In 2000, Kevin Lane Keller introduced the brand report card, a framework that shaped how we evaluate brand performance and equity. At the time, his ten essential attributes offered a roadmap for organisations to diagnose their strengths and weaknesses. However, brand building has changed dramatically since then.

In the wake of COP28 and the commitments of COP29, businesses across the MENA region find themselves at a pivotal moment. With developed nations pledging $300 billion annually by 2035 to tackle climate challenges, the region has a once-in-a-generation opportunity to align its growth trajectory with global sustainability imperatives.

As the UAE celebrates its 53rd National Day, Firstwater Advisory also marks an important milestone: entering our tenth year of empowering businesses to achieve sustainable success.

Both for-profit and non-profit organisations increasingly face pressure to navigate the complex intersections of purpose, profit, and positive impact. Whether driven by the demands of conscious consumers or the imperative to address systemic social challenges, institutions are expected to operate with clarity of vision while delivering measurable, real-world results.

Constantly providing self-congratulatory introspection, the marketing industry relentlessly lauds itself for creativity and positive influence. But beneath the surface lies the “inconvenient truth”: Marketing is arguably the most significant contributor to the global climate crisis, among other pressing issues.

How an organisation perceives itself and how stakeholders view it are critical factors that shape its success. Firstwater has developed an innovative model that classifies organisations into four distinct quadrants.

At Firstwater, we believe in the transformative power of purpose-driven brands. Our mission is to help businesses unlock their potential by aligning their brand strategies with their core values and higher purpose.

A solid purpose outlines a company's fundamental goals and values, communicates with all stakeholders, and demonstrates a solid commitment to principles beyond profit margins.

With modern businesses' evolving needs, particularly those based on growing pressures to accelerate sustainability efforts, it's high time to question this oversimplified belief that brand architecture is synonymous with design.

A fractional CBO brings big brand benefits on a small budget. Learn how part-time branding leadership can drive growth for Middle East companies post-COP28.

In our concluding post of this series on the Sustainable Development Goals (SDGs), we spotlight SDG 17: Strengthen the means of implementation and revitalise the global partnership for sustainable development.

As our exploration of the Sustainable Development Goals (SDGs) continues, we now focus on SDG 12: Ensure sustainable consumption and production patterns.

As we continue our exploration of the United Nations' Sustainable Development Goals (SDGs) and their alignment with forward-thinking branding, our focus shifts to SDG 9: Build resilient infrastructure, promote inclusive and sustainable industrialisation and foster innovation.

When discussing the creation and management of future-ready brands, there's a more extensive narrative at play. The conversation extends beyond the confines of the company and its immediate stakeholders, reaching out to the broader global community.

The global goal of limiting the average temperature increase to 1.5°C is in jeopardy unless there's a significant boost in collaboration and action between public and private sectors to hasten emission reductions. The Alliance of CEO Climate Leaders represents $4 trillion in revenues and 12 million employees.

Dan Dimmock shares his two-decade journey in purpose-driven brand development in the latest episode of the "Marketing Society Sustainability Squad" podcast hosted by Abdul Rahim Osman.

Exciting times, as our CBO and company founder Dan Dimmock sat down for an enlightening chat with Matt Hayfield, the visionary CEO of KingsFaris. For those who haven't yet encountered the thought-provoking discussions steered by Matt, you're in for a treat!

In a world seeking meaning and sustainability, Firstwater Advisory has been recognised for its unwavering commitment to building brands with clarity, purpose, and impact. Acquisition International, a renowned B2B publication, has honoured us at its annual Business Excellence Awards.

Supporting the MEA region's growing startup community and as part of the DMCC Impact Scale-Up Programme Powered By C3, last night we ran our Purpose-driven Brand Strategy workshop—bringing twenty impact-focused businesses, all contributing to the realisation of UN Sustainable Development Goals (SDGs), round the table to talk Brand.

Higher Purpose works in the service of connecting your Mission to your Vision and goes beyond just making money. It's a reason for being that inspires and motivates employees, customers, in fact, all stakeholders to invest in you. Higher Purpose provides a competitive advantage and helps you create passionate Brand Believers. Most importantly, when implemented correctly, Higher Purpose connects your incredible work to measurable social and environmental impact.