There is a lot of speculation on the fate of brands during the economic downturn. Many say they won’t sustain themselves. Some go further and are questioning the meaning of luxury in adding happiness to people’s lives.

To a certain extent, I agree. When was the last time you went shopping for shoes with a particular brand in mind? Or considered only the hotel chain that you liked when you traveled to a new city? Now that things are tough, people will become pickier and less loyal.

I believe that brands were losing their luster well before the economic crisis. There were too many of them they didn’t work hard enough to differentiate themselves and several were no longer relevant.

Yet, between choosing to fly on Emirates Airlines and Air Canada I choose Emirates. Between buying a property developed by Nakheel vs Emaar, I choose Emaar, between working on Mac vs Toshiba, I choose Mac.

Middle Eastern brands are particularly vulnerable. Many missed the opportunity to focus on quality in the name of growth and sacrificed their integrity. They lost their “raison d’etre” among employees and customers.

What Middle Eastern brand has invested in creativity to create a happy work place and build trust? Today’s client briefs, are all about saving money and making sales.

The history of brands notes that their most efficient growth was achieved when they combined business strategies with meaningful purposes that served humanity and engaged the workforce. Brand guidelines were codes of ethics and their results were measured by their positive reputation.

Arab brands can survive. They’re in their infancy and can during these trying times if they reflect the principles of Islam. To do that they must think in terms of equality, mutual respect, workforce engagement, and creating products and services that serve the community in positive ways. 

It is often in bad times that people engage in a more cooperative lifestyle. Arab companies can use the current economic reality to elevate their status globally.

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