What happened to Barbican, THE brand which once was able to connect with the #Youth in the #GCC? Ever since Coca-Cola acquired #Aujan Industries a couple of years ago and the full portfolio of brands (#Barbican, #Vimto, #Rani, and #Hani) went silent! How sad is that?! What happened to Barbicans famous proposition: This is Barbican... This is my life?! Looking at Barbicans #digital ecosystem, it is scattered all over the place! A half active #website: barbicanworld with nothing special about it to engage its target audience! Moving on to #Facebook, the last post was on Sept 4, 2014 with hardly any engagement whatsoever. Posts are irregular. Posts are bilingual instead of being better targeted. A mess! Moving on to #Twitter, the tweets are unfortunately populated from Facebook, so, as you guess, the last post was on Sept 4, 2014 as well. The background image is simply blank instead of featuring the various products of Barbican or simply an image which portrays what Barbican stands for. The description is non existent. Instead they chose to write their Facebook page and their YouTube channel. Moving on to #YouTube, clearly no branded content is being done for the brand nor proper engaging material is showcased, when, for such a brand, #video is key (no, I wont say King, it seems we like to use the word King without really defining what it stands for or what it actually means)! Moving on to other #socialmedia platforms where Barbicans audience are present, unfortunately those are non existent for Barbican. No presence on #Instagram or #Keek or #Vine or or or. Based on my observation, it feels like Barbican has shifted away from This is Barbican.... This is my life to Live the code. Unfortunately, they failed at explaining what Live the code means / stands for, and in bringing Live the code to life on all their digital platforms. The website still showcases This is Barbican... This is my life whereas on Facebook and Twitter, they decided to start using the hashtag without defining it. It saddens me to see a brand go down the drain like that. Barbican was a brand I loved. Barbican was a brand I always looked up to. Barbican was a brand many other brands in the region felt jealous from and imitated in everything they did.
Posted on: Sun, 05 Oct 2014 12:04:05 +0000
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