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) • 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 • Ostentatious Man-made Palm Island Tallest bldg in world Tallest hotel in world Only 7 star hotel in world
Brand Personality • Slow down? Who?! Me?! 2003 1990 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. Brand Promise • No compromises on your life Upward mobility High-class living Stable economy Cheap fuel High salary Tax-free International cuisine Beaches Low interest rates Relatively cheap real estate properties Warm weather E-facilities Did I mention TAX-FREE?
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 • Dubai makes it possible for me to live out the lifestyle I always dreamt of living…
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 • 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
This is good. Putting examples of something that already works is smart. Some examples that have already taken off 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. 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 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. Ways to develop relationship
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
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’ Finally Dubai
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. Thank you!