Most Middle Eastern brands that talk about going global mean opening a store in London. That instinct is understandable, and it's usually wrong. Direct expansion asks a brand to fund, staff, and operate in a market it does not yet under...

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.

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.