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.) 

Spice it up - With Marketing

I recently had the delight of visiting a newly opened restaurant, the accomplishment of a locally acclaimed food prodigy. I eagerly searched out the restaurant’s location and upon advice sought to make reservations ahead of my impending visit.

As a marketer I admire the owner's achievements, especially the team responsible for his promotion and publicity. It seems that sometime within the last three years the owner fell from food heaven and has brought a little heaven to the tummies he has touched. Wonderful job! As a lover of everything youthful, I admire his energy, dedication to hard work and sheer brilliance. Passion can be a powerful motivator.

So, I arrived at the location. The staff was pleasant, eager to serve. The man of the hour did his rounds, visiting each table with his infectious smile … one that did not miss my dinner partners. At our table he informed us of the menu, gave us tips and chatted about his own experience in food. To top it off, the food was Delicious!

But it was all too obvious that there are still a few teething pains to work through. While the novelty is still mesmerizing, this is the perfect time to assess and make an indelible mark on the Jamaican public. 

1.    Be Clear on the Target Market:

Being specific about the customers you want to attract will help to define who are you and what you offer. Knowing your niche early on prevents you from falling into the trap of trying to be everything to everyone.

2.    Pay attention to ambiance:

Patrons visit a restaurant not only for the meal, but the experience. Make it memorable. Consider lighting, decor and sound. Again, knowing your target audience will direct you in deciding on the ambiance you want to create. This should inform where lights are dim, spotlight, coloured lights or candles. What does the décor say? Do tables need an eye-catching centerpiece, are you going minimalist?

Finally, sound. A restaurant has many sounds to contend with cutlery in action, chatter and laughter of guests, kitchen sounds highlighting great meals being prepared and background music. How do you want customers to feel as they dine? What mood do you want to create?

3.    Employees:

While the food may be incredible, that’s of no significance if customers don’t stay around long enough to partake. The experience begins upon first contact with employees whether this is a call to make reservation, or the hostess who meets customers at the door. Ensure that employees are well trained with detailed knowledge of the restaurants offerings. If needs be, fake it till you know it.

4.    Highlight your strong points:

Finally, what is unique about your business? If you have decided to bring an interesting twist to any aspect of the restaurant, say a name composed of numbers, play it up. Tell the story in on a large framed photo, give branded tokens, use numbers in the décor.

In essence, what makes you stand out? What do you do exceptionally well? Broadcast it!