What makes challenger brands successful in today’s crowded, complex and challenging customer marketplace? A challenger is defined not by size or age, but by the mindset and model it applies to growth. Any business can (and should) think and act like a challenger if it wants to drive fast, sustainable growth and remain competitive in today’s marketing landscape. What we have seen time and again working with brands in this ecosystem is that there are five core traits that brands in the Middle East all have in common. From Dubai Tourism, to Careem, Kraft Heinz, Etihad, Saudia, NEOM and the Dubai Mall brands we have seen them behave boldly in delivering their experience and with conviction and
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