When a Brand’s a Place or a place is a brand? Where? The brand 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 (17% in 2004; double that of China)
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When a Brand’s a Place
or a place is a brand?
Man-made Palm Island
Tallest bldg in world
Tallest hotel in world
Only 7 star hotel in world
Main street in Dubai
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.
Low interest rates
Relatively cheap real estate properties
Did I mention TAX-FREE?
Know what really drives your partner:
This is good. Putting examples of something that already works is smart.
Irish themed pub with live music
and lots of Guinness
Middle East’s first and only indoor ski dome
A solid relationship requires a healthy dose of love and lust.
Dubai is doing a good job on this front – what with sexy new real estate developments (tallest building, underwater hotel), A1 racing (Formula 1 but with a twist), gold plated hotel bathrooms, sexy nightclubs, affordable convertibles
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.
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
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’
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.