Latest news with #Landor
Fast Company
10-06-2025
- Business
- Fast Company
Why brand-led innovation is the key to defeating the 90% failure rate
Innovation is hailed as the engine of progress, yet despite billions invested each year, the vast majority of innovations never succeed. 'The commonly accepted figure is that 90% of innovations fail annually,' says Luc Speisser, Global Chief Strategy and Innovation Officer at Landor. 'Basically, before the age of one.' The real problem? The problem isn't a shortage of ideas or prototypes. It's a shortage of meaningfully different, brand-grounded innovations that can scale with confidence. WHY MOST INNOVATIONS FAIL According to Speisser, most innovation efforts are overly focused on relevance—meeting an unmet need—while ignoring the other essential ingredient: difference. 'Most of the innovation methodologies are only relevance-based,' he notes. 'If everybody innovates for relevance, it elevates the standards, but you're not standing out. And if you don't stand out, then price becomes the only way to differentiate. And then we've got a race to the bottom.' BRAND-LED INNOVATION: THE GAME CHANGER That's where brand-led innovation changes the game. It doesn't just chase trends or fill market gaps. It starts with a clear brand promise and builds from there. 'A brand is a promise, and a great brand is a promise kept,' said Walter Landor. At Landor, this mantra drives a holistic approach to innovation, constantly aligning what a brand stands for with what it says and does. This framework – define, make and keep the promise – ensures consistency across product, communication and experience. The result? Differentiation that resonates emotionally and endures commercially. 'Relevance gets you in the door,' Speisser explains. 'Difference fuels future growth. Combine them, and you command a premium.' HOW BRAND-LED INNOVATION BUILDS UNBREAKABLE BARRIERS Landor integrates this thinking into every stage of innovation: find, create, launch, and scale. Crucially, the brand is baked in from day one. 'We bring the brand in early,' says Speisser. 'If we create a new product, the brand is always front and center. People buy brands, not just products.' To de-risk and maximize impact, Landor uses modeling tools to rigorously test business viability. 'We can predict with high confidence the business opportunity and outcome, including margin and profitability.' This yields solutions that are not just new, but brand-defining and impossible to copy. 'We call these Ownable Firsts.' BRAND-LED INNOVATION IN ACTION: THE 'COOLEST IHRAM' OWNABLE FIRST A prime example of brand-led innovation is Saudia Airlines' 'Coolest Ihram' initiative. What generic innovation would you expect from an airline using standard customer-centric innovation methods? Personalized journey platforms, immersive in-flight entertainment, loyalty program revamps, typical local cuisine, and destination promotion… the list goes on. Replace Saudia with Air France, and you get the same expected ideas in a different wrapper. 'But when we explored innovation for Saudia Airlines, we started with their brand promise: Welcome to Our Future ', explains Speisser. ' Welcome is rooted in genuine Arabic hospitality. Our Future reflects Saudi Arabia's Vision 2030 ambition to reinvent everything. Creating innovation that delivers on this promise is inherently ambitious and specific.' This led Landor to six brand-led, ownable innovation platforms that redefined welcoming and future. For example, it means welcoming the 20% of the world's population living with disabilities—a group airlines often overlook. It also means caring for passengers beyond the flight. 'This is how we arrived at the Coolest Ihram: caring for the millions of pilgrims who fly to Hajj each year and helping them combat their greatest enemy: heat', Speisser says. The Coolest Ihram is a high-tech cooling garment designed for pilgrims, addressing both climate and accessibility. It creates a personal cooling microclimate, lowering the temperature next to the skin by up to two degrees. 'Those two degrees make a big difference between having heat stroke or not,' explains Speisser. 'We immediately branded it 'The Coolest Ihram,' partnered with BRRR Technology and launched.' The Coolest Ihram embodies Saudia's Welcome to Our Future promise. It's a promise kept with millions of pilgrims annually. The brand itself blends tradition and modernity: the square shape echoes the Kaaba (tradition) while also evoking the pixel, the building block of modern tech. 'The Coolest Ihram Ownable First was presented to Saudia just six months ago. Our confident market opportunity assessment, combined with AI acceleration and strategic partnerships, enabled a record-breaking launch,' says Speisser. To unlock innovation's true potential, organizations must rethink their starting point. 'Relevance isn't enough. You need relevance and difference,' Speisser emphasizes. 'You need to execute, not just brainstorm; you need business confidence at every stage of the process, and you need to start with a brand.'
