BXP - Vol 3 No 4 May/June 2019 - 48

THE EXPANDING
LANGUAGE OF DESIGN
By: Dyfed "Fred"
Richards, CMO &
Partner, Kaleidoscope
Working in the Middle
East for the past four
years has provided
an amazing
contrast:
some things
become all
too familiar,
while others
remain alien and yet fascinating at the same time.
Conducting business here
feels old-fashioned. A
handshake still means
a great deal, which
means everything
to me. The business
protocols
and ceremonies are time
consuming, but they go the
extra step towards creating bonds that can last a lifetime. I am
reminded constantly of how I was trained
back in Britain and aim to ensure that my
mentors would be proud of the way we
conduct ourselves here honoring these
traditions with respect.
However, one aspect that constantly
has me somewhat confused is the brands
that elect to translate their packaging
into an Arabic format. To what end?
The first and obvious answer would be
to assimilate to and respect the local
culture. But if that is the extent of the
brand's intention then I would argue it
pays lip service to the culture and delivers
nothing beyond that. Interestingly, many
brands manage to brilliantly translate
their assets into Arabic while remaining

easily identifiable to any western eyes in
the region.
The result becomes far more than
just a bare minimum translation. It
becomes an experience entirely its own.
Still one driven by the brand but through
an authentic, thoughtful and meaningful
cultural lens. Thankfully, the QSR category
does this very well, with regionally inspired cuisine on the menu that caters to
local beliefs and palates. Some even go as
far as to celebrate seasonal varieties which
is very refreshing to see.
As western brands continue to enter
the region, local brands are left with a
dilemma. Do they play the same graphic-and-experience game and become
"more western" in their approach, potentially alienating consumers as they lose
the local flair that made them in the first
place? It is clearly a fine balance and, on
occasion, not a fair fight. While western
brands come equipped with all manner
of tricks and trends, local brands can find
themselves wanting.
When conducting consumer research
in the region I was fascinated to learn
what consumers think about local brands
that "westernize." Clearly there is a desire
to modernize; an attitude of "old is not
necessarily good." Still, even forward-

thinking locals maintain a sense of regional
pride in tradition without the sense of
modern arrogance that western brands can
sometimes exhibit in the region. It's crucial
to maintain a fine balance between keeping
up with the Joneses and ensuring that the
local flavor is preserved.
I am curious to see when a local brand
will migrate towards the west and deliver?
How would a western consumer react if
the shoe were on the other foot? There are
so many brilliant and exciting local brands
within the region that I believe are streets
ahead of western thinking in terms of experience, consumer engagement, and - most
significantly - retail experience.
The death of the shopping mall in the
USA is heartbreaking to witness, while
malls in the Middle East seem to be moving
from strength to strength in breathtaking
fashion. Perhaps this will be part of the region's contribution to the West. The simple
reminder - and remarkable demonstration
- that brands will always mean much more
than a product on a shelf, a fancy website, a
social media footprint, or a mere translation of a logo. I believe there's a great deal
the two regions can learn from one another,
and recognizing those dynamics is the first
step in creating consumer experiences that
resonate in any language.



BXP - Vol 3 No 4 May/June 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 4 May/June 2019

