du selected a UAE Superbrand
After just three years since its inception, du has been recognised as a UAE Superbrand. Hala Badri, EVP Brand and Communications, du, was one of a few leading industry professionals chosen to speak at the Superbrands awards gala.
In a brief and powerful speech Badri shared du's approach to building and developing their brand successfully, and called upon companies from the region to move away from a short-term approach of 'branding' towards a longer-term approach of 'brand development'.
"We are thrilled and honoured to be recognised as a UAE Superbrand after just three years of existence. Having established ourselves well, we are now in development mode, doing all we can to develop our brand further. I believe it's important to avoid the shallowness of 'branding' for the substance of 'brand development'. It's an important distinction; 'branding' is an act, while 'brand development' is a process which needs to be defined and managed on an ongoing basis," commented Hala Badri, EVP Brand and Communications, du.
"I believe the time has come for the industry to embrace a broader, more holistic approach to brand thinking and brand-building. For brands from our part of the world to be developed and managed well, we need to see them as much more than just trademarked logos and advertised promises – we need to see them as intentionally designed experiences," concluded Badri.
Superbrands is an independent organisation which hosts the annual tribute event to recognise the UAE's best brands. Over 2,500 professionals voted to select this year's Superbrands, using stringent selection criteria set by the Superbrands Council,. More than 1,415 UAE brands were scored by the Superbrands Council and the invited jury, and the highest scoring brands were then designated Superbrands. Only brands that achieve the level of recognition set by the Superbrands Council are eligible for inclusion in the Superbrands UAE book, which traces the history and achievements of each of the brands.
To be voted as a UAE Superbrand by the Council is a powerful endorsement of the rapid progress du has made since launch – as a company and as a brand.