Business Recorder
26-05-2025
- Business
- Business Recorder
Saudia launches transformative expansion of Hajj operations
KARACHI: Saudia Airlines has announced a transformative expansion of its Hajj operations, marking what the company calls a 'new era' in pilgrimage travel that extends far beyond traditional air transportation services. For the Hajj 2025 season, scheduled for June 4-9 pending lunar observations, the Saudi national flag carrier is positioning itself as a comprehensive service partner rather than merely an airline, introducing revolutionary products and services designed to enhance the spiritual journey for millions of pilgrims worldwide. The airline has allocated over one million seats across its modern fleet of 158 aircraft, targeting a market share of up to 35% while serving pilgrims from more than 100 global destinations. The operation will mobilize over 11,000 frontline staff and aircraft maintenance technicians across a 74-day operational window. 'Hajj remains one of our top national priorities,' said H.E. Engr Ibrahim Al-Omar, Director General of Saudia. 'This year, we are proud to not only manage air operations at full capacity but to also extend our role to become a direct service provider to pilgrims.' The airline is investing over SAR 100 million (approximately USD 26.7 million) in infrastructure and services across Makkah, Madinah, and the holy sites, creating what Al-Omar describes as 'thoughtfully curated service packages' that will redefine the concept of Hajj service delivery. Perhaps the most striking innovation is Saudia's introduction of 'The Coolest Ihram' — the world's first high-tech Ihram garment, unveiled on World Creativity and Innovation Day. Developed in collaboration with design firm Landor and textile technology company brrr, the garment represents a significant advancement in pilgrim comfort and safety. The revolutionary Ihram incorporates patented cooling minerals, active wicking technology, and rapid-drying capabilities that can reduce skin temperature by up to 2°C (3.6°F). The garment also provides UPF 50+ sun protection while maintaining full compliance with Islamic requirements for both men and women. The product will be available to Saudia passengers beginning in June 2025. This innovation addresses a critical need, as pilgrims often face extreme heat conditions during the Hajj, with temperatures in Saudi Arabia frequently exceeding 40°C (104°F) during the pilgrimage season. Saudia's transformation extends well beyond transportation. The airline is establishing dedicated rest areas, restaurants, and coffee lounges inspired by its premium AlFursan airport lounges at the holy sites. These facilities will be staffed by multilingual personnel to ensure seamless communication with the diverse international pilgrim population. The enhanced service portfolio includes specialized accommodation arrangements, diverse halal meal options, timely prayer and Miqat announcements, and educational programs developed in collaboration with Saudi Arabia's Ministry of Hajj and Umrah. Copyright Business Recorder, 2025
Hamilton Spectator
22-05-2025
- Hamilton Spectator
Saudia Unveils New Plans to Support Hajj Spiritual Journey
JEDDAH, Saudi Arabia, May 22, 2025 (GLOBE NEWSWIRE) — As the 2025 Hajj season approaches, Saudi Arabia stands ready to welcome pilgrims from around the world to partake in this spiritual journey. Hajj is one of the Five Pillars of Islam, known as a sacred and obligatory once-in-a-lifetime worship experience for those who are capable, representing a profound act of spiritual submission, unity, and humility before God. In 2025, Hajj season is expected to take place from June 4-9, depending on lunar observations. This year, the minimum age for participation is 12 years old, and all pilgrims must obtain a Hajj visa to attend. For those considering participating in Hajj or visiting Saudi Arabia, Saudia Airlines (Saudia) provides a world-class travel experience to support your spiritual journey. As the national flag carrier of the Kingdom of Saudi Arabia, Saudia's non-stop service from New York, Washington, Toronto, and Los Angeles offers an easy entry point from the United States and Canada to Jeddah, Riyadh, and Medina. Saudia Group has announced its ambitious plans for the 2025 Hajj season, marking its official entry into the Hajj services sector with the aim of transforming the pilgrimage experience. For the first time, Saudia will act as a comprehensive Hajj service provider, expanding its offerings beyond air travel to encompass a wide array of innovative services that address every aspect of the pilgrim journey. On World Creativity and Innovation Day, Saudia unveiled 'The Coolest Ihram,' a revolutionary, high-tech garment developed with Landor and brrr® to cool the body during Hajj and Umrah rituals. The Coolest Ihram uses advanced cooling technology to lower skin temperature by 1 – 2 degrees Celsius and offers UPF 50+ sun protection, creating a comfortable microclimate for pilgrims. This innovation reinforces Saudia's leadership in enhancing the religious tourism experience. Saudia is allocating over one million seats utilizing a modern fleet of 158 aircraft. With a projected market share of up to 35%, the airline will serve pilgrims from over 