025.011MAGAZINE ISSUE

something for your mind

THE 100TH MONKEY

PRINCIPLE. OR “I AM BRAND”

yeah, we did this!ENTERPRISE QATAR BRAND IDENTITY

In 60 seconds... P03

Doha Dialogic Seminar

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20 Predictions for 2012

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creditsIssue Writer

Anthony Ryman

Designer

Jason Añonuevo

Photography

Jason Añonuevo

Editor

Rosalie Wiesner

ENTERPRISE QATAR BRAND IDENTITY

yeah, we did this!

Cover Artwork

Jason Añonuevo

ChallengeEnterprise Qatar (EQ) is a world class, small entity, with top-notch personnel, committed to excellence in partnerships and service delivery to SMEs. EQ’s quest is to build a flourishing SME sector in Qatar through partnerships that create a supportive environment to enable innovative entrepreneurs to succeed. Created under the guidance of His Highness Sheikh Hamad bin Khalifa Al-Thani, Emir of Qatar, and His Highness Sheikh Tamim bin Hamad Al-Thani, Heir Apparent, and initiated by His Excellency Sheikh Hamad bin Jassim bin Jabor Al-Thani, the Prime Minister and Minister of Foreign Affairs.

Creative responseBringing to life EQ’s pyramid value system (below), the logo is an example of a perfect synergy of symbol and acronymn. The letters E and Q combine beautifully to form the graphic of a light bulb - the gold guiding light for young entrepreneurs of Qatar. It has numerous other connotations such as: bright ideas, inspiration, genius, shining light, brilliance to name just a few, which are all qualities that Enterprise Qatar stands for.

The resultAn identity that has received enormous exposure in Qatar through conferences and events, held at the most prestigious venues in the country. The logo has given EQ a unique and powerful voice that is committed to encouraging innovative entrepreneurs to enable them not to simply succeed but to help them become champions in a flourishing SME sector in Qatar.

Note to readers:

grow is a refreshingly creative award-winning Doha-based brand communications agency. For more information please visit our website http://www.growqatar.com or emailgrow@growqatar.com

Who would have ever thought we would be so productive, so fast, so clever, so informed, and so global? Well, with the ever-growing technological advances enabling us to stay connected 24/7, stay current on trends and be informed about everyone’s whereabouts (even when it may seem completely banal even unnecessary – “Miriam is cooking pancakes”).

We are certainly in a mode that can only be described as ‘information overload.’ To illustrate our point, we have compiled some statistics to give you an insight into the amount of information that is uploaded in a mere 60 seconds – every 60 seconds! And remember there are 1440 minutes in a day!

In 60 seconds...

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The 100th Monkey Principle. Or “I am Brand”

On an island off the coast of Japan, anthropologists arrived to observe the habits of monkeys who were the sole inhabitants of this island. The monkeys were living in harmony, on a diet of roots, berries, nuts and seeds the exclusive inhabitants of the island.

One day, one of the monkeys, called Susan by the anthropologists, was scurrying deep in the earth and happened on a sweet potato. Normally the practice would be to eat it unwashed. However this time, Susan watched as one of the anthropologists demonstrated how to wash the sweet potato. Before long, her family had included the practice of washing the sweet potato as part of their daily routine.

After a few months, the whole island were scurrying beneath the earth, searching for sweet potatoes, washing and eating them. This is where it gets interesting.

A sister island quite some kilometers away was also inhabited solely by monkeys. They too started incorporating sweet potatoes in their diet. Now how did this happen? Monkeys didn’t swim to the first island and see what their neighbours were up to. Nor did birds land and inform the monkeys of this sensational new addition to their diet. So what’s the answer? The anthropologists seem to think, backed up by numerous scientists, that it was caused by something called magnetic resonance. In other words, when enough members of a population incorporate a pattern of thinking or behaviour into their lives, then suddenly there is a quantum leap in consciousness and those habits are inbred into the system, so to speak.

If you equate this observation to the human population, there is cause to believe that society is moving to a higher level of consciousness, awareness and sophistication. Furthermore, redundant systems, processes, powers and people will give way to a new, more authentic reality, hopefully based on a more balanced and sustainable environmentally and community focused model and continuous expansion gives way to continuous “sustainism” as this author likes to call it.

Consumers are saying “no” to being constantly sold to by advertising agencies. Consumers are saying “no” to being lied to – witness the backlash to bankers at the latest and worst credit crunch in the history of modern civilisation to flatten the global economy – “Occupy Wall Street” is a global phenomena as it cascades into every major city fuelled by online stories. Wikipedia has already ruffled feather as the ‘truth will out’ syndrome cascaeds into online chat rooms and blogs.Witness the Arab Spring and the collapse of repressive regimes as Tunisia, Egypt, Libya remove their long-standing rulers and now Syria as it shakes against a popular uprising.

by Anthony Ryman, Managing Director, Grow

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Hosted by Grow

DOHA DIALOGIC .esruocsid dna txetnoc yb demrofsnart dna demrofni ,lanoitaler era saedi dna thguoht llA "

As professional communicators we engage in a process of redefinition and reinterpretation. Doha Dialogic is a dynamic opportunity to advocate and respond, contribute and absorb,critique and advance our thinking about the communications realm in which we function."

