tag:blogger.com,1999:blog-50280934559246845392024-02-20T08:28:00.579-08:00Brand TalkAshraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.comBlogger11125tag:blogger.com,1999:blog-5028093455924684539.post-86996038586716391332011-09-15T12:38:00.000-07:002011-09-15T12:38:11.779-07:00<!--[if !mso]> <style>
v\:* {behavior:url(#default#VML);}
o\:* {behavior:url(#default#VML);}
w\:* {behavior:url(#default#VML);}
.shape {behavior:url(#default#VML);}
</style> <![endif]--><!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <w:BrowserLevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267"> <w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/> <w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/> <w:LsdException Locked="false" Priority="39" Name="toc 1"/> <w:LsdException Locked="false" Priority="39" Name="toc 2"/> <w:LsdException Locked="false" Priority="39" Name="toc 3"/> <w:LsdException Locked="false" Priority="39" Name="toc 4"/> <w:LsdException Locked="false" Priority="39" Name="toc 5"/> <w:LsdException Locked="false" Priority="39" Name="toc 6"/> <w:LsdException Locked="false" Priority="39" Name="toc 7"/> <w:LsdException Locked="false" Priority="39" Name="toc 8"/> <w:LsdException Locked="false" Priority="39" Name="toc 9"/> <w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/> <w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/> <w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/> <w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/> <w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/> <w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/> <w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/> <w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/> <w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/> <w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/> <w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/> <w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/> <w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/> <w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/> <w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/> <w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/> <w:LsdException Locked="false" Priority="37" Name="Bibliography"/> <w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><img src="http://img2.blogblog.com/img/video_object.png" style="background-color: #b2b2b2; " class="BLOGGER-object-element tr_noresize tr_placeholder" id="ieooui" data-original-id="ieooui" /> <style>
st1\:*{behavior:url(#ieooui) }
</style> <![endif]--><!--[if gte mso 10]> <style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:"Times New Roman";
mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}
</style> <![endif]--><!--[if gte mso 9]><xml> <o:shapedefaults v:ext="edit" spidmax="1027"/> </xml><![endif]--><!--[if gte mso 9]><xml> <o:shapelayout v:ext="edit"> <o:idmap v:ext="edit" data="1"/> </o:shapelayout></xml><![endif]--> <br />
<table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="mso-cellspacing: 0in; mso-padding-alt: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div align="right" class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right;"><b><span lang="FR" style="color: #2f4789; font-family: "Verdana","sans-serif"; font-size: 8.0pt; mso-bidi-language: TA;">Article publié le Mercredi 10 mars 2004.</span></b></div></td> </tr>
</tbody></table><div class="MsoNormal"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="mso-cellspacing: 0in; mso-padding-alt: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span lang="FR" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><img height="5" src="file:///C:/DOCUME%7E1/Ashraf/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image001.gif" width="5" /></span><span lang="EN-GB" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><br />
<span style="font-size: small;">TRADEMARKS</span><br />
</span><span style="font-size: x-large;"><b style="font-family: "Trebuchet MS",sans-serif;"><span lang="EN-GB" style="color: #2f4789;">Let the brands talk and lets listen carefully</span></b></span></div><div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-C9DsnSzLn9A/TnJMku1cpeI/AAAAAAAAAIQ/4t50w0WtJiw/s1600/logo.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="http://3.bp.blogspot.com/-C9DsnSzLn9A/TnJMku1cpeI/AAAAAAAAAIQ/4t50w0WtJiw/s200/logo.png" width="178" /></a></div><div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/-dfWzg8hctvM/TnJML4EhTeI/AAAAAAAAAIM/Xb0xQ92oTj4/s1600/Lamborghini-Aventador-Wallpapers.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br />
</a></div><div class="MsoNormal"><br />
</div></td> </tr>
</tbody></table><div class="MsoNormal"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="margin-left: -1.5pt; mso-cellspacing: 0in; mso-padding-alt: 0in 0in 0in 0in; width: 100.66%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 0in 0in 0in 0in; width: 99.34%;" width="99%"> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><br />
</div><table align="left" border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="mso-cellspacing: 0in; mso-padding-alt: 0in 0in 0in 0in; mso-table-anchor-horizontal: column; mso-table-anchor-vertical: paragraph; mso-table-left: left; mso-table-lspace: 2.25pt; mso-table-rspace: 2.25pt;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 0in 0in 0in 0in;" valign="bottom"> <div align="center" class="MsoNormal" style="text-align: center;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><br />
</span></div></td> </tr>
</tbody></table><div class="MsoNormal" style="color: orange; font-family: Verdana,sans-serif; margin-bottom: 12pt;"><a href="http://2.bp.blogspot.com/-dfWzg8hctvM/TnJML4EhTeI/AAAAAAAAAIM/Xb0xQ92oTj4/s1600/Lamborghini-Aventador-Wallpapers.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="240" src="http://2.bp.blogspot.com/-dfWzg8hctvM/TnJML4EhTeI/AAAAAAAAAIM/Xb0xQ92oTj4/s320/Lamborghini-Aventador-Wallpapers.jpg" width="320" /></a><span style="font-size: small;"><b>WATCH</b> this space. It will be entirely devoted to brands and branding. Brands are so close to us in our daily life that we tend to ignore their presence. Just check out what underwear you are wearing right now ! It has a trademark, delivers a service to you, may have a promise and above all has a life cycle. What about the car you are driving and your banking institution ? And your star David Beckham or Britney Spears ? They are all manifestations of brands that interact so much in our life. But do we listen to their voices and care about what they are trying to tell us ? Not necessarily all of us ! </span></div><div class="MsoNormal" style="color: orange; font-family: Verdana,sans-serif; margin-bottom: 12pt;"><span style="font-size: small;">Now lets take the case of manufacturers, distributors, brand managers and marketers. They are struggling to make sure the brands they work for, talk to us every second. Everyday from breakfast to bed, we, as consumers have to filter hundreds of messages. Millions of rupees are invested everyday in the media and on the market place to try to influence us in buying brands at the expense of others. But the ultimate buying decision is ours. </span><br />
<span style="font-size: small;"> <br />
Where do we exert these “brand votes” which are directly related to our purchasing power ? During the last number of years, the retail landscape and the value chain has gone through a deep transformation with the onset of hypermarkets. Starting with Continent, considered as a then mega-project, various groups of global repute have stroke strategic alliances with local conglomerates involved in consumer branding to set up chains of hypermarkets. We all have had nice family shopping experiences at Super U, Spar, Shoprite, Jumbo, Winners, and local GSR’s in urban conurbations - while in rural areas traditional street-corner groceries have been forced to switch to self-service mini-markets faced by changing consumer behaviour. How will this look in 5 or 10 years ? How will consumers then behave ? </span><a href="http://2.bp.blogspot.com/-OoBDUlqldk8/TnJM_lE8dFI/AAAAAAAAAIU/EzemXvoD1og/s1600/Orange-logo-1.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="http://2.bp.blogspot.com/-OoBDUlqldk8/TnJM_lE8dFI/AAAAAAAAAIU/EzemXvoD1og/s200/Orange-logo-1.jpg" width="198" /></a><br />
<span style="font-size: small;"> <br />
To what extent do we really realize the full potential of brands ? Are consumers really aware of the power that they command from their tiny wallets ? Do we exert our choices in an optimal manner or are we just influenced by advertising and marketing communications, without taking time to rationally analyse the wider and wider choices available on the market today ? <br />
<br />
On a more macro-economic scale, Mauritius has not been spared by Globalization. Given that we are highly integrated in the world economy, it is quite normal that consumer brands like Coca-Cola, Kit-Kat or Gilette, industrial brands like Caterpillar or Black & Decker and Corporate Brands lke British American or HSBC are very much active in our country. All these brands help us in numerous ways and have a very specific set of mission to accomplish. <br />
</span><a href="http://3.bp.blogspot.com/-Sk_a143V1R0/TnJNjcUqDHI/AAAAAAAAAIY/0GRU3Vx25p8/s1600/orangina.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="180" src="http://3.bp.blogspot.com/-Sk_a143V1R0/TnJNjcUqDHI/AAAAAAAAAIY/0GRU3Vx25p8/s200/orangina.jpg" width="200" /></a><br />
<span style="font-size: small;"> Anti-globalization groups can protest very actively in the vicinity of World Forums or have indeed very important international gatherings to rightly fight against injustice committed by multinationals, but the fact is : Brands are here to stay ! They bring value to consumers, serve a purpose and some very compelling brands, like Harley Davidson the famous US freestyle motorbike brand, has had its logo even tatooed on its customers’ skins ! This gives us an idea to what lengths brand loyalty can go in influencing people in their lifestye. Who can claim that at some point in time, one has not fallen in love with a particular brand to the point of being treated as an addict ? Just shake the original Orangina bottle, let the Mars bite melt in your mouth or enjoy reading the latest Stephen Covey ordered on the internet from Amazon.com and you will be convinced how brands are important to you.</span><span style="font-size: small;"> <br />
<br />
</span><a href="http://4.bp.blogspot.com/-leMOs9o0IaE/TnJQ_5XyFoI/AAAAAAAAAIo/P3cJUFubYi4/s1600/apple.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="http://4.bp.blogspot.com/-leMOs9o0IaE/TnJQ_5XyFoI/AAAAAAAAAIo/P3cJUFubYi4/s200/apple.jpg" width="184" /></a><span style="font-size: small;">What about Mauritius ? Can our country be considered and treated as a brand ?Nation branding is increasingly being looked as a powerful means to exert positive influence in more and more complex world markets where technology, innovation and trade liberalization are emerging threats that need to be integrated in national survival strategies. What is the value and significance of the ‘Made in Mauritius’ label. How are we fighting against giants like China, competing against rivals like Singapore or working with allies like Madagascar? And what about our ratings in the field of anti-corruption, protection environment or on equal opportunities ? On an internal front are we as Mauritians proud of our country ? What is our personal degree of commitment to our quadricolor flag ? Are we progressing or regressing in terms of civism and do we care for the less fortunate or do we just accumulate wealth at the expense of all other life objectives and values ? <br />
<br />
In the wake of the celebrations of our 37th year of independence and with a more or less sociologically-tensed fabric, perhaps it will be useful if everyone of us stops for a while and assess the extent of our love and commitment for our Nation. This is a unique opportunity to forget our differences and direct all our energies under a single banner to make sure we win the battle against fragmentation, ethnical rivalry and focus our attention on defending our various positions in the global jungle out there ! <br />
<br />
</span><span style="font-size: small;">Branding is all this at the same time. Its part of us and lets us answer basic questions about ourselves, our ideals and ambitions through or purchasing behaviour and beliefs. </span><br />
<span style="font-size: small;"> <br />
Well, Brand-Talk is for all those who think we need to stop, think some seconds, do some intelligent sharing before proceeding further. Brand_ Talk will also be aired soon on Radio One and a dedicated web site will be launched soon for all brand passionates to express themselves and share their views. As the Nike tag line states very simply : Lets do it. Together ! </span><a href="http://1.bp.blogspot.com/-vMFjMuWK6So/TnJTVOsrEBI/AAAAAAAAAIw/-5RVkxHeAb0/s1600/BNP.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="139" src="http://1.bp.blogspot.com/-vMFjMuWK6So/TnJTVOsrEBI/AAAAAAAAAIw/-5RVkxHeAb0/s200/BNP.jpg" width="200" /></a><br />
<span style="font-size: small;"> <br />
In the meantime, I would be glad to get your views, concerns and feedbacks on ashraf_oozeerally@yahoo.com <br />
<br />
<br />
<br />
Ashraf Oozeerally </span></div></td> </tr>
</tbody></table>Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0tag:blogger.com,1999:blog-5028093455924684539.post-77495451471929800422011-09-15T09:45:00.000-07:002011-09-15T09:45:27.201-07:00<div style="color: #6fa8dc;"><!--[if !mso]> <style>
v\:* {behavior:url(#default#VML);}
o\:* {behavior:url(#default#VML);}
w\:* {behavior:url(#default#VML);}
