Brands on the Therapy Couch - the ArabAd interview

The interview below appeared on the current issue of ArabAd.... So what's a book release without a cheeky interview. We are indebted to Ghada Azzi, managing editor of ArabAd for this.

First and foremost, how did you three meet?

Geoana Hobeiche: Well I was a student in Tarek’s classes at university.

Tarek Chemaly: But that was long ago… and it all morphed into a friendship afterwards.

GH: And Ali I met at work and eventually co-founded the Lime Buzz as we were both interested in neuromarketing.

Ali Agha: And one day we met all three of us.

 

And the idea of the book?

AA: This originated from me, but Geoana was adamant, if anyone can vet if the project is viable or not it had to be Tarek.

GH: And so like 2 minutes into the meeting, I told Ali “you see! I told you he’ll like it look at him smiling” and poor Ali was confused because smiling for Tarek was a very very slight smirk – but that was something I was used to from university days.

 

Apparently the bulk of the writing fell on Mr. Agha?

AA: Well, yes and no. I mean I wrote the first chapter and sent it over proud as punch.

GH: Little did he know. Ten minutes later we get it rewritten by Tarek, who basically changed the whole thing.

TC: Well, not changed the whole thing, I mean the information was still the same what I did is that I dipped in a totally different tone of voice.

AA: Honestly I was… taken aback. I mean – yes, it was still my chapter and no it was something else, more reader-friendly. And speaking of readers, throughout it all Geoana was our alpha reader. If anything was “too much” or “not understandable” we would hear about it immediately.

TC: Actually this whole rewriting thing went on for the rest of the book. Ali would write, and I would make sure the whole book had the same “breath” all over.

 

Were there any disagreements among you about anything creative or where the book would go?

GH: Interestingly, eventhough I started Tarek’s student, at this point we were literally on the same level. If I say so it is because we all wanted to be implicated in everything on all levels.

TC: Well, at some point I was even outvoted on many things. I was very lukewarm about the cover for example but both Geoana and Ali loved it.

AA: And things were very respectful. In the sense that if anyone said “no” about something then we’d go back to the drawing board.

Speaking of drawing boards, who came up with BranDisorders, the title of the first segment of the book?

GH: Funny, when we were chatting on the WhatsApp group I told Tarek “I feel I never left university”.

TC: Because the creative brainstorm is the same everywhere. I mean we had to kiss a lot of frogs to get to the prince!

AA: And truly there were so many “no”, “no”, “next”, “not interesting”… Look if you go back to the original discussion I am sure we can pinpoint wo came up with BranDisorders, but it does not matter because it was an accumulation of many ideas.

TC: The funny part is that it took us 45 minutes of conversation to decide how to write it – which parts were bold, etc….

 

And AntiBrandiotics?

TC: This one was easier. As with everything in the communication world, once you have one coming up with the second is a no-brainer.

GH: Again, the brief was something with “brand” in it but make it positive.

AA: Again someone must have come up with it, but it does not matter because it was like “yes!” or to quote Tarek’s famous word “sold!”.

 

And now the book is out and apparently the original early reviews were incredible!

GH: Oh that is one funny story.

AA: So Geoana was like, what do we do with the back cover of the printed copy? And Tarek – who has published too many books to count was, “oh this is for the blurbs”

GH: And both Ali and myself were “what blurbs?”

TC: Sigh. I needed to explain to them that this is the quotes we use from very influential people who reviewed the book before it launched. And Geoana and Ali were like “so who are the biggest fish we know?”… Actually, I told them “nope, we are going to the top of the ecosystem!”

GH: And 10 minutes later Tarek comes back saying “so Quirino Malandrino – one of the biggest branding experts in the world – and Mark Tungate – the editorial director of the Epica Awards – both said yes”. Really, our jaws dropped.

TC: But look it all meant nothing if they did not like the book and thankfully, they did. I mean they liked it, and a lot.

