The Story of Middle East Advertising received a warm welcome from the universities of the region who found within its pages relevant local case histories that their students can refer to, rather than always reading about the success stories of foreign brands. We built on this educational need and called on many Arab brands to help on building a library on those brands that succeeded in playing the global game. This exercise helped in better defining true meaning of globalization and offered a generous parade of Arab brands that met this criteria, as the reader will be able to read in the following chapters.
Moreover this exercise also helped to challenge the myth that the most desirable global brands always came from the same countries of origin: namely USA, England, France, Germany, Japan and Korea.