Said Baaghil: Marketing Guru in the MidEast

Said Baaghil, 43, is the lead strategic marketing consultant in the Middle East. His eccentric marketing practices have turned around the destinies of various companies. Known for his knowledge, skill set and talent, Said is a well sought after consultant. Various CEO’s have sworn by his strategies and he continues to shake things up from Jeddah, Saudi Arabia.

Can you tell us a little bit about yourself professionally? And how you chose marketing to be your field?

I’m a brand marketing strategy consultant, am passionate about brand marketing and have exerted all my efforts moving to the Middle East. Marketing certainly is a process, it is far more important than the ART of advertising, but the problem is that the advertising culture in the Middle East came around 40 years ago and it’s difficult to break through that perception, without the awareness of what marketing truly is. The second is that there are lots of incoming agencies that are less experienced in the industry of advertising and also you will have to consider that some of the companies experienced their sales equaled the same with or without advertising. As far as choosing my field of study, it had a lot to do with my adviser at the University of Maine in Machias, Dr. Gordon Mosely, who eventually persuaded me to be a marketing major. In the beginning, I was a bit reserved but eventually, it was a great choice, and my passion developed.

You’ve authored two books for marketing, Eccentric Marketing and The Power of Belonging. What are the key messages in each book?

Eccentric Marketing addresses the importance of the Arab CEO understanding the consumer marketing model but The Power of Belonging evolves around the strategies that empower brands to belong in the heart of the audience. The Power of Belonging holds a keyword BELONGING and how it revolves around everything we do in life which applies to branding to using the human senses. My books are available on all online.

You’re considered THE marketing strategist in the Middle East. What has been your greatest challenge in that market?

The true misconception is not understanding the difference between marketing, advertising and sales. Most CEO’s in the Middle East are sales and advertising driven. The role of the brand and how brand marketing should work is in its primitive stages, though observed by few new comers most CEO’s are deaf to it and on many occasions are only observant when trouble hits them. This challenge throughout the Middle East has been an ongoing process but with the new generations, a hopeful change is coming but the complain still continues: think brand marketing, NOT advertising.

You spoke at Tedx Arabia, what was your main message to the audience? How important are programs like that important for Muslim youth

My message was, my experience as to how I made it as a marketing strategist in middle of all the obstacles I faced. I gave true examples of how I introduced myself in a conservative market. I came to Saudi with dreadlocks…some thought I just landed from Jamaica! I took the audience to the next step, which was about meeting CEO’s in the region and discussed brand marketing. Then I went through the steps of my book, The Power of Belonging and how the model works as the force of branding. Programs like that are very important for the Muslim youth to learn through others experiences. Also, it provides a platform for them to exhibit their talents around the globe.

What’s one key step that is critical for all new businesses in terms of marketing their new companies?

The most critical step that I’ve noticed and it is a pattern in most countries is starting a company without clear direction. Creating a company has become a fashion and that fashion itself has driven lots of hopeful to fall off the ladder before climbing the first three steps. Aside from generic business plans these investors need to identify their investment goals, develop their products with marketing insights and believe that their first few years is capitalizing on the brand to build a strong audience. Marketing is the road map to build cash flow oriented brands.

You joined a fraternity in college, played in local bands here and there, dyed your hair blond, had dreadlocks at one point…how did you end up in Saudi Arabia?

I took the wrong plane? No, I love it here. It is peaceful and being close to Mecca and Medina which is great for me. The Middle East is the place to be right now, it seems like almost the world’s economy is eventually shifting east. I am blessed to be here, I love it and how my future has taken off from here few year’s back has been very rewarding.

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