Shifting sand and winning brands

Ken McDermott and Dipen Mehta

The last decade has seen the fruits of the oil boom materialize in the form of foreign brands, satellite TV, affluence and hence shifting mindsets.

shifting sands and winning brands

Consumer segments and implications for brand communications

Ken McDermott andDipen Mehta NFO WorldGroup

The Context

For many people in lands afar, the Middle East has always been associated with war, peace talks, barrels of oil and images of camels in the desert. For many years an overlysimplistic, onedimensional image of oldfashioned and simple people has represented the commonlyheld view of their way of life. Meanwhile, the Arabs have been taking an increasingly antiAmerican stance and a critical view of American support for Israel. The gradual rifts between the two cultures were tremendously...

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