By Manoj Khimji, managing director, The Mediavantage
This summer, I learned a valuable lesson in the balance between brand and story. Having just landed in Florida for a family holiday, our first port of call was to head to the local Walmart to get our serviced apartment stocked up for the fortnight ahead. At the checkout, the bag-packer – a local Floridian native – was making conversation and asked where we were from. “Dubai,” I replied, to which his eyes lit up as he exclaimed, “Oh yeah, that’s where that new Neom city is. I love the look of that place!”
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