Benji Wiedemann, Co-founder and Executive Creative Director, Wiedemann Lampe.We’re experiencing incredible economic growth in the Middle East at the moment. With GDP in the region forecast to rise by 3.5 per cent in 2025 and mergers and acquisitions surging by 149 per cent in the first half of the year, there’s no denying the pace of change. But often accelerated growth comes with challenges. Diversifying businesses can become unwieldy and struggle to bring clarity to their organisation. Too often they neglect to marry business strategy with brand, when the two should go hand in hand.
Brand and business: A symbiotic relationship
Brand shapes meaningful, sustainable and audience-oriented transformation. Its relationship with business should be symbiotic to turn a reactive pivot into a well-orchestrated evolution. While business strategy asks, “What can we do better?”, brand s
