Cameo Communications's Lara Geadah talks about why brands in the Middle East need stronger opinions to stand out amongst consumers.In a region where markets are booming and audiences are evolving, the brands that stand for something, with stronger opinions land.
And yet, too often, brand communication sounds like it’s been put through a corporate blender – safe, sanitised, and stripped of substance. It’s especially relevant here in the Middle East, where culturally driven, ambitious brands are still too cautious when it comes to telling bold stories.
The pitfall of polished neutrality – brands need stronger opinions
Somewhere along the way, neutrality became synonymous with professionalism. As if saying too much might alienate someone. As if beige is better than bold.
But here’s the reality: if your mess
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