Deepanshi Tandon, Head of Brand, Edelman UAE In today’s complex global economy, the growth story is increasingly being written by brands that don’t just exist in markets, they embed themselves in culture. And in the Middle East, a region defined by cultural depth, generational transformation, and digital-first consumers, the playbook for brand growth is being rewritten.
The traditional approaches of mass advertising and static brand messages are no longer sufficient. In an era where trust, time, attention, and relevance can’t be bought or rented, they must be earned. Brands must become active participants in the cultural and community fabric of the regions they operate in.
This is especially true in the Middle East, where consumers
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