When a Brand's a Place

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When a Brand’s a Place:

When a Brand’s a Place or a place is a brand?

Where?:

The brand Where?

Who?:

Who? An emirate on the Arabian Gulf that started out as a small trading post Now a modern city that aims to be in the same league as NY, London and Paris Fastest growing economy in the world. 80% of population are expatriates, only 20% are nationals Tax-free haven Home to every multinational corporation on the planet Cultural makeup is very diverse: Arab, English, Russian, Iranian, Filipino, Indian, Australian, Kiwis, American, French, etc.

Brand Personality:

Brand Personality Ostentatious Man-made Palm Island Tallest bldg in world Tallest hotel in world Only 7 star hotel in world

Brand Personality:

Brand Personality Slow down? Who?! Me?! 1990 2009 Main street in Dubai

Brand Promise:

Brand Promise No compromises on your life Tax-free High salary Relatively cheap real estate properties Cheap fuel High-class living Low interest rates Stable economy Upward mobility Warm weather Beaches International cuisine E-facilities Did I mention TAX-FREE? These first few charts are great, they tell me just what I need to know about the brand, could maybe be a little less, but basically fine.

Target Audience:

Target Audience For the sake of this project, I’ll focus on just one of the many archetypes you would typically find in Dubai: The live-hard-die-young-I-own-a-Porsche-and-you-don’t-Rayban-toting-Dolce-linen-pants-walkin’-with-a-top-of-the-world-swagger-stay-out-all-night-socialite

Current Relationship with Dubai:

Current Relationship with Dubai Dubai makes it possible for me to live out the lifestyle I always dreamt of living…

Current Relationship with Dubai:

Current Relationship with Dubai …but couldn’t in my home country because: My country has a per capita income of just $100 per month My country is war-ridden A studio apartment back home costs more than I would make in 2 life-times It’s usually below -10C on a good day back home

Ways to develop relationship:

Ways to develop relationship The ingredients of any strong, healthy relationship: Know what really drives your partner: Dubai government to conduct research into needs and motivations of current population (especially the TA specified in this presentation) Based on research findings, come up with proposals that further enhance the brand relationship e.g. research could tell us that our TA miss certain aspects of their home country. Proposal: bring that part of their home country experience to Dubai

Some examples that have already taken off:

Some examples that have already taken off Middle East’s first and only indoor ski dome Irish themed pub with live music and lots of Guinness This is good. Putting examples of something that already works is smart.

Ways to develop relationship:

Ways to develop relationship Love: Dubai needs some more work here. People live here, but they don’t necessarily LOVE living here. First step: find out ‘where is the love’? (qual research) Second step: Inject the love Recommendations: more cultural outlets (such as the Dubai Film Festival – already a world-class venue), more community building activities (such as Dubai World Cup horse race) Remembering all the time that our TA loves to be seen out and about.

Finally:

Finally Propose marriage Currently expats remain expats forever. You can never become a citizen of Dubai even if you wanted to. There are extenuating circumstances for a few (those who have lived in the country for 20+ yrs and are incapable of returning home) For the brand ‘Dubai’ to be fully embraced by its TA, it must be totally owned by them

Finally:

Finally THEREFORE Reco: immigration with the possibility of becoming a full citizen Because what better way to own ‘Dubai’ than to be able to proudly say: ‘I live in Dubai. I work in Dubai. I party in Dubai I am a Dubaiyan’ Dubai

Thank you!:

Thank you! There are smart strategies in here. It’s better about Dubai than it is about the audience. You’ve not given me anything very deep about them, nothing beneath the surface of the cliché. I’m sure what you’re saying is right but you’ve not brought the people to life for me, you’ve not made me understand them or care about them.

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