Four Steps to Create Powerful Customer Personas

Four Steps to Create Powerful Customer Personas

In my last blog post about making the best use of seasonal or forced downtime, I highlighted the creation of customer personas. As marketing is about creating the most suitable products to meet the needs of the people we serve, we can’t do that well until we define...
Find Your Brand’s Voice

Find Your Brand’s Voice

By Jacqueline Perrottet-Tels The German car company, Audi, describes a brand as something which is “not a static structure but a living interface.” At Itani & Company, we share these sentiments and find that the best brands are the ones that have a personality and...
Building Brand Advocates

Building Brand Advocates

By Jacqueline Perrottet Tels It is commonly thought that happy customers are the best advocates, but what about happy, educated employees? Employees who understand and believe in your company’s values, vision, and goals are the foundation needed to build a...
Why I’m Mourning the Careem Acquisition

Why I’m Mourning the Careem Acquisition

By Maya Itani This week we witnessed the largest ever tech acquisition the Middle East has ever seen, as ride hailing pioneer Uber finalized a deal to purchase its Middle Eastern rival Careem for $3.1bn. While this is an astronomical achievement for the homegrown...
What’s your brand story?

What’s your brand story?

I’m fascinated by the psychology of brands. The fact that people can grow to love a product or service so devoutly is amazing, and over my 10+ years of being a brand builder the one consistent thread that binds all those loved businesses is their ability to draw...
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...