AA: And in his usual self-depreciating way Tarek goes “I guess I am well-connected for someone wearing pyjamas and sitting on a retro orange desk!”

 

Apparently the book was written during the war in Lebanon in 2024 and the upheavals in Syria considering Mr. Chemaly and Mrs. Hobeiche are Lebanese and Mr. Agha Syrian. How did you manage?

GH: If I remember something from Tarek’s courses it is that in times of crisis, one needs to double and triple the effort.

TC: Look you cannot let slacking win! You need to go out and go what you do best.

AA: I admit something it was… challenging. I was terribly sick on top of everything and Tarek would be like “I know you are sick, but on page 127 there is the third paragraph”… And….

TC: Look, by then you knew that all this came from a place of love. What was I to do? Let you wallow in self-pity? I mean – because you were sick, you needed to busy yourself and activate your brain.

AA: I think this is one of those times when – like Geoana, I got to understand how odd Tarek is. But also I got to understand her stories which prior did not make sense.

TC: See? And now you like me. Oddity included.

Brands On The Therapy Couch– new book exploring link between brands and psychology

 

“Brands on the therapy couch” is literally a book like no other. Co-authored by Ali Agha with Tarek Chemaly and Geoana Hobeiche, the book says what it does on the tin: It treats brands as humans and goes to analyze their disorders. The book is divided into two sections, the first is BanDisorders where the authors play psychotherapist (sometimes dividing the word into three) with the brands – and yes, the authors are aware that at times the word brand was used as a substitute to companies – detailing the logic behind their ailments and psychological disorders. The second part AntiBrandiotics offers a clear and – at times surgically precise – way to assess a possible way out of the maze along with very pointed questions to put the situation into focus.

Commenting on the book, internationally-respected brand counsel Quirino Malandrino said: “You had me at page 1 when you say “…treat brands as if they were humans, each with its own unique struggles … placing brands on the metaphorical therapy couch to explore their disorders”. Brilliant perspectives that are extremely helpful in diagnosing the issues, and then a clear examination of targeted problem-solving action and tools. I will definitely use these notions in my corporate branding work.”

Also giving his thoughts about it, Mark Tungate, editorial director of the Epica Awards commented: “An intriguing, thoughtful and entirely original approach to branding, this book requires your full attention. It is not for the faint-hearted, but whether you are consumer or a brand owner, it is a deep voyage into the psyche of brands, the ailments that weaken them – and the solutions that will allow them to thrive.”

The book, written literally while Lebanon was at war and Syria was experiencing upheavals (which is an indicator to the nationality of the authors) is nothing but a proof of Agha’s, Chemaly’s, and Hobeiche’s resourcefulness. You are truly invited on this trip which explores an unexpected, completely human and humane aspect of branding and psychology.

The book can be bought digitally here.

Communicate gets a new website

First full disclosure, yes I am the editor in chief of Communicate, and yes, I am bragging. But there is reason. Communicate just got its new revamped website (here). The website is sleek, minimal, a little Bauhausian (form following function), and is incredibly easy to navigate. You remember that Nike Atlanta Olympics in 1996 "don't insult our intelligence, tell us what it is, tell us what it does and don't play the national anthem while you do it". And we are not playing the national anthem. In French they say "c'est complique de faire simple" (it is complicated to do something simple). But of course to give credit where credit is due I wish to thank Obeida, Hoor, Carla, Tonina, Amani and our external consultants Charbel and Wissam. And whereas I have a hint some thought I was too stubborn during the negotiations but that was because I knew from the get-go where I wished things to end. And here we are indeed! 

