Up until Q4 2008 the global economy was stable, here in Dubai businesswas booming - largely driven by the real estate sector. Business was spen-ding big on branding and marketing. It stopped. Suddenly. Branding andmarketing budgets vanished overnight and the era of austerity took hold.No matter what industry you're in, the world changed in 2008. Fouryears on and global markets remain turbulent. A new world economywarrants a new approach to branding, one where brand strategy,brand sustainability and focus are fundamental.
