Babak Badkoube talks about Branding in Iran:
Explaining his letter to President Hassan Rouhani and proposing branding as a way out of the recession and creating economic growth and development, Babak Badkoubeh said in an interview with Ebtekar: “Iran has a lot of potential such as natural resources, climatic and natural climates, and we So far, we have not benefited enough from them. We did not have international tourism. We also have rich works in our culture; Like sweets cooked in different cities, different handicrafts, foods and customs that have not been enriched. For example, we have Isfahan Gaz and Sohan Qom, which are famous in Iran, but are not in the international arena. He added: “This is while a country like the United States has sweets called donuts.” If, for example, the Haj Khalifa Rahbar store has a permanent sale in its place, you cannot find a branch of it in Tehran, or if it does, it is constantly selling like the local store. In the same way, you will not see any trace of it in other cities of Iran and other cities of the world. When something like this is branded – the definition I have of the brand is the sense of belonging that comes to everyone after hearing the brand name – we will see such products sold internationally. “Today we see that donuts have been a huge source of income for the United States,” said the director of the Badkoobeh branding agency. Similarly, Apple and other reputable brands in this country have such conditions. In Southeast Asia, there is a food called sushi that does not really suit not only the tastes of Asians but also the tastes of Europeans and Americans. But because of the Japanese branding they have in this area, there is a sushi shop on every street in Europe and America where there are restaurants and fast food. However, if we put sushi and chelokbab in front of any fair person, chelokbab will definitely have more power in being selected. However, because we do not have the tools to brand in society, we cannot make money from it. As a result, if Iran wants to separate its economy from the oil economy or even the tax economy, it has no choice but to brand. “When the Eiffel Tower was built, it looked so discolored and ugly that the mayor of Paris asked its builders to assemble it because it made the city look ugly,” he said. But instead of accepting the cost of collecting the tower, the French are turning to branding. They make up stories for it, decorate it, light it, and today the same structure has become a symbol that attracts tourists. As a result, Iran’s way out of the recession is to brand sweets, food, tea and any other commodity.
Branding is an excuse, the path to branding is important
Badkoobeh in response to the question “Why should we brand?” It was reminded: God also says in the first Qur’an, “O you who believe,” after that He wants you to pray, pay zakat and give alms. That is, the precondition for asking these from someone is to believe. From someone who does not believe that such things cannot be asked. The Qur’an illustrates that we plant wheat on a rock that does not turn green. He added: “You go through development paths to become a brand, which has many benefits for the society.” Branding is the only excuse to go this route. Today, if a company wants to be a brand, branding must start from the heart of its managers and employees. After that, logo branding goes through organizational color, organizational behavior, corporate visual identity, product, price and market, and other marketing components. In fact, for branding, a company goes through a rich path of enrichment. Branding is an excuse, and it is important that we have a dynamic economy and a presence in international markets. Explaining his speech, the director of Badkoubeh Agency gave an example: 95% of the world’s saffron is produced in Iran. But it is not a brand at all. This saffron is bought in tons and goes to global markets in Spain with packaging and added value, and as a result, the saffron brand is owned by Spain. He added: “As a result, if we want to have an oil economy like Saudi Arabia, which will eventually end one day.” If we want to have a tax economy like Switzerland, where life and expenses become difficult for people, it is in Iran, where people do not have high incomes and are not immigrants. If we want to have a brand-based economy, production and industry, and add oil and taxes to it, this can create a useful, dynamic and powerful economy for Iran, and eventually Iran will become a great power in the region. Having these resources and the way ahead of us leads us to the conclusion that branding can be very effective. The path taken is very important for this path and it makes us another human being.
