Dubai. Everyone knows its iconic buildings. Most have seen the transformations done to the physical topography. Many know the names of hotels there though they might not have been. Perhaps Dubai is itself the brand. The first city of its kind, born in an era of sophisticated branding and communication techniques the likes of which the world hadn’t yet seen. Taking the ideas Las Vegas has made popular in accounts like Thompson’s Fear and Loathing to a level that could make Buckminster Fuller and Salvador Dali blush together and hold hands–Dubai is perhaps the world’s only complete example of ‘place as brand.’ The region was created for a singular, commercial, and opulent purpose. The architecture speaks for itself in this Emirate of Dubai. The buildings are perhaps the only ‘brand’ the city will ever need. In today’s day and age, it might be more prudent to think forward in this fashion since the days of Rand’s 50-year logos are dead and gone. Though the bubble might have burst for now is Dubai, a brand? Or a place?