International Focus Magazine Premiere Edition | Page 24

Secondly, finding a reputable and
capable local partner is extremely
helpful in navigating the cultural
nuances as well as the varying bureaucracy in each nation. Where
are foreigners able to get licenses?
What are free zones? Do I need
a sponsor? Will businesses be able
to work in Saudi? These are all
examples of what the initial step
into the Gulf brings. Without the
local partner, time and money is
the cost of straddling the ropes
which reign in business practices.
How does branding fare in this
business culture? A key factor to
remember is that the Gulf nations
have different demographics. The
region cannot be lumped into one
24 iF Magazine | July 2016

category. While Saudi has more
nationals, it is the Emirates which
are blended with expats from
other countries around the world.
Other nations fall between these
extremes as well as variations of
conservative ideas. What might
work in the US would be considered too Western and border
on offensive. So, branding must
attract the audience but not venture too far from the conservative
agenda. The immediate concept
of branding in the Middle East,
lies in one word – logos. The idea
that branding is an integral part
of marketing with a plan is still a
growing concept. However, social
media is easily used without appearing to “market”.

With millennials as the largest demographic across the Middle East,
digital media is a subtle way to
reach audiences directly and overall
the most effective form of marketing in the Middle East. Branding
can vary between countries but
over, if marketers stay away from
assumptions and keep an open
mind to possibilities, reaching the
audience has much greater results.
Rachel Varghese

is the founder of Reel
Volume Promotions LLC,
strategic branding consultants who create events
for philanthropic organizations, from creative idea
inception to execution to strengthen your brand,
your story. She has an MSW in Political Social
Work & over 20 years experience in working with
NGOs in non-profit management and causerelated events