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Brand

Brand building in the age of AI: when the algorithm becomes the customer

For decades, brand building was fundamentally about winning human attention. Brands fought for shelf space, search rankings, advertising real estate and, increasingly, social feeds. The objective…

INSIGHTS

Built to Last: How Henkel Is Rewriting the Rules of Brand Growth in the Age of AI

In a marketing world obsessed with disruption, few brands have the luxury, or the challenge, of thinking in centuries rather than quarters. Henkel Consumer Brands has…

BRANDS

Longevity economy set to reshape GCC consumer behaviour and brand strategies 

Marketing has spent decades treating age as destiny. Consumers are divided into generations and targeted according to assumptions about what people in their twenties, forties or…

THE-VIEW

From search to social to AI assistants: Brand discovery is being rewritten

For nearly two decades, the digital marketing playbook revolved around one goal: rank high on Google. Today, that strategy is no longer enough. Consumers are increasingly…

INSIGHTS
Branded

From Homepage to Doorstep: How Lenovo’s Omnichannel Campaign with Amazon Ads Drove Success During Peak Shopping Season

By Communicate Staff

Transparency in the storm: How the GCC managed crisis communication

By Hoda Rizk

Ounass expands into physical retail activations with Stage

By Communicate Staff

Aramco remains Middle East’s sole entrant in Kantar BrandZ global top 100

By Communicate Staff
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Every brand has AI. So what’s the new competitive edge?

Artificial intelligence is fast becoming a standard feature rather than a differentiator for brands across the Gulf. From retailers and airlines to banks and telecom companies,…

INSIGHTS

Saudi reveals National Day 2026 brand identity built around ‘Our Pride Is Our Nature’

Saudi Arabia has unveiled the official visual identity for its 2026 National Day celebrations, retaining the slogan “Our Pride Is Our Nature” as the centerpiece of…

NEWS

How K-Beauty turned a trend into a 53% growth story

Korean beauty products, popularly known as K-Beauty, are witnessing rapid global expansion, with value sales rising 53% year-on-year and 131% over the past two years, according…

NEWS

du wins global accolades for brand, digital transformation efforts

UAE telecom and digital services provider du has secured two international recognitions, highlighting its brand-building efforts and expanding role in the country’s digital transformation. The company…

NEWS

Sheikh Hamad, the visionary behind Qatar’s global brand, dies

When Sheikh Hamad bin Khalifa Al Thani took power in Qatar in 1995, the Gulf nation was best known for its vast natural gas reserves. By…

NEWS

When the draft goes live: Unilever job ad leaves internal instructions in public view

Even the world’s biggest marketers are not immune to the occasional copy-and-paste mishap. A LinkedIn job advertisement posted by Unilever for a senior marketing role in…

BRANDS

Research links emotional payoff timing to brand awareness gains

Billion Dollar Boy, a social agency focused on creator marketing, released a research report on Thursday examining the principles behind high-performing creator-led social media content, based…

NEWS

Saudi, UAE lead global brand impact from World Cup sponsorship: YouGov

Saudi Arabia and the United Arab Emirates stand out as two of the strongest markets in YouGov’s FIFA World Cup 2026 global brand handbook for sponsorship…

NEWS

AI brand recommendations vary, marketers warned on tracking tools

Large language models generate inconsistent brand and product recommendations, making precise ranking measurements unreliable, according to a study by market research firm SparkToro and AI tracking…

INSIGHTS
Trends
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