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posted on Aug. 06, 2025 at 3:30 pmAug 6, 2025

Positioning brands in a multicultural market: From ‘noise’ to nuance

posted on Aug. 06, 2025 at 3:30 pmAug 6, 2025

CASIO Middle East & Africa's Keisuke Kasa calls for relevance, resonance and reinvention, explaining why brands need to listen deeply, adapt smartly and remain anchored in a purpose that transcends borders.

Keisuke Kasa, Brand Marketing Manager, Timepiece Business Division, CASIO Middle East & Africa

In a region as diverse and fast-evolving as the Middle East, brand success no longer depends solely on product superiority; it hinges on cultural resonance. The marketing landscape has moved far beyond the one-size-fits all approach, demanding that brands develop a deeper understanding of how to create meaning for audiences from varied ethnic, generational and socio-economic backgrounds.

In today’s environment, people are not simply buying products, instead they’re buying relevance, identity, and values. This reality presents both a challenge and an opportunity for marketers. The challenge lies in maintaining a unified brand message while adapting to local nuances.

The opportunity lies i

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Tags:brand consistency Brand loyalty Brand Marketing Manager Brand positioning brands CASIO Middle East and Africa co-creation cultural fabric cultural integration cultural nuance cultural stakeholders emotional connections Identity Keisuke Kasa marketing messaging multicultural markets over-standardisation reinvention relevance resonance Timepiece Business Division values wearability

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.