Latest news with #ImanGhorayeb
Tahawul Tech
10-05-2025
- Business
- Tahawul Tech
Opinion: The DNA of a brand message that ‘no one' can steal
Iman Ghorayeb, a seasoned communications leader is back with another superb thought provoking op-ed on the importance of protecting the message of your brand. She outlines the science behind brand messaging and what businesses can do to protect to incubate their messaging from being imitated. In tech, it's not just innovation that gets imitated—it's your narrative. You've spent months in deep alignment: shaping a voice that reflects your IP, market ambition, and the truth of what your company uniquely delivers. The language is precise. The positioning is intentional. It's not just messaging; it's a strategic narrative designed to lead. And then, just weeks after launch, it begins to surface elsewhere. Competitors echo your phrasing. Familiar lines appear on websites with none of the same foundation. The story you built to differentiate is suddenly being used to blend in. It's not just frustrating. It's costly. Because when your narrative gets borrowed without your DNA behind it, it doesn't just lose impact. It dilutes your edge and confuses your market. When Replication Becomes a Risk In biology, replication drives continuity: genes copy themselves across generations, carrying the instructions for how life functions—and allowing life to sustain, adapt, and thrive. But for replication to work, it depends on two things: precision and context. Precision ensures the genetic instructions are copied accurately; context ensures those instructions are activated at the right time, in the right environment, and within the right system. When precision or context are off, even slightly, the result can be harmful. Take sickle cell disease: it's caused by a single-point mutation in the gene that produces hemoglobin. That tiny error alters the shape of red blood cells, making them rigid and sickle-shaped instead of round and flexible. The result is poor oxygen flow, chronic pain, and widespread dysfunction: one small misalignment—replicated across a system, leads to breakdown. The same is true in brand messaging. A phrase might sound powerful in one organization. But when copied into another—without the right foundation, without precision in the message or context within the brand, it creates confusion. And when that confusion is scaled, it begins to undermine everything the message was meant to support. In B2B tech, messaging spreads fast. A compelling phrase lands in the market, and suddenly it's everywhere: the same tone, the same claims, the same safe promises. Replication happens quickly; it is a crowded space where language that feels familiar or validated often gets picked up without pause. But evolution doesn't come from replication. It comes from meaningful mutation: messaging that grows from a company's own DNA, the internal blueprint of what a company believes, builds, values, and is becoming. It's what makes a message not just sound and be right. As a marketing communications consultant, I've led many brand refreshes. And in every case, we start by decoding that DNA. We get clear on what's real, what's different, and what's next—then craft messaging that reflects it all with intention. When it's built that way, it lands: internally, it aligns teams and xxternally, it creates clarity. But almost without fail, I see the same thing happen next: Within a few months, fragments of that original message start appearing across the market. Competitors, often with very different products, audiences, or values and begin echoing the tone, mimicking the phrasing, and adopting the not messaging theft. And the damage isn't just emotional—it's strategic. Because when others borrow your message without your DNA, they don't just copy your words. They dilute your difference and confuse your market. The Strategic Cost of Messaging Theft In nature, a gene that functions in one species can cause dysfunction in another if the system isn't built to support it. The same is true in business. Messaging that performs well in one company often gets copied by others hoping to recreate the same impact. But without alignment to internal strategy, product, culture, and market position, borrowed messaging doesn't clarify—it confuses. And confusion doesn't scale. Marketers rarely copy out of laziness. More often, it's a response to real pressure—from leadership, investors, or peers, to stay visible, sound relevant, and move faster. But when messaging is lifted from the outside instead of grown from within, the consequences go far deeper than brand voice. They affect performance, alignment, and credibility across the business. Here's what happens when messaging is misaligned: Customer Trust Erodes: Promises sound compelling but don't match the product experience. Buyers sense the gap and begin to question the value, not just the words. Promises sound compelling but don't match the product experience. Buyers sense the gap and begin to question the value, not just the words. Sales and Product Teams Lose Confidence: w When messaging isn't rooted in real capabilities or direction, go-to-market teams struggle to deliver it consistently. Alignment breaks. Confusion spreads internally before it ever reaches the market. When messaging isn't rooted in real capabilities or direction, go-to-market teams struggle to deliver it consistently. Alignment breaks. Confusion spreads internally before it ever reaches the market. Differentiation Disappears: In categories already flooded with sameness, replication makes your brand indistinguishable. The more your message sounds like everyone