Sorrana, a brand defining advisory built for the realities of the Gulf market, recently announced its launch. Founded by Scarlett Sykes and Katie Watson-Grant, Sorrana partners with luxury, lifestyle, beauty, wellness, fashion and hospitality brands, as well as corporate and B2B organisations, to make sure their positioning is right before their spend goes out the door.
Industry sources added that the GCC is one of the most competitive brand landscapes in the world, and one of the least forgiving of a strategy borrowed from elsewhere. Too many brands, whether long-established regional names or international houses entering for the first time, invest heavily in marketing before the underlying strategy is sound, and pay for it in wasted budget, mixed signals and slow traction. Sorrana was created to close that gap.
Sorrana also works with international brands, particularly from the UK and the US, considering entry into the GCC, helping them pressure-test their proposition and sequence their launch before they commit budget to a market that rewards precision and punishes assumptions.
Scarlett Sykes – Founding Partner of Sorrana stated “After seventeen years working with brands across the Gulf, Iโve seen the same pattern again and again: talented teams pouring budget into marketing that was never going to work, because the strategy underneath it was wrong for this market. Sorrana exists to fix the foundations first. We tell brands whatโs happening before we tell them what to do about it.”
Katie Watson-Grant – Founding Partner of Sorrana stated “Great brands arenโt built on louder marketing; theyโre built on sharper decisions. What excited me about Sorrana is that we get to have the honest conversation most brands never make time for, whatโs working, what isnโt and what to do next and then stay in the room to help them act on it.”
When people ask what a brand-defining advisory does, the answer starts with a shift in perspective. Most brand problems arenโt creative problems, theyโre clarity problems, and a brand canโt fix what it hasnโt honestly looked at. So Sorranaโs work moves in three steps, and brands take only the ones they need.
