diverse bold
committed young
energetic
who we are
our brand character Brand Lounge, is a regional Branding and Marketing Strategist firm based in UAE - Dubai and Saudi Arabia - Riyadh. Brand Lounge, with ample experience in the field of branding and marketing communications across the Middle East and Africa region, is specialized in brand intelligence (research & brand audit), brand strategy development, brand design and visual communication and brand activation. Our diversified experience in the different governmental and business industries like Healthcare, Real Estate, Sports, Retail and Corporates, is extensive, as we have succeeded in creating positive brand image and experience across all touch points in numerous national and international projects. Brand Lounge is the designated partner of Trout & Partners Ltd in the Middle East & North Africa, one of the most prestigious global branding and strategy consultancy firms founded and headed by Jack Trout, the founding father of the concept of “Strategic Brand Positioning� - the global business theory that is considered the number 1 strategy used in business branding today. Brand Lounge is also the MENA representative of Brand Keys; the only research company in the world that is specialised in brand loyalty & engagement measures. brandloungeme.com
what we do services
Whether it is helping clients create and activate a new brand identity, or simply providing proprietary brand equity metrics, we at Brand Lounge consistently adhere to the highest standards of accuracy and professionalism through our internally developed 4ds system and full spectrum of capabilities and services that we passionately deliver:
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01
02
Brand strategy & positioning Brand architecture Differentiated brand positioning Brand idea creation Brand platform development Innovation & new concept development New market strategy
services
03
Brand Intelligence
Brand discovery Brand equity measurement Brand performance & effectiveness Brand valuation Consumer insights & loyalty measures Customer segmentation & journey mapping Industry & competitive audit
06
Brand experience Internal branding Service design Internal engagement Employer branding Brand activation Brand launches & roll out
what we do
Naming & verbal branding Brand voice & messaging Brand naming & naming strategy Slogans & taglines
04
Digital & social media
05
Identity & design
Brand identity Brand management applications Brand & Space environments Corporate identity Destination branding Packaging design Sensory identity
Digital strategy Digital branding & marketing Digital engagement GPS Mobile SEO Social media User experience Website design & development
our process the 4ds
discovery development
In a hyper-competitive world, Brand Lounge and its network, continuously develop methodologies to improve institutional, business and brand performance, which: 1. 2.
3.
design delivery
4. 5.
Maximize potential by identifying an effective direction Strengthen a brand's differentiation: with a new vision, strategy, model & metrics Capitalize on its performance by aligning the organization to the strategy; integrating its response capacity and developing its competitive base, leading to a solid Positioning strategy with which clients can better capitalize on their options. Articulate the brand strategy both verbally and visually Activate the brand by communicating and engaging with its various stakeholders and insuring that the brand Image and experience are aligned at every touch-point
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discovery
desktop research
Understanding where your brand is always the first step. Whether it is creating a new brand or redefining an existing one, research is the foundation on which all our strategies are built. Our proprietary methodology is tailored to fit every project and aims to quantify category drivers, assess customer loyalty & engagement.
1.
Analyzing relevant external factors of the market (PEST).
2.
Analyzing the overall market conditions (performance, structure, dynamics, innovation and trends).
3.
Analyzing customer segments, and identify significant changes in customer perception and expectations.
4.
Analyzing competitive pressure and industry dynamics (Category ABVs Attributes, Benefits and Values).
5.
Analyzing the brand in terms of current positioning, identity, image, values and personality.
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development
strategy development
A high equity brand drives market share, commands a price premium, augments customer relationships, helps an organization attract talent, and boosts stock prices. That is why our brand development approach always results in creating a differentiated brand positioning strategy and a robust brand architecture model.
1.
Competitive context. Every program starts with competition and what is happening in the marketplace. In this phase we look at research, study trends and develop a sense of the market. Who is doing what and to whom? Who owns which idea? We determine what strategy is available to pursue.
2.
The Differentiated positioning concept. In this step we determine what differentiating idea can be used to distinguish a company or product from its competitors. What kind of benefit can be offered to a customer and prospect? How can this concept best be verbalized? We verbalize it.
3.
Supporting credentials. You must be able to prove that you are unique or different from others and find a way to support your point of difference. Without these credentials, you will only have an empty claim and not a real point of difference. We'll evaluate your credentials.
4.
