Blog

Do you like Egyptian food?

Do you like Egyptian food?

A few weeks ago I was driving down Sheikh Zayed Road in the afternoon and passed by a large Egyptian restaurant in one of the new highway adjacent retail buildings that have become popular with F&B joints. When I looked at this restaurant I couldn't believe the...

Is it too late to create a brand strategy?

Is it too late to create a brand strategy?

Being an entrepreneur is exciting. When an idea is planted in your mind it can take hold and grow to the point where there is no room left for any other thoughts. At that point, many people just leap into starting a new business without necessarily putting all the...

The Power of the Pivot

The Power of the Pivot

Launching a business or new product is such a personal thing. Months and sometimes years of quiet planning, endless working, and continuous praying go into bringing something new to market. Along the way, most founders begin to intertwine their own personal sense of...

Why Your Brand is Not Yours to Control

Why Your Brand is Not Yours to Control

A few weeks ago, we launched our first ever Spark Series event (#ICoSS) titled How to Build a Brand That Builds Your Business. When I took the stage I looked out at the audience and declared, "if there is one thing I want you to remember from today, it is that your...

Being Unique is a Myth

Being Unique is a Myth

For years I held the belief that for a business to truly have a strong brand they must have a "unique selling proposition" (USP). It was what I was taught again and again at university, and it was a theory that I carried with me throughout the last decade of my...

Spark Series: Inspiring the UAE’s SMEs

Spark Series: Inspiring the UAE’s SMEs

On September 26, 2017 we launched our Spark Series, which is an event series aimed at helping SMEs harness the power of marketing. These events will focus on educating SME business owners about different aspects of massive marketing world and how they can be applied...

How do I win back lost customers?

How do I win back lost customers?

https://youtu.be/owoAMJdh8yw Customer retention management is a tricky thing. Many businesses focus obsessively on bringing in new customers and forget about their existent ones. Because of this, they often lose the clientele they've already worked hard to gain...

Popular Sales Promotions & What They Achieve

Popular Sales Promotions & What They Achieve

https://youtu.be/cyiip6TmHu0 If you follow me on Instagram, you may have seen my InstaStory confession over the weekend about my love for the supermarket. Every week, I look forward to my Saturday morning shop just so I can peruse the shelves and see what has been...

Back to Basics: The 7 P’s of Marketing

Back to Basics: The 7 P’s of Marketing

https://youtu.be/g0dPXrDWXlg Marketing can be quite a complex discipline that overwhelms many business owners. Whenever I find people struggling to understand what marketing really encompasses, I always direct them to the E. Jerome McArthy's 4 P's rule of thumb, which...

‘Tis the Season to Be Tactful

‘Tis the Season to Be Tactful

With Eid Al Fitr just around the corner, you can expect a barrage of greetings from brands that subtly (and not so subtly) want to promote their products/services on the occasion. Seasonal advertising may seem simple, but so many brands have no clue how to do it with...

Big project wrap up!

Big project wrap up!

Hey Sparkers! It's been a MANIC few months with my consultation clients hence the minimal blogging - sorry! Hopefully over the quieter summer months I will have more time to pick up the pace on the blogging side. I just wrapped up a big project with one of the...

Early Adopters and Juicy Couture Tracksuits

Early Adopters and Juicy Couture Tracksuits

Bedazzled Juicy Couture tracksuits evoke a physical reaction from me. I apologize for saying that to those of you who still wear them. I can't help it. The cringe is automatic. Juice Couture tracksuits were all the rage in the early noughties. I didn't even like them...

What is the Opposite of Remarkable?

I've been reading The Purple Cow by Seth Godin (well, listening to it - podcasts and audio books save me on my commutes to work), which is a book centered around the belief that the only way to be noticed in today's cluttered advertising landscape is to have a...