Yusuf Hassan, a designer, an individualistic communication enthusiast, founding member of both AdClub Dhaka and National Poetry Council, an entrepreneur, and a pioneering brand architect of Bangladesh renowned for his clear vision, insight, brand designing, and brand strategy, shares his view on the brand building and management scenario of Bangladesh with Dhaka Tribune.
How did you become the convener of AdClub?
Back in 1990, there was no common platform for advertising professionals. Thus, some of us got together and initiated AdClub, a place where we can share our thoughts on latest happenings in areas of advertising and branding.
How did you start your career in advertising?
It started out with my passion for design. After brief stints at a few newspaper offices among other places, I stumbled upon the world of advertising. The opportunity to explore new horizons in design lured me into the world of branding and advertising. As I found other creative enthusiasts like me, we got together to start Roop Communications.
How did Roop Communications take form? What factors did you consider? What sets it apart from other agencies?
In the ‘90s, many international brands were starting their operations in Bangladesh. I sensed a gap emerging between existing creative service agencies in meeting the quality demanded by these international clients. Thus, Roop came into being with a mission to fill this gap.
Primarily, we focused on branding and using brand elements to create a strong brand identity. The creative flair and strategic acumen in our work sets us apart. Our unique methodology defines, creates, and captures the core essence of any brand into a single brand story. What’s next for Roop communications?
I would like to see Roop as a knowledge-sharing platform for branding and design. At present, there are around 1,700 brands in Bangladesh. If we can utilise these brands’ powers, it won’t be a surprise if the next Tesco or Apple emerges from Bangladesh. As power of brands is yet to be realised by local businesses, I would like Roop to ignite the awareness about branding.
As you created the first Grameenphone logo, what did the green and red imply?
In 1996, Telenor called me to design the logo for their venture in Bangladesh. They briefed us on designing the logo with Royal Bengal Tiger or Shapla (lotus) in it, aligned with the national theme. They were looking for a logo, which the mass could relate to. The red and green silhouette of face with a symbol of cell phone was considered. However, after mulling over the concept it felt the logo had a Westernised vibe. This was solved by putting a tiny red dot symbolising a nose pin worn by Bangladeshi women. That gave the logo a much-needed local (deshi) twist.
How was your experience being the advisory council member of World Brand Congress?
The World Brand Congress not only celebrates successful brands and hard-working minds behind it, but also creates a dialogue between professionals from these disciplines namely from design, marketing, digital etc. It was a rewarding experience, considering that I also played a part in this initiative personally.
What is the current scenario of the advertising industry in Bangladesh? What is its potential for growth? What services may be offered that will differentiate a successful company from one which is not?
Currently, agencies in Bangladesh are doing great, creative, consumer-oriented work. However, I am concerned that the core concept of branding is getting lost.
Agencies need to straighten the record and encourage clients to maintain proper branding practice.
With positive economic growth, Bangladesh has the resources to get into sophisticated branding processes. Many local brands have stepped into their 30th or 40th anniversary. It’s time that we celebrate our heritage and bring these local brands in front row instead of idolising foreign brands.
What makes a good marketing campaign?
There is no fixed definition of a good marketing campaign. In the fast-paced world of communication, it is unwise to have one set formula. Any campaign that successfully drives consumers to action, and triggers the desired positioning, is a good campaign.
What is your favourite marketing campaign globally?
Although there are too many to mention, I particularly recall a campaign by Australian Tourism Board, “There’s nothing like Australia”. As you have won award for best book cover designer for 3 years in a row, tell us about your experience in the print media.
I have always enjoyed working with newspapers and magazines. The influence and exposure of the print media always fascinates me. Moreover, I began my career in the communication industry through the print media. In the early years of my career, I had worked for the editorial bodies of many magazines and newspapers.
Tips to be considered while making a marketing/advertising campaign
Comprehend the strategic directions of the company. Understand the brand personality, define your objectives and goals for the campaign. Translate your product/service’s unique selling proposition through the Big Idea, keeping it aligned with consumer insight and brand personality. Conduct a thorough competitor analysis before jumping in. Explore strategic concepts for the brand, and try to unearth the minutest consumer insight and expectations to bring it out in the campaign.
Some essential communication guidelines that you always follow.
I see to it that the consistency is maintained across all communication tools the brand name typography, colour palette, and other brand elements. Think from your consumer’s point of view in every step. As your creation has to sell the product, emphasise on positioning. Amidst all the clutter, your communication has to earn the place in consumers’ mind and establish your product in their mind. Strategic planning has to capture the right positioning, creating point of difference in consumer s’ mind.
Please share your feelings about achieving the CMO Award.
It is amazing that my efforts have been recognised. Given that the award is from an international body, it motivates me to live up to that level of quality in work.