Brands Archives - Campaign Middle East https://campaignme.com/category/brands/ Fri, 10 Jul 2026 12:31:46 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Brands Archives - Campaign Middle East https://campaignme.com/category/brands/ 32 32 Why heritage belongs in the future, not the archive https://campaignme.com/why-heritage-belongs-in-the-future-not-the-archive/ Fri, 10 Jul 2026 10:00:00 +0000 https://campaignme.com/?p=124515 Every July, the Tour de France reminds the world that cycling is a sport built on endurance. Not only the endurance of the riders, but of the stories, traditions, heritage and communities that have grown around it over more than a century. For brands, that idea feels especially relevant today. We live in a time […]

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]]> Pillars of success: Be credible, bold, authentic, innovative surprising, aware and realistic https://campaignme.com/pillars-of-success-be-credible-bold-authentic-innovative-surprising-aware-and-realistic/ Fri, 10 Jul 2026 07:20:15 +0000 https://campaignme.com/?p=124497 We are entering an era in which travellers have more choices than ever before. From established global capitals to emerging tourism destinations, the world is competing for attention in an increasingly crowded marketplace. Yet, despite this abundance of choice, there are still undiscovered places that excite the adventurous, the early adopters and individuals seeking something […]

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]]> Five ways hospitality brands can win in times of uncertainty https://campaignme.com/five-ways-hospitality-brands-can-win-in-times-of-uncertainty/ Tue, 30 Jun 2026 08:28:47 +0000 https://campaignme.com/?p=123977 The UAE hospitality industry has faced its fair share of challenges over the years. We have navigated economic cycles, recovered from a global pandemic, adapted to changing consumer expectations and embraced one of the most competitive restaurant markets in the world. Yet the current environment presents a unique test. For many hospitality operators, the traditional […]

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]]> The era of perfect branding is over. People want human brands. https://campaignme.com/the-era-of-perfect-branding-is-over-people-want-human-brands/ Thu, 25 Jun 2026 13:28:11 +0000 https://campaignme.com/?p=123886 For most of my career in marketing, one assumption remained largely unchallenged: if you could control the message, you could shape perception. Today, I’m not sure that’s true anymore. We live in a world where almost every brand has access to the same tools. AI can generate content in seconds. Production quality is no longer […]

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]]> A marketer’s confession (updated): Why AI is making me ditch the entire agency model https://campaignme.com/a-marketers-confession-updated-why-ai-is-making-me-ditch-the-entire-agency-model/ Thu, 11 Jun 2026 14:23:29 +0000 https://campaignme.com/?p=123291 Last June, I wrote a piece on artificial intelligence (AI) that caused what can only be described as a collective aneurysm in the creative industry. Ad people. Copywriters. Creative directors. Agency founders. They all came for me with a level of fury usually reserved for people who put pineapple on pizza. It sparked a number […]

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]]> The luxury of silence https://campaignme.com/the-luxury-of-silence/ Tue, 09 Jun 2026 05:20:09 +0000 https://campaignme.com/?p=123068 There was a time when luxury in the Middle East was measured by decibels, size and scale. Bigger malls. Bigger launches. Bigger logos. Bigger media spends. For years, the regional playbook was simple: visibility was value. But as we navigate 2026, that equation is beginning to break down. Between geopolitical headwinds and a more discerning, […]

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]]> Customer experience is a commercial discipline. Treat it like one. https://campaignme.com/customer-experience-is-a-commercial-discipline-treat-it-like-one/ Mon, 08 Jun 2026 12:16:39 +0000 https://campaignme.com/?p=123031 Walk into any supermarket on a Friday afternoon and you can tell, within a minute, whether the brand is being delivered by the people inside it. The stocked aisles, the staff posture, the till queues, the way a shopper is greeted at fresh produce. None of it is marketing in the textbook sense. All of […]

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]]> Premiumisation 2.0: Creating value in a polarising GCC beauty market https://campaignme.com/premiumisation-2-0-creating-value-in-a-polarising-gcc-beauty-market/ Wed, 03 Jun 2026 10:32:48 +0000 https://campaignme.com/?p=122846 The beauty market across the GCC continues to expand, fuelled by rising disposable incomes and a growing focus on beauty and wellness. But beneath this growth lies a powerful shift in consumer behaviour: a widening divide in how people choose to spend on beauty. Today’s beauty market is increasingly polarising. On the one hand, consumers […]

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]]> Heritage is not inheritance https://campaignme.com/heritage-is-not-inheritance/ Tue, 02 Jun 2026 14:43:50 +0000 https://campaignme.com/?p=122804 There was a time, not very long ago, when a luxury brand could simply say “Since 1850” and expect the room to fall respectfully silent for a moment. Heritage carried authority. The older the maison, the more instinctively credible it appeared. And somewhere along the way, luxury brands became deeply accustomed to the idea that […]

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]]> Podcast: Xiaomi’s Wang Bing on building value-based premium in the Middle East https://campaignme.com/podcast-xiaomis-wang-bing-on-building-value-based-premium-in-the-middle-east/ Mon, 25 May 2026 04:00:44 +0000 https://campaignme.com/?p=122334 On the latest episode of Campaign Middle East’s On The Record podcast, Wang Bing, Head of Marketing, Xiaomi Middle East,  discusses the shift from value-driven pricing to value-based premium, the importance of storytelling and seamless ecosystems, balancing brand control and influencer collaborations, as well as evolving marketing strategies in the Middle East. Wang explains how premium is […]

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