Al Jazeera launches its Network Brand Strategy
Published on:
21 Feb 2017
Al Jazeera has officially launched its comprehensive Network Brand Strategy – “Clarity by Contrast”. The strategy was presented in a landmark congregation of senior management in Doha on the 21st of February.
Two years of arduous effort across the Network culminated into a robust strategy that includes: Brand pillars which articulate Al Jazeera’s “Spirit” that has earned the trust of our audiences for over 20 years. Brand strategies for each of our channels and subsidiaries, serving as a compass for us to grow our audiences and enhance trust. A total brand architecture for our Network. And the Tools to help us manage and track the health of our reputation.
Acting Director General, Dr. Mostefa Souag opened the evening’s proceedings stating “I am proud that we have reached this point as a Network and I would like to emphasise that it is the responsibility of each and every person to ensure we adhere and implement this project.”
Over the next few months, a Network-wide education campaign will be rolled out to ensure all employees become familiar with the four brand pillars below:
- DIVERSITY: Diversity makes the difference. Diversity ensures a more informed and unfiltered account of the countries, cultures and societies we report from.
- DEPTH: Context reveals true causes. Placing everyday issues and events in the broader context reveals true causes and their effect on people’s lives.
- COURAGE: Uncommon voices, common truths. Challenging the established narrative and championing the alternative voice creates a more inclusive public space.
- AGILITY: Wherever it leads, whoever it takes. On the ground, first-hand and sustained coverage creates a fairer and more factual account of the issues and events of our time.
Acting Manager of Brand, Mohamad Zaoud stressed the value of these brand pillars, saying “We owe it to our audiences to be more diverse, deep, courageous and agile than any other media outlet in the world. The more we reflect these pillars in our work, the stronger our brand is”.
