John Brash can plausibly claim a chunk of the credit for the international image of the UAE.
The 47-year-old Scot has worked as a branding consultant for some of the Emirates' most enduring and characteristic projects, from skyscrapers to five-star hotels, and from commercial hubs to the global aviation industry.
"Our job is to make the clients look good, so we need to empathise with them," he says.
In the six years he has been running his own business, Brash Brands, in the UAE, he has learnt that a slow, sympathetic response to regional clients' needs is more productive than the "radical makeover" approach typical of the branding industry.
Brash by name, but not by nature.
This approach has won him business from some of the leading companies and projects in the UAE: Burj Khalifa, Emaar, Address Hotels, Dubai Mall, Mubadala, Aabar, Saadiyat Island, the Abu Dhabi Film Festival, are just some of the big-name clients he has worked for. "Amazing accounts", he calls them.
"The UAE matters to us because we are a UAE company. We were born here," he says.
Branding and design has always been his passion. "I graduated in 1988 and got on a cheap bus from Edinburgh to London with my portfolio, because London was the centre of the branding business in the UK. I got a job the same day," he relates.
Stints with international firms like Conran Design and WPP led him all over the world, until his first contact with the Middle East, via his friend James Hogan.
Now the chief executive of Abu Dhabi's Etihad Airways, back in 2002 Mr Hogan was working on the challenging task of rebranding Gulf Air, the Bahrain-based airline under threat from serious regional rivals such as Emirates Airline and Qatar Airways.
"We had to build a regional, rather than national brand at Gulf, and we tried to bring some of the mystique of the Arabian world to it," he says.
WPP, his then employer, asked him to build its branding operations in the region from a new Dubai base, and Mr Brash leapt at the chance.
"Dubai was really rocking back then, and I wanted to build the best office in the WPP global set-up."
He proved so popular with clients that some of the bigger ones backed him when he decided to leave WPP and set up on his own in 2007. "Emaar has been very good to us," he says. But just as the new business was up and running, it was hit by the global crisis and recession that followed.
"But we worked through the downturn, and didn't run away from the region like some others. I suppose you could call it the Scottish work ethic, it's served us well."
There has been a recovery under way since those challenging days, but the branding business has not quite recovered to pre-crisis levels. "It's still tough, because the clients are linked to the global economy and the world is still a difficult place. Clients are getting serviced for lower fees than before," he believes. But he says getting through the recession is his "greatest achievement" in business.
There have been other challenges along the way. The renaming of the world's tallest building as Burj Khalifa in 2011 was one of them. "We had to keep a very big secret under our hats for quite a long time," he recalls.
The recent award of the branding contract for the Etihad Rail transport network was another "big moment". He and his team from Brash had to present to a top-level panel of UAE policymakers in the splendour of the Emirates Palace hotel. "It was one of the most exciting moments of my life," he says. He lists the rebranding of Dnata, previously regarded as a little more than a low-key travel agent, repositioned as the fourth biggest air services provider in the world, as another achievement.
But is the regional branding business something of a small pool for such an ambitious big fish?
He has recently expanded with an alliance with the design arm of Tata, the huge Indian conglomerate, but he still believes Middle East brands face a challenge to become truly global marks.
"It's a tough one. There are brands that break out, like Emirates and Al Jazeera for example, but many are never intended to go global. There are some though that are very well known throughout the world in the target audience, like DP World, or the sovereign wealth funds or, on a rather different level, something like Bateel dates.
"Regional brands are probably more comfortable going into Asia or Turkey. Taking on the world is a big ask for a Middle East brand, though I do have one client that wants to go global from day one," he adds.
The success of his firm must have made Mr Brash a wealthy man, but he insists: "I'm a creative at heart, not a numbers man."
fkane@thenational.ae
Libya's Gold
UN Panel of Experts found regime secretly sold a fifth of the country's gold reserves.
