Is The Trump Brand A Good Thing For Dubai?

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Trump. 

You gotta give it to him. He’s defied all expectations and made it to the position of leader of the free world. No small feat. Albeit with questionable tactics. His rise to the top has been marred by controversy but, much like a bull in a china shop, he persevered relentlessly and pissed a load of people off. 

Trump’s campaign and subsequent presidency have shone a spotlight on his businesses and brand, leading to calls for boycotts and amplifying criticism of the man himself and everything he stands for. This was magnified following his Muslim Ban, a policy banning citizens of seven majority-Muslim countries, from entering America. 

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Courtesy of national news agency WAM

Dubai was put in a predicament. 

In a city that has essentially sprung up over the five decades, and in that time, become a global hub for tourism, business and general excellence, Dubai businesses have shown open minds alongside enthusiasm. Following the events of 2008, this has become even more pronounced. Dubai is not only a vibrant city as a result but a luxury destination, and as such, has to be home international brands, regardless of names carried. 

On a personal level, being a majority-Muslim state, unaffected by the ban, citizens (regardless of religious belief) were angry (yes, we’ve seen your comments). BUT being a global hub of commerce, the state had to maintain objectivity, especially with business projects that, even if they happened to bear the Presidents name. The Trump brand is strong in the hospitality sector all over the world. 

It’s easier said than done to separate business and emotion but for those running the businesses in one of the most dynamic cities in the world, there was no choice. They were put in an unenviable situation, tending to projects with just Trump’s name but facing criticism as if he was running them on a day-to-day basis.

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While many of us have been distracted by Mister Trump’s performances, DAMAC, the company linked to the Trump organisation projects here, has perhaps cleverly elevated its position by continuing to work with a controversial brand, which now has increased awareness and equity than when the deals were first signed. Despite the negative sentiment surrounding Trump’s name here, DAMAC have created and nurtured projects which, aside from the brand name, are actually really nice. 

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While it doesn’t sit well with many, to have projects here named after such a controversial figure, the fact is that we now have the brand of the President of the United States here. It’s strong, world-class and holds equity which doesn’t harm our economy. 

The Trump Golf Course is stunning. It has incorporated the latest in golfing technology as well as brilliant facilities. Its existence just adds to the luxury appeal of Dubai. The other Trump branded projects in progress also exemplify quality. 

The Trump Estates not only embody glitz, but properties come with their own Trump Card, which “opens doors to a host of privileges across the globe. From the glamour of New York City and Las Vegas to exotic Waikiki and Ireland’s historic Doonbeg, you’ll enjoy stellar service and exclusive benefits in signature Trump style.” It doesn’t get more glam than that really. 

We have many other world-class establishments such as Kempinski, Waldorf Astoria and JW Marriott to name a few and regardless of their names, their excellence shouldn’t be questioned. A rose by any other name and all that…

Perhaps, the most important thing we can do, is to demand that brands take Corporate Social Responsibility seriously so that we can actually see real benefits for real people in the community. 

After all, 2017 is the Year of Giving. Trump’s name being borne on massive billboards may leave a bitter taste in some peoples mouths but if the properties and companies that run them show examples of giving back, the name may become easier to bear. 

Lots of brands do this. Tesla is one of the world’s most innovative companies, founded on the principle of sustainable energy. It aims to give customers a level of luxury and comfort without compromising the planet. Careem is a regional start-up that has rivalled Uber, and built a far more reputable reputation. Co-founder, Mudassir Sheikha has said “Our approach to business is simple. We believe that we should focus on creating a positive impact in the region and financial success will follow.” Careem, meaning generous, gives all employees stock options and reinvests cash into training and development for its drivers. 

While a global audience came out in support for Airbnb using it’s timely Super Bowl ad to criticise divisive policies and promote diversity and tolerance, there was massive debate about a takeover of Unilever by Kraft Heinz. The Telegraph reported: “Industry experts highlighted the difference between Unilever’s chief executive Paul Polman’s commitment to corporate social responsibility versus 3G’s (Heinz Kraft) ruthless approach to costs, which has seen them slash jobs, factories and squeeze employee spending on everything from hotels to paperclips.” It seems that companies can thrive regardless of what their political affiliations and policies may be, but citizens care about community and tend to hold dear those businesses that do some good.

It may take some getting used to but we are lucky to have a host of international brands here to empower the Emirates and their position as global players in the business world. HH Sheikh Mohammed has publicly spoken about the need for tolerance and so when we encounter predicaments like this, where business and emotion collide, it’s important to look at the bigger picture. 

We, the people of Dubai, want to see more from international brands, to show that they care about the future of our city as much as we do.

Regardless of whether we agree or not with President Trump’s outbursts, surely we should support the existence of tolerance and non-discrimination that is promoted here, especially when our leaders lead by example.

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