.shape {behavior:url(#default#VML);}
</style> <![endif]--><!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <w:BrowserLevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267"> <w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/> <w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/> <w:LsdException Locked="false" Priority="39" Name="toc 1"/> <w:LsdException Locked="false" Priority="39" Name="toc 2"/> <w:LsdException Locked="false" Priority="39" Name="toc 3"/> <w:LsdException Locked="false" Priority="39" Name="toc 4"/> <w:LsdException Locked="false" Priority="39" Name="toc 5"/> <w:LsdException Locked="false" Priority="39" Name="toc 6"/> <w:LsdException Locked="false" Priority="39" Name="toc 7"/> <w:LsdException Locked="false" Priority="39" Name="toc 8"/> <w:LsdException Locked="false" Priority="39" Name="toc 9"/> <w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/> <w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/> <w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/> <w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/> <w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/> <w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/> <w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/> <w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/> <w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/> <w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/> <w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/> <w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/> <w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/> <w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/> <w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/> <w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/> <w:LsdException Locked="false" Priority="37" Name="Bibliography"/> <w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><img src="http://img2.blogblog.com/img/video_object.png" style="background-color: #b2b2b2; " class="BLOGGER-object-element tr_noresize tr_placeholder" id="ieooui" data-original-id="ieooui" /> <style>
st1\:*{behavior:url(#ieooui) }
</style> <![endif]--><!--[if gte mso 10]> <style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:"Times New Roman";
mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}
</style> <![endif]--> </div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="color: #6fa8dc; width: 100%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div align="right" class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right;"><b><span lang="FR" style="font-family: "Verdana","sans-serif"; font-size: 8pt;">Article publié le Mercredi 21 avril 2004.</span></b></div></td> </tr>
</tbody></table><div class="MsoNormal" style="color: #6fa8dc;"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="color: #6fa8dc; width: 100%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: small;"><span lang="FR" style="font-family: "Arial","sans-serif";"><img height="5" src="file:///C:/DOCUME%7E1/Ashraf/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image001.gif" width="5" /></span></span><span lang="EN-GB" style="font-family: "Arial","sans-serif"; font-size: 7pt;"><span style="font-size: small;"><br />
BRAND_TALK</span><br />
</span><span style="font-size: x-large;"><b><span lang="EN-GB" style="font-family: "Arial","sans-serif";">Branding the employee…</span></b></span></div><div class="MsoNormal"><br />
</div><div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/-Pfm4eAOI8dI/TnIkiD-DB5I/AAAAAAAAAH4/QFC0DtU6vLQ/s1600/employees.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="424" src="http://2.bp.blogspot.com/-Pfm4eAOI8dI/TnIkiD-DB5I/AAAAAAAAAH4/QFC0DtU6vLQ/s640/employees.jpg" width="640" /></a></div><div class="MsoNormal"><br />
</div></td> </tr>
</tbody></table><div class="MsoNormal" style="color: #6fa8dc;"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="color: #6fa8dc; margin-left: -1.5pt; width: 104.34%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 0in 0in 0in 0in; width: 95.84%;" width="95%"> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><br />
</div><table align="left" border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="mso-cellspacing: 0in; mso-padding-alt: 0in 0in 0in 0in; mso-table-anchor-horizontal: column; mso-table-anchor-vertical: paragraph; mso-table-left: left; mso-table-lspace: 2.25pt; mso-table-rspace: 2.25pt;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 0in 0in 0in 0in;" valign="bottom"> <div align="center" class="MsoNormal" style="text-align: center;"><span lang="EN-GB" style="font-family: "Arial","sans-serif";"><br />
</span></div></td> </tr>
</tbody></table><div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span lang="EN-GB" style="font-family: "Arial","sans-serif"; font-size: 8pt;"><span style="font-family: "Trebuchet MS",sans-serif; font-size: small;">We have seen some time ago how Corporate Branding is a planned strategic process. (See www.lexpress and type search ‘Ashraf Oozeerally’ to look for the Brand_Talk entitled ‘CEO’s inventing our future’). Well we tend to normally neglect our Employees and think only in terms of market-oriented communication actions, but did you know that the Branded Employee concept sits just at the heart of the branding paradigm? <br />
<br />
In Corporate Mauritius, our companies tend to forget their employees and think of them only at the last minute, when everything else is going wrong around. Our business leaders think more of shareholder value, market share, market penetration, market capitalization, profit-after-tax, share of mind… But are these enough to provide peace of mind? Of course not! Employees are the lifeblood of organizations and Employee communications should then constitute the oxygen that goes through the blood cells of the organization structure. <br />
<br />
A textile company like the CMT and its team leader Mr Francois Woo should be considered a model of excellence in this respect as it involves all employees in almost all decisions and communicates with them in all instances: whether in good profitable times or hard stormy ones. At CMT, Employees are part of the Big Family. <br />
<br />
We cannot possibly talk of Employee branding without making reference to Employee Communications. The former director of Corporate Communications of General Motors, Alvie Smith, in his detailed book “Innovative Employee Communications” (Prentice Hall, 1991) lists the following Six Commandments as excellent practices that will ensure that internal communication becomes a reality in any organization:</span></span></div><div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/-9zUKnQXfDvs/TnIk4CA7zlI/AAAAAAAAAH8/KXzJdfCGIWs/s1600/employ.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="266" src="http://2.bp.blogspot.com/-9zUKnQXfDvs/TnIk4CA7zlI/AAAAAAAAAH8/KXzJdfCGIWs/s400/employ.jpg" width="400" /></a></div><div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/-VYcfDPYXxdw/TnIqWDjmpoI/AAAAAAAAAIE/F3K3LIa3rBo/s1600/rapids.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br />
</a></div><div class="MsoNormal"><span lang="EN-GB" style="font-family: "Arial","sans-serif"; font-size: 8pt;"><span style="font-family: "Trebuchet MS",sans-serif; font-size: small;"> <br />
<br />
Employee Communication is a fundamental component of the organizational management system <br />
<br />
A clear statement of commitment by Top Management, as well as its participation and support is essential <br />
<br />
Communication must be a planned process – there must be a strategy – involving both communication professionals and key management people <br />
<br />
Managers are the key conduits and catalysts for effective communication <br />
<br />
Priority business issues should be at the core content of the employee communication program and should be discussed in an understandable and open manner through various channels of communication <br />
<br />
The communication system should undergo regular evaluations to prove its worth. <br />
<br />
May I humbly add a Seventh Commandment to this list? <br />
<br />
7- Employees should be always placed at the core of Change Enablement strategies implemented by the organization, as in today’s highly competitive environments managing change is a daily challenge that determines the survival of the fittest and constitutes the roadmap to sustainable growth. </span></span></div><div class="MsoNormal"><span lang="EN-GB" style="font-family: "Arial","sans-serif"; font-size: 8pt;"><span style="font-family: "Trebuchet MS",sans-serif; font-size: small;"></span></span></div><div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/-VYcfDPYXxdw/TnIqWDjmpoI/AAAAAAAAAIE/F3K3LIa3rBo/s1600/rapids.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="http://2.bp.blogspot.com/-VYcfDPYXxdw/TnIqWDjmpoI/AAAAAAAAAIE/F3K3LIa3rBo/s320/rapids.jpg" width="212" /></a></div><div class="MsoNormal"><span lang="EN-GB" style="font-family: "Arial","sans-serif"; font-size: 8pt;"><span style="font-family: "Trebuchet MS",sans-serif; font-size: small;"><br />
<br />
This “Seventh Commandment” is particularly important for organizations going through merger and alliance activities. The recent case of Iframac being taken over by the BAI and also all other mergers could benefit from such employee branding strategies to a large extent. The Branding Paradigm, since it focuses on and pulls together every part of the organization before, during and after a merger – has the capability of promoting the integration process and create long-term value. And let’s not forget this: No integration process (be it in a context of Change or not) can succeed without positively and pro-actively involving ALL the employees. <br />
<br />
Without the open support and commitment of the troops making up an organization, no battle for growth and success can be won and brands that are fighting on the market on behalf of the organizations behind will not have enough firepower to sustain such attacks and are therefore condemned to always limit themselves to ill-defined, haphazard reactive actions! The choice is ours… <span style="background-color: blue;"></span><br />
<br />
Any ideas? Share them with me on ashraf_oozeerally@yahoo.com <br />
<br />
<b>Managing Director, eye_dentity brand consultancy</b></span> </span></div></td> </tr>
</tbody></table>Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0tag:blogger.com,1999:blog-5028093455924684539.post-3105423605831476072011-09-14T23:58:00.000-07:002011-09-14T23:58:06.817-07:00<div style="background-color: #444444; color: #3d85c6;"><!--[if !mso]> <style>
v\:* {behavior:url(#default#VML);}
o\:* {behavior:url(#default#VML);}
w\:* {behavior:url(#default#VML);}
.shape {behavior:url(#default#VML);}
</style> <![endif]--><!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <w:BrowserLevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267"> <w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/> <w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/> <w:LsdException Locked="false" Priority="39" Name="toc 1"/> <w:LsdException Locked="false" Priority="39" Name="toc 2"/> <w:LsdException Locked="false" Priority="39" Name="toc 3"/> <w:LsdException Locked="false" Priority="39" Name="toc 4"/> <w:LsdException Locked="false" Priority="39" Name="toc 5"/> <w:LsdException Locked="false" Priority="39" Name="toc 6"/> <w:LsdException Locked="false" Priority="39" Name="toc 7"/> <w:LsdException Locked="false" Priority="39" Name="toc 8"/> <w:LsdException Locked="false" Priority="39" Name="toc 9"/> <w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/> <w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/> <w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/> <w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/> <w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/> <w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/> <w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/> <w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/> <w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/> <w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/> <w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/> <w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/> <w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/> <w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/> <w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/> <w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/> <w:LsdException Locked="false" Priority="37" Name="Bibliography"/> <w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><img src="http://img2.blogblog.com/img/video_object.png" style="background-color: #b2b2b2; " class="BLOGGER-object-element tr_noresize tr_placeholder" id="ieooui" data-original-id="ieooui" /> <style>
st1\:*{behavior:url(#ieooui) }
</style> <![endif]--><!--[if gte mso 10]> <style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:"Times New Roman";
mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}
</style> <![endif]--> </div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="background-color: #444444; color: #3d85c6; margin-left: -1.5pt; width: 100.66%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div align="right" class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right;"><b><span lang="FR" style="font-family: "Verdana","sans-serif"; font-size: 8pt;">Article publié le Mercredi 17 mars 2004.</span></b></div></td> </tr>