The panel’s 2017 report followed a trail to West Africa where large sums of cash and gold were hidden by Abdullah Al Senussi, Qaddafi’s former intelligence chief, in 2011.
Cases filled with cash that was said to amount to $560m in 100 dollar notes, that was kept by a group of Libyans in Ouagadougou, Burkina Faso.
A second stash was said to have been held in Accra, Ghana, inside boxes at the local offices of an international human rights organisation based in France.
Skoda Superb Specs
Engine: 2-litre TSI petrol
Power: 190hp
Torque: 320Nm
Price: From Dh147,000
Available: Now
Saturday's results
West Ham 2-3 Tottenham
Arsenal 2-2 Southampton
Bournemouth 1-2 Wolves
Brighton 0-2 Leicester City
Crystal Palace 1-2 Liverpool
Everton 0-2 Norwich City
Watford 0-3 Burnley
Manchester City v Chelsea, 9.30pm
'Doctor Strange in the Multiverse Of Madness'
Director: Sam Raimi
Cast: Benedict Cumberbatch, Elizabeth Olsen, Chiwetel Ejiofor, Benedict Wong, Xochitl Gomez, Michael Stuhlbarg and Rachel McAdams
Rating: 3/5
MATCH INFO
Uefa Champions League semi-final, first leg
Bayern Munich v Real Madrid
When: April 25, 10.45pm kick-off (UAE)
Where: Allianz Arena, Munich
Live: BeIN Sports HD
Second leg: May 1, Santiago Bernabeu, Madrid
65
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THE SPECS
Engine: 1.5-litre
Transmission: 6-speed automatic
Power: 110 horsepower
Torque: 147Nm
Price: From Dh59,700
On sale: now
UAE currency: the story behind the money in your pockets
'The Last Days of Ptolemy Grey'
Rating: 3/5
Directors: Ramin Bahrani, Debbie Allen, Hanelle Culpepper, Guillermo Navarro
Writers: Walter Mosley
Stars: Samuel L Jackson, Dominique Fishback, Walton Goggins
Ferrari
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WHAT IS A BLACK HOLE?
1. Black holes are objects whose gravity is so strong not even light can escape their pull
2. They can be created when massive stars collapse under their own weight
3. Large black holes can also be formed when smaller ones collide and merge
4. The biggest black holes lurk at the centre of many galaxies, including our own
5. Astronomers believe that when the universe was very young, black holes affected how galaxies formed
The biog
Hometown: Cairo
Age: 37
Favourite TV series: The Handmaid’s Tale, Black Mirror
Favourite anime series: Death Note, One Piece and Hellsing
Favourite book: Designing Brand Identity, Fifth Edition
Various Artists
Habibi Funk: An Eclectic Selection Of Music From The Arab World (Habibi Funk)
SPECS
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The Beach Bum
Director: Harmony Korine
Stars: Matthew McConaughey, Isla Fisher, Snoop Dogg
Two stars
Results
5pm: Handicap (PA) Dh80,000 1,400m; Winner: Faiza, Sandro Paiva (jockey), Ali Rashid Al Raihe (trainer).
5.30pm: Handicap (TB) Dh90,000 1,400m; Winner: Greeley, Connor Beasley, Helal Al Alawi.
6pm: Emirates Fillies Classic Prestige (PA) Dh100,000 1,600m; Winner: Marzaga, Jim Crowley, Ana Mendez.
6.30pm: Emirates Colts Classic Prestige (PA) Dh100,000 1,600m; Winner: Jawaal, Jim Crowley, Majed Al Jahouri.
7pm: Wathba Stallions Cup Handicap (PA) Dh70,000 1,600m; Winner: AF Ashras, Tadhg O’Shea, Ernst Oertel.
7.30pm: Handicap (PA) Dh80,000 2,200m; Winner: Somoud, Richard Mullen, Ahmed Al Mehairbi.
