{"id":11851,"date":"2025-08-20T09:52:57","date_gmt":"2025-08-20T09:52:57","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=11851"},"modified":"2025-08-20T09:52:59","modified_gmt":"2025-08-20T09:52:59","slug":"branding-arabie-saoudite-interview","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/fr\/branding-arabie-saoudite-interview\/","title":{"rendered":"Entretien avec Iman, Directrice du Nation and City Branding chez Bloom Consulting\u00a0"},"content":{"rendered":"\n

Iman Almutairy<\/a> est une voix de premier plan dans le Nation and City Branding au Moyen-Orient, avec une carri\u00e8re qui relie l’ambition publique et l’identit\u00e9 des lieux. De ses r\u00f4les \u00e0 AlUla, au Minist\u00e8re du Tourisme, et \u00e0 Soudah Development \u00e0 la direction de Bloom Consulting \u00e0 Riyad<\/a>, Iman a contribu\u00e9 \u00e0 fa\u00e7onner le r\u00e9cit de l’Arabie saoudite dans le cadre de Vision 2030. Pour Iman, chaque lieu a une histoire, et le branding est la mani\u00e8re dont elle est racont\u00e9e.\u00a0<\/p>\n\n\n\n

Parlez-nous de votre parcours professionnel.<\/strong><\/h4>\n\n\n\n

Mon parcours professionnel a commenc\u00e9 par une profonde passion pour le marketing produit et le branding, un focus qui a ensuite \u00e9volu\u00e9 pour englober les riches histoires des villes, des nations et des lieux. Au fil des ann\u00e9es, j\u2019ai occup\u00e9 des postes de direction dans les secteurs public et priv\u00e9 \u2013 en travaillant avec la Commission Royale d’AlUla, le Minist\u00e8re du Tourisme, et Soudah Development \u2013 contribuant \u00e0 certains des efforts de branding et de marketing les plus ambitieux d’Arabie saoudite. Aujourd’hui, je suis Directrice associ\u00e9e de Bloom Consulting \u00e0 Riyad et CEO de Destination Consultancy. Personnellement, je crois que chaque lieu a une histoire qui m\u00e9rite d’\u00eatre racont\u00e9e \u2013 et comprendre la culture est la cl\u00e9 pour construire des r\u00e9cits porteurs de sens.<\/p>\n\n\n\n

Comment percevez-vous votre r\u00f4le chez Bloom Consulting pour contribuer au City et Nation Branding en Arabie saoudite, conform\u00e9ment \u00e0 Vision 2030 ?<\/strong><\/h4>\n\n\n\n

Mon r\u00f4le consiste \u00e0 traduire les ambitions de Vision 2030 en strat\u00e9gies percutantes qui donnent aux villes et destinations saoudiennes une voix claire et convaincante. Nous travaillons \u00e0 \u00e9lever la pr\u00e9sence mondiale de l’Arabie saoudite en \u00e9laborant des approches de branding qui refl\u00e8tent le patrimoine, les forces et les aspirations du pays. Notre travail s’aligne \u00e9troitement sur les objectifs de la Vision en mati\u00e8re de diversification \u00e9conomique, de d\u00e9veloppement touristique et de renforcement de la r\u00e9putation mondiale de l’Arabie saoudite.<\/p>\n\n\n\n

Que signifie le City Branding pour vous et comment \u00e9volue-t-il dans la r\u00e9gion ?<\/strong><\/h4>\n\n\n\n

Pour moi, le City Branding concerne l’identit\u00e9 \u00e9motionnelle \u2013 c’est la fa\u00e7on dont les gens ressentent un lieu, en parlent et s’y connectent. Au Moyen-Orient, nous assistons \u00e0 un passage de la promotion superficielle \u00e0 une narration profond\u00e9ment enracin\u00e9e. C’est un signe de maturit\u00e9 strat\u00e9gique, o\u00f9 les villes expriment d\u00e9sormais ce qu’elles sont de l’int\u00e9rieur, pas seulement comment elles souhaitent \u00eatre per\u00e7ues.<\/p>\n\n\n\n

Quels projets ont eu le plus grand impact personnel ou professionnel sur vous ?<\/strong><\/h4>\n\n\n\n