BXP - Vol 3 No 4 May/june 2019
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Moira Cullen
Capturing Brand Value From the Smart Pack
The Toolbox
The Last Word
Augmented Reality Delivers Real Results
High-Tech Fashion
Ndex of Advertisers
The List
BXP - Vol 3 No 4 May/June 2019 - Intro
BXP - Vol 3 No 4 May/June 2019 - BB1
BXP - Vol 3 No 4 May/June 2019 - BB2
BXP - Vol 3 No 4 May/June 2019 - BXP - Vol 3 No 4 May/june 2019
BXP - Vol 3 No 4 May/June 2019 - Cover2
BXP - Vol 3 No 4 May/June 2019 - 1
BXP - Vol 3 No 4 May/June 2019 - Contents
BXP - Vol 3 No 4 May/June 2019 - 3
BXP - Vol 3 No 4 May/June 2019 - 4
BXP - Vol 3 No 4 May/June 2019 - 5
BXP - Vol 3 No 4 May/June 2019 - Editor’s Letter
BXP - Vol 3 No 4 May/June 2019 - 7
BXP - Vol 3 No 4 May/June 2019 - The Scene
BXP - Vol 3 No 4 May/June 2019 - 9
BXP - Vol 3 No 4 May/June 2019 - 10
BXP - Vol 3 No 4 May/June 2019 - 11
BXP - Vol 3 No 4 May/June 2019 - Chief Experience Officer Series: Moira Cullen
BXP - Vol 3 No 4 May/June 2019 - 13
BXP - Vol 3 No 4 May/June 2019 - 14
BXP - Vol 3 No 4 May/June 2019 - 15
BXP - Vol 3 No 4 May/June 2019 - 16
BXP - Vol 3 No 4 May/June 2019 - A1
BXP - Vol 3 No 4 May/June 2019 - A2
BXP - Vol 3 No 4 May/June 2019 - A3
BXP - Vol 3 No 4 May/June 2019 - Capturing Brand Value From the Smart Pack
BXP - Vol 3 No 4 May/June 2019 - A5
BXP - Vol 3 No 4 May/June 2019 - A6
BXP - Vol 3 No 4 May/June 2019 - A7
BXP - Vol 3 No 4 May/June 2019 - A8
BXP - Vol 3 No 4 May/June 2019 - A9
BXP - Vol 3 No 4 May/June 2019 - A10
BXP - Vol 3 No 4 May/June 2019 - A11
BXP - Vol 3 No 4 May/June 2019 - A12
BXP - Vol 3 No 4 May/June 2019 - A13
BXP - Vol 3 No 4 May/June 2019 - The Toolbox
BXP - Vol 3 No 4 May/June 2019 - A15
BXP - Vol 3 No 4 May/June 2019 - A16
BXP - Vol 3 No 4 May/June 2019 - A17
BXP - Vol 3 No 4 May/June 2019 - A18
BXP - Vol 3 No 4 May/June 2019 - A19
BXP - Vol 3 No 4 May/June 2019 - A20
BXP - Vol 3 No 4 May/June 2019 - A21
BXP - Vol 3 No 4 May/June 2019 - A22
BXP - Vol 3 No 4 May/June 2019 - A23
BXP - Vol 3 No 4 May/June 2019 - The Last Word
BXP - Vol 3 No 4 May/June 2019 - A25
BXP - Vol 3 No 4 May/June 2019 - A26
BXP - Vol 3 No 4 May/June 2019 - A27
BXP - Vol 3 No 4 May/June 2019 - A28
BXP - Vol 3 No 4 May/June 2019 - A29
BXP - Vol 3 No 4 May/June 2019 - Augmented Reality Delivers Real Results
BXP - Vol 3 No 4 May/June 2019 - 47
BXP - Vol 3 No 4 May/June 2019 - 48
BXP - Vol 3 No 4 May/June 2019 - 49
BXP - Vol 3 No 4 May/June 2019 - 50
BXP - Vol 3 No 4 May/June 2019 - 51
BXP - Vol 3 No 4 May/June 2019 - 52
BXP - Vol 3 No 4 May/June 2019 - 53
BXP - Vol 3 No 4 May/June 2019 - 54
BXP - Vol 3 No 4 May/June 2019 - 55
BXP - Vol 3 No 4 May/June 2019 - High-Tech Fashion
BXP - Vol 3 No 4 May/June 2019 - 57
BXP - Vol 3 No 4 May/June 2019 - 58
BXP - Vol 3 No 4 May/June 2019 - Ndex of Advertisers
BXP - Vol 3 No 4 May/June 2019 - The List
BXP - Vol 3 No 4 May/June 2019 - Cover3
BXP - Vol 3 No 4 May/June 2019 - Cover4
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https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201512
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201510
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201509
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https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201505
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201504
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https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150102
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