Companies often don’t make a distinction between design and branding. They think that by having a modern look, they have achieved what it takes to win people’s hearts.

Today, as companies are racing to counter generic competition and large brands, our challenge is to focus on real values rather than design and marketing.

If there is a way to develop a brand through design alone, then many companies in the Arab world would have a chance, but no such possibility exists.

Design is a good ground breaker and therefore incredibly important. However, if the experience isn’t authentic and sustainable, then the relationship will remain shallow & fragile and ultimately unviable.

When companies realize that by being authentic, showing determination and creating their own distinctive cultures, not only will they win the hearts of their customers, shareholders, partners and principals, they will also recruit the best candidates, and those candidates will stay with them longer.