Zouk el Karar gets funky

So the municipal and mayoral elections in Lebanon are under way, this Sunday is the turn of Mount Lebanon and yes, all kinds of political parties are meddling left and right in this. Zouk el Karar which is actually a list in Zouk Mekayel just issued a funky one "smile you are in Zouk Mekayel" which becomes "Smile you are from Zouk Mekayel" so yes, why not? In terms of funkiness however little can beat the "kellna Jounieh" ad issued in 2010 when everyone and anyone opposed their list so they went with "everyone is against us, Virgin Mary is on our side" (technically, the statue is on the Daroun-Harissa disctrict not Jounieh, and even if the bottom of the cable cable is technically in Jounieh, its top remains somewhere else). But hey wit an cheekiness know no geography... (Side note, that list won!)

 
 

McDonald's Lebanon is well, Lebanese, as in really

So McDonald's is really, REALLY, trying to really assert its Lebanese identity - obviously following the boycott after the Gaza debacle. See the film here. There is oud, dabke, Lebanese joie de vie, a Lebano-Arabico soundtrack and all the elements that should make it work. But somehow it leaves us wanting. I mean, the film makes it very clear where its ingredients come from - Lebanese producers and companies etc. Fine, and everyone joins in a - literal song and dance - and the final copy McDonald's our hand with the hand of Lebanon gives it you in case you did not get it, yet. See the film here. The characters are nice, but somehow, it reminds me of all those musicals where everyone breaks out in a choreographed number at once, out of nowhere, and does not make much sense. Reminds me of Americana, which following also a case of boycott, went with the slogan "100% Arab".

The curious case of Alaadeen mini market(ing)

See them here. By now, I am sure you have seen them everywhere. If not, you must be hiding under a rock. Meet Ali Alaadeen and his (paternal) aunt (so far she has no name), but people call her "hajje" (she who has went to the hajj in Mecca but even that is unconfirmed). So what's the deal? They broke into the scene in lovely, charming, endearing videos. The scenario is always the same: Usually the aunt details an issue, then he is introducing a product he is selling at his shop (from what I understood in the south of Lebanon), and with it he goes with his catchphrase "Jdid Jdid" (new, new) and then offers something silly with the product such as "the free compressed air inside the bag" "the pin holding the package" "the image of the sunflower" and this is when the aunt goes "and .... if you can ...." (and drink if you can drink, chew if you can chew, sprint if you can sprint). 

That they took the Lebanese community by storm is an understatement. During last year's war they were evacuated and it transpired that Ali became a waiter and she was in one of those places where refugees gathered. Then they went back to their shop documenting that it was still standing even if of course products were all over the place. And they were back, more frequently, stronger and to the tune of (I counted then) 3 posts posted on the account every 3 days (all with clothing change and all, so most likely shot at different times). This even inspired a spoof (here).

As with everything organic comes a point when things become sponsored. And indeed many of their posts now are, there are even products that could never fit in their shop (such as a refrigerator from a local brand), and giveaways they could never afford (a full Range Rover). And lately, he seems to be popping a vein with his speech (although he still includes Jdid Jdid) so much there is over-acting but she is still unbothered because her delivery has never changed all along.

Still, that a small shop has punched way, way above its weight is no mean feat. And that they became viral with no agency in tow, just them and their Jdid Jdid is also amazing. I wish just that he would go back to being more natural in his delivery.

Jacquemus goes to Egypt. No surprises there.

Jacquemus has landed in Egypt for what was called "La Croisiere". The plus points? Mohamed Sherif is behind the lens. And model Mohamed Hassan is in front of it (there is also Brazilian-New Zealand model Angelina Kendall for the female counter-part because perhaps Imaan Hammam an incredibly famous model with Egyptian roots was too busy - here). Long story short - everyone is saying that the campaign is a real blend of fashion and Egyptian culture. From Cairo (pyramids? Groundbreaking!) to Aswan.

Look, you want real Egyptian scenery? Go back to Harper's Bazaar shoot I just linked above. Not only is it poetic and beautiful, it also shows what a "real" Egypt could look like (mini-vans interlocking with cars, abandoned cars in desertic landscapes, old dilapidated villas and yes, pyramids, but so far back in the scenery they're just a mainstay as birds cover the shoot).

