Title: CEO, Horizon Holdings
Years in the role: More than 3 years
Years in the industry: 31 years
Years in the Middle East region: 27 years
Power Essay: Brands are built to last if we let them
In 1916, Albert Lasker worked with the California Fruit Growers Exchange to solve two problems: rising competition and an unusual bumper crop of oranges. His solution was to brand the growers’ association as Sunkist and to create an entirely new product, orange juice. Lasker didn’t just sell fruit; he reshaped behaviour, built a brand, and set new standards for modern marketing. More than a century later, Sunkist still exists.
The lesson here is simple but urgent: brands that are nurtured, pro
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