Never before have brands in the Middle East attracted as much attention for creativity and commercial success as they are garnering now. We are witnessing a significant shift towards sophistication and investment in brands and their ecosystems and it is very exciting to witness the exponential growth of entrepreneurialism and capital investment in the region.
Over the past five years we have seen international heavyweights like Amazon and Uber purchase Middle Eastern brands Souq.com and Careem respectively.
Homegrown and incubated brands are ‘coming of age’ and are delivering value to end users and shareholders alike. Yet, too often I hear the value of brand building being questioned a
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