As a deeply human discipline, brand marketing around the world mostly follows a prescribed range of principles and frameworks that has guaranteed its success for decades.
And that’s where the problems begin.
In an age of information and identity overload and social media meltdowns, the long-held convention of using brands as a reassuring shorthand for products is well past its shelf life.
Today, brands need to stand out and flip long-held beliefs on their head – a task more arduous than ever. That’s why those who dare to defy the conventions of their categories are driving greater equity for their brands and standing out from competitors.
Brands that stake their reputation on breaking the rules are, in fact, far better off than those who pursue the suffocating embrace of the status quo – because a clearly defined and authentic brand is no longer a competitive advantage; it is what companies need to survive and thrive, and often drive some significant social change in the process.
It’s time for brands to take a stand, step outside of their comfort zone, and relate to their audience in a culturally relevant way.
In a culturally and ethnically diverse market such as the Middle East and North Africa (MENA), breaking the rules is a delicate dance for most brands. But then, there are refreshing campaigns that remind us that if done correctly, it pays off.
The world’s first liquid billboard in Dubai to celebrate Adidas’s Burkini Collection and underscore its commitment to making sport as inclusive as possible; Yoplait’s bold campaign to counter mum-shaming by exposing the common criticisms they constantly face, such as judgement over breastfeeding or going back to work; Mobily’s new headset that protects young gamers from predators by making them sound older, helping stave off potential child abusers in gaming platforms… These are some of the recent efforts that reflect relevance, inclusivity, and authenticity – the key parameters to driving differentiation and making them stand out amid a sea of formulaic content from competitors unwilling to push the boundaries.
Breaking the rules in the region is not about radical posturing but more about addressing the taboos, challenging cultural norms, and giving a voice to the marginalized segments of society – such as advocating mental health, encouraging financial wellness, and driving sexual literacy, to name a few.
The Nike Pro Hijab is a perfect case in point, as is Canon’s ‘Women Who Empower’ campaign.
The Nike Pro Hijab, first tested on female weightlifter Amna Al Haddad and figure skater Zahra Lari from the United Arab Emirates among others, has helped advance the inclusive conversation around hijabs and Muslim women in sports.
