Confessions of a Brand Dubai Storyteller

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Brand Dubai has always been intangible, and continues to be, as the city evolves at a pace unprecedented in recent history. Danish shares insights, challenges and learnings from ten years of telling the Dubai story of dichotomy from many vantage points;-touristic (Dubai Tourism & Definitely Dubai, Vida Hotels), cultural (Dubai Culture & Arts Authority), commercial (DIFC, Dubai Economic Department) and entertainment (the film City of Life).

Yahoo! Digital Tourism Campus Dubai
http://thinkdigital.travel/events/digital-tourism-campus-dubai-2013/

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Confessions of a Brand Dubai Storyteller

  1. 1. CONFESSIONS OF A BRAND DUBAI STORYTELLER danishfarhan / xische YAHOO! DIGITAL TOURISM THINK TANK #YAHOOCTD
  2. 2. I’m Danish Farhan.
  3. 3. I like telling stories. (Real stories, sadly. Not fiction)
  4. 4. How did we I up here?
  5. 5. CITYOFLIFE
  6. 6. CITYOFLIFE
  7. 7. I like telling stories. (Real stories, sadly. Not fiction)
  8. 8. I’m Danish Farhan.
  9. 9. Born in Tripoli, Libya.
  10. 10. Born in Tripoli, Libya. Raised in Abu Dhabi. Moved to Dubai half-way .(phew)
  11. 11. Computer science. Film school. Business school.
  12. 12. Anti-labelism.
  13. 13. 2001
  14. 14. Xisché & Co.
  15. 15. Dubai HQ
  16. 16. Ad agency Web studio NOT AN
  17. 17. Hybrid consulting
  18. 18. Glocal
  19. 19. I (still) like telling stories.
  20. 20. Successful brands have purpose. They share it through stories. brands
  21. 21. BARCELONA
  22. 22. BANGKOK
  23. 23. LONDON
  24. 24. Cities without context are geography.
  25. 25. Cities are strangely reluctant brands. They are complex, evolving and almost entirely intangible.
  26. 26. Daniel Cheong Dubai is a storyteller’s ultimate dream.
  27. 27. Daniel Cheong Dubai is a storyteller’s ultimate dream. (and worst nightmare)
  28. 28. Dubai from several vantage points. We never planned it. It kind of just happened.
  29. 29. Discovering Dubai’s unique dichotomy 12 years and hundreds of projects later.
  30. 30. FUTUREPAST
  31. 31. Trading Business Architecture Tourism (same) Art Culture Heritage FUTUREPAST
  32. 32. SilenceDubai’s obsession with it. Old World vs New World
  33. 33. SiblingsEach Emirate for its own. What about UAE?
  34. 34. DUBAI AS TOURISM
  35. 35. DTCM BRAND DUBAI DEFINITELY DUBAI CASE STUDY
  36. 36. DEFINITELY DUBAI CASE STUDY
  37. 37. DEFINITELY DUBAI CASE STUDY
  38. 38. DEFINITELY DUBAI CASE STUDY
  39. 39. DEFINITELY DUBAI CASE STUDY
  40. 40. DEFINITELY DUBAI CASE STUDY
  41. 41. DEFINITELY DUBAI CASE STUDY
  42. 42. DEFINITELY DUBAI CASE STUDY
  43. 43. DEFINITELY DUBAI CASE STUDY
  44. 44. DEFINITELY DUBAI CASE STUDY
  45. 45. DEFINITELY DUBAI CASE STUDY
  46. 46. DEFINITELY DUBAI CASE STUDY
  47. 47. DEFINITELY DUBAI CASE STUDY
  48. 48. DEFINITELY DUBAI CASE STUDY
  49. 49. DEFINITELY DUBAI CASE STUDY
  50. 50. DEFINITELY DUBAI CASE STUDY
  51. 51. DEFINITELY DUBAI CASE STUDY
  52. 52. DEFINITELY DUBAI CASE STUDY
  53. 53. DEFINITELY DUBAI CASE STUDY
  54. 54. DUBAI AS COMMERCE
  55. 55. DUBAI AS CULTURE
  56. 56. DUBAI CULTURE CASE STUDY
  57. 57. DUBAI CULTURE CASE STUDY
  58. 58. DUBAI CULTURE CASE STUDY
  59. 59. DUBAI CULTURE CASE STUDY
  60. 60. DUBAI AS ENTERTAINMENT
  61. 61. CITY OF LIFE CASE STUDY
  62. 62. CITY OF LIFE CASE STUDY
  63. 63. CITY OF LIFE CASE STUDY
  64. 64. CITY OF LIFE CASE STUDY
  65. 65. CITY OF LIFE CASE STUDY
  66. 66. 21K 1K 3K 5K 1K 5K 1K 1K 1K 1K 1K 1K1K 1K 1K 1K 1K 1K 1K 5K 5K 5K CITY OF LIFE CASE STUDY
  67. 67. CITYOFLIFE
  68. 68. Death of consultative selling How DIY culture is the biggest opportunity for brands
  69. 69. Rise of deal sensitivity How Groupon-culture kills city brands
  70. 70. Visible tourism Why people’s obsession with over- sharing is another opportunity
  71. 71. Real & virtual are not parallel universes. Technologies are now an integral part of life.
  72. 72. Sorry Nick* ‘digital tourism’ is a myth. The experience cycle. *Nick Hall, organizer of The Digital Tourism Think Tank
  73. 73. Social media is not the destination but the vehicle.
  74. 74. Still me. And mini-me.
  75. 75. danishfarhan / xische Now I shut up.
  76. 76. Xisché & Co. POBox 500601 Dubai Media City T +9714 3678 184 F +9714 3678 058 Join the conversation FACEBOOK.COM/XISCHE TWITTER.COM/XISCHE Connect with us XISCHE.COM/BLOG Xisché (pronounced zee-shay) is a hybrid consulting boutique based in Dubai and New York. We help businesses with their brand, marketing, and digital challenges. Find out more on XISCHE.COM

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