We do not want to be branded
The director of Badkoobeh Advertising and Branding Agency, in evaluating the existing infrastructure for branding and necessary infrastructure, said: “It is enough for the president and other decision makers from the parliament and the minister of industry and other government officials to decide that branding should be pursued seriously in Iran.” At that time, they will definitely follow the plans, bills and related laws. At the moment, we do not have the branding infrastructure in several dimensions. One is that we have legal weaknesses; That is, the rules we need for branding are weak. For example, we do not have copyright law for branding, we do not have very serious records and legal proceedings for someone who is cheating. He continued: “Another issue is that we do not have an expert in this field.” Our universities do not have brand graduates in various fields such as copyright, writing branding texts – despite having rich literature – advertising illustrators – despite having great professors like Farshchian and rich fields like miniatures – and the like. In general, the outputs of our universities are not made for this purpose. Those who have been interested in this field have often studied similar and close fields such as marketing, advertising and graphics. As a result, we have a legal vacuum and a manpower vacuum. Badkoubeh added: “Besides, we still do not want this job.” That is, there is a demand on the basis of which there is a need, and this need causes the infrastructure to be built, does not exist. Managers of Iranian brands and industries do not yet want branding, exporting, globalization and working in general. In Iran, for a while, only production was important, and whoever produced it was admirable. At one time, only sales were important, and anyone who could bring their product to market was successful. At a time when marketing was important, it meant being able to both market and sell goods. You have to be a brand in this era. Now, for example, mobile production is not important; Mobile can be produced by anyone. China produces everything you want these days. Sales network is also available including distribution, shops and internet. It is not a matter of self-selling. The point is, people should be loyal to you and have a feeling when your name is there.
The gap between brand creation and brand creation
Badkoubeh continued: “We have good brands in Iran, but these brands were often not supposed to be branded and have been branded.” That is, they have become a brand by chance or by the actions of one person. We have different brands of places, personalities and products. For example, Azadi Square is a local brand, but in fact we did not do anything special to make it a brand and it has become a brand. Personality brands like Mr. Zarif or Dr. Hesabi have also been branded themselves. There are old brands such as Pak, Gorji and Shahrzad, or more recently, brands such as Up, Digikala, etc. have emerged. But are these branded by chance or has scientific work been done on them?! He emphasized: we have to refer to the state of greenhouses from our condition and rainfed planting; That is, instead of taking one ton of strawberries from 10 hectares, we should harvest 10 tons of strawberries per hectare. We have to create several scientific brands in different topics, including cars, electronics, etc. Creating a brand to create a brand is two different things. If we can make branding a laboratory and do it with prior decision, then the brand is created. Explaining this issue, the director of Badkoubeh Agency gave an example: There was a storm in America that all religions believe is a catastrophe. But they put a name on it called Katrina and another one came in the news instead of the storm, they said Katrina came, Katrina was damaged and …. After that, people even loved the storm! They also went to China to buy and store cheap bracelets for less than a cent, and then those who had previously branded them – such as TV presenters, singers, athletes, politicians and other celebrities – used them as bracelets. They received signs of support for Hurricane Katrina victims. The bracelets were then distributed in the markets, each selling for $ 10, and finally, after six months, they paid the full cost of Katrina’s damages.
The brand’s relationship with the respect and feeling of the people of the world
Badkoobeh added that another benefit of branding is going through its path and its result, adding: “For example, winning the Olympics is a good thing, but the path that is taken for it is important and valuable.” Finally, the Olympic champion is stronger and more resilient in critical situations such as illness. When you become a brand, it is strong in economic crises and difficult conditions and other events in the country. He continued: “These days, if a pilot goes to bomb South Korea in a war, when he touches the bomb release button, he remembers that the car, the TV, the refrigerator and even the TV series he sees are Korean and he presses it very hard.” Every country has a high cost in terms of public sentiment for fighting South Korea. The director of the Badkoubeh propaganda agency added: “We see the same situation in comparing the victims of Iraq, Syria, the Mena tragedy, etc. with the 130 killed in the terrorist incidents in Paris.” Although the lives of all human beings are of equal value and respect, why did Paris make so much noise and not these?! Because France has a whole brand. The result is that Google and Twitter offer their condolences to France and the countries raise their flags halfway. When France has a brand and, for example, produces the perfume of the world, it is enough to put a black ribbon on it so that its audience will treat this story with respect and feeling. When we do not have a brand, we do not have such an audience.
What government officials can do about branding
“I do not expect the government to do anything for us, and I do not believe in it,” said the advertising and branding activist about what the government can do in the field of branding. Governments can only look and care. However, some work can be done to build infrastructure. He added: “For example, when the President of the United States takes his guest counterparts to lunch or dinner, he tells him to come and eat an American hamburger. At the same time, when he is not allowed to have a smartphone, he holds an American smartphone like Apple or BlackBerry in his hand, and one of them gives a gift to his guest and says, “Let’s see Facebook and like each other!” He also treats his guests with American donuts. These are the protocols and behaviors that are set for the President of the United States that he must do and they announce it. But in Iran, they label the mineral water that they put in front of the government. Badkoubeh stated: The President of the Republic of Iran can also announce the reception of the products of Haj Khalifa Rahbar from the official tribune to his guests. What’s wrong with announcing that the President of Iran is going to entertain his guests with noodle soup, broth, kebab kebab, rib kebab or sliced stew? The director of the Badkoobeh Agency reminded: the government only has to make a series of laws and put a series of signs and signs so that the people move correctly. For example, it is enough to oblige cities to have a website or to be an active member of all social networks approved by the Islamic Republic of Iran. Or, for example, cities should have emblems and flags. Special rules and regulations should be set for the industries and if the industries comply with it, they will get discounts on some services.
