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Brand Experience Delivery: Yas Island / Miral Asset Management, Abu Dhabi

By Wavelength Marketing12th September 2015November 15th, 2016News

It was a pleasure to work through the challenging topic of brand experience delivery with the good folk of Yas Island (home of Abu Dhabi’s Formula 1). Yas Island is owned by Miral Asset Management provides asset management and development services to the government of Abu Dhabi.

The custom programme helped the Yas Island marketing team understand how they could express their brand through engaging experiences courtesy of Wavelength’s Brand Experience Delivery Framework™ which has been developed over the years.

Commenting on the session, Wavelength’s Darren Coleman notes:

“Place branding is very complex in comparison to other forms of branding. It’s not just about visual brand elements but the overall ‘atmosphere’ the brand generates. Defining this atmosphere is hard but then delivering this across a large number of key customer touchpoints is exceptionally difficult. This challenge is compounded by the myriad stakeholders expectations that place brands need to meet or even exceed.

“I’m delighted to say the Yas team were very open and receptive to the ideas that we put across. This isn’t always the case. They were quick to apply the key ideas within the context of their brand and started to think very holistically about the notion of delivering brand experiences. Based on what I saw, very interesting, exciting and challenging times lie ahead for the Yas Island marketing team but I’ve no doubt they’ll be a huge success.”

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