Featured Opinion

posted on Mar. 18, 2025 at 10:00 amMar 18, 2025

Culture isn’t just ‘an HR thing’ – it’s a brand’s secret weapon

posted on Mar. 18, 2025 at 10:00 amMar 18, 2025

Main+Rose's Sarah El Abdli explains why the future belongs to brands that don’t just talk about culture – but actually live it.

Sarah El Abdli, Head of Strategy and Cultural Transformation at Main+Rose discusses the importance of culture to build brands

Sarah El Abdli, Head of Strategy and Cultural Transformation at Main+Rose

Company culture isn’t just about office perks or company values that live on a wall. It’s the beating heart of your business – the way people think, work, and achieve. And here’s the truth: the strongest cultures don’t happen by accident. They are built with intention, directly from a company’s brand purpose.

Think of your brand as the north star guiding everything you do. The most successful companies don’t separate brand from culture – they weave them together seamlessly. The result? A workforce that’s engaged, a business that thrives, and a legacy that lasts.
More than a buzzword – it’s your greatest asset
Your company’s culture defines how employees feel abou

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Tags:asset Brand brand purpose company culture credibility Culture employees job seekers Main+Rose Performance Sarah El Abdli Saudi Arabia Saudi Vision 2030 talent transparency UAE UAE Centennial 2071

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.