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Rebranding as a soul-searching tool – by G42’s Faheem Ahamed

Group chief marketing and communications officer, Faheem Ahamed writes how G42 rebranded its identity

It’s easy to follow the path of least resistance. With COVID, lockdowns, inflation, and economic instability, CMOs could be forgiven for playing it safe and keeping off the Board’s radar.

That’s because creativity necessitates disruption. Curiosity to find a better way. In marketing, our best work takes intestinal fortitude and a challenger mindset to drive innovation. Is now the time for CMOs to be courageous?

Here’s the marketing brief we recently faced: Rebrand a two-year old company which has far surpassed its own plans and no longer reflects its renewed ambitions. But to do so without losing its raison d’etre and allowing for continued quantum growth ‘brand-width’.

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