Experts: Data and branding are the new pillars of investor trust

During two executive focus sessions held on Thursday, participants discussed how data-driven insights and nation branding must come together to foster an environment where investors feel confident in the transparency, reliability, and long-term prospects of a market.

Harnessing data for smarter investment decisions

The first session, titled “Data-Driven Investment: Unlocking Opportunities Through Statistical Insights,” examined the vital importance of FDI analytics, comparative data, and market intelligence in shaping investor strategies.

Caroline King, an Executive Board Member of WAIPA, highlighted a shift in approach: “Investment promotion has moved from being incentive-led to intelligence-led. Data, when used effectively, enables precise analysis and smarter decisions.” She cautioned, however, that poor data quality damages credibility: “IPAs need direct access to government data to develop legitimate insights, innovation depends on accurate, up-to-date information.”

Fonz Morris, Founder and CEO of FNZMS, highlighted similarities between customer analytics and investment promotion: “Data gives businesses insights into customer retention and growth — the same applies to IPAs. Investors are attracted to agencies that respond swiftly to market shifts with credible data and insights.”

Chris Knight, Managing Director at Financial Times Locations, emphasised the importance of storytelling through data: “Data reveals powerful stories about growth trends, job creation, and sector demand. But AI isn’t a substitute for human judgment, it’s only as good as the data it learns from. The danger lies in automation without accountability.”

Branding that reflects real-world performance

The second session, “Nation and City Branding as a Driver of FDI,” explored how authentic branding, based on tangible policies, service delivery, and infrastructure — influences global perceptions and attracts investment.

José Torres, CEO of Bloom Consulting, said, “What people think about a city determines whether they invest, work, or travel there. IPAs must align branding with research and strategy to convert perception into performance.”

Rashid Humaid Al Suwaidi, Director of Operations at Sharjah Media City (Shams), used Sharjah as an example: “City branding is not about colours or logos, it’s about services, strategy, and measurable outcomes. Sharjah was attracting global investment in the 1970s because of the value it delivered, not because of visual branding. The real brand is the return on investment you provide.”

Dr Naresh Bana, Managing Director of BBV Consultants, offered a broader perspective: “India’s global brand success was built on credible infrastructure, stable policy, and consistency over decades. To make a nation or city truly investable, branding must reflect what’s actually achieved; that’s what earns global respect.”