Localization isn’t just about translating copy, says Natalie Shardan of Serviceplan Middle East – it’s about cultural fluency. Get it right, and your brand will enjoy the rewards.
The Middle East is a high-growth, digitally savvy, and rapidly evolving market—but you wouldn’t know it from the way many global brands approach it. Outdated assumptions and one-size-fits-all strategies continue to hold companies back, leading to wasted budgets and campaigns that miss the mark.
Here are five major misconceptions brands make in the Middle East—and how to get it right.
1. “It’s just one market”
Would you market to Sweden and Spain the same way? No. Just like Europe, the Middle East spans multiple cultures, languages, economies, and consumer behaviors. Saudi Arabia, the UAE, Egypt, and Lebanon, for example, have distinct purchasing patterns, media habits, and cultural sensitivities.
Take humor, for example. In Egypt, comedy leans toward slapstick, exaggeration, and absurdity. In Saudi Arabia, humor is more lighthearted and deeply rooted in family values. A campaign that resonates in one country might fall flat in another.
Localization isn’t just about translating copy. It’s about cultural fluency. Brands that take the time to understand regional nuances and tailor their strategies accordingly build deeper trust – and ultimately, drive better results.
2. “Ramadan Is a very strict and serious holiday”
Ramadan is a sacred time, but it’s also the biggest moment for consumer spending and engagement. Many brands tiptoe around it, assuming it’s purely about fasting and religious observance. They miss a massive opportunity.
Ramadan is a time of heightened consumer activity, gifting, and celebration. It’s a peak advertising season, with increased social media usage, TV viewership, and retail spending.
A great example: Lipton was losing relevance in Egypt due to local competitors offering lower prices. Recognizing that Ramadan is the highest tea consumption period, Lipton ran a humorous, culturally relevant campaign that resonated deeply with Egyptian audiences. The brand successfully regained market share – not by discounting its price, but by aligning with cultural moments that mattered most to consumers.
Similarly, Serviceplan Middle East and Abu Dhabi’s Department of Culture & Tourism launched a campaign positioning Abu Dhabi as the ultimate Ramadan destination. The city’s vibrant night markets, cultural gatherings, and late-night experiences were showcased to a global audience, reinforcing that Ramadan is not a time to pause – it’s a time to connect.
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3. “Luxury is the only way to win”
Yes, luxury spending is high in the Middle East, but assuming it’s the only market opportunity is a mistake.
The region has seen a massive rise in e-commerce, digital-native brands, and a growing middle class. While high-net-worth individuals drive demand for premium brands, there’s an equally strong appetite for mid-tier and value-based products.
The winning approach? Focus on quality, personalization, and cultural relevance – rather than assuming luxury positioning is the only way to succeed.
4. “Women aren’t a priority audience”
The misconception that Middle Eastern women are passive consumers is one of the costliest mistakes a brand can make. Women in the region are driving household purchasing decisions, leading entrepreneurship, and shaping industries from fashion to finance. Brands that overlook this audience – or worse, rely on cliché portrayals – risk alienating a powerful and influential consumer base.
Nike is a prime example of a brand that got it right. Through its bold, empowering advertising, Nike challenged outdated perceptions and showcased real female athletes, encouraging women to embrace their full potential. One of the recent examples is the work titled ‘What if you can?’ The result? Not just increased brand affinity – but a cultural shift in how female ambition and success are perceived in the region.
Brands that want to succeed in the Middle East need to rethink their approach to female consumers – seeing them as decision-makers, not secondary audiences.
5. “The region is still catching up on technology”
This one couldn’t be further from the truth. The Middle East is a global leader in AI, fintech, and digital transformation. Consumers in the region expect seamless digital experiences, AI-driven personalization, and frictionless e-commerce. Brands that underestimate this will struggle to engage.
A great example of digital innovation done right: BMW ‘iJack’. In collaboration with BMW Middle East, Serviceplan Middle East added BMW-branded content to every electric vehicle (EV) charging station listing in the UAE on Google Maps. Suddenly, every time consumers searched for an EV charger, they were met with a BMW-branded takeover, highlighting the brand’s electric lineup.
The campaign was so effective that BMW markets outside the UAE began replicating the strategy – proving that the Middle East isn’t following global trends. It’s setting them. It also earned top industry recognition, winning a Dubai Lynx Gold and a Bronze Lion at Cannes, further cementing the region’s reputation as a hub for digital-first innovation.
Getting it right
The Middle East is one of the most exciting, fast-moving markets in the world – but it demands a more sophisticated, insight-driven approach. Brands that move beyond outdated assumptions, invest in cultural intelligence, and embrace digital-first innovation will be the ones that succeed.
The opportunity is massive. The question is: Are you ready to rethink your strategy?
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