EXPO 2020 was designed as a celebration of resilience and resolve – resilience in the face of obstacles, and the resolve to bring a vision to life. It stood as a victory over a pandemic that brought everyone to their knees and paralyzed the globe; but not the U.A.E. – not Dubai.
In this White Paper, we analyze the EXPO 2020 brand from the perspective of our four dimensions of differentiation, with the aim to understand how the EXPO managed to maximize its brand and rally humans from all walks of life around the pillars of Opportunity, Mobility, and Sustainability.
