Aveteran of the communications and marketing field with over 25 years of experience, Joe Ayoub successfully managed Proctor & Gamble’s brand communications for years before taking on the task of managing and restructuring the Intermarkets Agency Network’s offices in Kuwait and Lebanon. He then founded Spidermonkey Communications in 1999 in partnership with the WPP group. Ayoub recognized the need for Levant-based companies to adopt the concept of strategic guidance, and created BrandCell consultancy in 2008 to develop key local and regional clients’ branding strategies in the service, retail and media sectors. Executive recently sat down with Ayoub to get his views on strategic branding strategies in the Levant region. E Can you explain your conception of ‘strategic branding’ being used or abused in the Levant? Branding as a philosophy is nothing new. But people use the name for a zillion different descriptions: from describing a corporate identity logo to delivering
