“Though blood is thicker than water, a brand needs the involvement and contribution of many to be successful”
The Grid: Talking about creating a brand out of a family business and creating a family out of branding a business, could you share with us, what’s different about building a brand for a family? What are the pitfalls to avoid?
Edward Leaman: What is different about building a brand for a family business is the level of emotional investment the brand has. In a family business one is dealing with family dynamics, and this brings up the relationships between the family members, which have already been created over the years. And so a brand is being built already on the foundations of legacy and heritage, and there is often a great deal of unsaid or unspoken language and behavior in play which can play out well or not so well in the business.
February 28, 2017
“The vast majority of these studies are designed from a western-perspective and do not apply equally to our social context as Arabs, Muslims, or to the Middle East or the wider region”
The Grid: In our event ‘Family Firms: Coming out of Denial, Taking Stock and Lessons Learned’, in which you were a guest speaker, there was a lot of interest in the investment trends of families in the Emirates. What do you see as the key areas of interest at present?
Adil Al Zarooni: Education is key for stabilization in any region, with the Middle East being no exception. I naturally start with the United Arab Emirates. It is the most mature market in the region with a lot of institutions providing education services.