Dany Bahar – The Story Of A Brand Guru

Brand awareness is the buzz phrase of the 21st century’s marketing philosophy. A few decades ago we didn’t talk brand we talked ‘make’. What ‘make’ is your new television… what ‘make’ is your new car… we’d eagerly ask – in an era where brand recognition was not such a fundamental part of our lives as it is today.

But brand – a word which, funnily enough, is derived from the Old Norse ‘brandr’, meaning ‘to burn’, is defined today as a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers’, according to the American Marketing Association. In actual fact the legal term for brand is trademark.

Conversely, in the auto industry, brands were originally called ‘marques’, a word which is still used in reference to motor vehicles. Creating a brand and then making people aware of it to the point that they immediately identify its logo, advertising jingle or such like because of associations in the memory, is what every brand guru sets out to achieve from day one.

Brand gurus are a special breed of people: they have generally created and then grown a ‘make’ until it has become a household name and is respected – even coveted – in the market. Real brand gurus are few and far between – there are probably over 100,000 brand managers for just one ‘guru’ in today’s market and their specialist knowledge, their determination to rise above all others is not the result of training, it’s the product of instinct.

One such man with this special instinct is Dany Bahar, Group Lotus’s CEO, whose career this writer has followed for some years. Regarded by some in the industry as an enigma, Bahar is nonetheless one of the finest brand gurus around today. Why has he been called ‘an enigma’? It’s probably because he has, through much of his recent career, managed to keep his background and private life quiet while at the same time, promoting some of the world’s most recognisable brands.

But these brands were born out of his enthusiasm and nurtured until they became phenomenal global successes. Already a seasoned marketing professional in the field of sports marketing before he was headhunted for Red Bull by Dietrich Mateschitz in 2005, Bahar has nonetheless become known as the man who took Red Bull by the horns and made it a global brand. One of his first moves on joining the company was to negotiate a deal for Red Bull Racing to use Ferrari engines.

During the two years he spent with Red Bull, he had built up such an enviable reputation for – and a global awareness of – the brand, that it remains today hugely successful.

He moved from Red Bull to Ferrari in 2007 where, as Senior VP for the Commercial and Brand Department, he set up a new division within the company, which managed and developed the Ferrari brand around the world. He headed sales and service on the production side as well as marketing, licensing and merchandising for the F1 team. Bahar shaped and tweaked in his inimitable way and the name Ferrari today trips off the tongues of enthusiasts the world over who, if they can’t afford the real thing, have at least some item in their home or wardrobe branded with the famous prancing horse logo.

And now he is at Group Lotus where he is working to a five year plan designed to rejuvenate the company and put the Lotus image, brand and reputation as a world-class sports car and engineering outfit back where it belongs – on a winning streak.

I once asked Bahar to explain his philosophy on branding. “I believe that the brand should influence the people working for it, not the other way around,” he told me. “I also don’t take the traditional approach to brand awareness. With Lotus we don’t do traditional advertising with the exception of one or two special markets. Instead, we focus on brand experience activities – our motorsport engagement is the perfect example of this,” he explained.

And then almost as a throw-away comment, he added: “People should feel our brand and want to become part of it.”

There, in a nutshell, ‘become part of it’ epitomises this guru’s brand philosophy. He has helped to build dreams for people – the carefree and fun image of Red Bull which he created, the aspirations of consumers to want to own a prancing horse, and now the desire to re-ignite enthusiasm for the famous Lotus roar.

Already he’s on track with his plans for the whole brand – just a year into the five year plan, he’s been able to achieve results so far, despite the challenges which faced him when he took over as CEO at Group Lotus just 21 months ago. And just so people get the message that Bahar the brand guru means business, the company’s motorsport side announced in July that it had formed Lotus Sport USA.

In fact, Bahar’s keeping the Lotus brand well in the forefront of motoring circles at the moment for there has been serious talk this week that it will unveil a new LMP2 racer at next month’s Frankfurt Motor Show with the aim of competing at Le Mans next year, starting with ALMS, the American Le Mans.

On top of this, Group Lotus has also just confirmed it will be entering the Lotus Evora GTE in a full North American and International schedule for 2012, with a testing programme starting later this year.

There’s a certain ring around things at the moment Chez Group Lotus – there’s a positiveness at Hethel which, to a seasoned motorsports’ writer like me, tells me that Bahar, the brand guru, is definitely in business – and it’s been a good news week for him as he ploughs through his five year plan, 21 months down and just 39 to go till that final goal is achieved!

