Branding has traits of parenting. Although it takes energy, vision, and a gutsy approach to business life — and as such is no small feat — the effort of conceiving of a new brand pales when compared with the unending task of nurturing it and seeing it through years and years of maturation. On this note, one could not even begin to speculate about future pathways of Zain, the master brand launched on September 8 by multiple GSM operator, MTC. The birthday bash of Zain gathered between 4,000 and 5,000 guests in four capitals: Manama, Kuwait City, Amman, and Khartoum. This was because Zain erupted into public being simultaneously in four countries, Bahrain, Kuwait, Jordan, and Sudan. In the middle of the celebration’s vortex of culture, fun, food, and communication, the sense of wonderment at three things was never far away for those of us pausing to think of: the
