Brand Jamaica needs backitive … Part 1

Shelly-Ann Fraser-Pryce, Usain Bolt, Asafa Powell, Chris Gayle, the Kool Runnings bobsled team, Jimmy Cliff, Bob Marley, Shaggy, jerked chicken/pork, ackee and saltfish, dreadlocks, beautiful white sand beaches, a distinct, memorable dialect …. all instantly recognisable symbols of the beloved Jamaica. They represent the care-free, uber-talented, culturally rich, people of the island Jamaica. The epic brand. This little island in the Caribbean named among the happiest countries in the world, ‘no problem mon’, right?

Wrong.

Nation Brand, focuses on image and reputation, is formed from multiple source and influences: mass media, visitors, political climate, national achievement, word of mouth, history, heritage, etc. Well acclaimed marketing thought leaders say a nation’s image is defined by people, their perceptions of place which is not only shaped by its products, but also through associations influenced by a country’s political, socio-economic, environmental, technological conditions, its culture, heritage, and traditions.

In 2011, the United Nations released an extensive report detailing each country's homicide rate. Jamaica placed fourth with a homicide rate of 52.1 (murders per 100,000 people). According to Business Insider many of the countries with the highest homicide rates are low on human development, high on income inequality and corruption, and are fairly unstable.

Hmmm…..   How’s the brand looking now?

But this is just a part of the story. How do we rate deterioration in values and attitudes, the disregard for the elderly, women, children and the environment? How do we rate the pervasive disrespect for self and others; the developing culture of music that lauds and encourages criminal activity?

Despite the negative image of the brand, Jamaica continues to receive some good coverage internationally, which many shout proudly from rooftops (… and lecterns) as being excellent for brand Jamaica. Still fresh in our minds is Tessanne Chin’s performance on The Voice which propelled Jamaica, (bread and butter) to the top of trending lists last week. Who can forget our athletes’ performance in the 2012 Olympics and 2013 IAAF World Championships; our entertainers at BET Awards; the infamous XLVII SuperBowl commercials, and even the massive 2013 Jamaica Diaspora Conference which were extraordinary free promotions for brand Jamaica. Which organization/nation wouldn’t be proud? But how much was converted into dollars, jobs? While brand popularity and recognition are good it is not the symbols which make a brand great but the quality, reliability, promise and goodwill it represents.  

And right now, brand Jamaica needs backitive. Like the person with the big mouth but no substance or strength for the battle; our cool brand image belies a nation in need substantive change if we are to convert the brand’s goodwill into cash. To be successful, this will require an all-emcompassing, integrative national identity strategy.

To Be Continued ….

(Join me next week for part two of this post where I offer my humble solutions of what is required for a national strategy to buttress brand Jamaica.)