Huda Ismail, Head of PR at NNC.For more than a decade, the region’s brand and communications playbook was clear: dominate the landscape, outspend competitors, polish every message, and amplify endlessly. Visibility equals influence. In the GCC especially where scale, ambition and cinematic execution were celebrated the “louder is better” model reigned.
But audiences have changed. Platforms have changed. Culture has changed. And the strategies that once guaranteed impact now fall flat. A new form of influence is defining the next era of brand power: quiet influence.
This is not a soft trend. It’s a structural shift in how trust, relevance and credibility are earned.
The end of loud branding
Today’s consumer is overstim
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