</tbody></table><div class="MsoNormal" style="background-color: #444444; color: #3d85c6;"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="background-color: #444444; color: #3d85c6; width: 100%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt; width: 100%;" width="100%"> <div class="MsoNormal"><span style="font-size: x-large;"><span lang="FR" style="font-family: "Arial","sans-serif";"><img height="5" src="file:///C:/DOCUME%7E1/Ashraf/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image001.gif" width="5" /></span><span lang="EN-GB" style="font-family: "Arial","sans-serif";"><br />
<span style="font-size: large;">BRAND-TALK INTERVIEWS WALLY OLINS</span><br />
</span><b><span lang="EN-GB" style="font-family: "Arial","sans-serif";">A tremendous opportunity for Mauritius</span></b></span></div><div class="MsoNormal"><br />
</div><div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-LtM2wGKoif0/TnGc9SQmPUI/AAAAAAAAAHw/J3YSmJlr_-g/s1600/WALLY.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="340" src="http://3.bp.blogspot.com/-LtM2wGKoif0/TnGc9SQmPUI/AAAAAAAAAHw/J3YSmJlr_-g/s640/WALLY.jpg" width="640" /></a></div><div class="MsoNormal"><br />
</div></td> </tr>
</tbody></table><div class="MsoNormal" style="background-color: #444444; color: #3d85c6;"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="background-color: #444444; color: #cccccc; width: 100%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 0in 0in 0in 0in; width: 100.0%;" width="100%"> <div class="MsoNormal"><br />
</div><div class="MsoNormal" style="margin-bottom: 12.0pt; mso-margin-top-alt: auto;"><span style="background-color: #444444; color: yellow; font-family: "Trebuchet MS",sans-serif; font-size: small;">This week we will try something new. I’d like to share with the readers of Brand_Talk a phone interview with Wally Olins which was aired on 12 March. <br />
<br />
Wally Olins is a world figure in branding. Co-founder of Wolff Olins, a global brand consultancy based in UK and Chairman of Saffron. Wally currently advises many of the world’s leading organizations both in the public and private sectors on identity, branding and communication. He has written a number of books and articles on the subject and is visiting lecturer to universities and adademic institutions. <br />
<span></span><br />
<i>Ashraf : After some initial resistance, today more and more countries are turning to branding as an effective way to make their voices heard on the the global marketplace. You have personally been pioneering Nation Branding for the last decades, and you are known for that. I have two questions. First, is Nation Branding really effective? Then, this Friday 12 of March we are celebrating our 36th year of Independence from Great Britain, what offhand advice could you share with us in this field?</i> <br />
<br />
Wally : Well I think you have to look at Nation Branding over a very long period of time. All nations have always tried both to create in their own population a feeling of pride and a feeling of self-confidence and they’ve also tried for one reason or for the other to persuade other nations to either love them or to fear them.That’s been the way nations have operated since the late 18th Century. Since the French Revolution this has become a much more overt and clear form of national projection. What we have today is something slightly different in terms of the techniques used but it’s not fundamentally different in terms of what Nations were doing. <br />
<br />
The reasons why nations need to project an idea of what they are is because they want to attract tourists, they want to export their own products and they want to attract Foreign Direct Investment (FDI). In the years since about 1950 or so, the number of nations in the world have increased from about 80 to 250. In other words, the amount of of competition that exists between nations to attract FDI, tourists and to sell their products abroad is far greater than ever. So these are for purely commercial reasons. Mauritius needs to attract tourists very badly. To attract FDI, Mauritius also needs branding and to export its products. Every nation including Mauritius needs to project that the Mauritius Brand is better than the competitive brands and is more interesting, is worth more, is better quality, is an attractive place to come to . <br />
<br />
In addition to that, there is the fact that a nation has to project an idea of itself to its own population, to make them self confident, proud and happy about being who they are. A nation also needs political influence. A nation has embassies and high commissions. Every nation participates in trade fairs, exhibitions and so on. Almost all nations advertise their tourism capabilities and potentials. They have national airlines, they have hotels and various kinds of such things. What Nation Branding does, is to bring those ideas together in a form so that instead of everybody advertising or projecting themselves seperately within the nation there is some kind of coherence so that one thing helps another and everything the nation does on the whole is seemed to be related with everything else that it does so that if you are talking about FDI or exports, that’s kind of linked in the way Mauritius talks about itself on tourism. <br />
<br />
That’s what Nation Branding effort means and of course nations are increasingly involved in all this because there are so many nations in the world. If you look at Central Europe now you can see nations that did not exist before like Slovenia, Croatia, Slovakia emerging. If you look at your part of the world and and the African Continent, the nations that have emerged in the last 50 years is enormous but unfortunately many of them have not made any impact because they are not sufficiently governed efficiently for them to become attractive to investors. Mauritius is in a very very different situation and therefore has a tremendous opportunity which it is already exploiting in Tourism but in FDI and in branded exports, it has all these potentialities as well. <br />
<br />
So as I see it, the opportunity that a nation as Mauritius has, is to make what it does with more coherence. It isn’t a question of doing something different. It’s a question of doing something what you already do much better and much more efficiently and Mauritius has that opportunity. <br />
<br />
<b>Ashraf Oozeerally</b> <br />
<br />
ashraf_oozeerally@yahoo.com</span><span lang="FR" style="font-family: "Arial","sans-serif"; font-size: 8pt;"> </span></div></td> </tr>
</tbody></table>Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0tag:blogger.com,1999:blog-5028093455924684539.post-83981197396561503782011-08-28T12:59:00.000-07:002011-08-28T12:59:16.232-07:00<div style="background-color: black;"><!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <w:BrowserLevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267"> <w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/> <w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/> <w:LsdException Locked="false" Priority="39" Name="toc 1"/> <w:LsdException Locked="false" Priority="39" Name="toc 2"/> <w:LsdException Locked="false" Priority="39" Name="toc 3"/> <w:LsdException Locked="false" Priority="39" Name="toc 4"/> <w:LsdException Locked="false" Priority="39" Name="toc 5"/> <w:LsdException Locked="false" Priority="39" Name="toc 6"/> <w:LsdException Locked="false" Priority="39" Name="toc 7"/> <w:LsdException Locked="false" Priority="39" Name="toc 8"/> <w:LsdException Locked="false" Priority="39" Name="toc 9"/> <w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/> <w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/> <w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/> <w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/> <w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/> <w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/> <w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/> <w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/> <w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/> <w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/> <w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/> <w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/> <w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/> <w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/> <w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/> <w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/> <w:LsdException Locked="false" Priority="37" Name="Bibliography"/> <w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><img src="http://img2.blogblog.com/img/video_object.png" style="background-color: #b2b2b2; " class="BLOGGER-object-element tr_noresize tr_placeholder" id="ieooui" data-original-id="ieooui" /> <style>
st1\:*{behavior:url(#ieooui) }
</style> <![endif]--><!--[if gte mso 10]> <style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:"Times New Roman";
mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}
</style> <![endif]--> </div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="background-color: black; width: 100%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><br />
</div><div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><br />
</div><div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><br />
</div><div class="MsoNormal" style="color: lime;"><span style="font-size: x-small;"><b><span lang="FR" style="font-family: "Verdana","sans-serif";">Article publié le Mercredi 9 juin 2004</span></b><b><span lang="FR" style="font-family: "Verdana","sans-serif";">.</span></b><span lang="FR" style="font-family: "Arial","sans-serif";">/ Initially published on 09 June 2004 in L’Express</span><span lang="FR" style="font-family: "Arial","sans-serif";"><span> </span></span><span lang="FR" style="font-family: "Arial","sans-serif";"> </span></span></div><div class="MsoNormal" style="color: lime;"><span lang="FR" style="font-family: "Arial","sans-serif"; font-size: 9pt;"><span style="font-size: x-small;">( Article also referenced on the official site of Tom Peters on : http://www.tompeters.com/dispatches/2004/06/ )<span> </span></span><span style="mso-spacerun: yes;"><span style="font-size: x-small;"> </span> </span><span style="mso-spacerun: yes;"> </span><br style="mso-special-character: line-break;" /> <br style="mso-special-character: line-break;" /> </span><span lang="FR" style="font-family: "Arial","sans-serif"; font-size: 7pt;"></span></div><span style="color: lime;"> </span> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span style="font-size: small;"><span lang="EN-GB" style="font-family: "Arial","sans-serif";"></span></span><b><span lang="EN-GB" style="font-family: "Verdana","sans-serif"; font-size: 8pt;"><span style="mso-spacerun: yes;"></span><span style="mso-spacerun: yes;"></span></span></b><span style="color: lime; font-size: x-large;"><b><span lang="EN-GB" style="font-family: "Arial","sans-serif";">Dreaming of the art of refinement</span></b></span><span lang="EN-GB" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"></span></div></td> </tr>
</tbody></table><div class="MsoNormal" style="background-color: black;"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="background-color: black; width: 100%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 0in 0in 0in 0in; width: 100.0%;" width="100%"> <div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-8K7JGJSzf0k/TlqckgUpnkI/AAAAAAAAAGQ/x7iLDOceYYw/s1600/Mazda_elc_by_animasetg.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br />
</a></div><div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/-E8pA5gBs0wI/TlqdkE1IIxI/AAAAAAAAAGc/rHQeK4uXN3c/s1600/showroom_4___boys_room_sh2_by_dizzy_miro-d2vymf1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br />
</a></div><div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><a href="http://4.bp.blogspot.com/-E8pA5gBs0wI/TlqdkE1IIxI/AAAAAAAAAGc/rHQeK4uXN3c/s1600/showroom_4___boys_room_sh2_by_dizzy_miro-d2vymf1.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"></a><a href="http://1.bp.blogspot.com/-A9tcEWIejUk/TlqcGt2ZgkI/AAAAAAAAAGM/zKk4S_7VTy4/s1600/logo_pix_design_by_x_engin.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="160" src="http://1.bp.blogspot.com/-A9tcEWIejUk/TlqcGt2ZgkI/AAAAAAAAAGM/zKk4S_7VTy4/s200/logo_pix_design_by_x_engin.jpg" width="200" /></a><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"> </span><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 8pt;"><span style="background-color: black; color: lime; font-family: "Trebuchet MS",sans-serif; font-size: small;">We are not in vacuums…We all live in environments, interior and exterior. From the very moment our eyes open till we prepare ourselves to go to bed again, we are overwhelmed with what we see, hear, smell and feel… We are continuously being guided by our individual tastes to take decisions, choosing our interior deco, looking for convenient food, selecting our clothes, buying our appliances… <br />
<br />
What really turns us, as customers on, and truly satisfy us? Our business leaders tend to focus much attention on issues like business process reengineering, matching core-competencies with operational capabilities, defining matrix structures for effective knowledge-based organizations…We tend to be quite far from our customer-base and fail to listen to them attentively. What provides Value to our customers? Value is provided simply by satisfying needs. In our modern, (sadly!) materialistic world, where most consumers have met their basic needs of food, clothing and shelter, Value is and will be more and more provided by satisfying customer’s sophisticated aesthetic needs. <br />
<br />
Aesthetics is not an about esotery or mysticism! It’s just about the vitality of providing opportunities for organizations to appeal to customers through a variety of sensory experiences and thus benefit both the customer and the organization though enhanced satisfaction and loyalty. <br />