else's, the harder it becomes to lead. And the impact doesn't stop at your company's borders. When every brand in a category starts echoing the same claims, the entire ecosystem suffers. Buyers grow skeptical. Value becomes harder to prove. Trust in the category erodes, and innovation becomes harder to spot. What could be a dynamic, differentiated market devolves into noise—and winning becomes a triple stretch: breaking through, standing out, and closing with confidence. Replication may feel like progress in the moment. But when it isn't based on your company's DNA, it stops being a strategy and becomes a real risk. How to Evolve Your Messaging with Purpose In biology, not all mutations are random. Some help the organism adapt to its environment—to become stronger, more resilient, and better suited to survive. The same idea applies to brand messaging. Let's call it Mutation with purpose: when there is an intentional evolution of a message to reflect who your company truly is, what it's becoming, and how it's positioned to lead. Unlike replication, which borrows from others, purposeful mutation begins with your DNA, your intellectual property, culture, values, and strategic ambition, and expresses it in a way that feels inevitable, original, and defensible. Here's how to evolve your messaging with intention: Anchor the Message in Your Strategic DNA Your message should be built from the inside out, rooted in what you've built, how your teams operate, and the direction your business is going. If the message can't be tied directly to your product capabilities, customer insight, or future roadmap, it's a creative idea, not a strategic one. When messaging reflects your reality, it earns internal adoption and external credibility. It aligns teams and sets a clear direction for everything that follows. Adapt as You Grow—Without Losing the Core Companies change. So should messaging. But change should reflect maturity, not marketing trends. Your evolution should highlight how your differentiation is becoming more valuable to the market—not how you're trying to keep up. Brands that evolve intentionally maintain consistency while staying relevant. They don't reinvent themselves every quarter—they sharpen their signal over time. Express It in a Way Only You Can A powerful message doesn't just say something true. It says it in a way that no one else would or could. Tone, structure, rhythm, visuals are tools to communicate identity, not decoration. Great messaging has a fingerprint. When your message is unmistakably yours, it becomes nearly impossible to steal. Others can mimic the structure, but they can't fake the truth behind it. Turn the Urge to Copy into a Clue When you find yourself wanting to borrow someone else's language, pause. That instinct is telling you something: You're hungry for clarity, resonance, or differentiation. Use that signal—not to replicate—but to ask a better question: What is it about that message that feels powerful—and how can we express our version of that truth, rooted in who we are? The temptation to steal often comes from a lack of alignment or clarity. When you name the feeling behind it, you can redirect the energy into strategy—not imitation. Purposeful messaging mutation is when you express what's always been true, but with more clarity, more courage, and more precision. It's how strong brands evolve and why their stories last. Of course, that's not easy. The pressure to stand out is real and the pace is relentless. And in a market flooded with sameness, the instinct to borrow what's working for someone else is completely understandable. But resist that instinct: take the time to reflect, to align, to say something only your brand can say and create a narrative that no one else can own. So the next time you sit down to write a message—pause. Are you replicating what you've seen? Or are you expressing something only your brand can say? Great messaging doesn't just survive the market. It evolves with it. And like everything built on strong DNA—when it's precise and in context, it lasts. 🧬 Biological DNA vs. Brand DNA Biological DNA Brand / Company DNA Genetic code that defines an organism Strategic identity that defines a company Inherited from parents Formed from product, people, culture, and market experience Determines traits and biological functions Shapes messaging, tone, positioning, and external perception Mutates to adapt or evolve Evolves through reflection, clarity, and intentional strategic shifts Cannot be copied exactly Messaging can be mimicked—but depth, meaning, and internal alignment can't be faked Encodes survival and reproduction strategies Encodes unique value proposition, market fit, and future direction Expressed through visible traits Expressed through voice, storytelling, campaigns, and culture Supports diversity in ecosystems Drives true differentiation in competitive markets
Tahawul Tech
08-04-2025
- Business
- Tahawul Tech
Opinion: ‘Eight Touchpoints, Zero Resolution – The Cost of Disconnected Customer Journeys'