Communicating your difference. You must build a communications program behind your idea. Every aspect of your communication should contain this differentiating idea in order to drive it into the minds of your customers. We also develop ways to drive the idea through the business to build your point of difference. brandloungeme.com
design
brand creation
The brand marks do not live on their own; they need to be put in context of a complete design system in order t o co m mun i c a t e t h e br and m e s s a g e s . Our design and creative capabilities are always focused to develop the surrounding in which the visual identity lives and all the supporting design elements.
The brand marks do not live on their own; they need to be put in context of a complete design system in order to communicate the brand messages. At this phase, we will develop the surrounding in which the visual identity lives and all the supporting design elements, this includes all communication material typical to the brand and in line with the new brand strategy created.
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delivery
brand activation
Since brands aim at changing perceptions and behaviors, they need to live in the hearts and minds of those who work for and with them; as such, we craft the right activation programs to engage and communicate the differentiated brand image and experience across all internal and external touch-points.
Brand Activation and Management: Brand implementation is the day-to-day brand activation & execution of the strategic marketing plan with efficient & effective coordination of designed activities to ensure that each brand launched into the market will have maximum positive impact. Brand activation involves the discipline of planning, organizing and managing resources to bring about the successful completion of specific project goals and objectives. The challenge is to optimize the allocation and integration of inputs necessary to meet pre-defined objectives and budgets. With certain brands, on-going updates on the marketing/environmental changes, along with other marketing services, might be required periodically. Brand Communication: Brand communication is the art of bridging the gap between the brand and its prospects/customers. It is the ethereal connection between the physical entity, audiences, and the brand, which only exists when this link has been made. brandloungeme.com
our partners
Brand Lounge is the designated partner of Trout & Partners Ltd, one of the most prestigious marketing consultancies in the world with an international network
We strive to achieve brand leadership through the employment of a highly focused team of experienced marketing and creative personnel. The key to success with our clients lies in the trust we build, the experience we demonstrate and the motivation and passion that we constantly exert in every branding and marketing exercise.
Brand Lounge is the regional partner of Brand Keys, engagement research metrics since 1984.
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our partners Jack Trout
Brand Lounge is the designated partner of Trout & Partners Ltd, one of the most prestigious marketing consultancies in the world with an international network spanning 4 continents. The firm was founded by Jack Trout, who is recognized as the world's foremost marketing strategist and originator of positioning. He is responsible for some of the most innovative ideas in marketing in the last forty years. Like other consultants across the network, Brand Lounge provides hands-on experience in the implementation positioning strategies. With more than 40 years of experience in advertising and marketing, Trout has consulted for companies such as AT&T, IBM, Southwest Airlines, Merck, Procter & Gamble, among others. He has also for consulted with the state department on how to better sell America and in 2006, helped Democrats regain leadership of the United States Congress. Trout is the author of many marketing classics, including Positioning: The Battle for Your Mind; Marketing Warfare; The 22 Immutable Laws of Marketing; Differentiate or Die; Big Brands, Big Trouble; and his latest, Trout on Strategy. "If you understand how the mind works, you'll understand positioning." brandloungeme.com
our partners Brand Keys
Brand Lounge is the regional partner of Brand Keys, the leader in predictive brand equity, loyalty, and engagement research metrics since 1984. It is the only research consultancy to have developed and refined a proprietary customer-listening system that informs clients what engages consumers and drives their behavior, which measures the direction and velocity of consumer values 12 to 18 months in advance of the marketplace. These predictive metrics have been used by fortune 500 companies in b2c and b2b categories in over 30 countries worldwide. Unlike traditional research methods, Brand Keys metrics are grounded in clinical psychology. This distinction allows clients to understand both the emotional and rational factors bonding consumers to brands, accurately predicting future in-market behavior and therefore correlate highly with sales and profitability. Brand Keys measures are scientifically validated with statistical reliability at the 95% confidence level. There is no other technique currently available that provides the kinds of insights and predictive results that correlate so highly to sales. brandloungeme.com
network
our offices
35offices across4continents
Australia Argentina Asia Pacific USA Australia Lebanon Brazil Central America China Chile Colombia Dubai-UAE Ecuador Egypt Germany Greece India Italy
Mauritius Mexico Northern Europe Paraguay Peru Poland Portugal Republic of Belarus Romania Riyadh-KSA Russian Federation South Africa Spain Turkey Ukraine Uruguay Venezuela
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our clients
brands we worked on
Whether it is helping clients create and activate a new brand identity, or simply providing proprietary brand equity metrics, we at Brand Lounge consistently adhere to the highest standards of accuracy and professionalism through our internally developed 4ds system and full spectrum of capabilities and services that we passionately deliver:
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brand strategy, naming and identity, environmental branding
Glo
beauty
The challenge
The approach
The result
Running a beauty center and spa is a challenging venture. ‘First Class Spa’ was struggling to create a distinctive place in the highly competitive market of the UAE. The founder’s vision was to create a contemporary spa to serve the modern Emirati women. The concept was to provide the guests with a total holistic experience and create long term partnership with the client-base.