“What do we agree with?” Vs. “What do we disagree with?”
In another part of his speech, Badkoubeh said: “Currently, many of our units do not have public relations, and if they do, it is as much as internal public relations and installing condolences.” Our brands are abandoned in the virtual world and do not have an English website. However, if, for example, Facebook is not approved by us and we disagree with it, you can go and click on the page that I disagree with, and you can refer to my page on a network that I accept at this address. That is, even if we do not accept it, we are. It is not good to be silent, not to talk and to sit in the corner. He stressed: If we disagree with something, it is not a problem; But what do we agree with? We must raise it and support it. We have to say what we agree with. The activist in the field of advertising and branding reminded: This issue is even in the speeches of world leaders. We say fight terrorism, fight addiction and fight violence, but they are all getting stronger every day. This is not what we want. We want to promote peace, love and health. However, we do not say what we want and we only shout what we do not want. Governments need to teach the basics of branding, legislate, and not run away from the brand themselves.
Iran and the space of branding
The director of Badkoubeh Advertising Agency continued: “Iran’s social atmosphere is very receptive to branding.” Iran is a virgin country and there is a branding atmosphere in it. But as long as capital is something that is hated, misunderstood and misinterpreted, we are in trouble. He reminded: Mr. Zarghami in his 10 years of management, held meetings with all areas related to radio and television except propaganda. This is while the annual advertisements provide one thousand billion Tomans from the budget of the Radio and Television. This does not happen because they think advertising is ugly. In the trade union discussion, it is also important to pay attention to the advertising trade union association. It is enough for the president, the speaker of the parliament or the deputies to pay attention to it. In addition to the lack of legal and administrative infrastructure and gaps, we understand the gap and do not have a clear idea of branding that if this issue is addressed, then things can be done. However, good bags and experiences can also be seen among Iranian companies.
Traces of the principles of branding in religions
Badkoubeh said about the difference between branding tools in Iran compared to other countries in the world: In today’s world, among branding tools, public relations play the first role. The capitalist world is saturated with advertising and cannot accept large volumes of it. But in Iran, advertising and shortly before that marketing is still effective. He reminded: brands in Iran have the problem of distribution and access to customers and cannot offer the product to the audience everywhere. Our country is big, the cities are big, there is traffic and the population is large, and as a result we do not know how to deliver a product to the customer. For example, to sell a refrigerator in Tehran, which is only Jomhuri and Amin Hozour streets, which is not enough. In the meantime, we have the main problem in location marketing. “The Prime Minister of Japan or the President of the United States will appear in propaganda clips and campaigns,” said the director of the Badkoobeh Advertising Agency. Going even further, our prophets were directly involved, and in the film we see that the Prophet of Islam personally laid bricks on bricks. Religions that come from God each have signs of branding. Islam has the call to prayer and the mosque – with its domes and garlands – and Christianity has its church and bell. The Prophet himself came to convey a message in the first place, and do brands want their message to be heard by everyone? God says in the Qur’an that the Jews grow their beards and the Christians grow from the bottom; You hold the middle Muslims. This means that it is creating categorization and form, which is one of the principles of branding. He does not say that they are bad, but he wants to make a difference between Islam and Muslims. “Many of the principles of branding are used in the Qur’an and Islam, and there is no contradiction between branding with Islam and the Islamic Republic,” he said. . I expect them to use their rich intelligence and benefit from branding. This activist in the field of advertising and branding emphasized: it is enough to believe that Iran as an Islamic country should be proud; For pride, it must have a dynamic economy, and for a dynamic economy, it must have branding. If we have more wealth, more social welfare, we can support our countries more, and we can build more and better defense equipment, all of which will provide us with power and security. So for anything, branding has to happen and we have to support it.
