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Marwa Kaabour's Blog

Welcome to Marwa Kaabour's blog, where you'll find valuable insights and thought-provoking articles on marketing, communications, branding, sustainability, leadership, and women in business. Explore the latest trends, strategies, and industry updates, written by an experienced author and speaker in the field.

Farewell, Skype. What Happens When Innovation Stops Evolving

The end of Skype. What Happens When Innovation Stops Evolving. In May 2025, Microsoft retired Skype – a platform that once defined what...

Marwa Kaabour

2 min read

Dear Brands, Think Before You Trend

Should brands follow viral trends? Lately, I've been seeing more and more brands hop onto viral trends – sometimes cleverly, other...

Marwa Kaabour

3 min read

When Privacy Became the Loudest Message in the Room

When Did Privacy Become a Luxury? WhatsApp’s Global Campaign Reframes the Conversation

When Privacy Became the Loudest Message in the Room WhatsApp’s Global Campaign Reframes the Conversation

Marwa Kaabour

3 min read

Luxury brands must address a new breed of consumers who value sustainability over logos, authenticity over exclusivity, and ethics over price tags

China’s attack on luxury items is changing consumer perception, forcing brands to reconsider their value propositions

Owning what very few can afford may lose its appeal when consumers realize the value is largely symbolic · Luxury brands must address a new breed of consumers who value sustainability over logos, authenticity over exclusivity, and ethics over price tags “For luxury brands, the ultimate challenge lies not in lowering prices or increasing accessibility, but in discovering new ways to redefine exclusivity. In the age of mass production, the new luxury is not ownership,

Marwa Kaabour

4 min read