18.213 Cairo

18.213 Cairo Every great brand has a story to tell that gives it purpose.
18.213 digs deep into the DNA of an entrepreneur’s idea and discovers what makes it unique. Why?

There was a space. That was once an art gallery. Then a freelance marketing office. That decided to stand for something bigger. A place where great stories can be shared. Stories created by people that love what they do. I design experiential branding strategies and Pop-Up launch events for brands that have purpose and intention. Ideas that change the way we work, learn, communicate and connect.


18.213 brings an entrepreneur's idea to life .....

You might think 18.213 is a series of random numbers. Its not. Its the address of my space in Cairo, Egypt. Because it sparks up a different kind of conversation. My entrepreneurial experience blended with the exposure of living in 3 different continents, has shown that companies that are remembered are those that function with a clear purpose and are committed to making a difference in people’s lives. I love ideas that matter. I keep exploring till I find an entrepreneur that has a big dream. I listen. And listen some more. Then the magic begins. I discover that special ingredient that makes an idea stand out. And then I create a performance where you get to experience not only the story but the person behind it.

18.213 inspires entrepreneurs to tell their story differently. We do it boldly. With loads of passion. And its real.

04/04/2023

**** I know it's been a while .. but Ramadan is here and as this month is all about slowing down and looking within.. I decided to do a brief digital detox.

BRAND STORY BITE #17

ALL BRANDS SOLVE A PROBLEM FOR A SPECIFIC NEED...

Our lives are busy, maybe too busy.

We are constantly looking for apps, services, products and providers that can make it EASIER to cope and deal with our everyday lives.

But, how are YOU as a brand sharing that STORY?

Pushy ads that show the shiny features of what your product or service does?

Content that uses "influential" social media rock stars to SELL your brand?

Paying Cairo Scene to write a promotional article to gain visibility to a wide audience?

Or, are you THINKING OUT OF THE BOX and coming up with a Story that uses characters that you can SEE YOURSELF IN, that have relatable PROBLEMS that you face at work or at home.

Let me show you what I mean...

VIDEO CREDIT: Apple

13/03/2023

BRAND STORY BITE # 15

WHAT ARE YOU REALLY SELLING?

When you look at iconic legacy brands that you have been blindly using for decades...

DOHA -
REGINA
AHRAM BEVERAGES
NESTLE
BISCO MISR
IKEA
ZARA

EXERCISE:
What do you immediately associate with each of these brands?

DOHA - spices
REGINA - pasta
AHRAM BEVERAGES - alcohol
NESTLE - dairy + water
BISCO MISR- Tea biscuits
IKEA- DIY Scandinavian furniture
ZARA- Affordable hip fast fashion

But what do they REALLY SELL?

DOHA - Helps enhance our cooking with love and flavor
REGINA - Comfort in a bowl
AHRAM BEVERAGES - Party time and celebration
NESTLE - Nourishment for our family
BISCO MISR- Our happy childhood memories
IKEA- Makes our house a home
ZARA- Feeling good about ourselves

Now, ask yourself what am I really providing through my product or service.

(VIDEO CREDIT: GE GLOBAL)

09/03/2023

BRAND STORY BITE #14

YOUR BRAND IS NOT FOR EVERYONE ON THE PLANET!!!

When I meet a prospective client and ask them " So, who is your target customer?"

The answer most of the time is "Everyone".

If your brand is trying to reach the whole market, you will end up reaching no one.

Focusing on the smallest viable market (SVM) is what will help your growth.

Find a corner of the market that CAN'T wait to hear what you have to offer because it aligns with what they need, but more importantly what they BELIEVE is true to them.

Airbnb's business model is grounded in their slogan of "live like a local", their target market is travelers who are looking for alternative lodging options to traditional hotels. More specifically, they're often looking for a more localized experience.
(credit: airbnb)

That is a very SPECIFIC target audience. It's definitely NOT EVERY TRAVELER in the world looking for accommodation.

EXERCISE:

Ask yourself, who is your smallest viable market and how crowded is that space? Can you OWN that space?

Video Credits: Airbnb

03/03/2023

BRAND STORY BITE #12

HOW CAN BRAND STORYTELLING BECOME MICRO EXPERIENCES?

We all have to agree with a basic fact.

Brands are part of a very NOISY WORLD.

Consumers are on info overload just by glancing at their phone.

Notifications Notifications Notifications

So, how can you become MEMORABLE?

2023 is all about the "attention economy" and how much headspace you can attract for your brand.

ROE + ROS = MEMORABILITY ( I came up with the formula)

Return on Experience + Return on Story is what people will remember because it's about how you make them FEEL not only what you SELL.

At 18.213, prospective clients are welcomed with 2 distinct "story moments" during a meeting.

Warm, homemade chocolate chip cookies
The aroma of a distinct scent of vanilla and cinnamon.

These are not random, but incredibly INTENTIONAL.

LESSON:

Do you have an intentional customer experience for your brand?

EXERCISE:

Unpack your customer journey, track all the touch points your client has with your brand experience and turn them into "story moments".

27/02/2023

BRAND STORY BITE #11

GETTING TO KNOW YOUR IDEAL CUSTOMER!

Think about this for a moment.
You finally have your new product or service.
It's LAUNCH DAY! It's your BIG REVEAL

You spent a big chunk of your marketing spend on an online and offline campaign to BROADCAST that you EXIST.

Did you actually THINK intentionally on who your ideal customer is, before creating your campaign?

Did you ask yourself all the important questions about who they are?

If you answered a big YES to these questions then you are on your way to creating a TRIBE OF FANS around what you stand for.

If you answered a big NO. Then your shiny campaign will simply fall FLAT.

LESSON:
Know your customer as well as you know your BEST FRIEND

EXERCISE:

Get a piece of paper and write down EVERYTHING you know about your dream customer. And, please get very detailed its not just about how old they are or where they live. It's about WHO THEY ARE AS HUMAN BEINGS.

24/02/2023

BRAND STORY BITE #9

HOW IS STORYTELLING & PIZZA DOUGH RELATED?

Creating a remarkable delicious pizza takes TIME.

It needs QUALITY ingredients
A PASSIONATE chef
A UNIQUE selling edge
And a COMPELLING narrative

Any strong Brand Story needs to tap into the TRUE ESSENCE of what it stands for (ingredients), it has to be infused with the innate passion of its entrepreneur (chef) and offer something that no other brand offers (edge).

2 Summers ago, my family and I travelled to where I lived as a little girl, Palo Alto, California.

One of the highlights of our trip was to go and have lunch at our favorite Pizza restaurant Luigie's and 40 years later the Pizza we ate was exactly the same wonderful experience I remembered as a child.

Address

#18, Street 213, Digla, Maadi
Cairo

Website

Alerts

Be the first to know and let us send you an email when 18.213 Cairo posts news and promotions. Your email address will not be used for any other purpose, and you can unsubscribe at any time.

Contact The Business

Send a message to 18.213 Cairo:

Shortcuts

Share