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CONFESSIONS OF
A BRAND DUBAI
STORYTELLER
danishfarhan / xische
YAHOO! DIGITAL TOURISM
THINK TANK #YAHOOCTD
I’m Danish Farhan.
I like telling stories.
(Real stories, sadly. Not fiction)
How did we I up here?
CITYOFLIFE
CITYOFLIFE
I like telling stories.
(Real stories, sadly. Not fiction)
I’m Danish Farhan.
Born in Tripoli, Libya.
Born in Tripoli, Libya.
Raised in Abu Dhabi.
Moved to Dubai half-way .(phew)
Computer science.
Film school.
Business school.
Anti-labelism.
2001
Xisché
& Co.
Dubai HQ
Ad agency
Web studio
NOT AN
Hybrid
consulting
Glocal
I (still) like telling stories.
Successful brands
have purpose.
They share it through stories.
brands
BARCELONA
BANGKOK
LONDON
Cities without context
are geography.
Cities are strangely
reluctant brands.
They are complex, evolving
and almost entirely intangible.
Daniel Cheong
Dubai is a storyteller’s
ultimate dream.
Daniel Cheong
Dubai is a storyteller’s
ultimate dream.
(and worst nightmare)
Dubai from several
vantage points.
We never planned it.
It kind of just happened.
Discovering Dubai’s
unique dichotomy
12 years and hundreds
of projects later.
FUTUREPAST
Trading
Business
Architecture
Tourism
(same)
Art
Culture
Heritage
FUTUREPAST
SilenceDubai’s obsession with it.
Old World vs New World
SiblingsEach Emirate for its own.
What about UAE?
DUBAI AS TOURISM
DTCM
BRAND
DUBAI
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DEFINITELY DUBAI CASE STUDY
DUBAI AS COMMERCE
DUBAI AS CULTURE
DUBAI CULTURE CASE STUDY
DUBAI CULTURE CASE STUDY
DUBAI CULTURE CASE STUDY
DUBAI CULTURE CASE STUDY
DUBAI AS ENTERTAINMENT
CITY OF LIFE CASE STUDY
CITY OF LIFE CASE STUDY
CITY OF LIFE CASE STUDY
CITY OF LIFE CASE STUDY
CITY OF LIFE CASE STUDY
21K 1K
3K
5K
1K
5K
1K
1K
1K
1K
1K
1K1K
1K
1K
1K
1K
1K
1K
5K
5K
5K
CITY OF LIFE CASE STUDY
CITYOFLIFE
Death of
consultative
selling
How DIY culture is the biggest
opportunity for brands
Rise of deal
sensitivity
How Groupon-culture
kills city brands
Visible
tourism
Why people’s obsession with over-
sharing is another opportunity
Real & virtual are not
parallel universes.
Technologies are now
an integral part of life.
Sorry Nick*
‘digital tourism’
is a myth.
The experience cycle.
*Nick Hall, organizer of The Digital Tourism Think Tank
Social media is not
the destination but
the vehicle.
Still me. And mini-me.
danishfarhan / xische
Now I shut up.
Xisché & Co.
POBox 500601
Dubai Media City
T +9714 3678 184
F +9714 3678 058
Join the conversation
FACEBOOK.COM/XISCHE
TWITTER.COM/XISCHE
Connect with us
XISCHE.COM/BLOG
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.
Find out more on XISCHE.COM

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Confessions of a Brand Dubai Storyteller