Le projet Soudah Peaks a \u00e9t\u00e9 incroyablement significatif \u2013 j’y ai particip\u00e9 d\u00e8s le d\u00e9but, contribuant \u00e0 fa\u00e7onner l’identit\u00e9 de marque de la destination en harmonie avec son essence naturelle et culturelle. Une autre \u00e9tape importante a \u00e9t\u00e9 mon travail sur la marque touristique d’AlUla, qui a fusionn\u00e9 l’histoire, la vision et l’ambition en l’un des r\u00e9cits les plus inspirants du Royaume.<\/p>\n\n\n\n

Qu’est-ce qui donne le plus de sens \u00e0 votre travail ?<\/strong><\/h4>\n\n\n\n

Lorsque l’identit\u00e9 que nous construisons devient quelque chose que les gens peuvent exp\u00e9rimenter, adopter et dont ils peuvent \u00eatre fiers \u2013 c’est l\u00e0 que je sais que nous avons r\u00e9ussi. Ce lien \u00e9motionnel est la v\u00e9ritable raison d’\u00eatre de notre action.<\/p>\n\n\n\n

Si vous deviez d\u00e9crire l’avenir du City Branding au Moyen-Orient en un mot ou une phrase, lequel\/laquelle serait-ce ?<\/strong><\/h4>\n\n\n\n

\u00ab\u00a0Distinction concurrentielle.\u00a0\u00bb Les villes aujourd’hui ne se contentent pas de rivaliser pour attirer l’attention \u2013 elles rivalisent pour les esprits, les id\u00e9es et la fid\u00e9lit\u00e9 \u00e0 long terme.<\/p>\n\n\n\n

Quels conseils donneriez-vous aux jeunes professionnels qui d\u00e9butent dans ce domaine ?<\/strong><\/h4>\n\n\n\n

Commencez par comprendre le lieu de l’int\u00e9rieur vers l’ext\u00e9rieur. \u00c9coutez les gens, \u00e9tudiez la culture et \u00e9laborez des r\u00e9cits qui refl\u00e8tent le v\u00e9ritable esprit du lieu. Le Nation et City branding demandent plus qu’une strat\u00e9gie \u2013 ils exigent de l’empathie, une vision et de l’authenticit\u00e9.<\/p>\n\n\n\n

En dehors de votre vie professionnelle, qu’est-ce qui vous inspire ?<\/strong><\/h4>\n\n\n\n

Les voyages, l’exploration de vieilles villes et l’immersion dans la nature \u2013 ces exp\u00e9riences nourrissent ma cr\u00e9ativit\u00e9. Je crois que pour v\u00e9ritablement \u00ab brander \u00bb un lieu, il faut d’abord le parcourir, le ressentir et \u00e9couter son histoire tacite.<\/p>\n\n\n\n

Publi\u00e9 le 15 juillet 2025<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Iman Almutairy est une voix de premier plan dans le Nation and City Branding au Moyen-Orient, avec une carri\u00e8re qui relie l’ambition publique et l’identit\u00e9 des lieux. De ses r\u00f4les \u00e0 AlUla, au Minist\u00e8re du Tourisme, et \u00e0 Soudah Development \u00e0 la direction de Bloom Consulting \u00e0 Riyad, Iman a contribu\u00e9 \u00e0 fa\u00e7onner le r\u00e9cit […]<\/p>\n","protected":false},"author":8,"featured_media":11606,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[543,542,633],"tags":[876,878,879,880,882,766],"class_list":{"0":"post-11851","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-derniers-articles","8":"category-en-coulisses","9":"category-faits-amusants","10":"tag-central-idea-fr","11":"tag-nation-fr","12":"tag-nation-brand-fr","13":"tag-nation-branding-fr","14":"tag-place-fr","15":"tag-place-branding-2-fr"},"yoast_head":"\nBranding Arabie Saoudite : Interview avec Iman Almutairy<\/title>\n<meta name=\"description\" content=\"Iman Almutairy de Bloom Consulting explique le Nation et City Branding en Arabie Saoudite, ses projets cl\u00e9s et l'impact de Vision 2030. 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