How to Make Your Shop Decor Shout

Decorating the walls of your shop. The first thing you need to attack is the walls. A bare wall gives out one simple message…which is blank. In fact, without proper office or shop décor on the walls, it makes the place very unwelcoming and dull. Who do you think would walk into a shop that has bare walls that sings an uninviting song? To entice your customers to walk into your shop and purchase something from your shop, you’ll need to use the right color for the walls…some shade or color that attracts the right customers. If you want the walls décor to give out a warm and welcoming feeling, you can use a darker shade; on the other hand, if you want to make your customers feel happy to be in the shop, color your walls with a lighter shade. Then use some clever slatwall panels to decorate and display your products.

Give your shop décor an alive feel. Apart from decorating the shop’s walls, you’ll have to add plants into the shop décor as well. Having a couple of potted plants will instantly give the place an ‘alive’ feel and your staff and the people who walk into your shop will feel less removed from the outside world. Each type of plant gives out different signals, so play with the type of plants that you use to decorate your shop. If it’s within your budget, assign someone to come into your shop to work out the décor and accentuate the placement of the plants with lighting. Having plants as part of your shop décor can be tricky, though because plants require maintenance. However, you can hire people to take care of your plants for you or you could actually ‘rent’ the plants for your office décor.

Don’t mix and match concepts and furniture in your shop. Maintain a consistent look throughout your shop’s décor. It would give the customers a very mix-and-match feel when they walk into your shop when the furniture don’t match. For instance, you can’t very well decorate your shop with an antique piece together with a modern looking sofa in your shop. It would give the customers a really odd feeling. What you want to avoid with your shop décor is to give it a ‘thrown together’ feel…you want it to shout, CLASS ACT instead of ‘last minute thrown in together’.

Clear the clutter. And of course, just as any professional shop décor artiste or designer can tell you, clutter is an absolute no-no. It’s been said before so keep this clear in your mind…a clear desk clears the head even before you sit down and start your work. This principle applies to your shop décor. Keep things that should not be seen in your shop tucked away in a storeroom…for instance, stuff that you don’t use very often or products that you don’t intend to sell. Don’t leave boxes of products lying strewn all over the place. Ask your staff to regularly check and rearrange the products on the display areas, the desk, the slatwall display unit and of course, the walls. Some customers tend to pick up products and then leave them somewhere they don’t belong. Your staff should make it a point to return the item back to where they belong.

Get Intro With Indian Study System

Indian is one of the emerging since independence. It has got an awesome development in various different sectors including education, real estate, medicare, technology and majorly in infrastructure. Mainly education system did paid lots of contribution for developing the standard of India at international level. Today, India houses numbers of prominent schools, colleges and universities that are now got collaboration work with other many foreign universities and colleges. All these shows the importance and quality work of Indian education system at international level. India with twenty seven states and seven union territories comprises numbers of unique colleges and universities of different types and degree programs.

Since independence numbers of initiatives step have been taken from India towards development of primary education. Numbers of girls schools have been opened in various different sections of the country. Different promotional plans and programs have been launched in respect of development of primary education in India.

Below are the some of the main types of schools in India,

1. The state government controlled schools under which a large chunk of students are enrolled
2. CBSE Schools – Central Board of Secondary Education
3. ICSE Schools – The Council for Indian School Certificate Examinations
4. National Open Schools of India
5. International Schools of India
6. Boarding schools in India

Now, let’s have a detailed look at each of the different type of schools in India,

Preliminary Education – It concerned to LKG, UKG, and those students who are aged between 2-1/2 and 3. The concept of preliminary education in India dates back to history pages but as per records and analytics very less percentage of them receiving education under the forum concerned.

However, this section of primary education plays a vita role for kids in order to offer schooling environment that gives an idea to kids before entering into schooling life about environment and school behaviors. Shamrock preschools and Kid zee schools are two most popular and favorable primary education centers of India.

Elementary Education- It concerned to students of classes between 1 to 5th standard basically forms this crust. As per the recorded data and facts 82% of the students have been observed enrolling for the same.

Higher Education- It concerned with students who have cleared their schooling and now move towards their career in order to achieve their career goals. Colleges and Universities are the main stream of this category.

Besides these, accredited schools, residential schools, boarding and international schools are the other categories of schools in India offer different types of education services and enables to add additional value to an Indian education system. Schools in Delhi, Mumbai, Hyderabad, Bangalore, Pune and in other major cities plays valuable role while improving the standard of Indian primary education system at international standard.