In 60 seconds... I am Brand. the 100th monkey principle. grow thoughts...something for your mind. Issue 25. 2011 And introducing... DOHA DIALOGIC All thought and ideas are relational, informed and transformed by context and discourse. As professional communicators we engage in a process of redefinition and reinterpretation. Doha Dialogic is a dynamic opportunity to advocate and respond, contribute and absorb, critique and advance our thinking about the communications realm in which we function." Date: 29 February 2012 Location: Premier Duplex Sky Villa, Kempinski Hotel, West Bay Doha Dialogic is an innovative forum for cutting-edge solutions to complex communication challenges through case study and thought leadership. Meet and hear from local and international communicators who are helping to shape and transform the way in which we communicate to our audiences, by considering how we communicated yesterday, to inform our work today and to enhance the communications of tomorrow. For more information contact Doha Dialogic Grow PR Samson Samasoni samson@growqatar.com

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MAGAZINE ISSUE
something for your mind
THE 100TH
MONKEY
PRINCIPLE. OR
“I AM BRAND” P04
In 60 seconds...
P03
Doha Dialogic
Seminar
P07
20 Predictions
for 2012
P08
yeah, we did this!
ENTERPRISE QATAR BRAND IDENTITY

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credits
Issue Writer Editor Designer Photography Cover Artwork
Anthony Ryman Rosalie Wiesner Jason Añonuevo Jason Añonuevo Jason Añonuevo
yeah,
we did this! ENTERPRISE QATAR BRAND IDENTITY
Challenge Creative response The result
60 seconds...
Enterprise Qatar (EQ) is a world Bringing to life EQ’s pyramid value An identity that has received
class, small entity, with top-notch
personnel, committed to excellence
in partnerships and service delivery
system (below), the logo is an
example of a perfect synergy of
symbol and acronymn. The letters
enormous exposure in Qatar through
conferences and events, held at
the most prestigious venues in the
In
to SMEs. EQ’s quest is to build a E and Q combine beautifully to form country. The logo has given EQ a
flourishing SME sector in Qatar the graphic of a light bulb - the gold unique and powerful voice that is Who would have ever thought we would be We are certainly in a mode that can only
through partnerships that create a guiding light for young entrepreneurs committed to encouraging innovative so productive, so fast, so clever, so informed, be described as ‘information overload.’
supportive environment to enable of Qatar. It has numerous other entrepreneurs to enable them not and so global? Well, with the ever-growing To illustrate our point, we have compiled some
innovative entrepreneurs to succeed. connotations such as: bright ideas, to simply succeed but to help them technological advances enabling us to stay statistics to give you an insight into the amount
Created under the guidance of His inspiration, genius, shining light, become champions in a flourishing connected 24/7, stay current on trends and of information that is uploaded in a mere
Highness Sheikh Hamad bin Khalifa brilliance to name just a few, which SME sector in Qatar. be informed about everyone’s whereabouts 60 seconds – every 60 seconds! And
Al-Thani, Emir of Qatar, and His are all qualities that Enterprise Qatar (even when it may seem completely banal even remember there are 1440 minutes in a day!
Highness Sheikh Tamim bin Hamad stands for.
unnecessary – “Miriam is cooking pancakes”).
Al-Thani, Heir Apparent, and initiated
by His Excellency Sheikh Hamad
bin Jassim bin Jabor Al-Thani, Note to readers:
the Prime Minister and Minister grow is a refreshingly creative
of Foreign Affairs. award-winning Doha-based brand
communications agency. For more
information please visit our website
http://www.growqatar.com or email
grow@growqatar.com