<br />
Ideally speaking, aesthetics management should begin with a thorough status quo, an AS-IS analysis of every aspect of a company’s or brand visual and sensory identity to project necessary aesthetic outputs (corporate expressions) while identifying how customers perceive the organization’s current inputs (corporate impressions). A comprehensive Corporate Brand Strategy can thus be built on the foundations of such an audit. </span></span><a href="http://3.bp.blogspot.com/-8K7JGJSzf0k/TlqckgUpnkI/AAAAAAAAAGQ/x7iLDOceYYw/s1600/Mazda_elc_by_animasetg.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="http://3.bp.blogspot.com/-8K7JGJSzf0k/TlqckgUpnkI/AAAAAAAAAGQ/x7iLDOceYYw/s320/Mazda_elc_by_animasetg.jpg" width="224" /></a><br />
<span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 8pt;"><span style="background-color: black; color: lime; font-family: "Trebuchet MS",sans-serif; font-size: small;"> <br />
Style, Themes, Symbols, Form, Shape, Design, Function, Senses, Colour, Sound, Textures, Scents, Feel, Lifestyle, Technology are just samples of elements that may participate in defining aesthetic strategies for forward looking brands… <br />
<br />
Of all so called management gurus, Tom Peters is the most sensitive to design and aesthetics issues. In his book “Liberation Management”, he thus devotes an entire chapter to issues of design. He has compiled a list of 140 items, entitled “Design is…” : <br />
<br />
– An easy-to-use FedEx airbill <br />
<br />
– The formal position of the Chief Designer on the Corporate Organization Chart <br />
<br />
– Great Brochures <br />
<br />
– Part of everyday vocabulary throughout the organization <br />
<br />
The British Design Council has for instance taken a central role in integrating design management issues in all walks of Industry. As early as in the 90s, this organization stressed that design was an essential ingredient for competitiveness. What an intelligent link between Design Management and International Competitivity! This coordinated effort even acknowledges that innovation and creative activity is not only the realm of designers and creative people. The entire organization should be made aware of the language of design and aesthetics. The mission of the British Design Council reading as “To inspire the best use of design by the UK, in the world context, to improve prosperity and well-being” gives us an idea how things are taken seriously. <br />
<br />
What do we have here? Design and aesthetics should permeate all walks of our life in Mauritius if we want to be a country in tune with its time. But if we have a mere look at our external environments, we are very far from perfection! Landscaping, for example, is under-used. Just imagine the various species of plants and trees that could be used to beautify our public spaces, roadsides, round-abouts and parks – supplying fresh oxygen to our polluted spaces, complementing shadows for pedestrians, refreshing the eyes of local residents and tourists alike! We are just now starting to have some bus-stop booths with some form of design… <br />
<br />
</span></span><a href="http://4.bp.blogspot.com/-E8pA5gBs0wI/TlqdkE1IIxI/AAAAAAAAAGc/rHQeK4uXN3c/s1600/showroom_4___boys_room_sh2_by_dizzy_miro-d2vymf1.jpg" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="164" src="http://4.bp.blogspot.com/-E8pA5gBs0wI/TlqdkE1IIxI/AAAAAAAAAGc/rHQeK4uXN3c/s320/showroom_4___boys_room_sh2_by_dizzy_miro-d2vymf1.jpg" width="320" /></a><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 8.0pt; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><span style="background-color: black; color: lime; font-family: "Trebuchet MS",sans-serif; font-size: small;">What about interiors of reception areas and office halls? In some places, you can really feel the importance of aesthetics and refinement, but at times, especially in the public sector, you are welcome, without any welcoming note, by a dull receptionist, without even a smile and a pot of artificial flower with dusted petals! Do we want to wake up one day to note that we were not just having a nightmare? <br />
<br />
<br />
<br />
<b>Ashraf Oozeerally <br />
<br />
Managing Director, eye_dentity ashraf_oozeerally@yahoo.com</b></span> </span></div></td> </tr>
</tbody></table>Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0tag:blogger.com,1999:blog-5028093455924684539.post-82152162067568320142011-08-10T13:49:00.000-07:002011-08-10T13:49:56.195-07:00<!--[if !mso]> <style>
v\:* {behavior:url(#default#VML);}
o\:* {behavior:url(#default#VML);}
w\:* {behavior:url(#default#VML);}
.shape {behavior:url(#default#VML);}
</style> <![endif]--><!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <w:BrowserLevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267"> <w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/> <w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/> <w:LsdException Locked="false" Priority="39" Name="toc 1"/> <w:LsdException Locked="false" Priority="39" Name="toc 2"/> <w:LsdException Locked="false" Priority="39" Name="toc 3"/> <w:LsdException Locked="false" Priority="39" Name="toc 4"/> <w:LsdException Locked="false" Priority="39" Name="toc 5"/> <w:LsdException Locked="false" Priority="39" Name="toc 6"/> <w:LsdException Locked="false" Priority="39" Name="toc 7"/> <w:LsdException Locked="false" Priority="39" Name="toc 8"/> <w:LsdException Locked="false" Priority="39" Name="toc 9"/> <w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/> <w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/> <w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/> <w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/> <w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/> <w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/> <w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/> <w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/> <w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/> <w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/> <w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/> <w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/> <w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/> <w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/> <w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/> <w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/> <w:LsdException Locked="false" Priority="37" Name="Bibliography"/> <w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><img src="http://img2.blogblog.com/img/video_object.png" style="background-color: #b2b2b2; " class="BLOGGER-object-element tr_noresize tr_placeholder" id="ieooui" data-original-id="ieooui" /> <style>
st1\:*{behavior:url(#ieooui) }
</style> <![endif]--><!--[if gte mso 10]> <style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:"Times New Roman";
mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}
</style> <![endif]--><!--[if gte mso 9]><xml> <o:shapedefaults v:ext="edit" spidmax="1027"/> </xml><![endif]--><!--[if gte mso 9]><xml> <o:shapelayout v:ext="edit"> <o:idmap v:ext="edit" data="1"/> </o:shapelayout></xml><![endif]--> <br />
<table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="mso-cellspacing: 0in; mso-padding-alt: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div align="right" class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right;"><b><span lang="FR" style="color: #2f4789; font-family: "Verdana","sans-serif"; font-size: 8.0pt; mso-bidi-language: TA;">Article publié le Mercredi 24 mars 2004.</span></b></div></td> </tr>
</tbody></table><div class="MsoNormal"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="mso-cellspacing: 0in; mso-padding-alt: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span lang="FR" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><img height="5" src="file:///C:/DOCUME%7E1/Ashraf/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image001.gif" width="5" /></span><span lang="EN-GB" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><br />
<span style="font-size: x-small;">BRAND_TALK</span><br />
</span><span style="font-size: x-large;"><b><span lang="EN-GB" style="color: #2f4789; font-family: "Arial","sans-serif";">CEO’s inventing our future</span></b></span><span lang="EN-GB" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"></span></div></td> </tr>
</tbody></table><div class="MsoNormal"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="margin-left: -1.5pt; mso-cellspacing: 0in; mso-padding-alt: 0in 0in 0in 0in; width: 100.66%;"><tbody>
<tr style="color: yellow; font-family: "Helvetica Neue",Arial,Helvetica,sans-serif; height: 610.2pt;"> <td style="height: 610.2pt; padding: 0in; width: 99.34%;" width="99%"> <div class="MsoNormal"><br />
</div><table align="left" border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable"><tbody>
<tr> <td style="padding: 0in;" valign="bottom"> <div align="center" class="MsoNormal" style="text-align: center;"><span style="font-size: small;"><br />
</span></div></td> </tr>
</tbody></table><div class="separator" style="clear: both; text-align: center;"></div><br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-zvbqHsfKG-o/TkLtRQ_92KI/AAAAAAAAABs/iggujaIbK3M/s1600/IBL.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><br />
</a></div><br />
<div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-zvbqHsfKG-o/TkLtRQ_92KI/AAAAAAAAABs/iggujaIbK3M/s1600/IBL.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br />
</a></div><div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/-FlanSOtz0uk/TkLtNo6DbBI/AAAAAAAAABk/d0Aj06g4osI/s1600/243814447_57b6839902_b.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br />
</a></div><div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/-ZN5TcbDZ3c8/TkLuodyJdJI/AAAAAAAAAB0/rMJ1ekNq9Fs/s1600/Accenture.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br />
</a></div><div class="MsoNormal"><a href="http://1.bp.blogspot.com/-pPc1uyBSgh8/TkLtR9QPoAI/AAAAAAAAABw/ssjuC9Ext0s/s1600/Rogers.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="112" src="http://1.bp.blogspot.com/-pPc1uyBSgh8/TkLtR9QPoAI/AAAAAAAAABw/ssjuC9Ext0s/s200/Rogers.gif" width="200" /></a><span style="font-size: small;"><span lang="EN-GB">You cannot have missed the ambitious slogan that welcomes all commuters heading to the Capital city from the south. Illustrated by dancers originating from different local cultures with a blurred effect in the art-directed photo shot and spread on a 12 X 3m billboard, “L’essentiel, c’est vous”, like a dream snapshot, is the first noticeable strong value proposition we notice while stressing our way through the morning traffic jam. <br />
<br />
This tag-line is supposed to symbolize the commitment of the Rogers Group, the island’s leading conglomerate, to its various stakeholders. While it would be an interesting exercise to assess to what extent this promise is a real statement in the daily life of the galaxy of companies making up this Group, impacting at the same time its employees, customers, shareholders, and business partners alike, it is strong enough to attract attention, provoke thought and be a source of inspiration. </span></span><a href="http://1.bp.blogspot.com/-FlanSOtz0uk/TkLtNo6DbBI/AAAAAAAAABk/d0Aj06g4osI/s1600/243814447_57b6839902_b.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="150" src="http://1.bp.blogspot.com/-FlanSOtz0uk/TkLtNo6DbBI/AAAAAAAAABk/d0Aj06g4osI/s200/243814447_57b6839902_b.jpg" style="cursor: move;" width="200" /></a><br />
<span style="font-size: small;"><span lang="EN-GB"> <br />
We may quote a lot more: “Innovation Delivered” for Accenture, “Brings Value to Life” for IBL, “Whatever it takes” for Fed Ex, “Shaping lasting success” for DCDM. But what lies behind these statements is much more important. Apart from tag lines, companies may at times spend millions of rupees to formulate Vision and Mission statements which are posted on shop-floor operations, reception areas, boardroom lounges but without any kind of implementation and any tangible effect on the behaviour, living values and let alone motivation or commitment of various internal and external audiences. </span></span><a href="http://3.bp.blogspot.com/-zvbqHsfKG-o/TkLtRQ_92KI/AAAAAAAAABs/iggujaIbK3M/s1600/IBL.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/-zvbqHsfKG-o/TkLtRQ_92KI/AAAAAAAAABs/iggujaIbK3M/s1600/IBL.jpg" /></a><br />
<span style="font-size: small;"><span lang="EN-GB"> <br />
As Change, and its necessary by-product, Transformation, imposes our local organizations (business or non-business) to always adapt to fast-moving market conditions increasingly set with “global” variables, it is legitimate for us to ask ourselves this simple question: to what extent our corporations realize the full potential of their Corporate Brands? And how do they link the whole to its parts, the parent to its off-shoots, spin-offs and ultimately with the products they sport on the market? Does the positioning take into account all these factors? <br />
<br />
With a media-literate mauritian consumer society, ubiquity of technology, emergence of deregulation, and increased merger & acquisitions activities, some of our most proactive conglomerates are today asked to answer tough questions by different publics: What does your corporation stands for? Who owns it? Are your Customers delighted customers? In which Values does the organization believe? What is your social responsibility? Our CEOs are today, realizing the key importance of leveraging on their Corporate Brands to make their voices heard in the crowd. <br />
</span></span><a href="http://4.bp.blogspot.com/-ZN5TcbDZ3c8/TkLuodyJdJI/AAAAAAAAAB0/rMJ1ekNq9Fs/s1600/Accenture.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://4.bp.blogspot.com/-ZN5TcbDZ3c8/TkLuodyJdJI/AAAAAAAAAB0/rMJ1ekNq9Fs/s1600/Accenture.jpg" /></a><br />
<span style="font-size: small;"><span lang="EN-GB"> Very often though we tend to confuse Corporate Branding with Corporate Identity, Corporate Image and Corporate Communications. Corporate Identity has more to do with the visual expression and look of the company and, hence deals with the company’s name, logo and visual identity system. Corporate Image is what is reflected in the minds of the target audience and the public at large, whether intended or unintended. Corporate Communications is all communication actions done on the level of the company (versus its products). Corporate branding, however, has the capacity to synergize all these in a coherent whole: it is a business process. One that is planned, strategically-focused and integrated throughout the organization. It establishes the direction, leadership, clarity of purpose, inspiration and energy for a company’s most important asset, its corporate brand. </span></span><br />
<span style="font-size: small;"><span lang="EN-GB"> <br />
The CEO has a central role here: to bear the torch of the Corporate Brand, act as its all-time champion and inspire the troops. Of course, he will be helped by others around, but as he sits on the apex of the pyramid, he has the responsibility to show the way and run the show! If we take the example of the Prime Minister for instance: he heads a huge organization, has strong leadership traits and make sure he has a good degree of control over the system to make things happen as planned. <br />
<br />
All business leaders are in the same situation: they have to manage available resources at the best of their abilities and achieve optimum performance for their respective organizations while making sure the Corporate Brands they manage unleash sufficient power to invent the future… <br />
<br />
</span><span lang="FR">ashraf_oozeerally@yahoo.com</span><span lang="FR"> <span> </span></span></span></div><div class="MsoNormal"><span style="font-size: small;"><span lang="FR">Also referenced on : </span><span lang="FR"><a href="http://www.lexpress.mu/Services/archive_15250_BRAND_TALK">http://www.lexpress.mu/Services/archive_15250_BRAND_TALK</a></span></span></div></td> </tr>
<tr style="mso-yfti-irow: 1;"> <td style="padding: 0in 0in 0in 0in;"> <div class="MsoNormal"><br />
</div></td> </tr>
<tr style="mso-yfti-irow: 2; mso-yfti-lastrow: yes;"> <td style="padding: 0in 0in 0in 0in;"> <div align="right" class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right;"><b><span lang="FR" style="color: #666666; font-family: "Verdana","sans-serif"; font-size: 8.0pt; mso-bidi-language: TA;">Ashraf OOZEERALLY</span></b></div></td> </tr>
</tbody></table>Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0tag:blogger.com,1999:blog-5028093455924684539.post-34931790405673561222011-08-10T13:03:00.000-07:002011-08-10T13:03:53.839-07:00NATION BRANDING - INTERVIEW WITH THE CREATOR OF ORANGE BRAND - WALLY OLINS - BRAND GURU<!--[if !mso]> <style>
v\:* {behavior:url(#default#VML);}
o\:* {behavior:url(#default#VML);}
w\:* {behavior:url(#default#VML);}
.shape {behavior:url(#default#VML);}
</style> <![endif]--><!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <w:BrowserLevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267"> <w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/> <w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/> <w:LsdException Locked="false" Priority="39" Name="toc 1"/> <w:LsdException Locked="false" Priority="39" Name="toc 2"/> <w:LsdException Locked="false" Priority="39" Name="toc 3"/> <w:LsdException Locked="false" Priority="39" Name="toc 4"/> <w:LsdException Locked="false" Priority="39" Name="toc 5"/> <w:LsdException Locked="false" Priority="39" Name="toc 6"/> <w:LsdException Locked="false" Priority="39" Name="toc 7"/> <w:LsdException Locked="false" Priority="39" Name="toc 8"/> <w:LsdException Locked="false" Priority="39" Name="toc 9"/> <w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/> <w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/> <w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/> <w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/> <w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/> <w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/> <w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/> <w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/> <w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/> <w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/> <w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/> <w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/> <w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/> <w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/> <w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/> <w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/> <w:LsdException Locked="false" Priority="37" Name="Bibliography"/> <w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><img src="http://img2.blogblog.com/img/video_object.png" style="background-color: #b2b2b2; " class="BLOGGER-object-element tr_noresize tr_placeholder" id="ieooui" data-original-id="ieooui" /> <style>
st1\:*{behavior:url(#ieooui) }
</style> <![endif]--><!--[if gte mso 10]> <style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:"Times New Roman";
mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}
</style> <![endif]--> <br />
<table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="margin-left: -1.5pt; mso-cellspacing: 0in; mso-padding-alt: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.66%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div align="right" class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: right;"><b><span lang="FR" style="color: #2f4789; font-family: "Verdana","sans-serif"; font-size: 8.0pt; mso-bidi-language: TA;">Article publié le Mercredi 17 mars 2004 in L'Express.</span></b></div></td> </tr>
</tbody></table><div class="MsoNormal"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="mso-cellspacing: 0in; mso-padding-alt: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span lang="FR" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><img height="5" src="file:///C:/DOCUME%7E1/Ashraf/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image001.gif" width="5" /></span><span lang="EN-GB" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><br />
<span style="font-size: x-small;">BRAND-TALK</span><br />
</span><span style="font-size: x-large;"><b><span lang="EN-GB" style="color: #2f4789; font-family: "Arial","sans-serif";">A tremendous opportunity for Mauritius</span></b></span><span lang="EN-GB" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"></span></div></td> </tr>
</tbody></table><div class="MsoNormal"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="background-color: #3d85c6; color: cyan; width: 100%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 0in 0in 0in 0in; width: 100.0%;" width="100%"> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><br />
</div><div class="separator" style="clear: both; text-align: left;"><a href="http://2.bp.blogspot.com/-oOyE9vcPMhY/TkLjbXNjR2I/AAAAAAAAABc/wki2BEkGhNU/s1600/imagesCAY2FO86.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><a href="http://2.bp.blogspot.com/-49YhpvDaMAg/TkLi7q7Bt9I/AAAAAAAAABU/-Y0R_pFCrfc/s1600/images2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="217" src="http://2.bp.blogspot.com/-49YhpvDaMAg/TkLi7q7Bt9I/AAAAAAAAABU/-Y0R_pFCrfc/s320/images2.jpg" width="320" /></a></div><div class="separator" style="clear: both; text-align: center;"></div><div class="MsoNormal" style="margin-bottom: 12.0pt; mso-margin-top-alt: auto;"><span style="font-family: Verdana,sans-serif; font-size: small;">This week we will try something new. I’d like to share with the readers of Brand_Talk a phone interview with Wally Olins which was aired on 12 March. <br />
<br />
Wally Olins is a world figure in branding. Co-founder of Wolff Olins, a global brand consultancy based in UK and Chairman of Saffron. Wally currently advises many of the world’s leading organizations both in the public and private sectors on identity, branding and communication. He has written a number of books and articles on the subject and is visiting lecturer to universities and adademic institutions. <br />
<br />
AO : After some initial resistance, today more and more countries are turning to branding as an effective way to make their voices heard on the the global marketplace. You have personally been pioneering Nation Branding for the last decades, and you are known for that. I have two questions. First, is Nation Branding really effective? Then, this Friday 12 of March we are celebrating our 36th year of Independence from Great Britain, what offhand advice could you share with us in this field? <br />
<br />
WO : Well I think you have to look at Nation Branding over a very long period of time. All nations have always tried both to create in their own population a feeling of pride and a feeling of self-confidence and they’ve also tried for one reason or for the other to persuade other nations to either love them or to fear them.That’s been the way nations have operated since the late 18th Century. Since the French Revolution this has become a much more overt and clear form of national projection. What we have today is something slightly different in terms of the techniques used but it’s not fundamentally different in terms of what Nations were doing.</span><a href="http://2.bp.blogspot.com/-oOyE9vcPMhY/TkLjbXNjR2I/AAAAAAAAABc/wki2BEkGhNU/s1600/imagesCAY2FO86.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="http://2.bp.blogspot.com/-oOyE9vcPMhY/TkLjbXNjR2I/AAAAAAAAABc/wki2BEkGhNU/s200/imagesCAY2FO86.jpg" width="151" /></a></div><div class="MsoNormal" style="margin-bottom: 12pt;"><span style="font-family: Verdana,sans-serif; font-size: small;"> <br />
<br />
The reasons why nations need to project an idea of what they are is because they want to attract tourists, they want to export their own products and they want to attract Foreign Direct Investment (FDI). In the years since about 1950 or so, the number of nations in the world have increased from about 80 to 250. In other words, the amount of of competition that exists between nations to attract FDI, tourists and to sell their products abroad is far greater than ever. So these are for purely commercial reasons. Mauritius needs to attract tourists very badly. To attract FDI, Mauritius also needs branding and to export its products. Every nation including Mauritius needs to project that the Mauritius Brand is better than the competitive brands and is more interesting, is worth more, is better quality, is an attractive place to come to . <br />
<br />
In addition to that, there is the fact that a nation has to project an idea of itself to its own population, to make them self confident, proud and happy about being who they are. A nation also needs political influence. A nation has embassies and high commissions. Every nation participates in trade fairs, exhibitions and so on. Almost all nations advertise their tourism capabilities and potentials. They have national airlines, they have hotels and various kinds of such things. What Nation Branding does, is to bring those ideas together in a form so that instead of everybody advertising or projecting themselves seperately within the nation there is some kind of coherence so that one thing helps another and everything the nation does on the whole is seemed to be related with everything else that it does so that if you are talking about FDI or exports, that’s kind of linked in the way Mauritius talks about itself on tourism.</span></div><div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/-ygnNhu52RsQ/TkLj9tYgvAI/AAAAAAAAABg/uiDiUcPeuYs/s1600/sun.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="241" src="http://4.bp.blogspot.com/-ygnNhu52RsQ/TkLj9tYgvAI/AAAAAAAAABg/uiDiUcPeuYs/s320/sun.jpg" width="320" /></a></div><div class="MsoNormal" style="margin-bottom: 12pt;"><span style="font-family: Verdana,sans-serif; font-size: small;"> <br />
<br />
That’s what Nation Branding effort means and of course nations are increasingly involved in all this because there are so many nations in the world. If you look at Central Europe now you can see nations that did not exist before like Slovenia, Croatia, Slovakia emerging. If you look at your part of the world and and the African Continent, the nations that have emerged in the last 50 years is enormous but unfortunately many of them have not made any impact because they are not sufficiently governed efficiently for them to become attractive to investors. Mauritius is in a very very different situation and therefore has a tremendous opportunity which it is already exploiting in Tourism but in FDI and in branded exports, it has all these potentialities as well. <br />
<br />
So as I see it, the opportunity that a nation as Mauritius has, is to make what it does with more coherence. It isn’t a question of doing something different. It’s a question of doing something what you already do much better and much more efficiently and Mauritius has that opportunity. <br />
<br />
<b>Ashraf Oozeerally</b> <br />
<br />
ashraf_oozeerally@yahoo.com</span><span lang="FR" style="font-family: "Arial","sans-serif"; font-size: 8pt;"> </span></div></td> </tr>
</tbody></table>Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0tag:blogger.com,1999:blog-5028093455924684539.post-4434081577590943692011-08-10T12:52:00.000-07:002011-08-10T12:52:40.286-07:00<!--[if !mso]> <style>
v\:* {behavior:url(#default#VML);}
o\:* {behavior:url(#default#VML);}
w\:* {behavior:url(#default#VML);}
.shape {behavior:url(#default#VML);}
</style> <![endif]--><!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <w:BrowserLevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267"> <w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/> <w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/> <w:LsdException Locked="false" Priority="39" Name="toc 1"/> <w:LsdException Locked="false" Priority="39" Name="toc 2"/> <w:LsdException Locked="false" Priority="39" Name="toc 3"/> <w:LsdException Locked="false" Priority="39" Name="toc 4"/> <w:LsdException Locked="false" Priority="39" Name="toc 5"/> <w:LsdException Locked="false" Priority="39" Name="toc 6"/> <w:LsdException Locked="false" Priority="39" Name="toc 7"/> <w:LsdException Locked="false" Priority="39" Name="toc 8"/> <w:LsdException Locked="false" Priority="39" Name="toc 9"/> <w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/> <w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/> <w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/> <w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/> <w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/> <w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/> <w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/> <w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/> <w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/> <w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/> <w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/> <w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/> <w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/> <w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/> <w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/> <w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/> <w:LsdException Locked="false" Priority="37" Name="Bibliography"/> <w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/> </w:LatentStyles> </xml><![endif]--><!--[if !mso]><img src="http://img2.blogblog.com/img/video_object.png" style="background-color: #b2b2b2; " class="BLOGGER-object-element tr_noresize tr_placeholder" id="ieooui" data-original-id="ieooui" /> <style>
st1\:*{behavior:url(#ieooui) }
</style> <![endif]--><!--[if gte mso 10]> <style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:"Times New Roman";
mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}
</style> <![endif]--><!--[if gte mso 9]><xml> <o:shapedefaults v:ext="edit" spidmax="1027"/> </xml><![endif]--><!--[if gte mso 9]><xml> <o:shapelayout v:ext="edit"> <o:idmap v:ext="edit" data="1"/> </o:shapelayout></xml><![endif]--> <br />
<table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="mso-cellspacing: 0in; mso-padding-alt: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 1.5pt 1.5pt 1.5pt 1.5pt; width: 100.0%;" width="100%"> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><span lang="FR" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><img height="5" src="file:///C:/DOCUME%7E1/Ashraf/LOCALS%7E1/Temp/msohtmlclip1/01/clip_image001.gif" width="5" /></span><span lang="EN-GB" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><br />
TRADEMARKS<br />
</span><span style="font-size: x-large;"><b><span lang="EN-GB" style="color: #2f4789; font-family: "Arial","sans-serif";">Let the brands talk and lets listen carefully</span></b></span><span lang="EN-GB" style="color: #666666; font-family: "Arial","sans-serif"; font-size: 7.0pt; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"></span></div></td> </tr>
</tbody></table><div class="MsoNormal"><br />
</div><table border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="margin-left: -1.5pt; mso-cellspacing: 0in; mso-padding-alt: 0in 0in 0in 0in; width: 100.66%;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 0in 0in 0in 0in; width: 99.34%;" width="99%"> <div class="MsoNormal" style="mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;"><br />
</div><table align="left" border="0" cellpadding="0" cellspacing="0" class="MsoNormalTable" style="mso-cellspacing: 0in; mso-padding-alt: 0in 0in 0in 0in; mso-table-anchor-horizontal: column; mso-table-anchor-vertical: paragraph; mso-table-left: left; mso-table-lspace: 2.25pt; mso-table-rspace: 2.25pt;"><tbody>
<tr style="mso-yfti-firstrow: yes; mso-yfti-irow: 0; mso-yfti-lastrow: yes;"> <td style="padding: 0in 0in 0in 0in;" valign="bottom"> <div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-EkFM7fxDw_4/TkLgvJ1XrLI/AAAAAAAAABQ/TqNA769Rwdk/s1600/AO_J.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://3.bp.blogspot.com/-EkFM7fxDw_4/TkLgvJ1XrLI/AAAAAAAAABQ/TqNA769Rwdk/s320/AO_J.jpg" width="306" /></a></div><div align="center" class="MsoNormal" style="text-align: center;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; mso-ansi-language: EN-GB; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: TA;"><br />
</span></div></td> </tr>
</tbody></table><div class="MsoNormal" style="color: cyan; font-family: "Trebuchet MS",sans-serif; margin-bottom: 12pt;"><span style="font-size: large;"><b>WATCH</b> this space. It will be entirely devoted to brands and branding. Brands are so close to us in our daily life that we tend to ignore their presence. Just check out what underwear you are wearing right now ! It has a trademark, delivers a service to you, may have a promise and above all has a life cycle. What about the car you are driving and your banking institution ? And your star David Beckham or Britney Spears ? They are all manifestations of brands that interact so much in our life. But do we listen to their voices and care about what they are trying to tell us ? Not necessarily all of us ! <br />
<br />
Now lets take the case of manufacturers, distributors, brand managers and marketers. They are struggling to make sure the brands they work for, talk to us every second. Everyday from breakfast to bed, we, as consumers have to filter hundreds of messages. Millions of rupees are invested everyday in the media and on the market place to try to influence us in buying brands at the expense of others. But the ultimate buying decision is ours. <br />
<br />
Where do we exert these “brand votes” which are directly related to our purchasing power ? During the last number of years, the retail landscape and the value chain has gone through a deep transformation with the onset of hypermarkets. Starting with Continent, considered as a then mega-project, various groups of global repute have stroke strategic alliances with local conglomerates involved in consumer branding to set up chains of hypermarkets. We all have had nice family shopping experiences at Super U, Spar, Shoprite, Jumbo, Winners, and local GSR’s in urban conurbations - while in rural areas traditional street-corner groceries have been forced to switch to self-service mini-markets faced by changing consumer behaviour. How will this look in 5 or 10 years ? How will consumers then behave ? <br />
<br />
To what extent do we really realize the full potential of brands ? Are consumers really aware of the power that they command from their tiny wallets ? Do we exert our choices in an optimal manner or are we just influenced by advertising and marketing communications, without taking time to rationally analyse the wider and wider choices available on the market today ? <br />
<br />
On a more macro-economic scale, Mauritius has not been spared by Globalization. Given that we are highly integrated in the world economy, it is quite normal that consumer brands like Coca-Cola, Kit-Kat or Gilette, industrial brands like Caterpillar or Black & Decker and Corporate Brands lke British American or HSBC are very much active in our country. All these brands help us in numerous ways and have a very specific set of mission to accomplish. <br />
<br />
Anti-globalization groups can protest very actively in the vicinity of World Forums or have indeed very important international gatherings to rightly fight against injustice committed by multinationals, but the fact is : Brands are here to stay ! They bring value to consumers, serve a purpose and some very compelling brands, like Harley Davidson the famous US freestyle motorbike brand, has had its logo even tatooed on its customers’ skins ! This gives us an idea to what lengths brand loyalty can go in influencing people in their lifestye. Who can claim that at some point in time, one has not fallen in love with a particular brand to the point of being treated as an addict ? Just shake the original Orangina bottle, let the Mars bite melt in your mouth or enjoy reading the latest Stephen Covey ordered on the internet from Amazon.com and you will be convinced how brands are important to you. <br />
<br />
What about Mauritius ? Can our country be considered and treated as a brand ?Nation branding is increasingly being looked as a powerful means to exert positive influence in more and more complex world markets where technology, innovation and trade liberalization are emerging threats that need to be integrated in national survival strategies. What is the value and significance of the ‘Made in Mauritius’ label. How are we fighting against giants like China, competing against rivals like Singapore or working with allies like Madagascar? And what about our ratings in the field of anti-corruption, protection environment or on equal opportunities ? On an internal front are we as Mauritians proud of our country ? What is our personal degree of commitment to our quadricolor flag ? Are we progressing or regressing in terms of civism and do we care for the less fortunate or do we just accumulate wealth at the expense of all other life objectives and values ? <br />
<br />
In the wake of the celebrations of our 37th year of independence and with a more or less sociologically-tensed fabric, perhaps it will be useful if everyone of us stops for a while and assess the extent of our love and commitment for our Nation. This is a unique opportunity to forget our differences and direct all our energies under a single banner to make sure we win the battle against fragmentation, ethnical rivalry and focus our attention on defending our various positions in the global jungle out there ! <br />
<br />
Branding is all this at the same time. Its part of us and lets us answer basic questions about ourselves, our ideals and ambitions through or purchasing behaviour and beliefs. <br />
<br />
Well, Brand-Talk is for all those who think we need to stop, think some seconds, do some intelligent sharing before proceeding further. Brand_ Talk will also be aired soon on Radio One and a dedicated web site will be launched soon for all brand passionates to express themselves and share their views. As the Nike tag line states very simply : Lets do it. Together ! <br />
<br />
In the meantime, I would be glad to get your views, concerns and feedbacks on ashraf_oozeerally@yahoo.com <br />
<br />
<br />
<br />
Ashraf Oozeerally </span></div></td> </tr>
</tbody></table>Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0tag:blogger.com,1999:blog-5028093455924684539.post-60235120091665002552011-08-08T01:33:00.000-07:002011-08-08T01:33:52.164-07:00Interview with the leading Fashion Brand in Mauritius<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-GLHSs7Cfou4/Tj-fL1Bkv6I/AAAAAAAAABI/Uz7-KpS4lWY/s1600/Mario+hugging.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://3.bp.blogspot.com/-GLHSs7Cfou4/Tj-fL1Bkv6I/AAAAAAAAABI/Uz7-KpS4lWY/s320/Mario+hugging.jpg" width="268" /></a></div><div style="color: blue; font-family: "Trebuchet MS",sans-serif;"><span style="font-size: large;"><b>INTERVIEW WITH MARIO GUILLOT, CREATOR OF THE IV-PLAY CLOTHING BRAND</b></span></div><div style="color: orange; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div style="color: orange; font-family: "Trebuchet MS",sans-serif;"><i><b>Mario Guillot, you have been involved in creating and nurturing IV-Play for some years now with very encouraging results on the local market. Could you just share some basic facts about the creation of IV Play with Industry Focus Readers?</b></i></div><div style="color: orange; font-family: "Trebuchet MS",sans-serif;"><i><b>IV PL@Y was created in 1994. I had just come back to Mauritius after spending 8 years in Australia as head designer for an Australian Brand.It started as a T-shirt brand with a strong identity designed to stand out of the lot.</b></i></div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;">In 1995,I joined forces with Bernard Li on the retail side. Due to customer demand, IV PL@Y then went into full gear strongly driven by passion & the will to create the best & most exciting product at any moment in time. What started as a one man show has today developed into a two distinct development & retail companies directly employing a staff of 40 all sharing the same pride in the brand.</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;">We now have 6 IV PL@Y concept stores & also distribute to selected stores.</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;">After this very positive local experience you have been involved in some in-roads on some international markets. What perspectives do you see for IV Play there, and how you go about it?