Arab Musketeers

ISSUE 05

Microsoft’s “wallowing in reality” is Required to Understand What Customers Really Want.

Microsoft’s “wallowing in reality” is Required to Understand What Customers Really Want.

Passengers were pleasantly delighted to learn that Marjan Rintel, the airline’s CEO, was one of the flight attendants on a KLM flight from Los Angeles to Amsterdam.  While executives in the...
The ‘Barbie’ AI selfie generator has 13 million users.

The ‘Barbie’ AI selfie generator has 13 million users.

The entertaining experience, which was provided before of the film’s premiere, drew the attention of superstars such as Rihanna and Pedro Pascal.   The success of Warner Bros. and...
What can marketers learn from Wilko’s failure?

What can marketers learn from Wilko’s failure?

Gordon Young, editor-in-chief and co-founder of The Drum, reacts to the news that retailer Wilko is on the verge of bankruptcy. Where did everything go wrong? I’m sorry to learn that the...
Why are luxury companies such as Prada and Burberry venturing into sports?

Why are luxury companies such as Prada and Burberry venturing into sports?

Luxury brands are growing more prominent in the realm of sports sponsorship. Last month, Prada announced a partnership with the Chinese women’s soccer squad for this summer’s FIFA...
Airbnb CEO: Because of our brand strength, we can maintain a stable marketing spend as a percentage of sales.

Airbnb CEO: Because of our brand strength, we can maintain a stable marketing spend as a percentage of sales.

According to CEO Brian Chesky, Airbnb’s strong brand, created through a concentration on top-of-funnel activities, allows the company to maintain its marketing expenditure as a percentage of...