top of page


  • Marwa Kaabour

The Role of Emotion-driven Branding

I am truly inspired to see women breaking barriers and playing a crucial role in shaping brand narratives and influencing consumer behavior. In my latest article for Communicate Middle East magazine, I explore the role of emotion-driven brand #storytelling in inspiring positive change and promoting #genderequality in the #MiddleEast marketing industry.

Marwa Kaabour on Womain In Marketing and Woman To Watch Conference Special

The Middle East has witnessed a transformative shift in gender dynamics, with women rising up and taking on #leadership roles across sectors. This change is especially evident in #marketing, where women are driving brand narratives and reshaping consumer behavior. However, there is still work to be done to challenge gender stereotypes in advertising.

In my book, 'Marketing & Communications On The Job: How to Establish a Marketing and Communications Department from Scratch,' I dive into the power of brand storytelling as a tool to challenge biases and stereotypes. Brand stories forge deeper connections by conveying a company's unique selling proposition through emotionally resonant messages.

We are constantly seeking meaning in our experiences, and our brains respond to emotions. By attaching emotions to brands through #brand persona exercises, marketers can create a brand story that connects on a deeper level. This not only enhances brand perception but also increases #brandvalue.

Human-centric brand stories that challenge traditional gender roles have the power to inspire change and foster inclusivity in the Middle East marketing landscape. We need brands and agencies to support narratives that celebrate the accomplishments of women and demand content that reflects the #diversity of our society. It's a collective effort that involves everyone – advertisers, media agencies, and consumers.

We must also re-evaluate how products are portrayed to different genders. Limiting products to specific genders not only restricts market potential but also perpetuates the belief that men and women have inherently different needs and interests. A more inclusive approach is necessary to challenge these stereotypes and build an equitable #marketing landscape.

The marketing industry in the Middle East has made progress towards greater gender representation, but we cannot rest until we fully eradicate stereotypes and biases in advertising. We need continuous reflection, #education, and action to create a more inclusive and thriving environment where everyone can succeed. Together, through brand storytelling, human connections, redefined product marketing, and corporate social responsibility, we can drive positive change and empower the next generation of women leaders.

View the magazine here:



bottom of page