IP is now an economic battleground, and the Gulf is on the frontlines. For years, intellectual property has been treated as a matter of legal hygiene. A trademark to file. A clause in a contract. Today, it’s something else entirely.

Brand clarity isn’t another buzzword. When organisations actuate a clear and compelling brand value proposition and reflective identity, they foster deeper connections with stakeholders, enhancing loyalty and engagement. Loyalty translates into advocacy and repeat business, allowing companies and brands to command premium pricing strategies. But what happens when brand clarity is lacking—how much does confusion really cost a business?