Revolution comes with brand-new attitude
By Ramsay Short in Beirut (The Daily Telegraph)
(Filed: 10/03/2005)
From T-shirts of the map of Lebanon worn by teenage girls, to posters, stickers and the national flag waved by families and opposition leaders, an important weapon has emerged in the battle for Lebanon's future: branding.
Marketing techniques and the advertising economy have developed far beyond the rest of the Arab world.
The visibility of revolution as a brand, unseen in the Middle East before, is everywhere in Beirut.
Even Hizbollah, the Shia Muslim pro-Syrian group, has produced uniform grey baseball caps by the thousand for its rallies.
But most of the branding has been devised for their opponents, campaigning to drive 14,000 Syrian troops from their soil.
This has been done by a core of young Lebanese advertising executives. "We are branding the revolution so people remember it," said one creator of the "Independence '05" slogan and campaign.
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