Dina Jreissati, Group Executive Director – Marketing and Communications, Modon Holding, UAE.Rules have always been an integral part of marketing. Stick to the guidelines. Maintain uniformity. Focus on the hero, substantiate with some science.
In the past, creatives were asked to be original, but within the rules. One of the most important rules, though, went well beyond. It was about staying in your lane. Focus on market share or brand positioning, but don’t be controversial.
Stick to commercial principles, branded as a marketing mix, which are words that began with P. First, there were four, then seven. Sell, sell, sell. Lather, rinse, repeat.
As consumerism drove market expansion, new segments were revealed, and the number of competitors increased. The media landscape, once dominated by a few, was now many. The rules that governed the old were no longer sufficient for the new. Change is good.
Now, new generations of marketers demand a new playbook. Branding has a new meaning, and guidelines are no longer rigid. But beyond all that, the cardinal rule of staying in one’s lane is an old-school principle.
Brands have access to so much data and insights that it would be almost remiss not to address the points that stand out just because it hasn’t been done in the past.
Handled with care, topics that were once considered taboo can be approached with empathy and understanding, helping to create awareness of a lingering pain point while encouraging engagement to bring subjects out into the open.
“Bold messaging and succinct storytelling are demonstrations of how commercial interests can authentically drive away societal stigmas by normalising their discussion.”
Some of the most meaningful brand communications I have seen lately have centred around what, not long ago, would have had the brand teams ostracised for even suggesting them.
Luckily, albeit slowly, there is an evolving trend of brands using campaigns to take a position on important issues, to address uncomfortable truths and to draw awareness to worthy endeavours. Bold messaging and succinct storytelling are demonstrations of how commercial interests can authentically drive away societal stigmas by normalising their discussion, even within the context of brand communications.
Topics as diverse as social isolation, postpartum depression, women’s health and mental wellness are no longer just the realm of professionals or policy makers. These are themes that are no longer just whispered, but prudently addressed in the mainstream, based on solid insights and social relevance.
Industries are realising that to build a brand, it isn’t about talking to the masses but connecting to the individuals within these groups.
Authentic storytelling based on understanding is helping brave brands tackle real issues by demonstrating their deep-rooted understanding of their customers’ needs.
MENA marketers have become leaders in setting new benchmarks and creating campaigns that oftentimes outshine other regions – measured not only in shiny awards but in engaged, loyal customers.
Businesses in our region increasingly recognise that there are significant opportunities for using advertising as
a platform for positive social change, to foster cultural dialogue and to advance society.
Brand teams have demonstrated that social conservatism is different to advancement and learning.
Storytelling has been a part of our societies going back as long as the historical record itself.
The tradition of taking a hero and crafting a narrative, strengthened by rational science validation, has evolved.
Adding cultural relevance and removing some of the ‘hush-hush’ contributes to better engagement, increased brand equity and even purpose-driven policy impacts – and, lest we forget, a stronger financial impact on the societal balance sheet.
By Dina Jreissati, Group Executive Director – Marketing and Communications, Modon Holding, UAE
