News and views

The new WACO brand is live at waco-network.com . WACO is a global network organisation for independent freight and logistics companies, providing a platform that helps its members compete and succeed globally. The organisation has built a strong reputation over more than 50 years, but the brand no longer reflected the connected and collaborative network it had become. It was time for a refresh. It was a privilege to work with Richard Charles, CEO, and Nicki Mears, Membership

Positioning is a valuable tool. It helps define what makes a brand different, how it fits into the market and why people take notice. Yet positioning alone does not create loyalty. While it tells people what you are, it does not always give them a reason to care. Belonging is different. It comes through experience, not just words. People start to feel it when they see their own values in your brand and when that match feels genuine, consistent and human. Positioning defines.

In my work, I often meet businesses that are deeply immersed in their own industry, guided by sector-specific trends, customer expectations and best practices. While that has value, it can also become limiting. When inspiration only comes from inside your own industry, it can narrow the view. Familiar patterns start to guide decisions, often without being questioned. And while that might feel efficient, it can make it harder to explore new directions. Sometimes, clarity comes

I am excited to announce that CHS Community Pharmacy has officially launched. The renewed brand and e-commerce platform are now visible on chspharmacy.ae . Over the past months, the team from CHS and I have been working step-by-step to refresh the brand, its strategy, identity, story, marketing approach, online shopping website and more. The company, previously known as Community Pharmacy, was founded in 2006 and currently has over 15 stores in Dubai, Abu Dhabi and Sharjah. I

In the last couple of weeks, I have seen many posts and questions related to marketing and branding in several groups on social media. Times

In one of my previous roles as an in-house marketing specialist & member of the innovation task force, I was responsible for the development