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The
After a few months, the whole island were
scurrying beneath the earth, searching for
sweet potatoes, washing and eating them.
This is where it gets interesting.
100th
A sister island quite some kilometers away
was also inhabited solely by monkeys.
They too started incorporating sweet potatoes
in their diet. Now how did this happen?
Monkeys didn’t swim to the first island and
see what their neighbours were up to. Nor
Monkey
did birds land and inform the monkeys of
this sensational new addition to their diet. So
what’s the answer? The anthropologists seem
to think, backed up by numerous scientists,
that it was caused by something called
Principle.
magnetic resonance. In other words, when
enough members of a population incorporate
a pattern of thinking or behaviour into their
lives, then suddenly there is a quantum leap
in consciousness and those habits are inbred
into the system, so to speak.
Or “I am Brand”
If you equate this observation to the human
population, there is cause to believe that
society is moving to a higher level of
consciousness, awareness and sophistication.
Furthermore, redundant systems, processes,
by Anthony Ryman, Managing Director, Grow powers and people will give way to a new,
more authentic reality, hopefully based
on a more balanced and sustainable
environmentally and community focused
On an island off the coast of Japan,
model and continuous expansion gives way
anthropologists arrived to observe the habits
to continuous “sustainism” as this author
of monkeys who were the sole inhabitants
likes to call it.
of this island. The monkeys were living in
harmony, on a diet of roots, berries, nuts and
Consumers are saying “no” to being constantly
seeds the exclusive inhabitants of the island.
sold to by advertising agencies. Consumers
are saying “no” to being lied to – witness
One day, one of the monkeys, called Susan
the backlash to bankers at the latest and
by the anthropologists, was scurrying deep in
worst credit crunch in the history of modern
the earth and happened on a sweet potato.
civilisation to flatten the global economy –
Normally the practice would be to eat it
“Occupy Wall Street” is a global phenomena
unwashed. However this time, Susan watched
as it cascades into every major city fuelled
as one of the anthropologists demonstrated
by online stories. Wikipedia has already
how to wash the sweet potato. Before long,
ruffled feather as the ‘truth will out’ syndrome
her family had included the practice of washing
cascaeds into online chat rooms and blogs.
the sweet potato as part of their daily routine.
Witness the Arab Spring and the collapse of
repressive regimes as Tunisia, Egypt, Libya
remove their long-standing rulers and now
Syria as it shakes against a popular uprising.

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Witness the slow and creaking demise of The new dawn of people power is upon us.
the eurozone, collapse of the Indian rupee In the 60’s, the decade that brought us flower
and you really feel that a new world order power, hippies, Woodstock and of course
has to rise out of the ashes of consumerism. Vietnam. It was a time of counter-culture and
The rise of blogs, podcasts, email, videocasts, revolution, of social activism. It was a time as
digital diaries, personal video recorders, text Timothy Leary put it, “ of turning on, tuning in
messages and the imminent convergence of and dropping out”. And Man walked on the Image: Whiteboard Dialogues - Architecture
telecoms and media are providing a powerful moon. The 60’s can be defined as the time of
voice for consumers to say this is what we inclusion - “you are, I am, we are”.
DOHA DIALOGIC
want, or not. Companies and their agencies
have to move with it, or be superseded by It’s 2012. Life is moving faster, and as the
more self-actualised brands (and agencies!). pendulum swings, we take note of a new
optimism and confidence which brings in a All thought and ideas are relational, informed and transformed by context and discourse.
"
The power, therefore, is inexorably moving wave of more inner-directed approach to living. As professional communicators we engage in a process of redefinition and reinterpretation.
more and more towards the individual as he Digital convergence gives us the freedom to Doha Dialogic is a dynamic opportunity to advocate and respond, contribute and absorb,
or she takes control, making more and more build our networks of like-minded individuals, critique and advance our thinking about the communications realm in which we function."
decisions based on peer advice, from friends, our communities. Self-actualisation and
family or trusted websites. Also the buying expression of the self in a more caring, sharing, Date: 29 February 2012
power is shifting to the consumer with sites community of like-minded people through Location: Premier Duplex Sky Villa, Kempinski Hotel, West Bay
like groupon. Facebook, myspace and other social networks.
The rise of the eco warrior, green technology Doha Dialogic is an innovative forum for cutting-edge solutions to complex communication
Furthermore, communication of the brand, and rise of gyms and healthophobia, peace challenges through case study and thought leadership. Meet and hear from local and international
given the fragmentation of media has to reside marches, large scale benevolence and communicators who are helping to shape and transform the way in which we communicate to our
at the customer touch points, which means “giving is good” has led to the slogan of the audiences, by considering how we communicated yesterday, to inform our work today and
your staff have to be the brand ambassadors ‘Noughties’ being “I buy what I believe I am”. to enhance the communications of tomorrow.
- not just by paying lip service, but truly by
enrolling in the Vision, Mission and Values This is the new paradigm; our inner selves For more information contact Doha Dialogic
and expressing it through their everyday expressed through the things we buy and how Grow PR
contact with the customer. How to get them we feel we are or how we would like to feel. Samson Samasoni
motivated and on brand is the stuff of every It’s the rise of brand. The greatest gift that samson@growqatar.com
HR managers’ worries. It’s not ONLY about culture has ever given to commerce, brand
the money anymore; sure it’s important and is our means of self-expression. This is how
will always be so, but more than this, people we identify our tribe, our people, our DNA,
want something to believe in, and if they don’t our sense of belonging. It’s something we
believe in you, why should they believe feel passionate about, a receptacle for our
in your brand? emotions, our wishes our longings.
Brand is the new “I am”. For I am “Brand”.
Hosted by Grow

