This year, BRASH has been invited to lecture at the esteemed IULM in Milan, as part of the University Master Programme in International Tourism and Hospitality. It’s a great opportunity to share our expertise in destination branding and hospitality, while inspiring the next generation of industry leaders.
We kicked off the BRASH Masterclass, led by our CEO & Founder, John Brash, alongside our European partner, Rose Hilhorst. Together, they shared the key strategies behind successful destination branding and marketing, bringing theory to life with real-world case studies and projects.
We explained the contrasts between branding in emerging and established markets. Compelling stories were shared, including the creation of iconic landmarks like Burj Khalifa and Downtown Dubai, as well as more recent work such as our waterfront regeneration projects in Marina di Ventimiglia and Marina di Pisa.
Next week, we’re taking the class to Dubai, where we’ll dive into hospitality branding and showcase the visionary destinations BRASH is currently shaping in Saudi Arabia. We’ll discuss what it takes to craft unforgettable experiences in rapidly evolving markets.
In May, we’ll turn our focus to DMO branding, helping students understand how to elevate entire destinations by aligning branding with the unique purpose of every function.
It’s incredibly rewarding to pass on our knowledge to these talented individuals, who are soon to make their own mark on the industry.