Iman Ghorayeb, is a seasoned communications professional, perhaps best-known around these parts in her previous role as the Director of Marketing and Communications at Avaya. With that in mind, Iman knows a thing or two about customer experiences, and in this compelling op-ed below, she documents her nightmare experience at Cairo Airport earlier this month. With years spent working in the Customer Experience (CX) industry, the complexity of delivering seamless service is well understood. Orchestrating emotionally resonant journeys—especially in high-pressure environments like air travel—requires robust systems, empowered employees, and well-designed processes. In recent years, brands have heavily promoted the idea of connecting Employee Experience (EX) with CX to create more consistent, human-centric service. It's a compelling narrative—and one that many companies are still far from realizing in practice. A recent personal travel disruption with a global airline made that gap painfully clear. Over the course of 24 hours, I encountered eight separate service touchpoints—from frontline staff and the contact center to the mobile app, live chat, and email support. On paper, all the right tools were there. But none of them worked together. Each interaction felt like starting over. There was no continuity, no escalation, and no resolution. The result wasn't just inconvenience—it was a real-world lesson in how even well-resourced brands can fail when orchestration is missing. The Frontline Disconnect: Limited Empathy, No Empowerment The journey began at the departure airport, where check-in was denied due to a situation that could have been resolved with minimal support. A frontline supervisor was approached for help, but quickly dismissed the issue. She explained she had: No access to internet-based tools. No way to call HQ or operations. No authority to override or adjust travel. Her demeanor was equally detached—perhaps due to working the first day of Eid while others were heading off to celebrate with family. That frustration came through clearly. Whatever the reason, the service response set the tone for everything that followed. What it revealed: When frontline employees are emotionally disconnected and operationally unsupported, the brand's promise is instantly compromised. Contact Center Fatigue: Multiple Interactions, Inconsistent Outcomes With no support on the ground, the only option was to escalate through the airline's contact center. This resulted in eight separate interactions: three phone calls and five live chats. The first two agents passed the issue on without engagement. The third call dropped mid-conversation. Each live chat restarted from zero—no shared history, no case reference. One agent finally attempted to help, but the issue remained unresolved. What it revealed: Without a unified customer profile or case tracking, every interaction becomes a new problem, regardless of how many times it's already been explained. Even as a CX practitioner, navigating this process was draining. For customers without the same level of knowledge or patience, it would be enough to walk away for good. Digital Frustrations: Disconnected Systems, Poor App Experience The airline's mobile app looked promising. Travel history and account details were accessible—but once support was needed, the gaps became clear. Live chats dropped with no option to resume. Conversations didn't carry over to new agents. A customer satisfaction survey appeared before the chat had ended. What it revealed: A digital interface doesn't equal a digital experience. Without continuity, even well-designed tools can become a source of friction. This is a classic case of digital investment without experience orchestration—where the tech is present, but not designed to support real service needs. Email Support: A Silent Channel In a final attempt, multiple emails were sent to the airline's customer service team. They were marked urgent, detailed the issue, and even warned of potential escalation. The only replies received were automated acknowledgments. No human response came within the 24-hour window. No action was taken to resolve the issue. What it revealed: A channel that isn't monitored or supported is worse than no channel at all. It creates false hope and deepens frustration. This was a reminder that offering multiple support channels is meaningless without proper orchestration, ownership, and follow-through. AI Is Not the Fix—Unless EX Is Part of the Strategy There's no doubt that AI is reshaping the customer experience landscape. It brings promise: faster resolutions, predictive support, personalization, and 24/7 service. But this experience underscored something important. What this journey revealed—through eight disconnected touchpoints—is that the real challenge lies not in customer-facing technology, but in how teams, systems, and decisions are connected behind the scenes—what the industry calls orchestration. AI can route tickets, generate replies, and even analyze tone. But it can't compensate for a frontline employee with no tools or authority, a contact center with no visibility into prior conversations, a digital platform with no continuity across sessions and a team culture that's reactive, not empowered. When EX is ignored, AI becomes just another disconnected layer. This wasn't just a travel disruption—it was a personal, frustrating experience that unfolded in real time. And as someone who helps brands design better customer experiences, it became a painfully clear reminder that even the best intentions—and the best tools—can fail without orchestration and empowered employees. The airline had the infrastructure: a mobile app, a contact center, live chat, email support. But none of it worked in sync. And none of it worked for me. From a professional standpoint, it became a real-time case study in how customer experience breaks not at a single point of contact—but across the invisible seams between them. What matters is not the number of channels a brand offers, but well those channels work together—and how well the people behind them are supported. Because sometimes, it only takes eight disconnected moments and zero resolution to turn even a loyal customer into someone who chooses not to return.
