Marketing and advertising, once powerful terms that have shaped industries, have been overused over the past decades, losing their true meaning.
ORIGIN, a prominent agency in the Middle East, has decided last year to break the barriers of conventional advertising and marketing.
They have embarked on a mission to set the new paradigm for the industry by introducing communication psychology, breathing emotions and feelings into these worn-out concepts.
Founded in 2014, ORIGIN has always been driven by a desire to challenge thinkers and provoke minds using the latest insights in neuromarketing.
ORIGIN stands as the pioneering agency in the region to fully integrate psychology into every facet of brand development.
During recent years, ORIGIN has forged a strategic partnership with a world-leading information technology services and consulting company, collaborating on multiple projects.
Notable collaborations include working with SAUDIA Airlines to successfully launch their revamped website, joining forces with the Ministry of Culture to create a cutting-edge portal and app that celebrates culture, and assisting NEOM in the development of a groundbreaking e-marketplace for contractors.
Furthermore, ORIGIN has been a trusted partner to several PIF companies, lending its expertise in creating award-winning websites and innovative marketing concepts.
Among its esteemed clients are SCC (Saudi Coffee Company), Jazean, SCAI (Saudi Company for Artificial Intelligence), SIRC (Saudi Investment Recycling Company), Neom Tonomus, and other renowned brands across the region.
ORIGIN has also played a pivotal role in assisting TRA Bahrain in the creation and launch of “Qaren,” a comparative platform for telecom transparency.
It also partnered with center3 (a subsidiary of stc) to amplify their reach and acquire qualified leads, IoT2 to craft an exceptional website befitting their positioning, TAM Development for diverse collaborative projects and Nesma & Partners to support their brand building and engagement initiatives.
How do they operate?
ORIGIN has transcended the traditional ways of consumer experience and user experience to implement what they call “Brand Experience (BX).”
This transformative approach values the feelings and emotions that consumers go through during every stage of the funnel and customer journey; they focus on the symbolic meaning that brands evoke within their audience.
These symbolic meanings encompass a wide range of sensory stimuli, including shapes, colors, tastes, smells, and sounds, all of which impact the amygdala in the brain—an almond-shaped organ responsible for emotions, emotional behavior, and motivation.
By understanding the intricate relationship between sensory stimuli and emotional responses, ORIGIN is able to craft brand experiences that resonate deeply with individuals.
However, ORIGIN’s commitment to psychology extends beyond mere belief.
They are actively working on establishing the paradigm of infusing psychology in communication, elevating how brands communicate with their audience. Understanding people’s motivators and emotions is crucial to effectively reach them, talk to them, and sway their decision making.
Brands are no longer confined to visual identity and product release, they are an experience, a value that people trust and choose to integrate in their daily life.
If a brand fails to establish a deep connection with the audience, they risk losing them to other brands.
To establish true loyalty and deep connection, a brand must foster communities of like-minded individuals who share common purposes, values, and experiences, building a bond based on shared feelings and emotions.
Brand Lab: The first of its kind in the region
ORIGIN’s pursuit of innovation goes beyond theoretical endeavors. They are on the verge of launching the region’s first-ever Brand Lab, with a team of neuromarketers, researchers, and psychologists.
This facility aims to provide brands with unparalleled insights into people’s reactions to different brand elements.
The Brand Lab represents the first step towards establishing the framework of communication psychology, by applying neuromarketing science and psychology to generate accurate data and real-time emotional responses from people.
By conducting experiments tailored to each brand’s unique requirements, ORIGIN will be empowered with accurate data to drive impactful strategies.
“The Brand Lab will set an industry-wide precedent, solidifying ORIGIN’s position as the leader in Communication Psychology.”
They will utilise this valuable information to provide comprehensive assistance, guidance, and consultation to our partners across the six verticals in which they operate.
- Brand Lab (BL): Conducting neuromarketing and psychological research.
- Brand Building (BB): Crafting brand strategy and visual identity.
- Brand Activation (BA): Building award-winning websites and apps.
- Brand Engagement (BE): Implementing multi-medium marketing strategies.
- Brand Production (BP): Creating creative ideations and video production.
- Brand Nurture (BN): Maintaining brand across platforms.
ORIGIN’s commitment to communication psychology signifies a paradigm shift in the industry, elevating brands beyond functional attributes to become catalysts of emotional connections.
By harnessing the power of sensory stimuli and understanding their impact on the human brain, ORIGIN shapes brand experiences (BX) that leave a lasting impression and foster strong brand loyalty.
