Why cultural intelligence matters for brand expansion in the Middle East, and how brands can build long-term growth through culturally informed strategy, local relevance, and stronger market understanding.

Global brands entering the Middle East and Africa need more than distribution. They need a disciplined strategy that builds awareness, protects IP, creates new revenue streams, and preserves brand authenticity.

BBM Licensing announces the appointment of John Lam as Senior Strategic Advisor, strengthening its advisory capabilities in brand strategy, cultural insight, licensing, and international growth.

A Brands Untapped feature on Amer Bitar’s approach to scaling brand licensing in the Middle East—how structured licensing partnerships enable market entry, localization, and long-term brand stewardship across MENA.