From today's brands to tomorrow's icons

Date of publication: January 30, 2005

Companies: , Unilever

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

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Wiam Hasanain

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