Brand “I” (irooni) has lost its focus تمركز in the last 80 years or so!

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2. a marketing perspective
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3. LETS…REVEAL SOME FACTS.
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4. BRAND “I” (IROONI) HAS LOST ITS
IDENTITY AND FOCUS‫ تمركز‬IN THE
LAST 80 YEARS OR SO!
forgotten ‫فراموش‬
lost ‫گمشده‬
mixed up ‫قاتي‬
‫ رقيق‬diluted
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5. FRENCH
SOMETIMES IT’S ‫ فرانسوى‬FRENCH.
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6. GERMAN
SOMETIMES IT’S GERMAN ‫.الماني‬
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7. ENGLISH
SOMETIMES IT’S ‫انگليسي‬ENGLISH.
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8. AMERICAN
SOMETIMES IT’S ‫امريكايي‬AMERICAN.
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9. GHETTO
‫ﻻت‬
SOMETIMES IT’S GHETTO
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10. RELIGIOUS
SOMETIMES IT’S ‫مذھبي‬RELIGIOUS.
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11. OUS
REB
ELLI
SOMETIMES IT’S REBELLIOUS ‫.سركش‬
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12. FINALLY a few more
SOMETIMES IT’S JUST CO N FUSE D ‫.گيج‬
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13. UMM…
IT JUST LIKES TO
‫ نوسان‬SWING HARD ‫!شديد‬
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14. …YOU GET THE POINT!
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15. LET’S START BY DISPELLING SOME ‫سوء تفاھم‬
MYTHS.
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16. FIRST
BRAND IS NOT A LOGO ‫.عال مت‬
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18. SECOND
BRAND IS NOT A STYLE ‫.مد‬
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20. FINALLY
BRAND IS NOT A ‫ نقش‬CHARACTER.
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21. BRAND?
So what exactly is a
CONVENTIONAL DEFINITIONS:
WIKIPEDIA: A BRAND IS A COLLECTION OF SYMBOLS, EXPERIENCES AND
ASSOCIATIONS CONNECTED WITH A PRODUCT, A SERVICE, A PERSON
OR ANY OTHER ARTIFACT OR ENTITY.
‫عالمت تجاری يا مارک يا برند يک عالمت ممتاز به طرز خاصی است که توسط شرکت ھای تجاری برای شناساندن خود و محصوالت و خدمات‬
‫شان به مشتری ھا به طور يکتا و قابل تشخيص از ساير رقبا به کار برده میشود. عالمت تجاری يک نوع خصوصيت صنعتی و متفاوت از ديگر‬
.‫شکل ھای خصوصيت خردمندانه است‬
THE DICTIONARY OF BUSINESS AND MANAGEMENT: A NAME, SIGN OR
SYMBOL USED TO IDENTIFY ITEMS OR SERVICES OF THE SELLER(S) AND TO
DIFFERENTIATE THEM FROM GOODS OF COMPETITORS.
A MORE CURRENT DEFINITION: A BRAND IS A PERSON’S GUT FEELING
ABOUT A PRODUCT, SERVICE OR ORGANIZATION…IT’S NOT WHAT YOU
SAY IT IS…IT WHAT THEY SAY IT IS.
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22. REFOCUS
How to
BRAND “I”
irooni ?
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23. Perhaps ‫…گويا‬
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24. It’s not about what you do.
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25. It’s not about what you say.
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26. MAYBE
It’s about WHO you are.
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27. easier said than done!
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28. Yes, but aren’t you tired after
80 years?
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29. continue…
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30. where to start?
LET’S GO BACK TO THE
‫بنياد‬
FUNDAMENTALS…
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31. SHALL WE?
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32. AN IMMORTAL ‫ جاويد‬FOUNDATION OF BRAND “I” NEEDS TO BE BUILT ON
THREE KEY ATTRIBUTES ‫:صفت‬
Authentic ‫اصيل‬
Timeless ‫باثبات‬
Effortless ‫بديھي‬
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33. Authentic ‫اصيل‬
authenticity is not based on race, religion,
gender, and all other things that divide
us…
it’s about you being you
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34. timeless is about being, well,
timeless
‫ باثبات‬Timeless
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35. effortless is like rose producing scent
Effortless ‫بديھي‬
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36. …NOT
Emotional ‫احساسي‬
Social ‫اجتماعي‬
Imitation ‫بدلي‬
Elected ‫انتخابى‬
POPular ‫محبوب‬
Imposed ‫تحميلى‬
Advertised ‫تبليغى‬
Inherited ‫كسبى‬
Copy cat ‫تقليدى‬
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37. NO
‫ ميان بر‬compromise
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38. It’s very difficult to do?
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39. and that’s OK
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40. ultimately
does it pass through all three filters?
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41. then
It’s genuine ‫…اصيل‬
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42. finally a
A TRUSTED global BRAND.
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43. share your thoughts: brand.irooni@gmail.com
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