The Middle East is in a period of massive growth—growth that is rapidly expanding the reach of the region’s brands beyond domestic audiences to the world at large. As part of this process—and characteristic of a still greater maturity—the way companies and products are named must change to suit a wider variety of tastes, and achieve multicultural relevance. In The Next Authenticity, Christian Turner, group director of brand naming, discusses the implications of for Middle Eastern brands.

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