By Kamal Dimachkie, former chief operating officer, Publicis Communications UAE and Lower Gulf.
Name an innovation or a milestone in humanity’s progress and I shall point out its sinister side. From the discovery of fire, on to the agricultural age, passing by the industrial revolution, all the way to the nuclear age and today’s information revolution. Great benefits materialised but never without a hidden flipside.
Advancement sweeps us off our feet; we enjoy its warmth and are drawn to it like moths to the flame. Along the way, we only focus on the benefits while ignoring the price that will be paid. Such is the story of humanity through the ages, and so is the behaviour of brands
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