Hania Thabet on How to evaluate PR performance in a diversified Global holding group -- MD, TBWA/ RAAD

Dubai – growth story. It was based on visionary leadership. Dubai – the name of the brand is synonymous with quality of life, commercial centre, multi-cultural society, strategically located and connecting east and west. As a brand, Dubai offers high quality of life, city of choice for modern professionals, and also ideal hub for multi national companies.


Leadership
Sheikh Mo. Acted decisively and eliminated red tape and took brash actions…palm Island is an example of a daring action of private sector joining in the governments move. Many components working in the city which are working to build the brand.

Dubai world
- Messaging also helping keep up the message of the Dubai city messaging.




Dubai Holding
- A single goal – The good of tomorrow



Next came – Dubai the global city
DAE , EMAAR are both working to build this messaging.


Successful global brands pick up three- four key themes and stick to it…and let sub-brands also toe the line of this messaging. – David

Can brands overshadow the parent company?? Possible, but entities like Emirates Airlines complements the positioning of a brand such as Dubai

Notes :

- Hedgehog principle – intersection of passion, doing things well and values…companies need out what this mix is.


- Benchmarking against people / companies that you most want to be like. Ask the CEO who you would like to be like.