The Power of the Oud: Connecting Ancient Arabic Music to Modern Brand Building

The Power of the Oud: Connecting Ancient Arabic Music to Modern Brand Building

The oud, also spelled 'Ud', is one of the most popular instruments in Arabic music. Its name, which means "a thin strip of wood" in Arabic, refers to the strips of wood used to make the pear-shaped body of the instrument. The oud has a short neck compared to its body and does not have frets. This allows the oud to produce good intonation and makes it an ideal instrument for playing Arabic maqams.

Typically, the oud has five pairs of strings tuned in unison, plus one lower string that is not doubled. Some ouds have an additional pair of strings. The most common tuning is, from lowest to highest: C, F, A, D, G, C, which makes all the intervals (except the interval from F to A) fourths. Historically, the strings were made of animal gut and were plucked with a plectrum called a richa (the Arabic word for 'feather'). Modern strings are made of steel wound on nylon, and modern rishas are made of plastic, tortoiseshell, animal horn, or even bamboo.

The oud has a warm tone and a wide range (approximately three octaves). It can interpret both melody and rhythm because it is a percussive instrument. This makes it the perfect instrument for accompanying a singer. It is also the preferred instrument for composers to write new melodies. Oud taqasim are also very popular in concerts and recordings.

Now, let's connect the unique qualities of the oud to the world of brand building and advertising. In a study titled "Brand-building ads boost short-term sales, and now you can prove it," it was revealed that long-term brand-building ads have a significant impact on short-term sales. The study challenges the misconception that long-term advertising only focuses on brand building and short-term activation advertising only drives sales.

The traditional belief was that long-term advertising takes time to show financial returns, making CFOs wary of investing in it. However, the study found that in nine out of ten cases where an ad delivers a strong brand-building effect, it also drives short-term sales. This means that framing proposed campaigns as "lasting" rather than "long" increases the chances of success when seeking budget approval from CMOs.

This discovery overturns the perception that long-term brand building is a frivolous indulgence with no short-term impact. On the contrary, long-term brand building is a strategic investment that yields both short-term impact and long-term benefits. It is the ultimate BOGOF (Buy One Get One Free) strategy, ensuring both immediate sales and long-term brand loyalty.

So, what actionable advice can we take from the power of the oud and its connection to brand building?

• 1. Embrace the power of longevity: Just as the oud's long history and enduring popularity contribute to its unique sound and versatility, long-term brand building can have a lasting impact on sales. Instead of focusing solely on short-term gains, invest in building a strong brand presence that will resonate with customers over time.

• 2. Find the right balance of emotion and rationality: The oud's ability to interpret both melody and rhythm highlights the importance of striking a balance between emotional and rational messaging in advertising. Combine the power of storytelling and emotional appeal with targeted, product-focused messaging to create a holistic brand experience.

• 3. Leverage the power of culture and tradition: The oud's significance in Arabic music stems from its deep roots in culture and tradition. Similarly, brands can tap into cultural insights and traditional values to connect with their target audience on a deeper level. Incorporating cultural elements in brand messaging and campaigns can create a sense of authenticity and resonate with consumers.

In conclusion, the power of the oud extends beyond the realm of music and can be connected to the world of brand building. Just as the oud's unique qualities make it a versatile and beloved instrument, long-term brand building has proven to be a strategic investment that drives both short-term sales and long-term loyalty. By embracing the lessons from the oud, brands can create impactful campaigns that resonate with their audience, stand the test of time, and drive business success.