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1 The Age of Big Data 6 Cloud Gaming
Growing attention will be paid to developing The nature of computer gaming will evolve
and applying tools that help us draw real rapidly with rising popularity of multi-player
insight from the massive data sets being cloud computing based games that
accumulated by the likes of government, can be accessed from multiple devices.
business and the social media. Predictive New platforms such as OnLive will use servers
analytics will become a topic of hot interest over theinternet to run these games.
as firms try to anticipate future customer The games will cross multiple interactive
intentions from past behaviours. For example, platforms, enabling individuals to play the
Google can predict new disease outbreaks far same game and track progress across PCs,
earlier thank the health authorities because Macs, TVs with a ‘micro-console’, iPads,
they can spot and interpret patterns and trends Android and Windows tablets.
in health related search enquiries.
2 Super Smart Materials
7 Self-Powered Devices
Personal electronic gadgets are becoming
Developments in the material and biological ever more widespread and consuming greater
sciences will continue to test our imaginations amounts of electrical energy. In response, there
and blur the boundaries between reality and will be an increasing focus on development
magic. A range of naturally occurring and of electronic devices that can generate power
man-made materials will come to prominence from the sun, heat, touch and even ambient
because of their superior strength, flexibility electromagnetic energy.
and environmental performance.
3 The Advent of Smart Cities
8 Human-Powered Implants
As the numbers in developing economies
There is growing focus on developing ‘smart living into their 90’s and 100’s rises
cities’ which use sensors dotted around the dramatically, greater attention will be paid
metropolis – managed by an urban operating to the maintenance, repair and replacement
system to monitor the environment and of body parts that don’t last the journey. In
keep buildings, traffic and services running response, revolutionary new implants are being
smoothly. Enabling for example, emergency developed that are designed to be long-lasting,
traffic flows to be managed centrally to provide sustainable and increasingly ‘organically
quick access to first responders in crisis powered’ by such means as the patient’s own
situations. motion, blood sugar or breathing.
4 The Eco-friendly Military 9 The New Space Race
As modern Western armed forces try to project 2011 marked the end of the NASA space
an image of sustainability, we expect to hear shuttle programme. In 2012 we expect to see
a lot more about ‘green military’ initiatives increased discussion about the next frontiers
and potential commercial sector spin-off in space travel, with growing levels of activity
technologies. The US military has already from state players such as China and India.
had notable success flying a biofueled UAV, The private sector will also become more
and aims to use a biofuels mixture for half its prominent in its funding of the next generation
aviation needs by 2016. of space faring craft as a platform for the
commercialisation of space – with suborbital
5 Beyond the touch screen?
tourism as the most prominent and imminent
example through Virgin Galactic and others.
The next generation of interface for our
portable electronic gadgets will begin to
emerge that can react to our gestures as well
as the physical environment around them,
taking interactivity beyond the confines of the
screen and into the real world.

