Zain

It's a wonderful world.

In 2003, Dr. Saad Al Barrak, CEO of Mobile Telecommunications Company (MTC), had a dream to make his brand a top-10 telecommunications player by 2010. The company operated under seven different brands until September 2007, when, following a rebranding with FutureBrand, the company’s corporate and consumer brands were relaunched as a single “powerbrand” called Zain. Less than one year after launch, Zain is not only a tremendous success with its 45 million consumers, but it is also much loved by its 16,000 employees.

Creating the Zain brand culture was always an important business objective led by Dr. Barrak himself, as demonstrated by the very collaborative approach to creating the brand proposition, values and name. FutureBrand’s belief is that the culture of a brand is created through four important employee touchpoints: the work environment, internal communications, activities and events, and the virtual community.

First and foremost, the FutureBrand design of the new corporate headquarters in Bahrain expresses the Zain brand, not just in high-profile public spaces or through color and finishes but fundamentally and most importantly through the business’s working practices and the design of the work environment for all departments. This culminates in a top-floor restaurant and roof garden for all employees, with stunning panoramic views over Bahrain Bay.

As an expanding international brand with employees in 20 markets, the Zain virtual community is critical in helping to build and maintain the Zain culture. FutureBrand is currently creating the Zain intranet site, where the brand champions and all employees will create their local and international social networks and communities.