مرا به نام او صدا می کرد:((شهناز))
یک خاطره از یک سال اول زندگی در زیرزمین کوچه تور. منزل آقای سیاوش کسرایی هم وسط آن کوچه بود! از صاحبخانهی آقای محمـدرضا لطفـی و قشنـگ کامکار (خواهر شوهرم) خانهای اجاره کردیم برای زندگی پس از ازدواج. بسیار نزدیک به کریمخان بود و نیمه مبله! یعنی یک مقدار وسایل اولیهی درب و داغان اما […]
Multi Cafe
Where did we get to? In the continuation of the path of brand positioning, we went to the road map that paved the way for the development of the Multi Cafe brand. Multi Cafe brand positioning statement First, we mentioned the position statement of the Multi Cafe brand, which showed that at that time, Iranian […]
Multi Cafe
Where did it start? Multi Cafe is a well-known brand that has always offered a quality and fresh product with a lasting aroma to its lovers since traveling to the land of coffee beans, and based on knowledge and social understanding of the audience, it has produced a variety of products to provide the experience […]
Multi Cafe
How did it happen? Shahrazad Esfarjani’s real documents (pre-curtains) that have caused the transformation of brands. I am writing this, only because the managers later talk enough about their successes, but they do not say a word about what happened to their way of thinking to stop the past behavior. The question that came up […]
An endless treasure that belongs to you
To introduce their brand, product or service, many businesses use words, phrases and sentences that have been used many times by other brands and have lost their effectiveness and freshness. For this reason, most of the time, the audience cannot distinguish a brand from other brands.Also, in recent years, the unprincipled and misplaced use of […]
Guerlain perfume
My stories always start from a point. One of my study centers has always been during trips (duty free shops) where I spent the hours between flights studying in that space. Due to the fact that duty frees are usually the pioneers in presenting the complete concepts of perfume, make-up, jewelry, chocolate and such goods. […]
Audience Insights
The audience’s insight should be extracted like a precious stone. Have you ever wondered why words such as finding were not used in the English translation of insight, and the word mining was used instead. Insight is like a precious stone that holds the hidden truths of consumers and sits in the depths of their […]
Four important questions
Answering four important questions is critical for any business (from a small business to the largest). In this text, of course, we mean individual and small businesses. The first question who are you? Although the answer to this question seems simple, it is not so simple. The experience of holding five business narration courses showed […]
Golestan tea
First part: I just turned the big bedroom of the house into a studio and bought the latest Mackintosh equipment, but I still didn’t have a suitable and serious job. I was in this situation when Mr. Shafiei, the CEO of Golestan, approached me and said that I came to you with the consent of […]
Personal branding
One of the most famous sentences in the field of personal branding is the sentence of Jeff Bezos, the founder of Amazon:“Your brand is what other people say about you when you’re not in the room,”Your brand (personal brand) is what others say about you when you’re not in the room. In other words, branding […]