Yasmin Kayali, CMO & Societal Impact Leader, Deloitte Middle EastWhen everything seems to be uncertain, trust is a brand’s most important currency. That’s not a marketing platitude. It’s a lesson this region’s business community has been living in real time. Over the past few months, businesses across the Middle East have been navigating a particularly acute moment of uncertainty, one shaped by a rapidly shifting regional landscape that has tested assumptions, disrupted plans, and demanded a different kind of leadership from the organisations that serve them.
The question on every boardroom agenda was the same: What comes next?
As marketers, we face a choice in these moments. We can retreat into safe, self-promotional messaging and wait for clarity.
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