Mr. Obeida Sidani was one of the 2008 FEA Distinguished Alumni. Introduced by Dean Ibrahim Hajj during the awards ceremony, he gave a talk entitled Six Degrees of Separation.
Mr. Obeida Sidani received his Bachelor of Graphic Design from AUB in 1997. After launching 8 television brands in the past eight years at a young age, Obeida now plays a major role in shaping today's Middle Eastern broadcast scene. Currently, he heads the creative services department of Dubai Media Inc. overseeing the on-air/ off air branding and promotion of 5 television channels, Dubai Television, Dubai One, Sama TV, Dubai Sports Channel and recently Dubai Racing Channel. Since Joining DMI 5 years ago he managed to transform the channels into leading television brands in the area, reaping numerous International awards in the process. Prior to DMI, Obeida was the creative director of the first Arab youth channel, Zen TV as well as the acting creative director of Future Television Network, one of the most significant television networks in the Middle East. In 2008, Obeida was appointed the honorary chairman of Promax Arabia. On an academic level, Obeida lectures at several local and international conferences and at his alma-mater the American University of Beirut:
A Brand is essentially the sum of experiences starting from the moment it is named and includes the moment the product is used, lived, the way it is produced, and even the way it is serviced by the company that makes it and delivers it to the end user. Brand perception can be shaped by functional experiences as well as emotional experiences the consumer associates with the product and company.
Whether the brand in reality does deliver on the many attributes that it is associated with or not, it is in many cases irrelevant. Perception in many cases dominates reality and is ruled by the effect it has on the consumers experience and interaction with the brand one on one. Perception creates a bond that will shape the brand both functionally and most importantly emotionally in the consumers head. This power of perception is only rivaled by the power of suggestion - by associating the brand with the many aspirations and cravings and simple needs in ones life. The power of suggestion can enhance the brand image by associating it with positive ideas that will help one adopt the brand into their life if not make it part of their impulsive day to day lifestyle and rituals. Between suggestion and perception a brand strives. Whether it delivers better than its competitive environment or not, a brand assumes an existence, a share of mind. The brand becomes alive, and evolves with time as it grows both functionally and emotionally into peoples lives and hence also reshapes itself in the process with an evolving image that might be different from the way it was packaged initially to the consumers. In this process of development, it assumes attributes and attitudes. The line blurs between what is the brand or what the consumer think it is. It is a fine line between a truth and lies. But as long as the brand delivers on these emotions without "deceiving" the consumer, the end result is beneficial for both brand and consumer.
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1:51:16Reform & Transitions to Democracy Global Legaciesby AUBatLebanon0 views
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