التميمة في العلامة التجارية

ستظل التميمة باقيةً ما بقي البشر. فهي ليست قرارًا تسويقيًّا بقدر ما هي قرار هويّاتي، وكبسولة قيم ومشاعر ترسم طريقها ضمن إستراتيجية العلامة، لتجيب عبر التميمة عن سؤالين جوهريين: من نحن؟ وكيف نريد أن يشعر الناس حين يذكروننا؟


هذه المقالة..

-  بقلم |  جعفر حمزة

-  بصوت | محمد مكاوي

-  تصميم | مصطفى علوان

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Transcript

SPEAKER_01 0:15

Atamimatu fil alamati tijeria. Kaifatahfurumakana havelik. Jafar Hamza Mahatowri ulumit tawasuli with the Swirki Fisinaatil Alamati tijeriet il kesbithatil Jumhur il Mustahdev, lietahawa minzebuni yesteri and dahajeti ila amilin yesteri and rahabate. Tahdur tamimetu bi wasfiha alakatan mutakadimaten abbra Shaqsija tintu ansinu kemil alamati tijeria ti wasifatiha, lituspiha akraba il-jumhur, u aktaratafaulen ma, walitataras sahafi waihi al-mada tawil. Watahuza makanat alamati enda. At tamimetu Oshaqsija tulamati tijarieh, brand mascot, hey arasmu Shaksirati in San, Ow Hayawan, Awjamad, Aw She Ing Mubtakar, Litemfili il Halamatit Tijarieti Mar Ien, Watazizi Surati had Dihniati Fisuk. Alar ragmi min ennejudura tama imil Alamati Tijeryeti terjuru il-Rumuzil Kadimah, Alatikana y ortakadu annahatajbulhab. Fa'inna tariha tiġari al-hadith beda afi awahiril karni tasi aashar. Waywaddu bi bindom, el Ma'rufu wirajulimishlan, min akdemil amfileti waqteri harusuhan, id Dwahra Ama elfin wutamaniatin wutamanietin wa tisain, waasbahala hekan ahad ashari rumuzi tijarieti filam. Li annahu kane yujesidul amana w aljuda, vi shaqsi yetin basherietin waduda, mukawanatin min al itarhat. Wafilkarni lashrin, izdaratema imuma anti sharī wa sali le alamil Jamahiriya. Fafiami elfin watisemiatin wafamani yetin waqshreen, Vaharemiki mouse bi wasfiya ikmonaten thakafiat in lixerikati walt Disney, mumatilan al-Khayalaw al-Ahlam. Wafiami elfin watisemi atin waqalatin wasitin, Jisda Ronald MacDonald, Khiyemat Dif iwila A'ilah, Muhafizen Towrat alwa Jabati Seriya, Summatatawratit Tema imumin Shaharat in Bosita, ila Shahsiyatin Mutaharikatin Tabiri yetin fit seini yatil karnil Madi. Fawaharat Shahsiyyat u Klipi min Sherikati Microsoft, Sahihun an Nahuulamjalka Kobulen Wasyan, illa annahu Avara imkanati tema imar rakmiyy, omu akharan, adat it tema imu biku watin ila kita'i teknoloja, mislulbumati fitbih dolingu, lita alum iluhat, wili dafati ila temimati lightfinder gawi, al jadidati mincherikati appel, wa miku mincherikati Microsoft, al-latini taki sanil Juhudel mabdura talijali dakai skinari, ybduda fian, wa in sanin yin. Waliom, tahawa lahudu temimati min alaqati hatunayatilabadil klasi kia, ila alaqatin dati abadin mutanawa, fahadarat filfada al rahmi, wa talabasat kulal awatif, wamteddat fil-muntejati wul aflam, wa inema yu wulil mar uujha, fasearat temi meta karibatin min. Lalitet kirihi bi muntejiha fakat wa inema bihyemiha aidan. Fakat asbahatit temimimatul anakadiratan alaraddi ala asilati mutabeiha a la madari seha, mutahawilatem in sha seatin basariat in sakina, ila sharikin tefauliin hai. Lakatsuni atit tema imuritus biha akranan la taribu anit vakira, o masahatan lit tefiril artifi, what ta'atu filma hold. Wyumkinu re jumhuri ilioma mutabatu yomy yatit temi matiabra manasati tawasu il muhtelifa, what tefauli maha. Kema yunkinu duhula ila alemiha, abratakniati lwa kailmuazaz, itzetahawulu adih il alakatu ila tizibiletin tefauliet in ramira, mima eftahu wafak anjad in lit tawasuli wa ta'mir rabitati bejn el alamati wil jumhur. Bain