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Glo
beauty
The challenge
The approach
The result
Understanding both the core business and the market are needed to create an attractive name and to set up the route for an inspiring brand identity. The identity was developed as a soft interpretation of the glowing factor. Focusing on simplicity, made the small drifts in the environmental branding more attractive and communicated the vision of the business more effectively.
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Glo
beauty
The challenge
The approach
The result
‘Glo’ was the result of a strategic review of the business offerings and mission; it’s a promise of a unique experience. A soft elegant identity was developed to enrich the concept of a holistic and glamorous haven.
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brand activation, identity and environmental branding
Baynounah media group
The challenge
The approach
The result
To develop the brand activation phase of a major brand is always an intriguing challenge. Baynounah had only a logo before they approached our creative team to develop their full identity. The challenge was to develop environmental branding that fits both the image and the vision of this unique media experience reflecting Abu Dhabi to the world.
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Baynounah media group
The challenge
The approach
The result
Brand Lounge performed a brand audit, to highlight strengths and weaknesses about Baynounah. Based on the findings, Brand Lounge worked through the creative process, developing office branding, including signage, posters and digital wall branding.
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Baynounah media group
The challenge
The approach
The result
The brand activation truly reflected the brand vision which ascertained the effectiveness of the brand.
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BAHRAIN11, the first GCC Games held in Manama in October 2011, is considered as one of the largest sports celebration of its kind. The challenge was to develop a 360 campaign for this huge event.
BAHRAIN11
sports event
The challenge
The approach
The result
BAHRAIN11, the first GCC Games held in Manama in October 2011, is considered as one of the largest sports celebration of its kind. The challenge was to develop a 360 campaign for this huge event.
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BAHRAIN11
media group
The challenge
The approach
The result
Brand Lounge created an identity for the event it developed a brand name with catchy colorful logo and a cheerful mascot. Brand Lounge, as well, developed the branding of all stadiums, including banners, court seats branding and give-aways. Attractive visuals were designed to be applied on all types of collaterals aligned with the guidelines.
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BAHRAIN11
media group
The challenge
The approach
The result
The feedback was very positive, as branding activations reflected the huge success of the event. Today, BAHRAIN11 serves as a benchmark for all upcoming sport celebrations.
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brand strategy, naming and identity
nawah
healthcare
The challenge
The approach
The result
Arabian Medical Marketing Company is a healthcare provider in the Kingdom of Saudi Arabia, specialized in selling medical equipment. Previously operating under the name of “AMCO”, we-at Brand lounge- faced 2 main challenges, first was the name “AMCO” which was already overused by many other companies and our client was seeking differentiation in the market. The second challenge was the ability to transform “AMCO” from a sales driven brand to a marketing driven corporation.
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nawah
healthcare
The challenge
The approach
The result
Brand Lounge went through a process of a complete brand makeover, creating a new identity under the name “nawah”, designing a new logo and choosing “care is core” as its new slogan. Many events were launched, revealing the new identity; an impressive website was built, as well as Brand Lounge ensured the optimum usage of online social media and branding tools. Following a content marketing strategy, Brand Lounge worked on positioning the brand as an expert healthcare provider inside KSA.
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nawah
healthcare
The challenge
The approach
The result
“nawah� succeeded to engage more influencers, as it is perceived as a fully integrated healthcare service company, providing premium medical and healthcare solutions, covering the entire Saudi medical sector.
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Leman
project management
The challenge
The approach
The result
Leman approached Brand Lounge with an exciting challenge. As a highly competitive Project Management company, Leman had an awareness problem, it lacked the industry recognition it deserves and the true representation of what it stands for as a client-relation centric company that has the total personal and professional package to empower its clients.