Other acts on the Jazz Garden bill
Sharrie Williams
The American singer is hugely respected in blues circles due to her passionate vocals and songwriting. Born and raised in Michigan, Williams began recording and touring as a teenage gospel singer. Her career took off with the blues band The Wiseguys. Such was the acclaim of their live shows that they toured throughout Europe and in Africa. As a solo artist, Williams has also collaborated with the likes of the late Dizzy Gillespie, Van Morrison and Mavis Staples.
Lin Rountree
An accomplished smooth jazz artist who blends his chilled approach with R‘n’B. Trained at the Duke Ellington School of the Arts in Washington, DC, Rountree formed his own band in 2004. He has also recorded with the likes of Kem, Dwele and Conya Doss. He comes to Dubai on the back of his new single Pass The Groove, from his forthcoming 2018 album Stronger Still, which may follow his five previous solo albums in cracking the top 10 of the US jazz charts.
Anita Williams
Dubai-based singer Anita Williams will open the night with a set of covers and swing, jazz and blues standards that made her an in-demand singer across the emirate. The Irish singer has been performing in Dubai since 2008 at venues such as MusicHall and Voda Bar. Her Jazz Garden appearance is career highlight as she will use the event to perform the original song Big Blue Eyes, the single from her debut solo album, due for release soon.
MATCH INFO
England 241-3 (20 ovs)
Malan 130 no, Morgan 91
New Zealand 165 all out (16.5ovs)
Southee 39, Parkinson 4-47
England win by 76 runs
Series level at 2-2
Desert Warrior
Starring: Anthony Mackie, Aiysha Hart, Ben Kingsley
Director: Rupert Wyatt
Rating: 3/5
Financial considerations before buying a property
Buyers should try to pay as much in cash as possible for a property, limiting the mortgage value to as little as they can afford. This means they not only pay less in interest but their monthly costs are also reduced. Ideally, the monthly mortgage payment should not exceed 20 per cent of the purchaser’s total household income, says Carol Glynn, founder of Conscious Finance Coaching.
“If it’s a rental property, plan for the property to have periods when it does not have a tenant. Ensure you have enough cash set aside to pay the mortgage and other costs during these periods, ideally at least six months,” she says.
Also, shop around for the best mortgage interest rate. Understand the terms and conditions, especially what happens after any introductory periods, Ms Glynn adds.
Using a good mortgage broker is worth the investment to obtain the best rate available for a buyer’s needs and circumstances. A good mortgage broker will help the buyer understand the terms and conditions of the mortgage and make the purchasing process efficient and easier.
Mobile phone packages comparison
Tips for job-seekers
- Do not submit your application through the Easy Apply button on LinkedIn. Employers receive between 600 and 800 replies for each job advert on the platform. If you are the right fit for a job, connect to a relevant person in the company on LinkedIn and send them a direct message.
- Make sure you are an exact fit for the job advertised. If you are an HR manager with five years’ experience in retail and the job requires a similar candidate with five years’ experience in consumer, you should apply. But if you have no experience in HR, do not apply for the job.
David Mackenzie, founder of recruitment agency Mackenzie Jones Middle East
MATCH INFO
Liverpool v Manchester City, Sunday, 8.30pm UAE
Marathon results
Men:
1. Titus Ekiru(KEN) 2:06:13
2. Alphonce Simbu(TAN) 2:07:50
3. Reuben Kipyego(KEN) 2:08:25
4. Abel Kirui(KEN) 2:08:46
5. Felix Kemutai(KEN) 2:10:48
Women:
1. Judith Korir(KEN) 2:22:30
2. Eunice Chumba(BHR) 2:26:01
3. Immaculate Chemutai(UGA) 2:28:30
4. Abebech Bekele(ETH) 2:29:43
5. Aleksandra Morozova(RUS) 2:33:01
COMPANY PROFILE
Name: Qyubic
Started: October 2023
Founder: Namrata Raina
Based: Dubai
Sector: E-commerce
Current number of staff: 10
Investment stage: Pre-seed
Initial investment: Undisclosed
