Dina Jreissati, Group Executive Director – Marketing and Communications, Modon Holding, UAE.Rules have always been an integral part of marketing. Stick to the guidelines. Maintain uniformity. Focus on the hero, substantiate with some science.
In the past, creatives were asked to be original, but within the rules. One of the most important rules, though, went well beyond. It was about staying in your lane. Focus on market share or brand positioning, but don’t be controversial.
Stick to commercial principles, branded as a marketing mix, which are words that began with P. First, there were four, then seven. Sell, sell, sell. Lather, rinse, repeat.
As consumerism drove market expansion, new segments were revealed, and the number of competitors increased. The media landscape, onc
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