Do note that Egypt has long fascinated most designers - the Dior men's show that now former designer Kim Jones did there was one such instance (here) - so it's not like Jacquemus went on untrodden grounds or anything. And believe it or not, Jacquemus had incredible campaigns prior which were mind-blowingly creative without "social integration" or "cultural blending" or whatever they wish to call it (an incredible campaign is here). 

Long story short, I looked at the Jacquemus photos and went a little "meh". Nice, yes? The brand's best campaign? Far, far from it.

ٍSilkor - repeats the visual in a headline

I always told my students, once you have a visual pun you never explain it in words. But hey, Silkor never attended any of my courses. Because, portraying women's smooth legs as mountains, obviously the line was "reach new heights in smoothness". Why explain it twice? No idea. Why explain it as if the public was brainless? Again no idea. David Ogilvy said "the consumer is not a moron, she's your wife". Whomever did this ad had no wife, obviously.

CMA CGM - master storytellers!

Wait, did a freight company almost made me cry?

Here. The company is supposed to be just carrying containers for heaven's sake! And here they are, a beautiful, incredibly well-made, superbly copywrited, emotionally moving (sorry, a pun!), but they just done it. They made me dream, they made me engage with them, yes, even with their CSR side-foundation which they inserted without being chichi, they highlighted their racially diverse staff without being haughty (and if you look closely there is the Arabic sticker on the box!), and everyone seemed to be steered by the immense force of dreaming, of making things better. Apologies if I am getting too emotional but not sure superlatives exist to describe this.

Well, no, the ad did not made me almost cry. There is a real tear in my eye. Brilliant! Just brilliant.

Double Dare... Just make it soda

Well, apparently there is a whole bunch of drinks called "Double Dare" and their line is "double the taste". Not even sure what it means but they you go. But hey add this to the tally of all ads invading the country. As I said, I sometimes wonder what the creative idea is, how it applies to the product, and what it means to the final consumer. But apparently I am the only one wondering such questions. 

On the MTV Telethon for Rahibat Deir El Salib.... And the original Telethon on TeleLiban

The telethon by MTV in support of Rahibat Deir El Salib (psychiatric hospital de la Croix) totally gets my vote and good for them, which reminded me of the original telethon in Lebanon live on television in May 1988 by Jean-Claude and Josyane Boulos on Ahad 3al Hawa in a special for the red cross.

It started on 10 A.M. and finished at 18 P.M. during which 15 Million Lebanese pounds were raised. Statistics indicate that the Lebanese Pound parity to the Dollar was 409,23 Liras. This means that 36,654 USD were raised, which adjusted to inflation today is 99,760 USD. That day an elderly woman called and offered them her lottery ticket, "her dreams" in her own words and I vividly remember Jean-Claude Boulos completely lost it crying when a small child came and offered his piggy bank. Do remember, all this in a country which was experiencing a ravaging war and a major financial crisis.

I am indebted to Josyane Boulos for the info taken from "La Tele Quelle Histoire" by the late (great) Jean-Claude Boulos. Once more, I am all for acts of social cohesion, but we must also remember our past.

Al 7ayalla chicken store now open!

You are not going to believe me if I told you.... Remember the "fi Al Abdalla" w fi "Al 7ayalla" (there's Al Abdalla and there's whatever") well... "Al 7ayalla" just opened and it sells... Chicken sandwiches like Al Abdalla. Please check their instagram (here), they even have a website so it is legit and not a prank. So here we are ladies and gentlemen, Fi "Al 7ayalla" indeed! Honest, this is so out of this world it is genius at some point.

