fresh herbal pastes that were applied to my aching body before a steam bath, and from my own body to whom I had started listening.

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I was curious as to why I had always found different answers whenever I had filled a Dosha quiz. Dr Kusala gave me that answer. Determining the Dosha is a complex task and should be done through observation and learning about yourself, she answered. I got my Dosha at the end of the first week. The days passed quickly as I fell into the rhythm of the treatment. True, I had to drink at 6 am and 6 pm the odd tasting herbal decoctions that were freshly made according to my prescription each morning, but I could feel the goodness of it. The warm herbal oil and synchronised strokes of the two therapists took away the stress from my shoulders and the arthritic pains from my limbs. For the first time after many years I forgot my age. I joined in the Yoga and Ti Chi, the short excursions to places of interest, and understood why Ayurveda was luring overseas visitors to Sri Lanka.

Barberyn Reef pioneered traditional health tourism in Sri Lanka when it introduced authentic Ayurveda to the western world in 1984. It is today much more than a resort, engaging in research through its Institute of Ayurveda and Alternative Medicine, nurturing and collating the medicinal plants. It has developed the first searchable data base of Ayurveda medicinal plants of Sri Lanka, identifying 1300 plants!

Somewhere in the West, living alone and needing to maintain good health without side effects of modern medicine, we tend to search for effective healing through alternative medicine. Ayurveda seems to be Natureâ&#x20AC;&#x2122;s way to good health. I would surely come back for my mandatory two weeks in a year, to benefit from the wisdom proved by over 5,000 years of wholesome healing.

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-it! Brands and Logos are meant to be distinctive identities that help to quickly recognise and distinguish companies/products. A Brand is the name, term, design, symbol, or any other feature that can help identify one product distinctly from other similar or different product by different owners. How well do you know taglines that you see everywhere around you? Test your Tagline IQ with this quiz.

American by birth. Rebel by choice

Don’t dream it. Drive it

Because I’m worth it

Connecting people

The mark of man

Old spice

Built for the road ahead

Taco Bell

Think different -

10. Pepsi

11.

12. Volkswagen

Maybe She’s Born with It

13. Volvo

14. BOSE

15. Samsung

Just Do It

16. Accenture

10. Taste of a new generation

11. Think outside the bun

7. L’Oreal

12. Drive wanted

6. Jaguar

13. For life

4. Ford

14. Better sound through research

8. Nokia 5.

Harley Davidson Apple computer

2. Maybeline

15. Turn on tomorrow -

1. Nike

16. High performance. Delivered -

Answers:

IDENTIFY THE LOGOS

1. Starbucks

2. Vodafone

3. Louis Vuitton

4. Tommy Hilfiger

5. Red bull

6. HTC

7. Sony erosion

8. Mitsubishi

Answers: