Brandrays, a branding consultancy in Kuwait, in association with The Kavli Advertising - UK, recently organized a three-day workshop in London's Bank District. The workshop, delivered by Brandrays General Manager and brand expert Mr. Wael Allahou, saw the participation of executives representing top British corporations.
The workshop shed light on a host of branding issues, including developing an international brand, especially in the Middle East, as well as recent developments in the brand industry. The event also highlighted the modern definition of a brand, its purpose, the difference between a brand and innovation, as well as identifying a brand.
Commenting on the workshop, Mr. Allahou said, "I was very proud as a Kuwaiti to be transferring my experience and knowledge to representatives of top British corporations. Holding the workshop in London has shown that the world really is a small village and that the opportunities for exchanging knowledge and information have no boundaries."
He added, "The participants found the discussions during the workshop and on its sidelines greatly beneficial, and they left with a clear idea about the modern concepts of branding and recent developments that the industry has undergone, as well as the impact that this has had on sales and consumers."
He explained that a brand can no longer be perceived as a logo or a logotype representing a corporation. The modern concept of the brand creates a link between the corporation and its clients, and this is becoming more apparent with growing competition at a global scale. A brand transcends the boundaries of language and is recognized across the globe as representing a corporation - a true embodiment of globalization.
Brandrays is a brand consulting agency that provides companies with a strategic approach to define their brand DNA, leverage strategic differentiators, elevate consumer's experience and engage employees to be on brand.
