Andrea Assi
Nour Haddad
Sahar Nifnaks
Andrea Assi
Nour Haddad
Sahar Nifnaks
In order to establish and promote the identity brand of Emirates Airlines and Etihad Airways in two periods across the future era, we have to implement cultural branding strategies explored and discussed by Douglas Holt in “How Brands Become Icons: The Principles of Cultural Branding” (2004). Holt suggests that too often advertisers rely on the use of traditional mind-share principles and brand attributes when it comes to selling to a customer. However, he reveals an alternative; a cultural branding strategy that focuses on building relevant “identity myths” that are formed through the deep analysis and understanding of ideologies, populist worlds, and consumer anxieties. Holt defines cultural branding as the “set of axioms and strategic principles that guide the building of brands into cultural icons”. This formula of cultural branding principles has led to the mass success of iconic brands.
We will be creating an identity myth chart for the two potential periods in the future era of Etisalat and Du branding. The first step is to identify the appropriate ideologies along with their contradictions for each period. By analyzing the potential social, political, and economical issues that could arise in the future while keeping in mind the understanding from previous research conducted in the past and present era we have developed, we were able to create four myth markets (two myths per period) in order to address the anxieties, desires, and needs.
In order to establish and promote the identity brand of Emirates Airlines and Etihad Airways in two periods across the future era, we have to implement cultural branding strategies explored and discussed by Douglas Holt in “How Brands Become Icons: The Principles of Cultural Branding” (2004). Holt suggests that too often advertisers rely on the use of traditional mind-share principles and brand attributes when it comes to selling to a customer. However, he reveals an alternative; a cultural branding strategy that focuses on building relevant “identity myths” that are formed through the deep analysis and understanding of ideologies, populist worlds, and consumer anxieties. Holt defines cultural branding as the “set of axioms and strategic principles that guide the building of brands into cultural icons”. This formula of cultural branding principles has led to the mass success of iconic brands.
We will be creating an identity myth chart for the two potential periods in the future era of Etisalat and Du branding. The first step is to identify the appropriate ideologies along with their contradictions for each period. By analyzing the potential social, political, and economical issues that could arise in the future while keeping in mind the understanding from previous research conducted in the past and present era we have developed, we were able to create four myth markets (two myths per period) in order to address the anxieties, desires, and needs.
Technological Issues
There were a few major technological enhancements that happened throughout the years of 1980 to 2010. Such as:
The major reason for selecting the camera phone as a technological issue is because the camera phone has allowed people to take pictures and have those memories saved all throughout one device which everyone is able to carry on them at all times.
The Camera Phone
At the end of the year of 2000, Japan came out with the first camera phone, which had officially become available only in Japan. However, two years passed, and the camera phone was later available to the public in 2003. The ‘Sanyo SCP-5300’ had a basic white flash, digital zoom in camera, and a few effects to change the color of the picture (Hill.S, 2013). By the end of 2003, the camera phones were taking control and there were over 80 million phones that were already sold worldwide.
A camera phone is a mobile phone that was created by Japan, enabling people to capture and record videos using the same gadget for calling. However, those camera phones that were invented back in the days were not like the heavy digital camera that had high resolutions to the images. Those camera phones resulted in very low resolutions, yet it was so much easier than the heavy cameras. The reason why that is, is because those camera phones were able to instantly share the photo/video, as there was no cable or a specific card to be connected to the computer to transfer those images. Having a camera phone has allowed people to take pictures at the very same moment that they needed to take a picture.
Figure 6: Blackberry partnering with Etisalat - Video Commercial
Communication Platform:
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Issue Being Addressed: Ensure that people have an understanding about the new technological advancements with the camera mobile phones.
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Communication Objective: Raising awareness on what the blackberry mobile phone has. They are trying to tell people how before phones existed, they felt disconnected from one another. Now, having a mobile with a camera allows you to connect with family and friends.
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Target Audience: It is targeting both females and males between 12 years old and onwards who would have access to mobile phones, where they would be able to connect with their family and friends who live close by or abroad.
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Compelling Benefit: The convenience of buying a blackberry will allow you have access to multiple features in one device.
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Creative Strategy: The creative appeal that was used for this video commercial, was that they were trying to emphasize the digital camera’s creation and how people can now save their photos and they can last forever unlike the previous years. This is a rational appeal, as they are showing the package that Etisalat offers when buying a Blackberry from their store. They were also trying to send a message to the community as how back in the previous years before phones existed they used to send messages by a bird to reach someone else or by putting it into a bottle and throwing it into the ocean for someone else to find the message versus now how messages are instant and can reach the other person in less than seconds.
Also, in the figures below was another sales promotion print advertisement about Etisalat partnering up with Blackberry raising awareness to their customers about their newest packages that you can get when buying the Blackberry Bold 9900 with a 50% discount when you do a contract with Etisalat for one year.
Figure 7: Blackberry partnering with Etisalat - Sales Promotion Print Ad
How Etisalat leveraged the technological issue of Camera Phone in their AIMC:
This is where Etisalat and du become a major factor. As mentioned earlier, camera phones could easily allow anyone to take pictures anytime and anywhere. Now, the reason why those two-telecommunications companies become an important factor is because they allow the person to be able to send the photos using their cellular data straight to the other person that they are sending it to within less than a few seconds. The public were able to capture anything that they have seen in front of them, and this would allow them to spread and share the news faster and to go viral through the internet or cellular data.
Communication Platform:
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Issue Being Addressed: Etisalat having their sales promotion for their packages with the partnership of Blackberry.
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Communication Objective: Raising awareness to their customers about their newest packages that you can get when buying the Blackberry Bold 9900 with a 50% discount when you do a contract with Etisalat for one year.
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Target Audience: Targeting males and females, ages between 20-55, who are interested with exclusive packages that can be beneficial for them.
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Compelling Benefit: Etisalat is providing exclusive offers with the partnership of Blackberry for their customers.
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Creative Strategy: As shown in the figure #, Etisalat developed a sales promotion print advertisement in which it is promoting its packages by having different characters holding the blackberry, by having the headline: “I got mine” and in Arabic “ حصلتُ عليه”. With the use of those headlines, it states that those characters got their packages already on their new blackberry phones. By doing so, Etisalat managed to partner with Blackberry in their newest sales promotion. Lastly, Etisalat added all the needed information regarding the packages, so the customer can have a brief idea of what the package is offering. The green background represents the theme for Etisalat, as this is a representative color.
How Du could have addressed the issue of Camera Phone in their AIMC:
In comparison to Etisalat, du on the other hand lacked-on adverts and video commercials during that time. However, if they were to come up with an advert during that time, du could create a fun and unique video commercial promoting the camera phone with a special package or offers they had. For example: they could have partnered with a mobile company such as a Motorola Phone. The video commercial could have been about a special event that happened in someone’s life while they were on vacation or a road trip, the only way they could have saved those memories, were if they had the phones that included a camera. With those phones, they could easily capture those special moments, and send them to their family and friends who live back home, so they could enjoy those memories with you. As pictures are worth a thousand words as what people say. With that, they would be promoting the mobile phone company and du would be working along with that they would be promoting their offers and packages.
TV Script
Figure 9: How du could have addressed their camera phone - tv script
Storyboard Commercial
Figure 8: How du could have addressed their camera phone - storyboard
