Brand

A country’s brand is made of intricate and complicated components which work together to create this distinctive identity. Lebanon has unique attributes linked to its geopolitical location and its climate.…

Smokers smoke cigarettes for the sake of nicotine, but by doing so, they are putting their lives at risk. Over eight million people lose their lives yearly to illnesses caused…

As part of their communication efforts, companies have used and abused actors, athletes and celebrities as brand ambassadors who endorse and become the face of their brands. The pairings of…

Those of us living in Lebanon can’t but notice the recent profusion of ads featuring celebrities promoting different causes: actors and athletes encouraging people to drive carefully, well-known female figures…

We live in a region where it is safe to say that the majority of well-established companies and family businesses tend to be resistant to change. Yet, as businesses wake…