A major campaign such as Make it In the Emirates, the new slogan for the unified industrial brand identity of the UAE, and part of the Operation 300bn strategy, can deliver significant returns, branding experts said.
“They [brand identity campaigns] do work if you hit them right and you get that message across,” said John Brash, the founder and chief executive of Dubai-based consultancy Brash Brands.
The Make it in the Emirates brand is an extension of the UAE Nation brand whose aim is to encourage “local and international investors, innovators and developers to benefit from the facilities and incentives offered by the country’s industrial sector”, according to a statement announcing the strategy.
The strategy aims to more than double industry's contribution to the UAE's economy to Dh300bn by 2031, from Dh133bn currently.
Make it in the Emirates aims to create a sense of pride in locally made products, so that the Made in UAE label on a product motivates people around the world to buy it for its superior quality.
Mr Brash, whose agency created the Downtown Dubai brand identity for Emaar Properties, points to the 2012 Great Britain campaign created to promote UK businesses, universities and tourism destinations as an example of the type of results that can be achieved.
It involved a considerable investment – of £113.5 million ($157.2m) from 17 government departments and more than 350 public and private sector partners, which was mainly spent on advertising in 144 different countries.
It delivered a 10-fold return to the UK economy of £1.2 billion, according to Radley Yeldar, the agency that created it.
“It was highly successful. And Operation 300bn could have an even greater impact,” he said.
Make it in the Emirates goes beyond the “quality stamp” approach many nations use when promoting domestic products or industries, said Mr Brash.
“It is a statement of purpose. It invites companies, inspires entrepreneurs and implies success on a personal, human level, as well as an industrial one.”
A successful brand identity campaign “is always supported by a unique, differentiated and authentic story that avoids stereotypes and manages to own a relevant and emotional territory in its consumers’ minds”, said Nancy Villanueva, Iberia and Middle East chief executive for consultancy Interbrand.
“We like to remind our clients that brands today are defined by the ‘why’ behind the ‘what’.”
To provide that authenticity, a campaign should have a single-minded purpose and narrative that is communicated across all channels, according to Steve Haysom, chief executive of Dubai brand consultancy Omnia.
“Case studies showcasing people, places, products, innovation, passion, service and dedication would be a great place to start,” said Mr Haysom.
Campaigns such as this also require consistent communication detailing policies, opportunities and regular milestones, said Ramesh Menon, chief executive of branding and marketing agency Brandform.
“What we are seeing here is a ‘movement’ that will change the way the region is perceived from a global capability standpoint. And that takes time,” said Mr Menon.
Comment: UAE is focusing on the future with $80bn manufacturing boost
Company profile
Name: Dukkantek
Started: January 2021
Founders: Sanad Yaghi, Ali Al Sayegh and Shadi Joulani
Based: UAE
Number of employees: 140
Sector: B2B Vertical SaaS(software as a service)
Investment: $5.2 million
Funding stage: Seed round
Investors: Global Founders Capital, Colle Capital Partners, Wamda Capital, Plug and Play, Comma Capital, Nowais Capital, Annex Investments and AMK Investment Office
RECORD%20BREAKER
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Tonight's Chat on The National
Tonight's Chat is a series of online conversations on The National. The series features a diverse range of celebrities, politicians and business leaders from around the Arab world.
Tonight’s Chat host Ricardo Karam is a renowned author and broadcaster who has previously interviewed Bill Gates, Carlos Ghosn, Andre Agassi and the late Zaha Hadid, among others.
Intellectually curious and thought-provoking, Tonight’s Chat moves the conversation forward.
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Sole survivors
- Cecelia Crocker was on board Northwest Airlines Flight 255 in 1987 when it crashed in Detroit, killing 154 people, including her parents and brother. The plane had hit a light pole on take off
- George Lamson Jr, from Minnesota, was on a Galaxy Airlines flight that crashed in Reno in 1985, killing 68 people. His entire seat was launched out of the plane
- Bahia Bakari, then 12, survived when a Yemenia Airways flight crashed near the Comoros in 2009, killing 152. She was found clinging to wreckage after floating in the ocean for 13 hours.
- Jim Polehinke was the co-pilot and sole survivor of a 2006 Comair flight that crashed in Lexington, Kentucky, killing 49.
