Meet Mr Purple of Zain [aka MTC] rebranding
Say hello to Tito Alai [we call him Mr Purple]. He is supposedly the guy behind re-branding of MTC to Zain, and obviously its choice of dark theme and purple fantasy. This is what Zain has to say about him and the re-branding..
The Zain brand and its new theme – A Wonderful World - capture the energy, inspiration and diversity of the Group’s customers, employees and other stakeholders. The new logo and its colorful identity reflect the Group’s freshness, boldness and vitality with the ‘swirl’ communicating the idea of an aura, something important to human life echoing growth, progression and diversity.
The new identity was developed in partnership with world leading consulting firms and advertising agencies. Brand architect Tito Alai, the Group’s chief commercial officer who also developed the Zain Group’s successful Celtel brand in Africa, said: “The name Zain was selected from a list of over 400 after extensive research across many countries and cultures validated its broad global appeal.
“Although it was chosen for its simplicity, memorability and ease of pronunciation across the global marketplace, as an added bonus Zain was found to be rich in positive connotations. For example, in Arabic, Zain means ‘beautiful, good and wonderfulâ€, in Latin it means ‘dark horse’ and it has many positive meanings in other cultures found in Africa, Asia, Europe and beyond.†Notably Mr Alai adds: “Zain tested extremely well among cross sections of the potential global audience and with the planned investment will become a formidable brand within a short period.â€
More about Tito Alai [LINK]
well that was quite interesting, thanks for the info.
and i thought a group of young amatures were behind the logo, still sucks though,
what a shame
HUH! This guy’s responsible for this mess! He’s rich now, that’s all I have to say!
Me myself I guess Zain has a positive meaning in our language (Arabic) but unfortunately you did not check this word in Hebrew…
Me myself I miss Fastlink
i hate the name zain.it sucks
I don’t believe that the brand guru’s at Zain have thought through the rebranding of MTC very carefully. The choice of colours and more so the combination of black and purple do not make for a strong identity as a consumer brand. What’s more disturbing are the rumours that the group are thinking of replacing the Celtel brand with this one. In my humble opinion, a serious step backwards …
Celtel has also officially been re-branded to Zain!!
Unfortunately for us people in East Africa we have no idea what Zain means and we hate the idea of changing names every now and then!!
At first in Kenya we had Kencel, then Celtel, and now Zain!!
It sucks!!
Zain is one of the best brands out there in the market now. I think it was very well studied and in few years it will become the one of the top 5 brands in Telecom.
Although some people might disagree now, but it is going to take some time until it penetrates through walls and be there around every corner
[...] Update 3: Who’s behind the logo/name. [...]
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