100 global destinations. The end-to-end travel experience is designed to maximize comfort and efficiency, from ticket issuance to streamlined arrival and departure processes. Saudia is coordinating extensively with public and private sector partners to ensure smooth operations across all airport touchpoints, with more than 11,000 frontline staff and aircraft maintenance technicians mobilized to serve pilgrims across a 74-day operational window. Further enhancing the luxury experience, Saudia Group will introduce Business Class-style beds and dedicated rest areas inspired by Alfursan lounges at the holy sites. To improve the overall pilgrimage experience, Saudia provides a range of services, including easy boarding pass issuance for both outbound and return flights, supported by multilingual staff for seamless communication. Onboard, pilgrims can enjoy diverse meal options, timely prayer and Miqat announcements, and specially curated educational programs developed with the Ministry of Hajj and Umrah. Additional services for individuals with special needs, such as transportation for people with disabilities, onboard oxygen, and medical stretcher services, will also be available, ensuring a comfortable and inclusive journey for all. About Saudia Saudia (Saudia Airlines) is the national flag carrier of the Kingdom of Saudi Arabia. Established in 1945, the company has grown to become one of the Middle East's largest airlines. Saudia has invested significantly in upgrading its aircraft and currently operates one of the youngest fleets. The airline serves an extensive global route network covering around 100 destinations across four continents, including all 28 domestic airports in Saudi Arabia. A member of the International Air Transport Association (IATA) and the Arab Air Carriers Organization (AACO), Saudia has also been a member airline in SkyTeam, the second largest alliance, since 2012. Saudia was recently recognized as the World's Most Improved Airline 2024 by Skytrax, marking the third time it has received this accolade, alongside 14 other distinguished awards. Saudia has been honored as the World Class Airline for 2024 at The APEX Official Airline Ratings™ awards, marking the third consecutive year the airline has received this prestigious recognition. Additionally, ranked top among global airlines for best on-time performance (OTP) according to a report by Cirium. For more information on Saudia, please visit . Media Center Saudi Arabian Airlines Headquarters Jeddah 21231, Kingdom of Saudi Arabia Email: mediacenter@
Yahoo
22-05-2025
- Yahoo
Saudia Unveils New Plans to Support Hajj Spiritual Journey
JEDDAH, Saudi Arabia, May 22, 2025 (GLOBE NEWSWIRE) -- As the 2025 Hajj season approaches, Saudi Arabia stands ready to welcome pilgrims from around the world to partake in this spiritual journey. Hajj is one of the Five Pillars of Islam, known as a sacred and obligatory once-in-a-lifetime worship experience for those who are capable, representing a profound act of spiritual submission, unity, and humility before God. In 2025, Hajj season is expected to take place from June 4-9, depending on lunar observations. This year, the minimum age for participation is 12 years old, and all pilgrims must obtain a Hajj visa to attend. For those considering participating in Hajj or visiting Saudi Arabia, Saudia Airlines (Saudia) provides a world-class travel experience to support your spiritual journey. As the national flag carrier of the Kingdom of Saudi Arabia, Saudia's non-stop service from New York, Washington, Toronto, and Los Angeles offers an easy entry point from the United States and Canada to Jeddah, Riyadh, and Medina. Saudia Group has announced its ambitious plans for the 2025 Hajj season, marking its official entry into the Hajj services sector with the aim of transforming the pilgrimage experience. For the first time, Saudia will act as a comprehensive Hajj service provider, expanding its offerings beyond air travel to encompass a wide array of innovative services that address every aspect of the pilgrim journey. On World Creativity and Innovation Day, Saudia unveiled "The Coolest Ihram," a revolutionary, high-tech garment developed with Landor and brrr® to cool the body during Hajj and Umrah rituals. The Coolest Ihram uses advanced cooling technology to lower skin temperature by 1 – 2 degrees Celsius and offers UPF 50+ sun protection, creating a comfortable microclimate for pilgrims. This innovation reinforces Saudia's leadership in enhancing the religious tourism experience. Saudia is allocating over one million seats utilizing a modern fleet of 158 aircraft. With a projected market share of up to 35%, the airline will serve pilgrims from over 100 global destinations. The end-to-end travel experience is designed to maximize comfort and efficiency, from ticket issuance to streamlined arrival and departure processes. Saudia is coordinating extensively with public and private sector partners to ensure smooth operations across all airport touchpoints, with more than 11,000 frontline staff and aircraft maintenance technicians mobilized to serve pilgrims across a 74-day operational window. Further enhancing the luxury experience, Saudia Group will introduce Business Class-style beds and dedicated rest areas