Date: 29 February 2012Location: Premier Duplex Sky Villa, Kempinski Hotel, West Bay

Doha Dialogic is an innovative forum for cutting-edge solutions to complex communication challenges through case study and thought leadership. Meet and hear from local and international communicators who are helping to shape and transform the way in which we communicate to our audiences, by considering how we communicated yesterday, to inform our work today andto enhance the communications of tomorrow. For more information contact Doha DialogicGrow PRSamson Samasonisamson@growqatar.com

Image: Whiteboard Dialogues - Architecture

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Witness the slow and creaking demise of the eurozone, collapse of the Indian rupee and you really feel that a new world order has to rise out of the ashes of consumerism. The rise of blogs, podcasts, email, videocasts, digital diaries, personal video recorders, text messages and the imminent convergence of telecoms and media are providing a powerful voice for consumers to say this is what we want, or not. Companies and their agencies have to move with it, or be superseded by more self-actualised brands (and agencies!).

The power, therefore, is inexorably moving more and more towards the individual as he or she takes control, making more and more decisions based on peer advice, from friends, family or trusted websites. Also the buying power is shifting to the consumer with sites like groupon.

Furthermore, communication of the brand, given the fragmentation of media has to reside at the customer touch points, which means your staff have to be the brand ambassadors - not just by paying lip service, but truly by enrolling in the Vision, Mission and Values and expressing it through their everyday contact with the customer. How to get them motivated and on brand is the stuff of every HR managers’ worries. It’s not ONLY about the money anymore; sure it’s important and will always be so, but more than this, people want something to believe in, and if they don’t believe in you, why should they believe in your brand?

The new dawn of people power is upon us. In the 60’s, the decade that brought us flower power, hippies, Woodstock and of course Vietnam. It was a time of counter-culture and revolution, of social activism. It was a time as Timothy Leary put it, “ of turning on, tuning in and dropping out”. And Man walked on the moon. The 60’s can be defined as the time of inclusion - “you are, I am, we are”.

It’s 2012. Life is moving faster, and as the pendulum swings, we take note of a new optimism and confidence which brings in a wave of more inner-directed approach to living. Digital convergence gives us the freedom to build our networks of like-minded individuals, our communities. Self-actualisation and expression of the self in a more caring, sharing, community of like-minded people through Facebook, myspace and other social networks. The rise of the eco warrior, green technology and rise of gyms and healthophobia, peace marches, large scale benevolence and “giving is good” has led to the slogan of the ‘Noughties’ being “I buy what I believe I am”.

This is the new paradigm; our inner selves expressed through the things we buy and how we feel we are or how we would like to feel. It’s the rise of brand. The greatest gift that culture has ever given to commerce, brand is our means of self-expression. This is how we identify our tribe, our people, our DNA, our sense of belonging. It’s something we feel passionate about, a receptacle for our emotions, our wishes our longings.

Brand is the new “I am”. For I am “Brand”.

1 The Age of Big Data

Growing attention will be paid to developing and applying tools that help us draw real insight from the massive data sets being accumulated by the likes of government, business and the social media. Predictive analytics will become a topic of hot interest as firms try to anticipate future customer intentions from past behaviours. For example, Google can predict new disease outbreaks far earlier thank the health authorities because they can spot and interpret patterns and trends in health related search enquiries.

2 Super Smart Materials

Developments in the material and biological sciences will continue to test our imaginations and blur the boundaries between reality and magic. A range of naturally occurring and man-made materials will come to prominence because of their superior strength, flexibility and environmental performance.

3 The Advent of Smart Cities

There is growing focus on developing ‘smart cities’ which use sensors dotted around the metropolis – managed by an urban operating system to monitor the environment and keep buildings, traffic and services running smoothly. Enabling for example, emergency traffic flows to be managed centrally to provide quick access to first responders in crisis situations.

4 The Eco-friendly Military

As modern Western armed forces try to project an image of sustainability, we expect to hear a lot more about ‘green military’ initiatives and potential commercial sector spin-off technologies. The US military has already had notable success flying a biofueled UAV, and aims to use a biofuels mixture for half its aviation needs by 2016.

5 Beyond the touch screen?

The next generation of interface for our portable electronic gadgets will begin to emerge that can react to our gestures as well as the physical environment around them, taking interactivity beyond the confines of the screen and into the real world.

6 Cloud Gaming

The nature of computer gaming will evolve rapidly with rising popularity of multi-player cloud computing based games that can be accessed from multiple devices. New platforms such as OnLive will use servers over theinternet to run these games. The games will cross multiple interactive platforms, enabling individuals to play the same game and track progress across PCs, Macs, TVs with a ‘micro-console’, iPads, Android and Windows tablets.

