Brand building is a key factor in economic growth and development, said Fahd Al-Rasheed, group CEO and managing director of King Abdullah Economic City (KAEC).
He was speaking at the NEXT Forum, which brought together CEOs, local and international brand experts and thought leaders.
The NEXT Power Brands Festival, organized by Prince Mohammed bin Salman Foundation (MISK), concluded recently with the NEXT Forum.
The festival was the first event to place branding at the center of a conversation around Saudi Arabia’s social-economic transformation.
“We are delighted to be a strategic partner of MISK and Prince Mohammed bin Salman College of Business and Entrepreneurship (MBSC) in presenting his important thought leadership event," said Fahd Al-Rasheed, group CEO and managing director of KAEC.
“We are committed to supporting all initiatives that aim to increase the private sector’s competitiveness, reach and expansion in order to achieve the aspirations of Saudi Vision 2030,” he added.
Among the business leaders who participated in the event were Sir Martin Sorrell, CEO of WPP; Mohammed Alshaya, CEO of the Alshaya Group; Fahd Al-Sukait of the Council of Economic and Development Affairs; and Khalid Al-Bayyari, CEO of Saudi Telecommunications Company (STC).
Teams of panelists discussed market realities, opportunities and challenges, and presented innovative ideas and impactful recommendations related to building and establishing brands.
Topics included the future of retail, consumers’ views, modern perspectives on branding, marketing in the 21st century, the branding of cities, the dynamics of modern economies, and brand building beyond borders.
A highlight of the festival was Prince Mohammed bin Salman College’s announcement of the NEXT Power Brands Index, which will track the Kingdom’s most valuable and impactful brands, based on the BrandZ methodology.
Mohanud Helal, secretary-general of the Economic Cities Authority, thanked KAEC and Prince Mohammed bin Salman Foundation for holding the event.
He said: “We at the Economic Cities Authority encourage initiatives like NEXT, which lend support to the Kingdom’s comprehensive development by empowering young Saudis by honing their marketing and business skills through bringing them together with international thought leaders and enabling them to them showcase their talents at exhibitions and events all over the world.”
Fahd Hamidaddin, secretary-general of the NEXT Festival, was equally upbeat. He said: “I could not be happier with the turnout and response of the who’s who of presidents, executives, and business people from around the world and their contribution to the Next Forum, which was an open, constructive discussion that covered many vital aspects of the reality and future of the Saudi market and the role of the private sector in its development.”
A key component of the festival was the NEXT Markathon, in which a group of national talents competed to develop solutions to marketing problems posed by major national brands, all in an atmosphere of learning that enriches the experience of the contenders and brings them closer to becoming leaders in the near future.
KAEC committed to supporting initiatives to promote private sector competitiveness
KAEC committed to supporting initiatives to promote private sector competitiveness
Jameel Observatory-CREWSnet advances climate resilience in Bangladesh
The Jameel Observatory Climate Resilience Early Warning System Network, an initiative co-founded by the Massachusetts Institute of Technology and Community Jameel to reinvent climate change adaptation in vulnerable communities into a proactive, integrated and evidence-based process, announced the launch of its Adaptation Fortress initiative, transforming existing cyclone shelters and providing protection from heat waves in Bangladesh for the first time.
The first Adaptation Fortress is under construction in Satkhira district, southwest Bangladesh. If this pilot is successful, the initiative will open a pathway, with additional funding, to scaling up to 1,250 Adaptation Fortresses providing heatwave relief to half a million of the region’s most vulnerable residents.
More than 30 million people live in southwestern Bangladesh. Between 2019 and 2021, including in the midst of the COVID-19 pandemic, multiple cyclones hit the region, devastating land, homes and entire communities. The threats posed by climate change — rising sea levels and more extreme weather — mean that people living in this region are likely to face similar crises in the years ahead. In addition to cyclones, extreme heat is a growing threat, putting people at risk of dehydration and heatstroke. In 2024, the UN found that heat waves caused nationwide school closures for two weeks, with some schools closing for six to eight weeks due to the combined impact of heat waves and flooding.
In Bangladesh, the Jameel Observatory-CREWSnet has used its mid-century climate projections and analysis of local human systems to design a pilot for a multi-purpose, multi-objective structure called an Adaptation Fortress.
By engaging extensively with local communities, the Jameel Observatory-CREWSnet, which includes among its partners BRAC, a global nongovernmental organization established in Bangladesh, is demonstrating a new model of climate adaptation that repurposes schools that are also cyclone shelters to serve as sanctuaries during extreme heat events.
The climate resilient shelter model is the first of its kind in Bangladesh and serves as a blueprint for infrastructure development across South Asia. Designed to protect the most vulnerable community members during government-declared heat emergencies, Adaptation Fortresses feature solar power generation and battery backup systems to ensure the shelter is resilient to outages during extreme heat conditions. The site also includes rainwater harvesting capacity and is designed so that excess energy generated when air conditioning is not in use is made available for community use.
Mohammed Abdul Latif Jameel KBE, founder and chairman of Community Jameel, said: “The Jameel Observatory-CREWSnet’s construction of this first pilot Adaptation Fortress marks a milestone for Bangladesh and the region. It lays the foundation for a proactive response to cyclones and heat stress — emergencies that the team has projected will become frequent events, threatening the lives of millions in Bangladesh. By adapting infrastructure today, we are building the resilience needed for tomorrow.”
Professor Elfatih Eltahir, lead principal investigator of the Jameel Observatory-CREWSnet, said: “Bangladesh built a vast network of cyclone shelters that have been effective in protecting vulnerable populations. For the first time the Jameel Observatory-CREWSnet is introducing the concept of shelter from heat waves as well as cyclones in southwest Bangladesh. This integrated and proactive initiative will significantly improve climate resilience in a region with some of the highest risks from climate change.”
Dr. Deborah Campbell, executive director of the Jameel Observatory-CREWSnet, said: “Bangladesh is getting hotter and will experience more frequent and severe heat waves, leaving many people very vulnerable to heat stress and lacking the resources to adapt. The Adaptation Fortress initiative will provide shelter for the most vulnerable community members in southwest Bangladesh and has the potential to serve as a model for similar proactive climate resilience infrastructure development across Bangladesh and South Asia.”
Dr. Md Liakath Ali, principal investigator of the Jameel Observatory-CREWSnet at BRAC, said: “BRAC is proud to partner with the Jameel Observatory-CREWSnet in pioneering the Adaptation Fortress initiative, an important step toward protecting vulnerable communities from the growing risks of extreme heat in coastal Bangladesh. By transforming existing cyclone shelters into multi-purpose, climate-resilient infrastructure, we are demonstrating how locally grounded solutions can address emerging climate hazards while strengthening community well-being. Alongside the pilot, we are committed to engaging policy makers so that future heat and climate risks are integrated into national planning processes. The lessons from this initiative will not only support communities in the southwest, but also inform long-term, scalable strategies for resilience across the country.”
