Discover the power of belonging along with proven marketing strategies to promote brand awareness and improve results. Said Aghil Baaghil, a marketing expert who has promoted innovative methods throughout the Persian Gulf Region and beyond, explains how developing a personal relationship with consumers can help your brand and business. Using real examples, you’ll fi nd out how some of the most successful companies have used the fi ve human senses to emphasize the power of belonging. Find out how this powerful approach can also work for you and your company. Along the way, you’ll learn how to build a sustainable brand as well as strategies that will give your product and/or service a better chance to belong.

2. Brands

3. The Five Human Sense
The beginning of the power of brand belonging

4. Brand Positioning
Brand Positioning
It's the first company to build the mental
position that has the upper hand, not the
first company to make the product. IBM
didn't invent the computer; Sperry Rand
did. But IBM was the first to build the
computer position in the prospect's
mind.”
Al Ries quote

5. Brand Environment
Brand Environment
It’s about the nature of the brand, from market categories
to brand profiling, from design to building brand
perception. The power of understanding the nature of
your brand environment will smooth the progress of
mounting the brand culture.

6. Brand Culture
Brand Culture
How do you plan for your prospects to live your
brand culture? Think of the Harley Davidson’s
culture from Merchandizing and behavior, to how
Harley riders carry the brand attitude that reflects
strongly to the brand perception. Harley is a brand
that prescribes to certain society belonging. The
most significant part of the Harley brand is the
culture.

7. Brand Experience
Band Experience
Experiencing the brand promise is the first and the most
lasting impression. Apple products are the best example
of brand experience, form their brand positioning of
innovation and different, comes there tagline to Think
Different. Apple has carefully delivered the entire brand
essence in order to deliver a great experience. Apple
today dominates that letter I!
I has became the Apple experience.

8. Brand Belonging
Brand Belonging
Tailoring and developing the basic fundamental nature
of a brand such as defining your positioning, Brand
Environment, Brand Culture and Brand Experience will
only resign your brand from the trouble of colossal
advertising budget and facilitates your brand to BELONG
in the heart of the prospects. Think of Apple a brand of
cash flow, think of Starbucks how many cups of coffee
are they selling per day ? Starbucks sells average of 4
million coffee drinks daily just in the USA plus the
experience per cup . Experiencing the promise of your
brand ,creates an interaction and the expected
emotional union between the brand and the prospects.

9. THE BRAND SERIES
OF BELONGING
Part 2
Examples

10. The power of the human presence is the power of the personal brand coming to
belong to a society, a community or even a movement. Nelson Mandela, Gandhi,
Steve Jobs, Bill Gates and Bill Clinton these are among the few people who have truly
understood the power of belonging.
• The Power of Brand Belonging

11. The Power of Brand Belonging
The sense of belonging surrounding a brand culture
is about experiencing and living the power of
perception. Each subculture has its own power of
belonging: Polo, Apple, Harley Davidson and so on.
For example, think of the hippies in the sixties, the
Rastafarians, the punk rockers who arose from the
skinheads.
Each of these cultures has or has had its own
fashion sense, hairstyles and brand colors easily
identifiable by the general public. The tech-savvy
company Apple generated a fashion culture around
the letter “I”, producing the I Phone, I Pad, iPod and
iTunes, with perhaps still more I's to come. The “I”
today has the power of brand membership. Then
again, not just any “I” can become a workable
brand. I believe Apple has unveiled enough I’s
under the I-world brand. Nevertheless, the “I” has
come to represent the entertainment category of
the Apple world. Look at the Apple stores and their
brand culture (The culture of data and time).
Today’s brands are about creating a sense of
belonging and creating new categories.

12. Book available on all online
vendors
Said Aghil Baaghil
Marketing & Brand Strategy
Consultant
www.baaghilmarketing.com