7 Self-Powered Devices

Personal electronic gadgets are becoming ever more widespread and consuming greater amounts of electrical energy. In response, there will be an increasing focus on development of electronic devices that can generate power from the sun, heat, touch and even ambient electromagnetic energy.

8 Human-Powered Implants

As the numbers in developing economies living into their 90’s and 100’s rises dramatically, greater attention will be paid to the maintenance, repair and replacement of body parts that don’t last the journey. In response, revolutionary new implants are being developed that are designed to be long-lasting, sustainable and increasingly ‘organically powered’ by such means as the patient’s own motion, blood sugar or breathing.

9 The New Space Race

2011 marked the end of the NASA space shuttle programme. In 2012 we expect to see increased discussion about the next frontiers in space travel, with growing levels of activity from state players such as China and India. The private sector will also become more prominent in its funding of the next generation of space faring craft as a platform for the commercialisation of space – with suborbital tourism as the most prominent and imminent example through Virgin Galactic and others.

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14 Scaling up of Chinese Science

A key next step in China’s rise as a global superpower is to establish itself as a centre for breakthrough scientific innovation across a range of disciplines. Greater attention will be paid to China’s investments in a range of sectors such as biotechnology and clean energy technology. Furthermore its efforts to attract innovators and woo green start-ups away from the US will all come under the spotlight.

The First Deaths Traced Back to a Cyber-Attack.

High-profile data thefts from major corporations, state on state cyber-attacks and viruses such has Stuxnet has raised the issue of cybersecurity to prominence in 2011. As attacks grow in sophistication and even threaten critical national infrastructure such as water utilities, the ongoing concern will be the risk of fatalities, escalating the struggles currently conducted in cyberspace. The debate will move into public domain of how states could or should respond.

16 Eyes on the Prize

A range of developments are underway to use web cameras to monitor and interpret our facial expressions and eye movements. The applications are widespread – from adverts that grow or shrink based on your visual response to e-learning, gaming, security, health care and dating sites.

17 Green Aviation

We expect the airline industry to step up the range and intensity of experimentation with alternative fuels such as those derived from biofuels. Several complete test flights will run on a pure or hybrid combination of these fuels – although it is some way off before we see wholesale implementation to power entire fleets.

10 Sick? There’s an app for that!

Smartphones could become a major platform for healthcare delivery. Apps will cover a range of applications from condition monitoring, managing drug delivery and providing patient advice. For example, apps linked to medical monitors could help sufferers monitor and manage chronic illnesses such as diabetes and hypertension.

11 3D Printing of Body Parts

Some of the most exciting applications for the emerging field of 3D printing are in the medical arena. 3D techniques are already being applied in the ‘printing’ of artificial human blood vessels. The applications over time are almost limitless – raising the spectre of 3D printing entire limbs – designed to order with specific properties such as the ability to withstand high weight loads – but not by 2012.

12 The Internet of Things

Society will become increasingly aware of the proliferation of sensors and web connected devices – a phenomena being described as ‘the internet of things’. The number of connected electronic devices is predicted to rise from around 9 billion to 24 billion devices by 2020. This heralds the prospect of everything from televisions and photo frames to our clothing, cars and pacemakers could be connected in some way to the internet.

13 See-through Gadgets

The media will be profiling how developments in plastic electronics,coupled withflexible transparent lithium-ion batteries and other see-through electronic components could offer the possibility of translucent electronic gadgets. These transparent smartphones, tablet computers and embedded systems could blend technology seamlessly into our every day environment and offer the potential for a major new market segment to develop.

18 Visualising our Thoughts

One of the developments we expect to capture the imagination in the year ahead is the emergence of technology that can create a visual recreation of our brain activity. The technique is its infancy, but has widespread potential ranging from the diagnosis and treatment of brain damaged patients, to applications from entertainment to tourism.

19 Digital Highs

As neuroscience delivers deeper insights into the functioning of the brain, so our understanding grows of the patterns of electrical and chemical stimulation caused by various form of narcotic. This opens up the possibility of delivering a similar stimulus via sound, light or electromagnetic impulse. The range of players who could then get involved is immense – ranging from games developers through to the manufacturers of stimulus delivery headsets. Such developments would transform the drugs landscape and create a moral, legal and policing nightmare.

20 Genome Scanning for All

The advancement of technology will make genome sequencing cheaper and more widespread. Within a decade, insurers and employers may insist on us providing genetic CV’s in order to help them analyse workforce medical risk and manage healthcare costs. The website www.23andme.com already offers a $99 DNA analysis service that enables you to “Gain insight into your traits, from baldness to muscle performance. Discover risk factors for 97 diseases. Know your predicted response to drugs, from blood thinners to coffee. And uncover your ancestral origins.” The next major debate will be how to use this information in our daily lives and how to keep this most personal of data secure from unwarranted access.

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