Brand building isn’t about hype—it’s about meaning.In this episode of Below the Fold, we sit down with Mohammad Aljuhani, a leading voice in Saudi’s innovation scene, to unpack what it really takes to build brands that stand out and endure in today’s crowded landscape.Drawing from his experience across startups, ecosystem design, and strategic advisory roles, Mohammad shares why most brands in MENA are focused on awareness—when they should be investing in clarity, consistency, and emotional connection.