Most B2B marketing still runs like clockwork. You plan a campaign, you launch, you measure, you repeat. And then… silence.
The problem? Campaigns have a start and an end. Culture doesn’t.
The brands that will matter in the next 5 years in the UAE and GCC won’t be the ones who 'run good campaigns'. They’ll be the ones that build cultural gravity; ideas so magnetic that customers, employees, and even competitors orbit around them.
From Campaigns to Cultural Gravity
So, what does cultural gravity look like for B2B founders? It’s when your marketing becomes less about shouting and more about shaping how people think, talk, and even joke about your category.
And you don’t get there with one-off ads. You get there with formats that keep pulling people back.
Four Paths to Cultural Gravity
1. Gamified Journeys
Instead of another “download our whitepaper” CTA, what if you designed an interactive challenge? Imagine CFOs across Dubai competing in a “Cashflow Survival Simulator” your fintech brand created. They don’t just read — they play, they share, and they remember.
Why it works: Games reward attention, not just clicks.
2. Social IPs
Social IPs are repeatable content formats that people anticipate. Think of them as your own business talk show, meme series, or weekly drama drop — except it belongs to your brand.
Example: A logistics company launches “Supply Chain Stories” — bite-sized episodes about real (and often hilarious) problems on the ground. Over time, this becomes part of the company’s brand identity.
Why it works: Properties become rituals. Rituals build loyalty.
3. Vertical Storytelling
Forget polished 5-minute case study videos. The world watches on vertical screens now. Imagine a cybersecurity startup creating a 6-part thriller, shot like a TikTok series, about a fictional hack on a local business. Your product isn’t advertised — it’s woven into the storyline.
Why it works: Stories are bingeable. If your brand is inside the story, your brand is bingeable too.
4. Mobile-First Content
Your buyer isn’t reading PDFs. They’re scrolling WhatsApp, LinkedIn carousels, and Reels between meetings. A B2B consultancy could turn its Insights Report into a 10-part WhatsApp drip series, where insights “unlock” day by day.
Why it works: You meet your audience where they already are, in the format they actually consume.
The Founder’s Playbook
If you want to shift from running campaigns to building cultural gravity, start with these three moves:
Pick one ritual. It could be weekly series, a challenge, or a storyline your brand will commit to.
Design for participation. Don’t just broadcast; create hooks that invite people in.
Think in seasons, not campaigns. Your goal isn’t to end with a bang, it’s to create a reason people return.
Because campaigns get forgotten. But culture? That’s what makes you unforgettable.
