Nancy Villanueva, CEO, Iberia and Middle East, InterbrandThe Middle East has become a hot bed for businesses looking to expand into new markets and tap into a consumer set open to new brands and experiences. A young and vibrant population, riding a wave of positivity, alongside governments with money and intent to invest in building infrastructure and opportunities makes it an exciting market to move into.
But as global brands turn their attention to this region they must do so with an awareness of cultural nuances. Their approach to marketing and brand building cannot be a carbon copy of other territories – brands must adapt their messaging, trajectory and ambition.
Putting customers at the centre of activity is a golden rule for brands no
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