What does it take to stay relevant for over a century—without selling out or falling behind?

In this episode of Challenger Brands, we go deep into the story of the Jashanmal Group—one of the Middle East’s most iconic retail and distribution brands—with Group CEO Shuja Jashanmal.

Founded in 1919 with a £75 loan and a single bookstore in Basra, Jashanmal has grown into a regional powerhouse with over 150 stores. But what’s more impressive is how it has remained strategically relevant through massive geopolitical shifts, generational transitions, and the evolution of modern retail.

In this rare and insightful conversation, Shuja unpacks the philosophy, business discipline, and cultural foresight that have powered Jashanmal’s growth for over 100 years.

This is Challenger Brands -

Where we talk about brand development, marketing, sales, entrepreneurship, and a whole lot of other things to help entrepreneurs and brand custodians build competitive brands and better businesses.

Not the biggest player in your sector? Make an impact by challenging the status quo.

In each episode, we talk to inspiring industry professionals and entrepreneurs to gain useful and actionable insights for empowering challenger brands.

Hosted by Illustrado - The Brand Development & Creative Agency for ambitious and audacious challenger brands.

Visit our website to learn more: https://bit.ly/IllustradoWebsite

What’s really costing you growth? Spoiler: It’s not your logo.

In this bold and eye-opening episode of Challenger Brands, host Lalaine Chu-Benitez (Founder & MD, Illustrado) sits down with Arshie Ahmed, executive coach and founder of Flying Hedgehogs, to unpack a powerful truth most businesses ignore: burnt-out leadership bleeds into your brand.

🔥 You’ll discover:

Why performance is NOT the same as presence
How misaligned leadership sabotages branding, team culture, and sales
The truth about corporate burnout—and why it’s become the “acceptable norm”
How generational differences shape work culture and what it means for leaders
Why internal alignment isn’t a “nice-to-have”—it’s a branding necessity

This conversation is a masterclass in holistic branding and modern leadership, challenging old-school corporate mindsets and offering a radically human, business-smart way to lead.

Whether you're a founder, CMO, or senior executive, this episode will help you:

✅ Lead without burnout
✅ Build brand trust from the inside out
✅ Create a culture of authenticity, alignment, and performance

👉 If you're still relying on pretty campaigns while ignoring your leadership culture, this is your wake-up call.
🎧 Watch now and rethink what it really takes to build a brand that performs.

This is Challenger Brands -

Where we talk about brand development, marketing, sales, entrepreneurship, and a whole lot of other things to help entrepreneurs and brand custodians build competitive brands and better businesses.

Not the biggest player in your sector? Make an impact by challenging the status quo.

In each episode, we talk to inspiring industry professionals and entrepreneurs to gain useful and actionable insights for empowering challenger brands.

Hosted by Illustrado - The Brand Development & Creative Agency for ambitious and audacious challenger brands.

Visit our website to learn more: https://bit.ly/IllustradoWebsite

Why do so many real estate brands in the UAE blur into one another—with the same “luxury” promises, generic visuals, and forgettable campaigns?

In this hard-hitting episode of Challenger Brands, we speak with powerhouse marketer Nathalie Nasr, whose work across Aurora Prime and Amwaj has helped position one of Dubai’s fastest-growing developers in 2025.

We dive into:
✅ The real reasons behind the “luxury sameness” plaguing the UAE real estate market
✅ The biggest mistakes developers make in brand messaging
✅ What it takes to differentiate in a sea of sameness—especially as a new or mid-sized player
✅ Why being operations-led instead of brand-led is holding developers back
✅ Practical strategies to infuse brand personality, build trust, and drive serious buyer connection

If you're a marketer, brand leader, or developer looking to cut through the noise, this is a must-listen masterclass on breaking the copy-paste mold and standing out where it matters most.

This is Challenger Brands -

Where we talk about brand development, marketing, sales, entrepreneurship, and a whole lot of other things to help entrepreneurs and brand custodians build competitive brands and better businesses.

Not the biggest player in your sector? Make an impact by challenging the status quo.

In each episode, we talk to inspiring industry professionals and entrepreneurs to gain useful and actionable insights for empowering challenger brands.

Hosted by Illustrado - The Brand Development & Creative Agency for ambitious and audacious challenger brands.

Visit our website to learn more: https://bit.ly/IllustradoWebsite