Friday's schedule at the Etihad Airways Abu Dhabi Grand Prix
GP3 qualifying, 10:15am
Formula 2, practice 11:30am
Formula 1, first practice, 1pm
GP3 qualifying session, 3.10pm
Formula 1 second practice, 5pm
Formula 2 qualifying, 7pm
RESULTS
6.30pm: Longines Conquest Classic Dh150,000 Maiden 1,200m.
Winner: Halima Hatun, Antonio Fresu (jockey), Ismail Mohammed (trainer).
7.05pm: Longines Gents La Grande Classique Dh155,000 Handicap 1,200m.
Winner: Moosir, Dane O’Neill, Doug Watson.
7.40pm: Longines Equestrian Collection Dh150,000 Maiden 1,600m.
Winner: Mazeed, Richard Mullen, Satish Seemar.
8.15pm: Longines Gents Master Collection Dh175,000 Handicap.
Winner: Thegreatcollection, Pat Dobbs, Doug Watson.
8.50pm: Longines Ladies Master Collection Dh225,000 Conditions 1,600m.
Winner: Cosmo Charlie, Pat Dobbs, Doug Watson.
9.25pm: Longines Ladies La Grande Classique Dh155,000 Handicap 1,600m.
Winner: Secret Trade, Tadhg O’Shea, Ali Rashid Al Raihe.
10pm: Longines Moon Phase Master Collection Dh170,000 Handicap 2,000m.
Winner:
The specs
Engine: 6.2-litre V8
Power: 502hp at 7,600rpm
Torque: 637Nm at 5,150rpm
Transmission: 8-speed dual-clutch auto
Price: from Dh317,671
On sale: now
COMPANY PROFILE
Name: Kumulus Water
Started: 2021
Founders: Iheb Triki and Mohamed Ali Abid
Based: Tunisia
Sector: Water technology
Number of staff: 22
Investment raised: $4 million
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The biog
Favourite books: 'Ruth Bader Ginsburg: A Life' by Jane D. Mathews and ‘The Moment of Lift’ by Melinda Gates
Favourite travel destination: Greece, a blend of ancient history and captivating nature. It always has given me a sense of joy, endless possibilities, positive energy and wonderful people that make you feel at home.
Favourite pastime: travelling and experiencing different cultures across the globe.
Favourite quote: “In the future, there will be no female leaders. There will just be leaders” - Sheryl Sandberg, COO of Facebook.
Favourite Movie: Mona Lisa Smile
Favourite Author: Kahlil Gibran
Favourite Artist: Meryl Streep
The specs: 2018 Mercedes-AMG C63 S Cabriolet
Price, base: Dh429,090
Engine 4.0-litre twin-turbo V8
Transmission Seven-speed automatic
Power 510hp @ 5,500rpm
Torque 700Nm @ 1,750rpm
Fuel economy, combined 9.2L / 100km
More on Palestine-Israeli relations
Thank You for Banking with Us
Director: Laila Abbas
Starring: Yasmine Al Massri, Clara Khoury, Kamel El Basha, Ashraf Barhoum
Rating: 4/5
UAE currency: the story behind the money in your pockets
SCHEDULE
December 8: UAE v USA (Sharjah Cricket Stadium)
December 9: USA v Scotland (Sharjah Cricket Stadium)
December 11: UAE v Scotland (Sharjah Cricket Stadium)
December 12: UAE v USA (ICC Academy Oval 1)
December 14: USA v Scotland (ICC Academy Oval 1)
December 15: UAE v Scotland (ICC Academy Oval 1)
All matches start at 10am
GOODBYE%20JULIA
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The specs: 2019 Audi A7 Sportback
Price, base: Dh315,000
Engine: 3.0-litre V6
Transmission: Seven-speed automatic
Power: 335hp @ 5,000rpm
Torque: 500Nm @ 1,370rpm
Fuel economy 5.9L / 100km
UAE currency: the story behind the money in your pockets
MATCH INFO
Champions League quarter-final, first leg
Ajax v Juventus, Wednesday, 11pm (UAE)
Match on BeIN Sports
NATIONAL%20SELECTIONS
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