inspired by Alfursan lounges at the holy sites. To improve the overall pilgrimage experience, Saudia provides a range of services, including easy boarding pass issuance for both outbound and return flights, supported by multilingual staff for seamless communication. Onboard, pilgrims can enjoy diverse meal options, timely prayer and Miqat announcements, and specially curated educational programs developed with the Ministry of Hajj and Umrah. Additional services for individuals with special needs, such as transportation for people with disabilities, onboard oxygen, and medical stretcher services, will also be available, ensuring a comfortable and inclusive journey for all. About Saudia Saudia (Saudia Airlines) is the national flag carrier of the Kingdom of Saudi Arabia. Established in 1945, the company has grown to become one of the Middle East's largest airlines. Saudia has invested significantly in upgrading its aircraft and currently operates one of the youngest fleets. The airline serves an extensive global route network covering around 100 destinations across four continents, including all 28 domestic airports in Saudi Arabia. A member of the International Air Transport Association (IATA) and the Arab Air Carriers Organization (AACO), Saudia has also been a member airline in SkyTeam, the second largest alliance, since 2012. Saudia was recently recognized as the World's Most Improved Airline 2024 by Skytrax, marking the third time it has received this accolade, alongside 14 other distinguished awards. Saudia has been honored as the World Class Airline for 2024 at The APEX Official Airline Ratings™ awards, marking the third consecutive year the airline has received this prestigious recognition. Additionally, ranked top among global airlines for best on-time performance (OTP) according to a report by Cirium. For more information on Saudia, please visit Media Center Saudi Arabian Airlines Headquarters Jeddah 21231, Kingdom of Saudi Arabia Email: mediacenter@ in to access your portfolio
Campaign ME
13-05-2025
- Business
- Campaign ME
Industry Snapshot: The future of marketing in Saudi Arabia
From talent development to Vision 2030, in this industry snapshot, Landor's Mariagrazia De Angelis explores how Saudi Arabia's national priorities are setting the tone for the future of marketing in the country. It is important not to group Saudi Arabia within 'Middle East marketing strategies', but instead to focus on marketing specifically for Saudi Arabia because … Saudi Arabia's geographic, demographic, and strategic makeup is distinct from the rest of the region. The country has preserved cultural values that differentiate it even within the GCC. Unlike neighbouring countries relying on global expertise for transformation, Saudi Arabia focuses on empowering its own people, emphasising the importance of understanding local culture. Regional differences within Saudi Arabia require tailored approaches, as a one-size-fits-all strategy doesn't work here. Vision 2030 plays a key role, aiming to empower local talent and position Saudi Arabia as a global leader in economy, technology, and investment. Global companies entering the market prioritise adapting their operations specifically for Saudi Arabia, while serving other markets from within the country. Above all, brand marketers and agency leaders in Saudi Arabia must prioritise … talent development, knowledge transfer, and building infrastructure for data management. Data will be the key driver shaping businesses, brands, and experiences in Saudi Arabia. Branding and marketing competencies need significant focus to advance the sector. Investing in local talent ensures the market has the skills required to thrive, while knowledge transfer helps localise expertise. Establishing robust data infrastructure will further support growth and innovation. These three pillars-talent, knowledge, and data-are essential for the future of marketing in Saudi Arabia. The biggest marketing disruption in Saudi Arabia in the next two years will be … the transformation happening in the government sector. Government entities are becoming more communication-active, branding-focused, and people-centric across industries like industrial partnerships, healthcare, sports, culture, and tourism. Tourism, both international and domestic, is emerging as a key pillar, with projects coming to fruition and millions travelling between cities annually-a scale never seen before. Sports marketing and esports are gaining momentum, with Saudi Arabia hosting major events like the Esports World Cup and investing billions into gaming. Cultural initiatives led by the Ministry of Culture aim to highlight Saudi heritage and challenge misconceptions globally. We're excited about Saudi Arabia's Olympic Esports Games 2027, Expo 2030 and FIFA World Cup 2035 because … these events mark a new era for Saudi Arabia, showcasing its transformation and ambitions on the global stage. Football, deeply rooted in Saudi culture, will expand perceptions and open Saudi Arabia's culture to the world. These events align with destination marketing efforts and rebranding Saudi Arabia globally, providing platforms to share progress, culture, and leadership with the world. By Mariagrazia De Angelis, General Manager MEA, Landor
