Scott Goodson, Special to Gulf News

Articles from the author

Companies need a brand 'purpose' more than ever

Bereft of action, corporate plans for greater good will come to nothing

Advertisers need to see the new writings on the wall

Dubai Lynx will emphasise that it is less about campaigns and all about movements

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Putting heart and soul into the business of marketing

Audiences for ads have already moved on from any message that lacks in conviction

Putting your heart and soul into the business of marketing

Think blockchain when building a brand

This process will rewrite rules of engagement in much the same way as internet

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Turning a local brand into true global presence

It is a fallacy to imagine that more UAE brands cannot make the leap

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Brands cannot get on wrong side of movements

Taking a stand has never before assumed this level of corporate significance

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