et temimati wa shyar, wisalun amiftirak. Madama mwadamusharikati ta' temi duhala tahdimi hawiyati al-basarieti bi sharat il-maktuba, awir Ramzija, awkilehima. Felima alat ektefi bihadun al kowli fit temahim. Watakmunul ijaba tufi fihih mi tabihatit tawasul il-Baseri, Fasciaru ul maktubu wa wit tasmimur Ramzi ulilhawyeti y tawasul m alakil matakib id der rajatil uula. Id innahu yeta talabut tefkik. Summarfta lilusuli ila marharat is tida'i andet dakakkuri muntajin awhidmetin matluba, fihein and net temim tatu kalilujuh t tefkiki wa tahtasulul waktafirlafti wa takunu asrahavilistidah, Feyakunu tabiwaha insen, wamerinan fittabir, what te faul? Whawa myyehabuha huduran dinamikian fariden. Mafa edu tutemima Takmunujedibietutema imi fimayati. Awwilan. Tazizul irtibatil Atifi, will ansena. Tushirul abhatuleti ajzratha sirikatusur il-mutaharika, way sherikatun ibdayatun Birataniatun raidatun fimejali in tajil wahtaw al Basari wil Erlanat. Illa an al Hamalat il Erlanietileti testahdi mutama ima osha siyatin Ramzia, tizdadu ħti Malatun mui arbahea Binispati wahedin wa arbaine bilmiah. Mukaranatin bil Hamalat ileti la tastahdi muha. Kema twaadil Hamalat utawiratul Ahmad, lil Alamati Tijeret illeti tatemit utema'im. Ilek tisavi Rumala Ajududdin Binispeti Arbain wa tisati asharin bilmiya. Wakat Tabayina almiyin, annettefil al-Basari al ilujuhi wa shaqsijat, yunashitul Marakiz elistimayet fiddimari u Yuseri u listida'at Dihni. Wa mayebni alakatan artifijatan akwa ma al-mustahlek. Thanian, tazizut tedak kuriwatemiz. Ywa ali juddimah u shaqsijati u lujuha asraamin en nuzus. Wa mayjq alut tmima thtisaran dhihni yen seriyan fil aswak il-musdaima. Tariitan, al-muruna tuserdia. Yumkin ulittamimeti and tasnas diyeta al-Khasa, wo mayam nahuamti deadan lithar Helkas Asiaabrasanawatin wa kanawatin mutawadida, fi murunat in tam, tutihul hat tekehu fama vuruf. Rabian, taqsitur sail il-muakqada, tasati uttamimatu sharha mutajati in muakkadat in vitareikat in mu wasatat in u muntya, wala siyama fi ma jalei teknoloja wal khadamat il-malia. Khamisen, tajjaw uzulhawajizil luhawiyeti wa thaqafiyy. Tetamatta uttamimatul Basariya tubi kudrati ha ala uburi taqafati wulluha. Sadisen, al-muruna tufi muha tabatil jamahiril muqtelifa, yumkinu tekifu hali tekuna mari hatan il-mustali kinihay, awhabiratan ehtara fiya, lisherikati wul jihatil hukumia. Sabian, bina ul moruna tilmu asesiati fil ezemat. Nevarani ennet temimet a shaqsija tun reu hakikia, fainha lata tekwuru filomr, wala yum kinhuwa and tatawara tafi faday hatushohi husumatil alama. Idiumkin ut tahakkumufima saratiha, watakunu wa jihihatan a minat nil alameti alal madat tawil. Thaminin, tejawuzu kujudil erlani takhli day, yumkinu it temimet ilhuduru fifa ali yatin womunasabatin ala nahwin redi takhli day, sewa anakana kmiyan, amferlien. Tasyan. Bina ulwula yabral ejjal. Testamir ut tama imun naji hatulyokudin wa tusbujus emmina takafati shabiya, wa wamayad manusti damat al-halama. Ashiran, attawasu filhudur il mutadid. Temteriko kudratanala tahti Marah ilit tefa uli tahli diya, li tuwaki bayat tawurin rachmi in hadith, semwa anfitat bikat, awil elabir rachmieti awariya. Ahunaka rita tu tarikin lisunet Temima? Laiset kulu alamatin telzemuha temimah, wal Faisalu Yaudu ilahendeset il-alama. Yumkin Urasmaharit Takwini temimat in naji ħati abral irtibati bi Jaharil Alama. Famatalan, rajulumishlan layum methulul italati fahasb. Beliu jisidu falsefeta sherika, fil-jowda, was salama, wal iptikar. Kema yeta