# The Brand Beyond the Ad: Building Consumer Businesses in the Age of Disruption

- Event: Techne Summit Alexandria 2026
- When: Saturday, 3 October 2026, 5:15 pm – 5:30 pm (Cairo time, GMT+3)
- Where: The Great Hall, Bibliotheca Alexandrina, Alexandria
- Track: Creative Economy
- Page: https://techne-summit-concept.pages.dev/agenda/the-brand-beyond-the-ad-building-consumer-businesses-in-the-age-of-dis
- Calendar: https://techne-summit-concept.pages.dev/agenda/the-brand-beyond-the-ad-building-consumer-businesses-in-the-age-of-dis.ics

Consumer brands are operating in a market where attention is fragmented, consumer behaviour is changing rapidly, and technology is reshaping how people discover, engage with, and buy from brands.
This fireside explores how established consumer businesses can move beyond traditional advertising to build stronger, more relevant relationships with their audiences. The conversation will look at how data, technology, changing consumer behaviour, and new approaches to brand building are influencing everything from consumer insight and product development to communication and customer engagement, and what it takes for established brands to remain relevant in a rapidly changing market.

## Speakers

- [Mona Arslan](https://techne-summit-concept.pages.dev/speakers/mona-arslan.md), Head of Digital & Assistant Professor of Marketing at AASTMT (Moderator)
- Ahmed Salem, Marketing Director at Juhayna Food Industries