Branding and marketing the Middle East at the World Economic Forum
May 21st, 2006 Humeid
A lively session was held today at the World Economic Forum on the Middle East, which is currently being held in Sharm el Sheik. The WEF’s Workspace format was used to brainstorm about the challenges facing the region as a whole in promoting itself on a global level. Questions asked where: what are the main challenges facing the Middle East’s brand image (answer: many!), and what are the positive aspects of the region on which promotional campaigns can be built.
Interesting outcomes of the brainstorming included stressing the Middle East’s history as a cradle of civilizations, its human warmth, its hospitality. What does ‘Made in the Middle East’ stand for? Beyond oil and sand.. What are the most successful Arab brands on a global scale (Al Jazeera? Emirate Airlines? Dubai? Burj Al Arab?). Can the Middle East stand for balancing globalization with humanity.
The session was moderated by the BBC’s Nick Gowing. We’ll share the outcomes of the session with you once its put up online..
UPDATE: You can check out the outcomes of the WEF Workspace sessions here.
Entry Filed under: Brands,Events,Research
