Mr. Ramzy crafted a brand strategy which hit our audience and our ambitions right on target. We have had enormous success with it.
After doing an analysis of the needs and lifestyle of expatriates – a rather complex group of people – Mr. Ramzy crafted a story of the relationship between us and them. Based on this story he built a brand strategy which hit our audience and our ambitions right on target. The Expatriate was our “Beneficiary”. The sense of “Being a Stranger in a Strange Land” was the “Villain”. Language was the “Obstacle” and connecting with surroundings was the “Desirable Object”. And we would be the expatriate’s Hero: solving problems, delivering information, and showing the way to an interesting life. It was something both the company and our readers could really grab onto, and we’ve had enormous success with it. The Hero positioning, combined with a slightly defiant motto (phrased from the Expatriate’s point of view) – “I am not a tourist” — were quickly embraced by our target group. Months later, when we had to change our name due to trademark issues, Ramzy recommended an adequate response strategy, again based on his insights in story structure and the Hero’s Journey, he quickly adapted the strategy to the new name and strengthened it in the process. A novel approach that got us to where we wanted to be, the way we wanted to go. And, he resurrects the courage that others try to bury.