Airport road gets a rebrand... Sort of

So everyone is making a big deal out of this. First the background here. And now "a new era for Lebanon". Yep, that huge billboard on the airport road is no longer sponsored by the Iranian Embassy. Sorry about the quality of the image as the one above was taken from a moving video. I am not against "newness" to be clear. But, again, let us not put the horse before the car and underestimate what is happening. I am not political analyst, but whereas the Hizb has seen its power wane regionally, locally it still holds sway to a lot of political decisions. Funnily, "a NEW era for Lebanon" speaks about the "OLD" era indirectly, as it cannot escape its shadow. Is there a new political order in Lebanon? Yes. But I often say as I quote Russian writer Alexander Herzen who said: "the departing world leaves behind it not an heir, but a pregnant widow". There is a lot of shifting elements and everyone is rushing to conclusions.

Update: It seems some of the smaller banners having the same slogan have actually been set on fire during the night (here).

Demco Steel... and MLGA

Well, MAGA need not worry, but hey, do we need to "Make Lebanon Great Again", assuming it once was? Demco Steel brings its evidence for the case. Of course if you are convinced not need convincing, if you are not nothing will convince you (guess where I stand?). But again, it is nice to know that someone is indeed full of hope and determination,  a determination made of steel (har har, see what I did?).

Tawfeer lands itself a lovely double whammy

Tawfeer, which labels itself as "a discount concept for FMCG retail where the consumers find all their basic shopping needs at cheapest price in the market", has two lovely ads - with one "with Tawfeer, your goodness/generosity increases" and with the other "with Tawfeer, your gatherings are more plentiful". With very minimal visuals, that completely translate the idea(s) via sweets/coffee cups, you immediately get it. So more is there to ask then? Honestly, not much. Lovely double whammy.

McDonald's Lebanon has gold on its hands

So here it is. And you need to flip your head to read it. Actually the copy is so genius is reads "turn it in your head and let us know". What is this all about? Well, the upside-down ad for McDonald's recruitment in Lebanon (baristas and crew are needed for all branches apparently). And of course the M from McDonad's flipped reads W.... Really, sometimes the solution is so simple it is genius.

Fantasia... is back?

After a long long hiatus, Fantasia is back on the advertising scene. But there's a catch.

Let me explain, they are launching hot flavors. So their line is a twist on the Lebanese expression "3al helwe wel morra" (on for the sweet and the sour times - like you know, wedding vows) except they twisted it to "3al helwe wel harra" (on the sweet and spicy times). The problem? The ads only work as a tandem, yet their ad buy sometimes splits them so you get "wel harra" solo or "3al helwe" solo which basically only makes sense if you have seen both ads together.

Still, after such a long time off it is interesting to see Fantasia back in action.

Blusky Properties - on redefining math

Well, who knew teaser/revealer still existed? Well, to some it does. So apparently 1+1+1=1. I saw this a while ago but hey even with time the revealer was still in place (we are talking months apart). But it turns out Confidence (1) + Trust (1) + Expertise (1) = Blusky Properties (1). Well, so much for good math. But again, I thought it was funny people - still - resorted to teaser/revealer practices because these assume people actually do pay attention and anticipate, which - newsflash - they do not.

BO2, the new digtal bank... by Byblos?

Well, banks are not exactly liked or wanted these days in Lebanon. So instead of advertising directly, they are resorting to well... backdoor advertising. Take BO2 the new digital bank... by none other than... Byblos Bank! Now I am not a techie expert but this seems like a digital wallet somehow. Still, interestingly, "by Byblos Bank" is so small on the ad as it is was an afterthought. Because, again, people are still reeling from rage at how banks tricked people and subscribed them into this immense Ponzi scheme. And people wonder why Lebanon is now this giant cash economy!

Lebanese Forces are still full of hope

"Our Lebanon is coming". Well, seems the Lebanese Forces are full of hope. No one can blame them as things seem to be going politically their way as of late. Now how come the ad? Who knows, it could be the upcoming municipalities/mayoral elections, it could be to just pump hope into their followers, it could be for the 50 years to mark the beginning of the war (13 April 1975). The reasons multiple or non-existent because honestly, in Lebanon, you can't tell for sure.