</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;">Mauritius being a tourist destination, we are often approached by foreign businessmen who show keen interest in distributing the brand overseas.So far, although we have done some export, we have mainly concentrated on satisfying the local market & modernising our production & design departmernt.We believe that we have now reached cruising speed on the local market & we are currently launching IV PL@Y in France, & discussing with other countries such as Australia, South africa Italy & Germany.We have even been approached by unsuspected countries like ... Angola. </div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/-CAWIXydHxiI/Tj-fY0Q1QhI/AAAAAAAAABM/iZ5yB7EseoA/s1600/IV+PL%2540Y+logo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://1.bp.blogspot.com/-CAWIXydHxiI/Tj-fY0Q1QhI/AAAAAAAAABM/iZ5yB7EseoA/s320/IV+PL%2540Y+logo.jpg" width="320" /></a></div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;">IV PL@Y has not so far done any trade fairs & approached foreign clients.We have dealt with proposals as they came along.We now believe we are ready to handle bigger productions & tackle international markets.</div><div style="color: orange; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div style="color: orange; font-family: "Trebuchet MS",sans-serif;"><i><b>What are your views about creating a 'Made in Mauritius' Label and what issues you would like to bring to the fore on this important matter?</b></i></div><div style="color: orange; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;">I believe that it will be hard to launch a “Made in Mauritius” brand if the marketing point is only the fact that it is "made in Mauritius". What makes a brand is identity.</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;">Although we have the potential to manufacture at international standards,when it comes to creating a brand,I believe the selling factor of a new brand would be for that brand to offer a distinctive point of difference as far as design & identity is concerned. An acute awareness of international trends is necessary, but it will also need that touch of originality & dream factor.</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;">This core concept cannot be created by factories coming together to create a brand ...it will only create chaos. It can only be put together by a man / woman ,with a powerful concept and vision with the support of local manufacturers for the logistics & production & perhaps financing.This demands great talent , sharp business qualities & solid financing....Let's hope we have it.</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div style="color: yellow; font-family: "Trebuchet MS",sans-serif;">Imagine Mauritians telling Europeans what to wear...</div><div style="color: orange; font-family: "Trebuchet MS",sans-serif;"><br />
</div><div style="background-color: blue; color: orange; font-family: "Trebuchet MS",sans-serif;">Ashraf Oozeerally – July 2005 - Industry Focus Magazine, issued by Enterprise Mauritius</div><div style="color: orange; font-family: "Trebuchet MS",sans-serif;"><br />
</div>Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0tag:blogger.com,1999:blog-5028093455924684539.post-84382047313073411302011-08-08T01:11:00.000-07:002011-08-08T01:11:56.216-07:00<!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>X-NONE</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:DontVertAlignCellWithSp/> <w:DontBreakConstrainedForcedTables/> <w:DontVertAlignInTxbx/> <w:Word11KerningPairs/> <w:CachedColBalance/> </w:Compatibility> <w:BrowserLevel>MicrosoftInternetExplorer4</w:BrowserLevel> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267"> <w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/> <w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/> <w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/> <w:LsdException Locked="false" Priority="39" Name="toc 1"/> <w:LsdException Locked="false" Priority="39" Name="toc 2"/> <w:LsdException Locked="false" Priority="39" Name="toc 3"/> <w:LsdException Locked="false" Priority="39" Name="toc 4"/> <w:LsdException Locked="false" Priority="39" Name="toc 5"/> <w:LsdException Locked="false" Priority="39" Name="toc 6"/> <w:LsdException Locked="false" Priority="39" Name="toc 7"/> <w:LsdException Locked="false" Priority="39" Name="toc 8"/> <w:LsdException Locked="false" Priority="39" Name="toc 9"/> <w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/> <w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/> <w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/> <w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/> <w:LsdException Locked="false" Priority="0" Name="Hyperlink"/> <w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/> <w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/> <w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/> <w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/> <w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/> <w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/> <w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/> <w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/> <w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/> <w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/> <w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/> <w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/> <w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/> <w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/> <w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/> <w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/> <w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/> <w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/> <w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/> <w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/> <w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/> <w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/> <w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/> <w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/> <w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/> <w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/> <w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/> <w:LsdException Locked="false" Priority="37" Name="Bibliography"/> <w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/> </w:LatentStyles> </xml><![endif]--><!--[if gte mso 10]> <style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin:0in;
mso-para-margin-bottom:.0001pt;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:"Times New Roman";
mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;
mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;}
</style> <![endif]--> <br />
<div class="MsoNormal" style="line-height: 14.4pt;"><span lang="EN-GB" style="color: #548dd4; font-family: "Gill Sans Ultra Bold","sans-serif"; mso-ansi-language: EN-GB; mso-bidi-font-family: Arial;">INTERVIEW WITH MARIO GUILLOT, CREATOR OF THE IV-PLAY CLOTHING BRAND</span></div><div class="MsoNormal" style="line-height: 14.4pt;"><br />
</div><div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-xStYRV0P64M/Tj-aBB7rC-I/AAAAAAAAABA/ABTwaVbJfUs/s1600/Mario+hugging.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://3.bp.blogspot.com/-xStYRV0P64M/Tj-aBB7rC-I/AAAAAAAAABA/ABTwaVbJfUs/s320/Mario+hugging.jpg" width="268" /></a></div><div class="MsoNormal" style="line-height: 14.4pt;"><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span lang="EN-GB" style="color: #ffc000; font-family: "Arial","sans-serif"; mso-ansi-language: EN-GB;">Mario Guillot, you have been involved in creating and nurturing IV-Play for some years now with very encouraging results on the local market. Could you just share some basic facts about the creation of IV Play with Industry Focus Readers?</span></i></b></div><div class="MsoNormal" style="line-height: 14.4pt;"><i style="mso-bidi-font-style: normal;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; mso-ansi-language: EN-GB;"> </span></i><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;">IV </span><span lang="FR" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><a href="http://us.f540.mail.yahoo.com/ym/Compose?To=PL@Y" target="_blank"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">PL@Y</span></a></span><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;"> was created in 1994. I had just come back to Mauritius after spending 8 years in Australia as head designer for an Australian Brand.It started as a T-shirt brand with a strong identity designed to stand out of the lot.</span></div><div class="MsoNormal" style="line-height: 14.4pt;"><br />
</div><div class="MsoNormal" style="line-height: 14.4pt;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;">In 1995,I joined forces with Bernard Li on the retail side. Due to customer demand, IV </span><span lang="FR" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><a href="http://us.f540.mail.yahoo.com/ym/Compose?To=PL@Y" target="_blank"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">PL@Y</span></a></span><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;"> then went into full gear strongly driven by passion & the will to create the best & most exciting product at any moment in time. What started as a one man show has today developed into a two distinct development & retail companies directly employing a staff of 40 all sharing the same pride in the brand.</span></div><div class="MsoNormal" style="line-height: 14.4pt;"><br />
</div><div class="MsoNormal" style="line-height: 14.4pt;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;">We now have 6 IV </span><span lang="FR" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><a href="http://us.f540.mail.yahoo.com/ym/Compose?To=PL@Y" target="_blank"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">PL@Y</span></a></span><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;"> concept stores & also distribute to selected stores.</span></div><div class="MsoNormal" style="line-height: 14.4pt;"><br />
</div><div class="MsoNormal" style="line-height: 14.4pt;"><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span lang="EN-GB" style="color: #ffc000; font-family: "Arial","sans-serif"; mso-ansi-language: EN-GB;">After this very positive local experience you have been involved in some in-roads on some international markets. What perspectives do you see for IV Play there, and how you go about it?</span></i></b></div><div class="MsoNormal" style="line-height: 14.4pt;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;">Mauritius being a tourist destination, we are often approached by foreign businessmen who show keen interest in distributing the brand overseas.So far, although we have done some export, we have mainly concentrated on satisfying the local market & modernising our production & design departmernt.We believe that we have now reached cruising speed on the local market & we are currently launching IV </span><span lang="FR" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><a href="http://us.f540.mail.yahoo.com/ym/Compose?To=PL@Y" target="_blank"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">PL@Y</span></a></span><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;"> in France, & discussing with other countries such as Australia, South africa Italy & Germany.We have even been approached by unsuspected countries like ... Angola. </span></div><div class="MsoNormal" style="line-height: 14.4pt;"><br />
</div><div class="MsoNormal" style="line-height: 14.4pt;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;">IV </span><span lang="FR" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt;"><a href="http://us.f540.mail.yahoo.com/ym/Compose?To=PL@Y" target="_blank"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">PL@Y</span></a></span><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;"> has not so far done any trade fairs & approached foreign clients.We have dealt with proposals as they came along.We now believe we are ready to handle bigger productions & tackle international markets.</span></div><div class="MsoNormal" style="line-height: 14.4pt;"><br />
</div><div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/-4hO1QrWvHp0/Tj-aIdskl-I/AAAAAAAAABE/H9H9xP74HEY/s1600/IV+PL%2540Y+logo.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://2.bp.blogspot.com/-4hO1QrWvHp0/Tj-aIdskl-I/AAAAAAAAABE/H9H9xP74HEY/s320/IV+PL%2540Y+logo.jpg" width="320" /></a></div><div class="MsoNormal" style="line-height: 14.4pt;"><b style="mso-bidi-font-weight: normal;"><i style="mso-bidi-font-style: normal;"><span lang="EN-GB" style="color: #ffc000; font-family: "Arial","sans-serif"; mso-ansi-language: EN-GB;">What are your views about creating a 'Made in Mauritius' Label and what issues you would like to bring to the fore on this important matter?</span></i></b></div><div class="MsoNormal" style="line-height: 14.4pt;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;">I believe that it will be hard to launch a “Made in Mauritius” brand if the marketing point is only the fact that it is "made in Mauritius". What makes a brand is identity.</span></div><div class="MsoNormal" style="line-height: 14.4pt;"><br />
</div><div class="MsoNormal" style="line-height: 14.4pt;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;">Although we have the potential to manufacture at international standards,when it comes to creating a brand,I believe the selling factor of a new brand would be for that brand to offer a distinctive point of difference as far as design & identity is concerned. An acute awareness of international trends is necessary, but it will also need that touch of originality & dream factor.</span></div><div class="MsoNormal" style="line-height: 14.4pt;"><br />
</div><div class="MsoNormal" style="line-height: 14.4pt;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;">This core concept cannot be created by factories coming together to create a brand ...it will only create chaos. It can only be put together by a man / woman ,with a powerful concept and vision with the support of local manufacturers for the logistics & production & perhaps financing.This demands great talent , sharp business qualities & solid financing....Let's hope we have it.</span></div><div class="MsoNormal" style="line-height: 14.4pt;"><br />