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Leman
project management
The challenge
The approach
The result
Brand Lounge started by initiating the “discovery” phase of its 4ds methodology. The aim was to understand the key attributes of the project management industry and its best practices. An in-depth analysis of Leman operation mode helped us set up the optimum brand structure and substantial changes to the old brand was critical to enforce the strategic position of the brand. A total revamp of the brand identity was carried out in the “design” phase.
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Leman
project management
The challenge
The approach
The result
Project management consultancy is no doubt a competitive industry; Leman’s new identity is the perfect reflection of excellence, personalization and confidence. The Logo - Signature is a mark of trust that delivers a clear message that Leman provides tailored services to its clients.
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brand strategy, naming and identity
iPot
products
The challenge
The approach
The result
Metalco, a Zambian based business consortium was looking to create a household product that caters to the African medium-low market. Brand Lounge was requested to develop a distinctive brand that would create and highlight the differentiation factor amongst their competitors.
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iPot
products
The challenge
The approach
The result
We created an Identity inspired from the old oven design and the warm colors of fire. The usage of the name ‘iPot’ on the famous brand has established a positive relation with the product and transformed a normal pot into a trendy kitchen item.
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iPot
products
The challenge
The approach
The result
iPot was able to become an instant market hit in the African market. As a brand, the new iPot also proved to be an extremely efficient investment for the mother company and a great tool to support the company’s overall operation.
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brand strategy, naming, website and identity
Blink Experience
event management
The challenge
The approach
The result
Though being a leader in the event management industry, Blink could not reach the right target market yet. Brand Lounge faced this challenge through focusing on the right market for its client.
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Blink Experience
event management
The challenge
The approach
The result
Through research and deep analysis of the market, Brand lounge recommended that Blink should be positioned as an event experienced provider rather than an ordinary event manager. The company’s brand name as well as the logo switched to “Blink Experience�. Brand Lounge developed a trendy and upbeat website, along with an active online social media strategy.
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Blink Experience
event management
The challenge
The approach
The result
Results were very positive; Blink Experience won the 2012 Middle East event award. The brand has expanded, and it now manages extreme sports events.
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brand strategy, naming and identity
PrintPac
printing press
The challenge
The approach
The result
PrintPac, previously known as Deira Printing Press, is one of the oldest Printing houses in the UAE, which approached Brand Lounge for a total rebranding assignment. Deira Printing Press operation was growing beyond Printing; covering a range of new services with an emphasis on Packaging. The challenge was to create a modern brand that caters to the high-end market and positions it as a luxury of printing presses
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PrintPac
printing press
The challenge
The approach
The result
We have developed a new name to cover the brand perception and extended operation while leveraging on the main services. To enforce the perception of high Quality, we created their own customized QSP Book of standards. QSP stands for their key values reflecting their new positioning and brand image: Quality. Service and Partnership
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PrintPac
printing press
The challenge
The approach
The result
In no time, PrintPac regained market leadership and became the key player in a highly competitive market. The Premium price became the right investment to insure the best quality, service and long term partnership.
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brand strategy, naming and identity and digital solutions
ProperT
real estate
The challenge
The approach
The result
ProperT, a leading real estate agency based in Abu Dhabi, UAE, was previously operating under the name of “Hamburg”. The agency was seeking to differentiate itself among other clustered real estate agencies in the highly competitive market. Our challenge at Brand Lounge was to locate the key point of differentiation of “Hamburg”. After exploring the brand and by digging deep into their services and scope of work, Brand Lounge began to reconstruct the whole brand identity.
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ProperT
real estate
The challenge
The approach
The result
Based on strategic industry researches, Brand Lounge recommended to modify the brand name from “Hamburg” to “ProperT”, by dropping the letter “Y” because they have answers to all your questions. The new brand name reflected the idea of doing thing properly, while the letter “T” referred to trust, reflecting the will of ProperT to gain customers’ trust. Performing a brand audit and strategic industry researches, Brand Lounge developed a guideline upon which it implemented the new logo and designed on all types of collaterals. A modern bilingual website as well as customized pages on different social media platforms were developed.
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ProperT
real estate
The challenge
The approach
The result
After six months, positive feedback from target customers was recognized, accompanied with trust in the brand name which was reflected on the sales revenue.
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thepointofdifferentiation Dubai Media City | P.O.Box 282379,Dubai,UAE T+971 4 434 7152 F +971 4 432 7180 brandloungeme.com