• Transform magazine
  • November 23, 2020

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Brand Excellence in the Gulf States: A Middle East Brand Summit Event

Dubai,

Brand Excellence in the Gulf States: A Middle East Brand Summit Event

Brand Excellence in the Gulf States: A Middle East Brand Summit Event

Programme

Time
Description
Speakers
10:30

Welcome and opening address

Transform_masthead_.jpg

Brittany Golob
Editor in chief
Transform magazine

10:35

Keynote

Governments across the Middle East have employed the power of brand in order to achieve more investment, tourism and opportunity for their countries and regions. The keynote session will explore how government organisations have used brand strategy to their benefit in creating a stronger future. The speaker will address the challenges of brand development in a multinational and multilingual context as well as the vital collaboration between local and international business and the government itself. The keynote will share best practice in rebranding and brand development in the public sector across the Middle East.

11:00

Best practice: Broadcasting a new brand for Shahid

Broadcaster Shahid is an iconic TV brand in the Arabic world. Landor&Fitch revitalised its brand to reflect the changes in the broadcast landscape, as it moved beyond catch-up TV to compete with streaming giants such as Netflix. This session will discuss the adaptable, youthful image that brought the brand to life through storytelling. Speakers will address the strategic approach to Shahid’s audience and the way its new brand engages with that audience.

Screen Shot 2020 11 10 At 11.57.21

Ash Banerjee
Executive strategy director
Landor&Fitch

Screen Shot 2020 11 10 At 11.57.21

Mariagrazia De Angelis
General manager
Landor&Fitch

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Oleg Nesterenko
Marketing director
Shahid

11:30

Best practice: Developing an audio brand for the RTA

Dubai’s Roads & Transport Authority encompasses metro, tram, taxi, buses and water travel. It tasked MassiveMusic with creating a sonic identity that could be used across all touchpoints, from marketing communications to functional sounds of the transport system, such as alerts for doors opening, as well as a master brand theme and sonic logo that complement the brand values and personality of RTA. In this session, representatives from the RTA and MassiveMusic will share their experiences from this process and explore the impact the audio brand has had on Dubai’s infrastructure.

 

Massivemusic

Anthony Vanger
Global commercial director
MassiveMusic

RTA


RTA

12:00

Break

12:15

The state of brand in the Middle East

Brand has matured greatly in the Middle East from an early focus on logo design and typography to the implementation of full-scale integrated brand strategies. Speakers on this panel – which include Transform Awards judges – will discuss how rebranding and brand development has progressed across the region. They will address the challenges still facing organisations with regards to brand and will set out their thoughts on what the future might hold.

Arada

Melissa Bayik
Head of brand
Arada

Aramco

Rania Biltagi
Division head, Communications and partnerships
King Abdulaziz Center for World Culture, Saudi Aramco

Dubai Holding

Antony Lawrence
Executive director - marketing
Dubai Holding

Tiktok

Fahad Osman
Regional director, global business marketing MENAT
TikTok

12:55

Best practice: Changing demographics and the FRSHST brand

FRSHST by fresh del monte foods and Brand Lounge was developed with Millennials in mind. The objective was to grow the business and expand its global reach without diluting its positioning or confusing the market with mixed brand messages. This session will explore the ways in which FRSHST navigated the masterbrand/sub-brand relationship as well as differentiating the product for a specific audience. Speakers will also address the challenges posed by the target audience’s global mindset and design sensibilities.

Brandlounge

Fadi Darweesh
Brand director and head of projects
Brand Lounge

13:25

Best practice: Connecting the world with Dubai Airports

One of the busiest airports in the world, Dubai International Airport (DXB) wanted to create a great experience for travellers, particularly transit travellers, unable to see Dubai for themselves. It worked with Landor&Fitch on a brand that would bring Dubai into the airport for everyone to enjoy. Visually and experientially, the new brand establishes DXB as a place in its own right. Speakers will explore the ambitious programme, its coherent multistakeholder strategy and the success the brand’s implementation has had thus far.

Screen Shot 2020 11 10 At 11.57.21

Ash Banerjee
Executive strategy director
Landor&Fitch

Screen Shot 2020 11 10 At 11.57.21

Mariagrazia De Angelis
General manager
Landor&Fitch

DXB


DXB

13:55

Type and form: Crafting bespoke typography for brands across the Middle East

Arabictype Logo (1)

Dr. Nadine Chahine
Director
ArabicType Ltd.

14:20

Closing address

Transform_masthead_.jpg

Brittany Golob
Editor in chief
Transform magazine

When & where

 

Date: Sunday 06 December

Times: 10:30 AM - 14:00 PM GST

Venue: Online conference, register to attend here

Sponsors

If you are interested in sponsoring and showcasing your brand at the Middle East Brand Summit please email athomas@transformmagazine.net.

Bespoke packages are available. 

Supporting Partners

If you are interested in being a supporting partner or would like to cover the Middle East Brand Summit please email lditcher@transformmagazine.net