Announcing....3 Illustrations of the Power of 'Brand Jamaica'

There is no doubt the power of 'brand Jamaica' is immeasurably well recognized worldwide.  It’s sometimes mind boggling how an island with a very small percentage of the world’s population could make such a denting impact on the world’s stage.  My research tells me that with a population size of 2.7 million, out of the world’s 7 billion, we are a mere .0004% of this number. One may say a needle in the haystack or worse yet a grain of sand on the shore if you will.  

So what examples are there to prove our worth? Of the myriad of illustrations that I could cite, I will mention three (3).

1.   1.       I recall being in the airport in Berlin, Germany last July with a group of other CARIFORUM nations from the Creative Industries.  As we await the flight to Paris, one of the Musicians in the group from St. Vincent began to play a series of you’ve guessed it, Bob Marley songs.  As he began to what was now clearly entertaining the many passengers in the departure lounge, a couple from Italy, began to bellow every word of the songs – not only that, the male although speaking very little English, borrowed my colleague’s guitar and began striking his own chord.

They weren’t the only ones either.  Of course I couldn’t help myself I had to join in and later became the lead singer – (I was told that I could very well have joined the team as a Musician in addition to being a fashion designer). To continue on the point, it was amazing to witness that moment. The feeling I had as a Jamaican is indescribable. It became clearer to me how blessed we are to be from this land of wood and water.  At that moment I felt ‘irie’ and I could truly say ‘no problem mon’.

 

Bob Marley moment in Berlin, Germany

2.  2.       Whilst in Paris, France last Summer, I came across a poster advertising a Jamaica 50 festival event. The artistes listed to be featured were Beres Hammond, Morgan Heritage, Gyptian, etc.  It was a moment that caused me to have butterflies in my stomach.  It was a reminder that “wi likkle but wi tallawah”. I was even more proud as my friends from St. Vincent and Antigua were with me. I couldn't help being a show-off…

Poster seen in Paris last July

 3.     My third example involves not just me but all Jamaicans home and abroad. It was the viral video of the VW Ad.  Although there was not a single mention of the word Jamaica, the world knew immediately that it was about the Jamaican lifestyle. Clearly it was ‘cool’ to associate with Jamaica and things Jamaican.  It was a welcoming change from the negative publicity that we sometimes receive. This negative publicity comes only from a very minute percentage of the total population of Jamaica, less than 0.001%.  But then again, remember I started out by stating the percentage of the Jamaican population relative to the worlds’ (0.0004)?  It stands to reason that it doesn't matter how small the percentage, we can negatively or positively make a difference; we all have a role to play.  What will be your choice today? Strive to make a positive difference. ‘Respec’ boss man’.

Erik Nicolaisen from the popular VW ad.