Umami Comms’ Marjorie Chapas explores why trust, community and emotional connection matter most during periods of crisis.
The US-Iran tensions sent shockwaves far beyond the news cycle. Tourism slowed. Footfall dropped. The high-spending international visitor that so many UAE brands had built their entire customer strategy around, simply wasn’t here. And in that absence, something became very clear, very fast. The brands that were fine didn’t get lucky. They got there early.
Community is not a campaign
The businesses that continued to perform during this period share one thing in common: they had spent months bui
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Tags:audience engagementauthentic storytellingBrand Credibilitybrand equityBrand loyaltybrand resilienceBrand Strategycommunications industrycommunity marketingConsumer behaviourconsumer connectionconsumer trustCrisis CommunicationsCultural Relevancecustomer engagementcustomer trusteconomic uncertaintyemotional connectionhospitality industrylong-term brand buildingMarjorie Chapasmarketing strategyPR insightsRelationship marketingstrategic communicationstourism slowdownUAE brandsUAE businessUAE economyUmami Comms
