Masterclass

Lead from the Brand-side Out

A Masterclass in Bridging Brand with Business Impact

Coming Soon

Reserve your spot
Learn more
Masterclass

Lead From the Brand-side Out

A Masterclass in Bridging Brand with Business Impact

Coming Soon

Reserve your spot
Learn more

Make Your Brand Matter More For Your Business

Right now, market forces across the GCC are penalizing the undifferentiated. If your growth strategy relies on aggressive customer acquisition costs, feature-chasing, or margin concessions, you don’t have a business model problem - you have a brand problem.

True market dominance is never built from the marketing department down. It is engineered from the brand-side out. When you shift from a product-first mentality to a brand-first strategy, the math changes instantly. You stop renting your market share through endless ad spend, and you start owning it through valuable brand equity.

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Location
Sheraton, Mall of the Emirates
Dubai, UAE
Time & Date
10:00 am — 2:00 pm
23 July 2026
The experience
An immersive executive workshop designed for hands-on collaboration. Dive deep, challenge convention, and bridge strategy with commercial execution in an interactive and engaging masterclass.
Registration fee
1,950
All fees quoted are exclusive of VAT and any applicable transaction processing charges.
Book your place
REFUND & CANCELLATION POLICY

Up to 10 days before: Tickets are fully refundable up to 10 days prior to the start of the workshop. To request a refund, please email us at academy@brandloungeme.com with your order number.

‍Within 10 days: Request received after this deadline cannot be accommodated for a refund. However, tickets are fully transferable and you are welcome to send someone else in your place. Just let us know their name and email before the event starts.

‍Event Cancellation: If we must cancel or postpone the workshop due to unforeseen circumstances, you will be offered a choice of a full refund or a credit for a future date.
Who it’s for
Built for Brand leaders, CMOs, marketing seniors, and decision makers looking to bridge brand strategy with commercial impact and turn brand equity into a measurable business growth engine.
Why It Matters to You
As a leader, your time is your most expensive asset. This exclusive masterclass strips away the theoretical fluff to hand brand decision makers the exact, battle-tested framework needed to maximize value and dictate their category. We teach you how to weaponize brand power to scale business impact with absolute clarity.
What the masterclass covers
We teach branding exactly the way we practice it: built on over 2 decades of real-world regional & global transformation. We focus on aligning your business through the lens of our 4 Dimensions of Differentiation.
PURPOSE
The Why

Does your brand purpose match your growth strategy? Learn how a defined purpose directly protects your margins.

IMAGE
The What

Does your brand image accurately reflect your true enterprise value? Fix the gap because perception is revenue.

CULTURE
The Who

Stop losing top performers. Build an internal culture that lowers your cost of acquisition & retention - an asset competitors can never reverse-engineer.

INNOVATION
The How

Are you fast-following or dictating the market? Learn to own your category through distinctive brand innovation.

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Mentors

Ibrahim Lahoud
Head of Academy & Insights

With more than 35 years of experience, Ibrahim has helped shape some of the region’s most enduring brands, from his time as Middle East Marketing Director at Apple to founding Dubai’s first branding firm and creating iconic brands including Emaar.

He is also a university instructor, published author, and award-winning brand strategist.

Mo Saad
‍Head of Design & Creative Impact

With over two decades of experience across the US, Middle East, and Asia, Mo has helped shape some of the region’s most ambitious brands, leading transformative work for organizations including P&G, 7X, Emaar, Novartis, and STC.

An award-winning creative leader, published contributing author, and recipient of the Transform Awards MEA 2024 Best Creative Director award, he combines strategic rigor with creative courage to create brands that drive lasting human impact.

Let’s Build the Next Generation of Brand Leaders

Spaces are reserved to maintain the integrity of peer-to-peer strategic dialogue. Register your interest today to request an invitation.

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