Today, many entrepreneurs, CEOs, and business leaders are more focused on chasing likes and views on social media than on building real marketing strategies. Somewhere along the way, “going viral” became the goal, and short-term engagement on TikTok or Instagram started to be confused with actual branding and positioning. The truth is simple: marketing is […]
Hesham, could you start by telling our readers a little about yourself and your professional journey? Certainly. I currently serve as the Marketing Head of Lundbeck MEA, bringing more than two decades of expertise in the pharmaceutical industry. I spearhead strategic marketing and digital transformation initiatives, with a strong emphasis on AI-driven customer engagement, omnichannel […]
What Is Sonic Branding? If branding is how people recognize your business visually, sonic branding is how they remember you emotionally. Think of the Netflix “ta-dum,” the Intel chime, or the satisfying snap of a Coca-Cola bottle opening. These aren’t just sounds — they’re experiences. They connect instantly. They stick. And they say something powerful […]
In the last decade, the Middle East has emerged as one of the fastest-growing hubs for digital transformation. With smartphone penetration rates among the highest in the world and a youthful population driving online engagement, marketing in the region is no longer about simply being present — it’s about being authentic, adaptive, and value-driven. For […]
In today’s digital age, social media has become a way of life all over the globe. But this statement stands especially true for the Middle East, particularly in dynamic markets like Dubai and across the GCC, where users spend significantly more time online compared to the global average. Yet, somehow, the brands still struggle to […]
Tell us about yourself and your background. I’ve always been deeply passionate about marketing and its power to drive businesses forward. With over 18 years of experience in the field, I’ve had the privilege of working with businesses across various industries, helping them articulate their vision and carve out a niche in the marketplace. Growing […]
Digitalisation has transformed entrepreneurship—especially at its inception. An increasing number of small businesses are launching via platforms like Instagram, TikTok, or WhatsApp, bypassing traditional websites. These social-first entrepreneurs meet customers where they already are, turning social media from a mere communication tool into a business. According to the GoDaddy 2025 Global Entrepreneurship Survey, over one […]
As the UAE strides towards its National Wellbeing Strategy 2031 and embraces the Year of Community, there has never been a better time for brands to take action. True impact goes beyond short-lived buzz – it’s about creating initiatives that deliver real, measurable change. As His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President […]
Imagine you’re hiking a dense forest trail. You’ve got all the right gear: waterproof boots, snacks, and even a map. You’ve trained for this. You know how to read terrain and make calculated choices But wait, you don’t have a compass. You walk. You walk with purpose. You think you’re headed in the right direction, […]
Tell us about yourself and your background. (Include living in Kuwait & The Gulf War) Art college is where it all began. I studied Graphic Design, fell in love with an Iraqi student, got married and flew to Kuwait to start a new life. That was 1978 – and what a rollercoaster that was! Literally […]