Branding does not necessarily mean increasing the price of the product
Badkoobeh further explained in response to a question about the ambiguity that the branding of a product increases its price: The increase in the price of a product due to branding depends on the branding conditions that are determined. Walmart, for example, is a chain store in the United States whose brand is based on cheap sales and people love it. He stressed: “Branding does not necessarily mean increasing the price of the product.” If we assume that a brand title increases the price of a product, a small percentage of it is profit and the rest is research and development costs. If every day a new iPhone or iPad with more developed and up-to-date features comes to market, it is the result of these studies. The director of Badkoubeh Advertising Agency added: “These studies are actually spent on improving people’s lives.” As a result, if something becomes expensive, it is inherently flawless, provided that the price has its benefits and values. In any case, the brand can have its disadvantages, but as much as branding is useful in economic development and growth, spreading awareness and information, it can be covered if it has one or two drawbacks. “An international brand is an international brand when it can sell and make a profit in global markets,” said the advertising and branding activist. It is not the case that we take a product close to it for free or at a high loss to sell it in the global market and say that we have an international brand. International brand means to sell a certain percentage of our goods outside the geographical area, make a profit and people will be loyal to it. As a result, branding is not harmful to the country of the brand owner, except in very rare cases. He added: “We have come to improve human life and this is the duty of every human being; Today, we see that this task is mostly done by non-Muslim countries, and their tool is the same branding. If you see some people say that branding increases prices, hurts the country or causes losses, it is the result of their ignorance of the brand. They do not know the brand and have confused it with something else; As ISIL is linked to Islam!
Nothing “forced” is good
In response to a question about the existing laws banning the use of non-Persian elements in their brands and advertisements, as well as the difference in the attractiveness of Persian and Latin logotypes, Badkoubeh stated: We have two interpretations; One is the prohibition of using non-Persian elements, logotypes and names and the other is the permission to use Persian elements, logotypes and names. Successful implementation of this law is very simple. It is enough to legislate that foreign brands that have Persian logotypes and use Persian and Iranian elements, for example, get a discount at the expense of billboards. Then foreign companies will use the best graphic designers in the world to design the most beautiful works of logotypes, posters, etc. with Persian fonts. We just say do not use; So what should we use? Let’s say a foreigner uses it, its coefficient is 4, but if an Iranian uses it, its coefficient is 2. If the project was magnificent and received points from the professors, its coefficient should be 1.5. He added: “In this case, foreign companies go and order Persian logotypes and designs to save on their costs, and instead we will own Persian logos and designs and expand it in the world.” It is enough for the officials to legislate to promote the Persian language and say that if you observe this issue, we will have these suggestions and privileges for you. This activist in the field of advertising and branding clarified: Why should we reject the foreign language? We have to play our game to be champions. Because the use of Persian logo is forced, the resulting designs are not very good. Nothing works by force. God also says in the Qur’an, “La akrah fi al-Din.” Now in our country, the ratio of using Persian to English in designs is 70 to 30. However, it is possible to give points for different ratios.
Branding helps the government get through difficult times
Recalling a letter he recently wrote to the president of the 11th government, in which he proposed branding as a way out of the economic downturn and to help the country grow and develop, Badkoubeh said: The Rouhani government brought hope and moderation with it. There was so much nervousness in the previous government that no matter what this government does, the people are satisfied. However, the Eleventh Government has a lot of work to do and is so involved in foreign policy, poor infrastructure, debts and moneylessness that it has not yet breathed a sigh of relief. However, the performance of this government is a positive one, and even if there is pressure on the people, the people are fine. We’re going to get through this difficult situation soon, and dynamism is happening, and branding can help.
The biggest question is, what will happen to my miracle?
Badkoobeh reminded in the last part of his speech: We have no more than two places in the world; Spectator and playground. Humans are 90 percent spectators and only less than 10 percent are on the field. The audience talks a lot, chants, is sedentary, grumbles, and makes judgments. This is while the people on the playground move, try, sweat, change and create excitement. The audience becomes fat, depressed and lazy, and the actors are strong, healthy and cheerful. He added: “Basically, countries are developing, companies are becoming successful brands, and influential people are playing in the field.” We have to look at which of these two positions we are in today. We need to know that if we want something, we can create it ourselves. There is a key question we need to ask ourselves, and depending on the answer, anyone can know how much it affects their community, whether they can start a business and build a brand; The question that every person should ask himself is: “What will be my miracle?”.