Riyadh City Brand Anti-Fragility Action Plan:
Word Count: 3,500 excluding references
Assignment Overview:
Create a comprehensive action plan for Riyadh City Brand that outlines the core challenges and proposed
solutions to overcome them. Include outreach and resident engagement initiatives,
political and policy considerations, and long-term communication objectives with
measurable outputs.
Aim of the Assignment:
Strategically employ anti-fragility concepts in the realm of place branding. You are tasked with developing a
comprehensive Anti-Fragility Place Branding Campaign for Riyadh city. This assignment is designed to evaluate your understanding of how antifragility can contribute to positive reputation building and shape perceptions of a
place. Additionally, the assessment will focus on campaign and stakeholder
communications considerations.
Proposed Structure:
The campaign should address the following key components:
Introduction:
• Provide a brief overview of Riyadh city and its brand
• Define the concept of anti-fragility in the context of Riyadh place branding and
highlight its potential impact on reputation and perceptions of places.
Contextual Analysis:
• Conduct a thorough analysis of Riyadh’s current image and reputation.
• Identify existing challenges and vulnerabilities that may impact the Riyadh place’s
brand.
Risk Assessment:
• Assess potential risks and threats to the Riyadh’s reputation, both internal and
external. Focus on these key areas: governance, cultural, social,
environmental, economic.
• Prioritize risks based on their potential impact on the Riyadh city place’s brand.
Anti-Fragility Branding Strategies:
• Propose specific branding strategies and interventions leveraging anti-fragility
principles.
• Consider governance, socio-economic, cultural, and environmental factors in
your proposed strategies.
Campaign Implementation Plan:
• Develop a detailed implementation plan for the Anti-Fragility Place Branding
Campaign.
• Consider campaign channels, key messages, and stakeholder engagement
strategies.
Stakeholder Communications:
• Outline a comprehensive stakeholder communications plan, addressing the
diverse audiences involved in the campaign.
• Consider the use of various communication channels, including traditional and
digital media.
Monitoring and Evaluation:
• Define key performance indicators (KPIs) to measure the success of the AntiFragility Place Branding Campaign.
• Develop a monitoring and evaluation framework to assess the campaign’s
impact on the place’s reputation and perceptions.
Conclusion:
• Summarize the key points of the Anti-Fragility Riyadh Place Branding Campaign.
• Emphasize the potential positive outcomes for the Riyadh place’s reputation and
perceptions
