Why America Builds Better Brands Than The Middle East!
I walked through mall after mall in Dubai and kept seeing the same thing: Starbucks, Nike, Apple, Alo… even Chipotle is here.
But where are the Middle Eastern brands making it big abroad?
This region has everything: insane wealth, futuristic cities, and some of the boldest projects in the world. Yet the region that gave us algebra, astronomy, and coffee hasn’t given us the next Nike. Why?
It’s not a lack of talent or money. It’s a branding gap.
America doesn’t just sell products, it sells feelings.
Nike isn’t about sneakers. It’s about human determination.
Apple didn’t invent the smartphone. It made it irresistible and told a story about innovation everyone wanted to believe.
Meanwhile, Middle Eastern brands often copy the West instead of building on their own cultural strengths. Add to that a fragmented market, risk-averse culture, and a global narrative written by others, and the challenge becomes clear.
But here’s the good news: this is fixable. The region has world-class ambition (hello, NEOM), a global talent pool, and cultural depth. The key?
Find your own voice. Don’t mimic; reimagine.
Package culture as aspiration. Like Korea did with K-pop.
Tell stories that scale. Stories that make people feel something everywhere.
Because the truth is, America doesn’t just build companies, it builds dreams. And the Middle East needs its own.
Could it produce the next Apple? I think so. But it won’t come from copying, it’ll come from creating a narrative the world can’t ignore.
In Plain Sight is a show uncovering the business lessons, tech shifts, and global playbooks traditional media often misses. Each episode explores overlooked companies, untapped markets, and bold ideas shaping the future of nations through business and tech.
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