A stroll through Shanghai

Dubai and the broader Emirates are certainly growing exponentially in terms of products and services offered as well as their associated, global brand equities - think iMate, Emirates, Jumeirah, and dare I say our colleagues at Emaar; and while such gains are a source of pride, a visit to our eastern neighbors is a most humbling experience.

Shanghai is divided into two main areas, Pudong and Pushi, similar to Deira and Bur Dubai, respectively. But the slight difference is that this is a city about four times the size of the entire UAE, housing upwards of 20 million inhabitants according to some estimates - and that's with the government strictly enforcing a no-migration policy from rural areas.

If the Sheikh Zayed Road is now more imposing than it was 10 years ago, then imagine a skyline that makes Manhattan's look like a side street. Even bridge ramps are impressive, with one spiraling 3 levels in an engineering marvel.

There are few indications this is a Communist city, other than the conspicuous presence of red flags as well as park and traffic wardens who aren't around so much to help pedestrians as to herd them with menacing arm-flapping and guttural diatribes. Still, money has flooded into the construction of this place - and while allegations exist of corruption, the results show an acute understanding of city management.

Beyond the standard economic and free trade zones, the government invests in efficiency, cleanliness and art - hallmarks of a great civilization and a testament to the achievements if not cronyism of now-disgraced Shanghai Communist Party mayor, Chen Liangyu.

A building boom similar to the UAE's is well under way; and it is matched by a well organized grid of infrastructure development and city mapping. Streets are easily identified, which makes postal distribution much easier than in some of our region's cities which still rely on addresses like 'next to AlQuds Grocery.' Post boxes ostensibly modeled on those of the UK are plentiful; and telecom networks are robust, allowing internet penetration to rapidly rise [note to self: Start joint venture with Jacobson's or Empost].

In addition to organizing roads and communication networks, there is an effort to manage energy use and conserve the environment. Recycling, for example, is aggressively encouraged, with biodegradable and non-biodegradable canisters for pedestrian use placed at every street corner; and the homeless can also earn a little by collecting and exchanging refuse for cash at designated locations.

In fact, Shanghai is remarkably clean for a place that houses so many millions. The streets are regularly swept and municipal workers - who may not realize their uniforms resemble those of liberty-challenged Guantanamo Bayians - are regularly seen fixing pavements and electricity poles. That's not to say, though, that all is rosy. For example, one learns in China why neighbors Singapore imposed strict laws against spitting, for it appears the habit of loudly forming globules of phlegm is a pastime of pandemic proportions.

The most gratifying discovery in this city, however, is the pervasiveness of outdoor art. Reminiscent of Barcelona, the variety of architectural and free-standing works serve to remind budding socialists-cum-capitalists that we are more than the cash we carry. Bronze bulls standing in waterfalls; wild, white granite horses racing frozen next to thoroughfares; or simply the cultivation of creeping plants along the support columns of bridges - all seem designed not only to beautify the city but keep it thinking.

But one cannot deny how rampant consumerism is. There is not a big name brand available in London or Tokyo that can't be found in Shanghai. Armani, Cartier, Mont Blanc, Salvatore Ferragamo, Kenzo, Starbucks, McDonald's, KFC, Sony, Samsung and hundreds more are everywhere. Yet these are the brands built overseas and imported, ready to be consumed. Homegrown communication seems still in its infancy. Content quality is much like our own, with some exquisite examples, and many more forgettable ones. In fact, watching ads in Mandarin reminds foreigners how important the execution of a brand idea must be - respecting cultural nuance but transcending language.

But for now novelty seems to take priority over message. Other than radio, cinema and TV innovative, ambient audiovisual media call out for attention everywhere. LCD screens of various size are present in more than the usual place. Focus Media has put them in and out of elevators while the likes of i-levelmedia have built them into taxi seats. They are also commonplace wherever pedestrian traffic flows as well as in transportation terminals, with LG and Samsung competing to see who can erect the biggest and best screens and play the most tantalizing footage.

Other than electronic versions, however, outdoor is an underdeveloped medium, at least by UAE standards. The most prominent player seems to be French-based JCDecaux which has the exclusive concession to sell airport advertising. Perhaps the subdued presence of innovative outdoor ads is because the municipality has restricted its use. Certainly there isn't the creativity or size one sees in Dubai; but one thing in common with the emirate is that property developers dominate the larger size signs while FMCG and technology products predominantly run on the electronic billboards.

Mobile kiosks are a common sight, used either for brand exposure or direct sales. Nokia, for example, uses enormous stands to display products in malls. And brands like Haagen Dazs set up tents outside their usual locations exclusively serving event specific product such as 'moon cakes.'

Perhaps the most impressive brand is HSBC. While the global/local execution has become almost malignant, the global media strategy shows just how well orchestrated it is. When one sees yet another airport passenger tunnel fully branded, as well as billboards smattered across the city with the familiar red and white triangles, it is difficult not to see the bank as a powerful force in the financial industry. This, coupled with consistent customer service guidelines, reflects the true goal of brand management. So, while once might be tempted to say that HSBC typifies the imperialist, hegemonic ambitions of British economic domination, that really would be myopic.