On Their Terms Only
Alyan Khan-Yusufzai comments on how Gen Z is rewriting the rules of working in Pakistan’s ad industry.
Alyan Khan-Yusufzai
Why the World Can’t Get ‘Knafeh’ of Dubai Chocolate
Alyan Khan Yusufzai on how Dubai Chocolate expanded from a treat to becoming an example of modern brand storytelling.
TOM or Just Plain Genericide?
Alyan Khan-Yusufzai discusses the dangers posed to brands
if they turn into category identifiers.
if they turn into category identifiers.
The Way the Reels Crumble
Alyan Khan-Yusufzai on the Crumble cookie phenomenon.
Hey Chatbot! Do I Really Need You?
Adopting AI without a clear purpose or sense of outcome can cause
more trouble than benefit, argues Alyan Khan-Yusufzai.
The Troublesome Problem of Surface Level Commitments
Are brands in Pakistan really committed to climate change awareness or merely paying lip service? Alyan Khan-Yusufzai poses the question.
Choosing or Settling for Local?
The BDS Movement has seen consumer spending on local brands surge, but will they be able to sustain it for the long term?