6. 10 thoughts. 025.011 11 thoughts. 025.011
10 Sick? There’s an app for that! 14 Scaling up of Chinese Science
Smartphones could become a major platform A key next step in China’s rise as a global
for healthcare delivery. Apps will cover a range superpower is to establish itself as a centre
of applications from condition monitoring, for breakthrough scientific innovation across
managing drug delivery and providing patient a range of disciplines. Greater attention will
advice. For example, apps linked to medical be paid to China’s investments in a range
monitors could help sufferers monitor and of sectors such as biotechnology and clean
manage chronic illnesses such as diabetes energy technology. Furthermore its efforts to
and hypertension. attract innovators and woo green start-ups
away from the US will all come under the
11 3D Printing of Body Parts
spotlight.
Some of the most exciting applications for the
emerging field of 3D printing are in the medical
15 The First Deaths Traced
Back to a Cyber-Attack.
arena. 3D techniques are already being applied High-profile data thefts from major
in the ‘printing’ of artificial human blood corporations, state on state cyber-attacks
vessels. The applications over time are almost and viruses such has Stuxnet has raised the
limitless – raising the spectre of 3D printing issue of cybersecurity to prominence in 2011.
entire limbs – designed to order with specific As attacks grow in sophistication and even
properties such as the ability to withstand high threaten critical national infrastructure such
weight loads – but not by 2012. as water utilities, the ongoing concern will be
the risk of fatalities, escalating the struggles
12 The Internet of Things
currently conducted in cyberspace. The debate
will move into public domain of how states
could or should respond.
Society will become increasingly aware of the
16 18 20
proliferation of sensors and web connected
devices – a phenomena being described Genome Scanning for All
Eyes on the Prize Visualising our Thoughts
as ‘the internet of things’. The number of
connected electronic devices is predicted A range of developments are underway One of the developments we expect to The advancement of technology will make
to rise from around 9 billion to 24 billion to use web cameras to monitor and interpret capture the imagination in the year ahead is genome sequencing cheaper and more
devices by 2020. This heralds the prospect of our facial expressions and eye movements. the emergence of technology that can create widespread. Within a decade, insurers and
everything from televisions and photo frames The applications are widespread – from adverts a visual recreation of our brain activity. The employers may insist on us providing genetic
to our clothing, cars and pacemakers could be that grow or shrink based on your visual technique is its infancy, but has widespread CV’s in order to help them analyse workforce
connected in some way to the internet. response to e-learning, gaming, security, potential ranging from the diagnosis and medical risk and manage healthcare costs.
health care and dating sites. treatment of brain damaged patients, to The website www.23andme.com already
13 See-through Gadgets
17
applications from entertainment to tourism. offers a $99 DNA analysis service that enables
you to “Gain insight into your traits, from
The media will be profiling how developments
in plastic electronics,coupled withflexible
Green Aviation
We expect the airline industry to step up the 19 Digital Highs
baldness to muscle performance. Discover risk
factors for 97 diseases. Know your predicted
response to drugs, from blood thinners to
transparent lithium-ion batteries and other see- range and intensity of experimentation with As neuroscience delivers deeper insights coffee. And uncover your ancestral origins.”
through electronic components could offer the alternative fuels such as those derived from into the functioning of the brain, so our The next major debate will be how to use
possibility of translucent electronic gadgets. biofuels. Several complete test flights understanding grows of the patterns of this information in our daily lives and how to
These transparent smartphones, tablet will run on a pure or hybrid combination electrical and chemical stimulation caused by keep this most personal of data secure from
computers and embedded systems could of these fuels – although it is some way off various form of narcotic. This opens up the unwarranted access.
blend technology seamlessly into our every day before we see wholesale implementation possibility of delivering a similar stimulus via
environment and offer the potential for a major to power entire fleets. sound, light or electromagnetic impulse. The
new market segment to develop. range of players who could then get involved
is immense – ranging from games developers
through to the manufacturers of stimulus
delivery headsets. Such developments would
transform the drugs landscape and create a
moral, legal and policing nightmare.

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