Behind Marketing Lines

Behind Marketing Lines Where stories fuel growth!

POV: The Duo trend meets every graphic designer’s worst nightmare: Make the logo bigger. No, bigger. A little more. Perf...
11/09/2026

POV: The Duo trend meets every graphic designer’s worst nightmare:

Make the logo bigger.
No, bigger.
A little more.
Perfect. 😂

Designers, you know exactly what we mean. 👀

In this episode of Behind Marketing Lines, our host Zeeshan sits down with Bassam Abdalla, a marketing lecturer at Middl...
01/09/2026

In this episode of Behind Marketing Lines, our host Zeeshan sits down with Bassam Abdalla, a marketing lecturer at Middle East University and DBA candidate at Jean Moulin Lyon 3 University.

Thirty years of watching his father teach marketing gave him a blueprint. Losing him gave Bassam a reason to pick it up.

He talks about inheriting a legacy he didn't ask for, researching the hidden costs businesses never see, and why he still tells his students not to let AI do their thinking for them.

If you have ever wondered what it costs to carry someone else's work forward, or you are quietly trying to figure out how much of your creativity you should hand over to AI, this one is for you.

Full episode link in the comments 👇

31/08/2026

Coming up next on Behind Marketing Lines is the story of Bassam Abdalla, a marketing academic, researcher, and educator whose journey has taken him from finance and accounting to academia, research, and helping shape the next generation of marketers.

From building a career as a senior accountant and completing his master’s in finance to unexpectedly stepping into the world of teaching to continue his late father’s legacy, Bassam’s journey is a story of resilience, adaptability, curiosity, and learning to keep moving forward when life takes an unexpected turn.

In this conversation with Zeeshan, Bassam reflects on the twists that shaped his journey, the importance of working hard on yourself, and why you need to be ready to adapt, grow, and keep climbing even when the people who once guided you are no longer there.

From bridging the gap between academia and the realities of the business world to shaping future marketers, Bassam shares valuable lessons on creativity, curiosity, continuous learning, and why AI should help us think better, not make our brains dormant.

Stay tuned for the full episode on YouTube, Spotify, and Apple Podcasts.

Coming up next on Behind Marketing Lines is the story of Bassam Abdalla, a Doctor of Business Administration and Lecture...
27/08/2026

Coming up next on Behind Marketing Lines is the story of Bassam Abdalla, a Doctor of Business Administration and Lecturer at Middle East University-Lebanon.

With a passion for education, business, and continuous learning, Bassam brings together academic research and real-world perspectives. His work has explored topics including AI and its competitive potential for small businesses, while his teaching focuses on helping students turn business and marketing theory into practical ideas.

In this conversation, Bassam joins us to share the experiences and ideas that have shaped his journey across academia, business, and education.

From the evolving role of technology in business to the importance of curiosity, practical learning, and preparing future professionals for a changing world, this is a conversation you won’t want to miss.

Stay tuned for the full episode on YouTube, Spotify and Apple Podcasts.

Nobody kills a great idea in one meeting. It just gets edited to death, one comment at a time. In this episode of Behind...
25/08/2026

Nobody kills a great idea in one meeting. It just gets edited to death, one comment at a time.

In this episode of Behind Marketing Lines, Zeeshan talks about the quiet creativity killer sitting inside almost every marketing team, death by committee.

The CEO wants the logo bigger. Legal adds three disclaimers. Sales wants another feature mentioned. Someone's daughter is Gen Z and she wouldn't like this. By the time everyone's had their say, the campaign says fifteen things, which means it says nothing. Not bad designers, not bad briefs, just too many people trying to make themselves comfortable instead of trying to make the work better.

He breaks down why Apple never explains everything, why Nike never needed more than three words, and why the brands people remember are the ones where someone had the guts to protect the idea instead of softening it.

Great ideas rarely die in a single meeting, they just get approved to death, one comment at a time. If that sounds familiar, this one's for you.

Link to full episode in the comments👇

In this episode of Behind Marketing Lines, Zeeshan sits down with Mohamed Al Tajer, a senior marketing and business lead...
19/08/2026

In this episode of Behind Marketing Lines, Zeeshan sits down with Mohamed Al Tajer, a senior marketing and business leader whose career has spanned FMCG, aviation, financial services, fintech, advisory, governance, and digital transformation.

