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CONFESSIONS OF A BRAND DUBAI STORYTELLER danishfarhan / xische YAHOO! DIGITAL TOURISM THINK TANK #YAHOOCTD

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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Page 1: Confessions of a Brand Dubai Storyteller

CONFESSIONS OF A BRAND DUBAI STORYTELLER

danishfarhan / xische

YAHOO! DIGITAL TOURISM THINK TANK #YAHOOCTD

Page 2: Confessions of a Brand Dubai Storyteller

I’m Danish Farhan.

Page 3: Confessions of a Brand Dubai Storyteller

I like telling stories.(Real stories, sadly. Not fiction)

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How did we I up here?

Page 5: Confessions of a Brand Dubai Storyteller

CITYOFLIFE

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CITYOFLIFE

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I like telling stories.(Real stories, sadly. Not fiction)

Page 8: Confessions of a Brand Dubai Storyteller

I’m Danish Farhan.

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Born in Tripoli, Libya.

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Born in Tripoli, Libya.Raised in Abu Dhabi.

Moved to Dubai half-way . (phew)

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Computer science.Film school.

Business school.

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Anti-labelism.

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2001

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Xisché & Co.

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Dubai HQ

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Ad agencyWeb studio

NOT AN

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Hybridconsulting

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Glocal

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I (still) like telling stories.

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Successful brands have purpose.They share it through stories.

brands

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BARCELONA

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BANGKOK

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LONDON

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Cities without context are geography.

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Cities are strangely reluctant brands.

They are complex, evolvingand almost entirely intangible.

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Daniel Cheong

Dubai is a storyteller’sultimate dream.

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Daniel Cheong

Dubai is a storyteller’sultimate dream.

(and worst nightmare)

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Dubai from several vantage points.

We never planned it.It kind of just happened.

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Discovering Dubai’s unique dichotomy

12 years and hundreds of projects later.

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FUTUREPAST

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TradingBusinessArchitectureTourism

(same)ArtCultureHeritage

FUTUREPAST

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SilenceDubai’s obsession with it.Old World vs New World

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SiblingsEach Emirate for its own.

What about UAE?

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DUBAI AS TOURISM

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DTCM

BRAND DUBAI

DEFINITELY DUBAI CASE STUDY

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DEFINITELY DUBAI CASE STUDY

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DEFINITELY DUBAI CASE STUDY

Page 38: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 39: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 40: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 41: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 42: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 43: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 44: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 45: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 46: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 47: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 48: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 49: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 50: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 51: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

Page 52: Confessions of a Brand Dubai Storyteller

DEFINITELY DUBAI CASE STUDY

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DEFINITELY DUBAI CASE STUDY

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DUBAI AS COMMERCE

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DUBAI AS CULTURE

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DUBAI CULTURE CASE STUDY

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DUBAI CULTURE CASE STUDY

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DUBAI CULTURE CASE STUDY

Page 61: Confessions of a Brand Dubai Storyteller

DUBAI CULTURE CASE STUDY

Page 62: Confessions of a Brand Dubai Storyteller

DUBAI AS ENTERTAINMENT

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CITY OF LIFE CASE STUDY

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CITY OF LIFE CASE STUDY

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CITY OF LIFE CASE STUDY

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CITY OF LIFE CASE STUDY

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CITY OF LIFE CASE STUDY

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CITY OF LIFE CASE STUDY

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CITYOFLIFE

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Death of consultative

sellingHow DIY culture is the biggest

opportunity for brands

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Rise of deal sensitivity

How Groupon-culture kills city brands

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Visibletourism

Why people’s obsession with over-sharing is another opportunity

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Real & virtual are not parallel universes.

Technologies are now an integral part of life.

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Sorry Nick* ‘digital tourism’

is a myth.The experience cycle.

*Nick Hall, organizer of The Digital Tourism Think Tank

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Social media is not the destination but

the vehicle.

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Still me. And mini-me.

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danishfarhan / xische

Now I shut up.

Page 79: Confessions of a Brand Dubai Storyteller

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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.

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