</div><div class="MsoNormal" style="line-height: 14.4pt;"><span lang="EN-GB" style="color: black; font-family: "Arial","sans-serif"; font-size: 10.0pt; mso-ansi-language: EN-GB;">Imagine Mauritians telling Europeans what to wear...</span></div><div class="MsoNormal" style="line-height: 14.4pt;"><br />
</div><div class="MsoNormal" style="line-height: 14.4pt;"><b style="mso-bidi-font-weight: normal;"><span lang="FR" style="color: #ffc000; font-family: "Arial","sans-serif"; font-size: 10.0pt;">Ashraf Oozeerally – July 2005<span style="mso-spacerun: yes;"> </span>- Industry Focus Magazine, issued by Enterprise Mauritius</span></b></div><div class="MsoNormal"><br />
</div>Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0tag:blogger.com,1999:blog-5028093455924684539.post-14475988206270438912011-08-01T21:25:00.000-07:002011-08-01T21:25:00.856-07:00<span class="SpellE"><span class="title"><span lang="EN-GB" style="font-size: 13.5pt; mso-ansi-language: EN-GB;">Ashraf</span></span></span><span class="title"><span lang="EN-GB" style="font-size: 13.5pt; mso-ansi-language: EN-GB;"> <span class="SpellE">Oozeerally</span> : “Mauritius should be right at the heart of our concerns”</span></span><span lang="EN-GB" style="font-family: Arial; mso-ansi-language: EN-GB;"><br />
</span><span lang="EN-GB" style="color: #006699; font-family: Arial; font-size: 7.5pt; mso-ansi-language: EN-GB;">Interview in Business Magazine - Wednesday, October 20, 2004</span><span lang="EN-GB" style="font-family: Arial; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">Most of the times we tend to neglect the identity and focus on stuffs like USP (Unique Selling Proposition), Product Benefits or Key Features which relate to traditional marketing era of the early 80s. Branding, however, has a specific methodology and is a long term process that has to start somewhere. For branding to be effective, one has to master all the necessary steps and deliver results. This is why Branding is regarded as very credible and across the <span class="GramE">world,</span> brand consultancies are almost regarded as Professional Services Firm, adding tremendous value along the line. And this is why Branding is not as easy as it looks, says Mr. <span class="SpellE">Ashraf</span> <span class="SpellE">Oozeerally</span> in an interview with <span style="mso-bidi-font-weight: bold;">Business Magazine.</span></span></b></span><span lang="EN-GB" style="font-family: Arial; font-size: 9pt; mso-ansi-language: EN-GB;"><br />
</span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><b><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">• Mr. <span class="SpellE">Ashraf</span> <span class="SpellE">Oozeerally</span>, you have recently launched <span class="SpellE">eye_dentity</span>, the first local, integrated, multidisciplinary brand consultancy. What is branding in a nutshell and what is the challenge about it?</span></b></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
<br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">— Before trying to define branding just consider how we are overwhelmed everyday by the influence and power of brands each and every second of our life. A brand is simply the point of interaction between marketing activity and customer activity while it is a very efficient vehicle of emotional activity. This is the definition of branding that I have personally developed over time and is the operating philosophy of <span class="SpellE">eye_dentity</span>. So, while a brand is the convergence point of a customer with a marketer, it translates relationship. You can be addicted to a brand as well as you can hate it! And Branding is the process of building persistence difference in the minds of customers about the key promises it holds and this involves integrating a number of key disciplines together.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">In Mauritius we tend too often to equate advertising to branding. This is intellectually not correct and very restrictive. An advertising campaign sold to a client will at most improve brand awareness and even this has to be supported by research data! But working for a brand involves the capability to understand and master a number of variables and factors. Branding is a holistic discipline.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">This is the real challenge about branding. This discipline has evolved from a methodology that allows the marketer to build distinctive visibility over time, to a real social and cultural force, as in all first world economies. Here, it’s just starting to pick off and I’m happy to have been pioneering this discipline by launching <span class="SpellE">eye_dentity</span> and creating initial awareness to that effect. But I do feel that things are quite confused as we tend to use the term branding just as a fad without understanding the depth of it and without mastering its specific methodology. This can harm the very promise of branding itself.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">I have chosen <span class="SpellE">eye_dentity</span> as company name just to communicate to clients that what matters is the identity of their brands, products and <span class="GramE">services<span style="mso-spacerun: yes;"> </span>and</span> not only campaigns, sexy logos or slogans. Most of the times we tend to neglect the identity and focus on stuffs like USP (Unique Selling Proposition), Product Benefits or Key Features which relate to traditional marketing era of the early 80’s. Branding, however, has a specific methodology and is a long term process that has to start somewhere. For branding to be effective, one has to master all the necessary steps and deliver results. This is why Branding is regarded as very credible and across the world, brand consultancies are almost regarded as Professional Services Firm, adding tremendous value along the line. And this is why Branding is not as easy as it looks.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">Brand Strategy calls for a paradigm shift in the way <span class="GramE">clients</span> thought-process are organized and in the way brands are built on the market. By focusing on brand consultancy, I have taken the challenge to bet on the future. I am blessed to have started with some clients who have upfront understood where we could go together. The real challenge for me and <span class="SpellE">eye_dentity</span> is to make sure my clients realize the full potential of their brands and this goes through re-inventing their organizations and casting a different look on the way they operate, behave and spend their marketing budgets.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><b><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">• What would be your thinking about the current debate in the tourist industry and how would you relate this to branding?</span></b></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
<br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">— The on-going debate is very rich in the sense that it brings forth a number of opinions that need to be shared and put in the right perspectives while taking into account that we are all embarked on the same boat in a rough sea with sharks and pirates roaming around! This debate is also stimulating in the sense that it surfaces out an essential ingredient: willingness to share views towards enhanced collaboration and synergy in finding out the right strategy for long term progress so that the country comes out stronger in the face of acute competition.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">We should not forget that Mauritius is sailing right in the middle of the Globalisation Ocean. We just have to see what is happening in the sugar, textile, ICT and Financial Services sectors to note that today we cannot afford to have a behaviour that is so rightly translated in the French expression <span class="SpellE">dormir</span> <span class="SpellE">sur</span> <span class="SpellE">ses</span> <span class="SpellE">deux</span> <span class="SpellE">oreilles</span>! Now we need to be alert, aware, aggressive and extremely pro-active so as to survive in this world of the fittest.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">It’s true to say that we have some key achievements. The Voyage <span class="SpellE">D’Or</span> Professional Award is indeed an achievement for past efforts in terms of visibility on the French Market. If we want to replicate such achievements in other markets, we may need to bring in new ideas and methodologies. This is where branding comes in.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">Branding is known to bring about a revolution in the way it looks at things. By revolution we may also mean having a 360° view of the situation before talking about actions. We have just to bear in mind that in today’s complex world, having our voice heard on the global market place is critical for survival. In much the same way as companies compete and fight for market share in a given territory, they do almost the same thing on the international scale. Branding our country is no more a luxury but a necessity. I have been following up the possibility of such a project for the last 3 years and it seems that now some willingness from different quarters are playing in the direction of such a project.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">Basically, competition is taking place in 3 areas in which we can either fail or succeed today: inward investment, tourism & leisure, and export of goods and services (where we may also include emerging service sector consisting of ICT and Financial Services).</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">For the past years we can say that we have been surfing on the “Mauritius success story” wave, but <span class="SpellE">today’s</span> reality is threatening. Our positions are continuously being eroded by the rise of competitive forces, deregulation, liberalization accompanied by the dismantling of protective measures and we are in open competition with nations with tremendous natural, financial, technological and human resources.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">What we need for the long term future of our tourist and leisure industry is a Destination Branding project which will allow us at the same time to have a critical look both at the demand and supply side of this industry. This goes into the direction of what Eric Adams from Tourism Intelligence International was recently saying. This implies creating, sustaining, channelling and managing the demand for Mauritius as a destination and at the same time ensuring we define and position the identity of the destination consistently in specific markets. Such an approach will also allow us to be consistent and coherent about identity and image.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">Destination Branding simply relies on a strategic marketing framework and implies having a look at all facets of the promotion of our destination in its ensemble, favouring this holistic aspect. It makes use of complex methodologies but simply defined Destination Branding is about how consumers perceive a destination in their minds and what should be done to capture the distinct elements through the brand components of the destination. This brings us back to identity, essence, personality, character and culture. Managing all these components at the same time to create a unique idea of the destination brand is the real challenge, and this is Positioning.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">In today’s media flooded society, Destination and Place Branding implies putting into motion simultaneously and in a coordinated and coherent manner a number of communication tools and messages that would work to move the visitors from brand awareness to brand preference and finally brand loyalty, while monitoring closely the effectiveness of the brand. This is a process, and a long-term one, but it has to start somewhere.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="GramE"><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">Lets</span></span></span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;"> not forget than in the word destination, we have the word Nation. There <span class="GramE">has</span> been so many nations born over the last decades, meaning that competition for destinations is acute. In parallel the visitor-consumer is now educated and well informed. If we do not position ourselves strategically, we will loose out in general terms though on some markets we may be very attractive.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">Embarking on a destination branding project implies time, commitment from all quarters, massive intelligent investment and a bet on the future. But above all it implies sitting together and addressing the issues in a spirit of collaboration and making sure that at the end Mauritius is right at the heart of our concerns.</span></span><span lang="EN-GB" style="font-family: Arial; font-size: 10.5pt; mso-ansi-language: EN-GB;"><br />
</span><span class="content"><span lang="EN-GB" style="font-size: 9pt; mso-ansi-language: EN-GB;">This is what is actually happening and is a great thing by itself.</span></span>Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0tag:blogger.com,1999:blog-5028093455924684539.post-65686062317059560802011-08-01T21:21:00.001-07:002011-08-01T21:21:01.430-07:00Ashraf Oozeerally - Brand Coachhttp://www.blogger.com/profile/15542540446039146797noreply@blogger.com0