Morocco PIM
The Primary Identity Matrix of Morocco .
What is a Primary Identity Matrix ?
A Primary Identity Matrix is made of all kind of factors and elements like art (visual and non visual arts), heritage and cultural background of a nation.
This method has been developed by Joseph Caristena.
Religion
Ramadan
Ramadan 2026 - Prayer times.
Whether you are at home, work, or traveling, you can rely on the most accurate Salah timings based on verified astronomical calculations and local guidelines.
Daily Ramadan Prayer Schedule
5 daily prayers (Salah), which are essential acts of worship in Islam.
Fajr (Dawn Prayer) – Before sunrise
Sunrise
Dhuhr (Noon Prayer) – After noon
Asr (Afternoon Prayer) – Late afternoon
Maghrib (Sunset Prayer) – Immediately after sunset
Isha (Night Prayer) – After dusk
Prayer times are aligned with leading Islamic organizations and institutions, including Umm al-Qura (Makkah), ISNA, MWL, and the Egyptian General Authority of Survey, ensuring you get the most accurate and reliable timetable.
Read more
>>> https://timesprayer.com/en/prayer-times-in-marrakech-safi.html
Qibla
>>> https://myislam.org/qibla-direction/
...
What is a Nation ?
Nations, according to Benedict Anderson, are imagined as sovereign, limited and as a community.
They are sovereign, because “the concept was born in an age in which Enlightenment and Revolution were destroying the legitimacy of the divinely hierarchical dynastic realm”.
They are limited because “even the largest of them […] has finite, if elastic, boundaries, beyond which lie other nations”.
They are imagined as a community, because “regardless of the actual inequality that may prevail in each, the nation is always conceived as a deep social dimension. ”
National Identity
Nation Branding
Nation Branding is the systematic and coherent management of perceptions surrounding a Country, Nation, or City that is inherent of political and social domains.
In other words, Nation Branding and City Branding pursue not only economic goals, but offer a governance tool for development of territories through social, cultural, and environmental policies.
Why are global brands still not creating for local markets ?
Some biggest brands still think that reusing a campaign from Europe or the U.S. is enough for markets like Morocco, Egypt, or Nigeria.
Not true.
Culture is NOT a "Copy and Paste" action.
What works in Paris won’t land in Casablanca.
What resonates in New York might completely miss the mark in Dakar.
These places have their own strong identity, culture, rhythm, language, visual identity and lifestyle.
And audiences notice when they’re not seen.
The first step is investing in time for exploratory missions to better understand the local culture and identity.
"...to start building the message locally..."
It’s nothing new for nations to care about image, but the past ten years represent a turning point in the methods states use to manage their reputations. In many cases, governments now hire public relations firms and apply brand management theory—formerly the domain of corporate communications departments and business-school seminars.
New metrics attempt to quantify the strength of national brands, and the field has seen a veritable explosion of literature on which branding techniques work and which don’t.
Meanwhile, branding efforts have branched out well beyond simple efforts at attracting tourism.
Countries now hire firms to help them launch sophisticated branding campaigns aimed at attracting foreign investment, facilitating trade, improving private-sector competitiveness, or even securing geopolitical influence.
Culture Core Essence
Cultural epistemology, at its core, examines how culture shapes what we know and how we know it.
It’s the study of knowledge through a cultural lens, acknowledging that our understanding of the world is not universally uniform.
The social perception of reality is shaped by our cultural backgrounds, values, beliefs, fears, doughts and social norms.
Nation's Brand Identity Index
>>> https://placebrandobserver.com/anholt-nation-brands-index-nbi-2024/
Italy
>>> https://placebrandobserver.com/italy-country-performance-brand-strength-reputation/
Links:
>>> https://yazmag.ma - Magazine
>>> MACAAL - Art Gallery
Marrakech Mashup
>>> Marrakech Mashup - Sihame
The exciting and incredibly challenging task of branding the country of Marrakech was assigned to Joseph Caristena in 2025.
As Strategist and Coordinator of the "Mediterranean Affairs" programme launched by the Boston Global, he was looking for a new attractive identity to project Morocco internationally as a attractive touristic destination and as one of the fast growing African economies which can attract foreign investments and global stakeholders.
The mission was not easy. The target was "fighting globalisation with its own weapons".
As companies succeed in international markets, also Nations must never fall in a backsliding process, freezing progress and development.
"Governments are asking for a strong national identity branding solutions to become easily recognized in this turbolent and competitive arena"
Michael Porter was talking about the competitive advantage of nations in the early 90s, highlighting the importance of "clusters" of interconnected industries.
I was searching for a new angle to the approaches of nation branding using sociological theories and concepts like “the imagined communities” of Benedict Anderson, “the interacting identities” or “global networks in the Information Age” described by Castells.
The project is still in an early stage of development, but it is also a unique nation identity branding project and one of the first of its kind in MENA region.
It consisted of creating a full complex visual identity workpackage of a fast growing economy like Morocco facing the challenges and threats of the III millennium.
It was not easy at all to detect an identity that reflects the strategy and long term vision adopted by such a dynamic country.
Just to make the matter clear that “the nation branding” is not advertising.
My team aimed to incorporate in a wider and larger multidisciplinary perspective of social identity and human sciences the whole development of the nation identity branding project.
The concept of national identity embodies a historic territory or homeland, common myths and historical memories, a common or mass culture, common legal rights and duties for all members, a common economy and increased territorial mobility for its members.
Hence, people who share some of these characteristics are entitled to form a national identity.
A national identity is fundamentally multi-dimensional; it can never be reduced to a single element.
The formation of national identity is by nature a subjective process and submits to changes along with the progression of time.
An “identity” is not something static, it is a constantly changing perceived dimension.
And here comes the name ! "Marrakech Mashup" .
Because MASHUP signs the date of birth of modern culture.
What is "National Identity Branding" ?
National identity branding is the strategic use of marketing and promotional techniques to shape and promote a country's image to the global community, often with the aim of fostering economic growth and enhancing cultural prestige.
This practice applies commercial branding principles to nations, leveraging their cultural assets, values, and distinctive features to create a coherent and appealing social perception on the international stage.
Key elements include using symbolic representations, promoting cultural narratives, and utilizing international media to build a positive reputation and a strong sense of "Local Community Engagement" among citizens, especially in response to backsliding globalization.