From starting his career as an engineer at Coca-Cola to discovering his passion for marketing and going on to work across multiple countries and industries, Mohamed shares the twists, risks, and lessons that shaped his journey.

The conversation explores why marketers need to be more accountable for business results, how AI is changing the way we work, and why human intuition, critical thinking, curiosity, and having a strong point of view will remain essential in the future of marketing.

Mohamed also reflects on the importance of being comfortable with being uncomfortable, taking risks, failing fast, and continuing to learn. His philosophy is simple: keep discovering, keep walking, and never stop moving forward.

The episode also dives into his experiences at Unilever and Gulf Air, the power of meaningful storytelling, and why campaigns should ultimately drive business results because “cash flow and sales is sanity.”

The episode is now live on YouTube, Spotify, and Apple Podcasts.

He didn't stumble into marketing by choice, he stumbled into it by accident, and then spent two decades making sure it w...
18/08/2026

He didn't stumble into marketing by choice, he stumbled into it by accident, and then spent two decades making sure it was the right one.

In this episode of Behind Marketing Lines, our host Zeeshan sits down with Mohamed Al Tajer, marketing and transformation leader across FMCG, aviation, banking, and governance. From an engineer who wanted the marketing team's job, to a CEO who built an airline campaign with zero aircraft in it, for a country still grieving a crash, his story is proof that the marketers who survive are the ones who never stop being curious.

Mohamed also writes the LinkedIn newsletter Uncomfortable Truths, where he unpacks governance and leadership blind spots most people avoid talking about. He co-authored a chapter titled Innovate or Die in the book Made With Tough Love, and the airline commercial he references in this episode is linked below.

Full episode link in the comments👇

📖 Read his newsletter: https://www.linkedin.com/newsletters/uncomfortable-truths-7458084259841339393/

📚 His book chapter, Innovate or Die, in Made With Tough Love: https://www.amazon.ae/dp/1761240773

🎬 The commercial he mentions in this episode: https://www.youtube.com/watch?v=6_hQQgOGXC4

17/08/2026

Coming up next on Behind Marketing Lines is the story of Mohamed Al Tajer, a senior marketing and business leader whose career has spanned FMCG, aviation, financial services, fintech, consulting, governance, and digital transformation.

From starting his career as an engineer at Coca-Cola to discovering his passion for marketing and eventually taking on leadership roles across multiple countries and industries, Mohamed’s journey is a story of curiosity, adaptability, courage, and continuous reinvention.

In this conversation with Zeeshan, Mohamed reflects on the career twists that shaped him, the importance of being comfortable with being uncomfortable, and why marketers need to take greater ownership of business results rather than remaining “sitting ducks” in the boardroom.

From learning marketing as an engineer at Unilever to leading major campaigns at Gulf Air, Mohamed offers valuable lessons on leadership, marketing, accountability, and the importance of always keeping discovering.

Stay tuned for the full episode on YouTube, Spotify, and Apple Podcasts.

Celebrating the creativity, curiosity, and growth of Hasnain Altaf! 🎉As our Design Intern, Hasnain is exploring the worl...
12/08/2026

Celebrating the creativity, curiosity, and growth of Hasnain Altaf! 🎉

As our Design Intern, Hasnain is exploring the world of design, editing, and creative storytelling, learning, experimenting, and turning ideas into visuals along the way.

Here’s to a year of new skills, bigger ideas, creative challenges, and plenty of opportunities to grow. Keep creating, keep learning, and keep shining! ✨

Happy Birthday, Hasnain! 🎂

For years, ranking on page one was the whole game. Now half your audience isn't even opening a search results page. Chat...
10/08/2026

For years, ranking on page one was the whole game. Now half your audience isn't even opening a search results page.

ChatGPT answers the question before Google gets a chance. Alexa gives one answer instead of ten. Google Lens turns a photo into a search bar. Three different channels, and most brands are invisible on all of them because they are still writing for keywords, not for people.

In this episode of Behind Marketing Lines, Zeeshan breaks down why traditional SEO is losing ground fast, backing it up with real-world examples of brands that adapted early and the results they are witnessing because of it.

If your content strategy still revolves around keywords and backlinks, this one's worth twenty minutes.

Full episode link in the comments👇

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