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From today's brands to tomorrow's icons

Date of publication: January 30, 2005

Catalogue: ESOMAR Conference On Age 2005

Companies: , Unilever

Authors: Vidya Rayappa, Wiam Hasanain

Abstract:

The authors share their experience in successfully implementing an on-going consumer interface program with young consumers for identifying trends in their behaviour in the complex market of Saudi Arabia, paving the way for marketers to transform today's brands into tomorrow's icons. Following the success of the interface program in Saudi Arabia, similar initiatives have been rolled out across Middle East and North Africa. In this paper the authors also illustrate their experience in cascading learnings from Saudi Arabia across this region.

Vidya Rayappa

Author

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Wiam Hasanain

Author

This is a long description of some author details.

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Rayappa and Hasanain (2005a, January 30). From today's brands to tomorrow's icons. ANA - ESOMAR. Retrieved September 17, 2025, from


https://ana.esomar.org/documents/tomorrow-s-research-fuelled-today