Tahawul Tech
14-03-2025
- Tahawul Tech
Opinion: Neural Networks vs. Human Brains: Who's Really Learning From Whom?
Iman Ghorayeb, a seasoned communications leader in the world of technology, has penned a compelling op-ed that examines how the convenience of AI is rewiring our brains. At a recent teachers' meeting, my son's chemistry teacher went on an enthusiastic deep dive into how the brain learns—neurons firing, connections strengthening, knowledge sticking through repetition. It made me think this isn't just about students cramming for exams. We're all constantly learning. And these days, a lot of that learning involves AI. AI, much like an overachieving student hopped up on caffeine, absorbs massive amounts of information at lightning speed. But as we integrate AI into our daily lives, something interesting is happening—we're not just using it but we are also we're adapting to it: how we think, solve problems, and even how remember things is shifting. So, who's actually learning from whom? Are we getting smarter with AI, or are we slowly outsourcing our intelligence to a digital co-pilot? How Human Brains and AI Learn: A Side-by-Side Look Let's break it down. AI and our brain both learn, but we do so very differently: Human Brain 🧠 AI (Neural Networks) 🤖 Learns through experience, trial-and-error, emotion. Learns by processing massive amounts of data Forms new neural connections over time / neuroplasticity Adjusts weights / parameters through algorithms Uses reasoning, intuition, gut feelings Recognizes patterns, makes predictions Forgets things Never forgets Can get distracted, emotional, irrational. Only pretends to have emotions At first glance, AI seems like the smarter one—it's faster, remembers everything, and doesn't procrastinate on social media. But intelligence isn't just about speed or storage capacity; as we get used to relying on AI, are we training it, or is it training us? How AI is Rewiring Our Brains Our brains, like AI, are always adapting. When we start using new technology, different parts of our brain kick into gear: Prefrontal Cortex (The Thinker) handles decision-making and problem-solving. This is what works overtime when you're trying to figure out a new AI tool Hippocampus (The Memory Keeper) stores new knowledge. At first, we actively think about AI commands; over time, they become second nature. Basal Ganglia (The Habit Builder) turns repeated actions into muscle memory. Ever found yourself opening ChatGPT for something you definitely could have figured out yourself? That's your basal ganglia at work. Dopamine System (The Reward Center) which gives us a little hit of satisfaction when things go smoothly, like when AI writes an email that sounds way more professional than I could. Our brain's ability to rewire itself is that scientists call neuroplasticity; the more we use AI, the more our thought processes adapt around it. At first, we learn AI. But soon, we start thinking with it. And that's where things get interesting. The AI Dopamine Loop: Why We Keep Coming Back AI is dangerously convenient. The more it helps, the more we want to use it and we have our brain's dopamine system to thank for that. It starts small: 'Wow, AI just saved me an hour of work!' Then, it escalates: 'Eh, I'll let AI rewrite my whole report—it sounds better anyway.' Next thing you know, you're outsourcing almost all of it, your text messages, resumes, and even dating app bios (not me). You start wondering if AI actually knows you better than you know yourself; ever wonder that it might? Every time AI saves us effort, our brain rewards us with a little dopamine boost; the same psychological trick that keeps us doom-scrolling social media. The easier AI makes things, the more we want to use it—until, eventually, we stop trying to do things without it. And that's when you realize: who's really in control here? Final Thoughts: Are We Still Thinking for Ourselves? One day, you might catch yourself speaking in structured prompts, thinking in autocomplete, and instinctively asking AI for answers before even attempting to problem-solve. That's when you know: this isn't just a helpful tool anymore—it's rewired how I think. The challenge isn't just using AI—it's staying aware of how much we're outsourcing our own intelligence. AI learns from us, but we're also learning to depend on it in ways we might not even realize. The key is to pause, reflect, and make sure we're still thinking for ourselves—before our brains turn into nothing more than organic autocomplete systems. So, are we training AI, or is AI training us? And if we're not careful…who's really learning from whom?
