Storytelling is an integral part for brands to deliver their message to the end consumer. Stories that are passed around on social media about a brand can be powerful in shaping up mainstream perceptions. Finding the human story for any luxury brand creates an emotive… Read More
As the digital infrastructure of the region keeps growing, the bandwidth of the connections allows the deployment of new strategies. Brands, including luxury brands, try to re-produce the in-store experience through purpose-designed sites. People use a combination of online channels to research the product they… Read More
If MENA is one of the top luxury markets in the world, Middle East romances luxury to the tunes of USD 6 billion to USD 10 billion annually. Tourists, expats and brand-conscious locals have beaten economic slowdown and political turmoil to ensure that the growth… Read More
It would be an understatement to say that the luxury consumer ecosystem is becoming more fragmented. Gone are the days when there was this one type of luxury consumer. Today, amidst the different kinds of luxury consumers, each has its own unique expectations from luxury brands. Add… Read More
A large section of marketers depend on integrated marketing campaigns with the hope that the campaign mix and investment levels are optimized to realize the highest return to their expenditures. In MENA, marketers have taken time but are finally warming up to the idea of integrated… Read More
When I moved from Mumbai to Dubai and started work here, like people from across the world I had a perception of the region and its leaders because of what I had “heard”. Nothing negative, if that’s how it sounds but mostly about how leadership… Read More
There are more than 7 Billion mobile phones worldwide. Always on and accessible everywhere, mobile devices have become central to people’s lives, mobile represents the most important screen today for end-users and it is definitely the number 1 screen for young generations, making them a… Read More
There may be the lesser evolved that still view corporate social responsibility (CSR) as something forced upon corporates or a must-do that has to be tick marked in an annual calendar. However, leaders – both from business arena and of society – in the Middle… Read More
Starting the year positively, global consumer confidence saw an increase of one point from fourth-quarter 2014, with an index score of 97, according to the Global Consumer Confidence report released by Neilsen. After a slight dip at the end of last year, when all… Read More
Empty plastic beverage bottles are seen as trash for most. That is why when this ‘trash’ can be used to light homes of thousands living in developing and under developed countries, it is an important example of creativity that delivers. This is what PepsiCo’s Liter… Read More