tallebul amruf ihman amikan lil Jumhur il-muhattabili tahdidi keyfiet istehdafi. Wahunakal basata tu fit tasmim il-basari, levi yu addu min abrazi awamilik kuwa t-temim. Fawimujera diroqyethutin baseta tinli udunaini kebi retaini methalan, yested il aklu fauran shaqsija temiki maus. Idafatin ila dalik, iezibu murahat u takeju fit temim tima az zameni wa ta tawit teknoloji, minhilali ujudiha fi whteli fil wa saetur lakmiye, minet tbbirkati ilel elhabi wul wake il muazas. Wa'hamu mindalikha huatima dut temimet yala tebeni kabayesh tima eyetin ofta kafiyya, awbi ietin awyaldiya, wahuamay jalwa akarba ilel jumhuri wakiyameh, fahainatam ut temimatu firakanrialdiye, outatabenna kawaia bi iyya. Outushariku fimu badalatin mushtebaye, fain hatatahawulumin muzhara disha seyatin Basariatin ilashrikin artifiin fihayatil mustalek, wahuamayuazizul wola attawil amadilil alama. Wominjihatin ukra, yuaji was tihdam u temimeti adadaminat tahadiyat, abrazuha dwarful il mamibil husuyati thakhafiati wa de la latiha fisukil mustahadfa, ilkadiwad disu uttakdiri thakafi ilen ekasati in selbiya, kema an adamaritisak ifi hodurit temimeti wasuratiha, padiurbi kurin tibat dehni el muradatersihu ledel jumhur. Wa ilajani bidalik, fain neketra tashaksiyati wa tzahumiha fil-Meshhadil Basari, Tejalur rihan al-Hakiktiya Makuden alarunkimatu kadimu temimetumin manan wafa'idah, Lea aala shekliha Baharii wahda. Huduru u-temimeti fid dual il- Arabia. Fima yahusud duwel al-Arabiyya, La Yezalus tihdem utema imi Mahduden nisbian mukaranatem bil Aswakil Alamia. Illa annahuyashedunumuan malhudan u mutasarian fima jalat it-terfihi u talimi wa tiknieti wal khedamatil Malia. Madfuan bizi adatilis tithmari fil-muhtawa raqmei, u numu manasatit tawasul il-lxti mahai, uwartifahi wa ilmorlinine bikimatil kisasis xhaqsija ti fi bina il walaq. Min Abrazil emfiletil Arabiet ileti hakakat Hoduran Kawien, temimetulhahib, li kasil għalam ifj katar al-fain with nain wajrin, aleti jesta tithakhafatil arabbiyet milħilal il-ismi wat tasmim, al-ghutrati wul eqal, wari saret it terhib, waddu yafa. Wahaviyat bin tisharin wasyan fil-fa'aliyati wul muhtawa raqmi, u l-muntejatit titkariya, wafi majjali terfihi l'a'ili, berazemudhishfi mufajati safidu bay bi wasfihi ramzen marihan mahabuban lil atfali wul'ilat. Watawassa huduru hulahekan lieshma al-muhtawa raqmeh, u l-fa''aliyat, u l-muntejatin murtabat tbisiya ħati wa terfihi fil-imara. Wafil Majalli Riyadi, Berazat Tema imul andyati Riyadiya, kema filmamlekatil Arabyy tisrudia, itekuna ansuran min anasirit teswik in najeh, ofiqeta'et talimi wa tihnia, waharat tema imu wahutotun Basariatun shaqsijatun fiatut bikatin uwadarat in talimietin Arabiyya, Tisali Jalit ta' alumi aktarat tefaulietin wa jija biyyya. Kema Barazat Badul Alamatit Tehnieti ulmasrifiyat if you dual al-Khalij, Fistihhdami Shahsiyatin Basariatin Marihatin wawataratin dafyatin litakribil khedematil muakkada, watapsitti halil mustahdimin, wahuama ywaziziz ut tefaul alyomi, wa yukalilul hawajizin nafsia, amamat technoloja w al khadamatil Malia, wasatavalut temimatu bakiat in ma baki al-beshar, the kadri mahia kararun hawiyati, wa kapsula tu kiyamin womashaar, tersu mu parika halim nestrati til alama. Litujiba abrat temimatya ansualini jawhariin. Men nahan, wa kefanuridu anyashkuran na suhine atkurunana. Wat temimatulatilatunsa, heetilkaleti tata harakuminel omkir to hatibel in sana kalben wa kaliban.

SPEAKER_00 12:43

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