The new consumer is not driven by price but by value. The new consumer doesn’t want to be advertised to.

They feel overloaded with information. They don’t want complication – they want simplicity.

They want more control.

Consumers are more demanding and will vote with their feet if your product or service doesn’t meet their needs or aspirations. One “click” and you’re out.

They expect greater levels of service and a far better purchasing experience.

So supermarkets are not just about buying food, but crèches for the kids, coffee shop for a chat or a read of the newspaper. They even want their supermarket to provide insurance, banking and credit cards.

More demanding doesn’t mean more complicated. Simplicity, efficiency and relevance are the mantras.

More consumers believe they can achieve their aspirations as a result of growing wealth and mobility. Your product and aspirations have got to appeal to their needs and aspirations. It’s not just about selling stuff. It’s about reflecting who I am, what I deserve and how I want to express myself.

It’s less about transactions and more about self expression through relationships.

The new consumer wants to believe – in you, in your product, in humankind. The new consumer wants to express himself, his inner being through the things he buys, wears, eats and invests in. It’s a time of authenticity, a time of truth. It’s NOW time.

NOW is the time to consider how to employ the 80 million youth of tomorrow that are going to require jobs in the Middle East by 2015.

NOW is the time to consider CSR programmes that interweave our corporations into the very fabric of society and make a difference.

NOW is the time to consider what meaningful contributions we are going to make to affect climate change, free trade, education and universal health.

The time is NOW, because NOW is all there is.

Your brand: grow, wither or die.
The rules of engagement

by Anthony Ryman

Many companies in Qatar are re-visiting their positioning and differentiation as part of their overall business strategy. With so many products and services on the market in ever-increasing numbers, companies recognise that their brand identity is a shorthand to help customers recognise the following:

Strong brands are based on understanding not just the literal and tangible of what people buy, but the more emotive aspects which are the basis of trust: what is the organisation’s character, what does it stand for? Does this relate to my needs and aspirations? Why should I do business with you? What are the benefits over
and above the price?

So it’s more than just a transaction. It’s a relationship.