Why brands in the Middle East need stronger opinions

Campaign ME

24-04-2025

In a region where markets are booming and audiences are evolving, the brands with stronger opinions land, and are the ones that stand for something.
And yet, too often, brand communication sounds like it's been put through a corporate blender – safe, sanitised, and stripped of substance. It's especially relevant here in the Middle East, where culturally driven, ambitious brands are still too cautious when it comes to telling bold stories.
The pitfall of polished neutrality – brands need stronger opinions
Somewhere along the way, neutrality became synonymous with professionalism. As if saying too much might alienate someone. As if beige is better than bold.
But here's the reality: if your messaging could be copy-pasted onto a competitor's page and no one would notice, you don't have a brand – you have a placeholder.
This fear of 'getting it wrong' has led to campaigns that are technically sound but emotionally hollow. And in a market as dynamic as the Middle East, staying neutral is the fastest path to irrelevance.
And the numbers prove it. A 2024 SAP Emarsys Customer Loyalty Index found that 83 per cent of UAE consumers identify as loyal to specific brands – the highest globally. But loyalty here isn't just built on familiarity; it's built on connection.
While larger companies are often slowed down by layers of global approval and cautious guidelines, local players have the agility and freedom to lead with personality.
Brands that clearly express what they stand for – and do so with courage – are winning hearts. In fact, 73 per cent of GCC luxury consumers say they want brands to better reflect the society they live in, signalling a growing appetite for cultural relevance and storytelling with soul.
PR without a POV Is useless
Having a point of view isn't about being provocative for the sake of headlines. It's about clarity in your values. The Middle East is no stranger to change – new markets, new voices, new movements. If your brand doesn't have an opinion on where it fits into that change, it'll get left behind.
The difference between a campaign that gets noticed and one that makes real impact? A clear, consistent, unapologetic point of view.
Across the globe, we've seen brands build loyalty on belief systems, not just logos. But closer to home, this shift is picking up pace.
Take Joe & The Juice UAE. In a sea of safe, neutral competitors, they've created a brand that is anything but beige. Their bold pink branding, tongue-in-cheek tone of voice, and culturally relevant campaigns make them feel like that cool, in-the-know friend. They're not trying to speak to everyone – and that's exactly why they connect. Their in-store banners, like 'Don't waste vibes' feel as if they were made for Instagram and real life. Their collabs? Never random. Always rooted in music, fashion, and culture.
Even global giants are adapting. McDonald's UAE recently launched a campaign built around the idea that real relationships aren't about grand gestures. They're built in the small, everyday moments. A quiet meal, a detour for fries, or the familiarity of a simple order. It struck a chord because it was grounded in emotional truth, not marketing fluff. And it reminded us that a strong POV doesn't have to be loud, it just has to be real.
Stronger opinions might lose you a few followers. But they'll win you fans. And that's the whole point.
In the world of personal branding, we're seeing this too. Take Nour from Love Is Blind Habibi. Her stance? She doesn't do coffee dates. She expects princess treatment. Whether you agree or not is beside the point –the boldness of her perspective made her instantly memorable. And in the world of branding, memorability is the game.
This shift also opens the door for smaller, homegrown brands. While larger companies are often slowed down by layers of global approval and cautious guidelines, local players have the agility and freedom to lead with personality. They can say what they really think, react quickly, and own their narrative without waiting for permission.
This is about strategy, not ego
In a region where every sector is getting more competitive from F&B to fintech – your communications aren't just a reflection of your brand; they are the brand.
PR without a point of view is like a beautifully designed billboard no one looks at. It might check the boxes, but it doesn't move the needle. The brands that will lead the next era of growth in the Middle East are the ones who dare to say something and stand by it.
It's time to be braver. To stop worrying about pleasing everyone and start speaking directly to the people who matter. Because in 2025, brand loyalty isn't built on perfection. It's built on personality.
Stronger opinions might lose you a few followers. But they'll win you fans. And that's the whole point.
By Lara Geadah, Founder and CEO of Cameo Communications.