Brand
Montego: Part 1
The
City has to Develop and Protect it's Brand
A
brand for a company is like a reputation for a person. You earn
reputation by trying to do hard things well. Jeff
Bezos
“There
is more similarity in the marketing challenge of selling a precious
painting by Degas and a frosted mug of root beer than you ever
thought possible.”
A. Alfred Taubman
A. Alfred Taubman
Imagine the words Montego Bay,
instantaneously it brings to mind, relaxation, coconut and palm
trees, white sand beaches, sun and sometimes even sex - it's one of
the most powerful images in the Caribbean. So how is it, dozens of
companies use the name to sell products – Payless is notorious for
selling a brand of sandals called the Montego Bay Club, there is even
a foreign band full of white boys called Montego Bay Band, A
Freemason pub of some sort in England with the Name Montego Bay
littering the menu- so I put it to both the government and the public
now, that we start considering seeking protection for Brand Montego
Bay, under intellectual property, through trademark and copyright.
 |
| Freemasons Arms Pub... on the Menu Montego Bay Chicken Wrap! |
We must consider that in today’s
environment cities compete amongst each other for talent, business
and human resources. In many ways they have to act like commercial
entities by selling themselves to potential customers – business
investors, visitors/tourists, the working and creative classes– as
successful, vibrant, forward-looking brands. Simply put they have to
market themselves as the place to be, project an image of tomorrow
and betterment. At the same time that image, that name, that identity
must be guarded. Just as commercial entities, have lawyers and make
legal cases on issues of copyright and trademark infringement. So too
must local government and even central government entities now seek
to protect the Brand Montego Bay and Brands of Jamaica.
 |
| How do a group of white boys in America or is it England become the Montego Bay Band? |
Montego Bay City must re-examine its role and function, as well as define its appeal to ‘citizens/consumers’, at the same time protecting the name and the Brand of the city for the citizens. Our city must distinguish itself from our competitors (Kingston, Portmore, Ocho Rios) and position our self as a recognizable brand in an increasingly regional and international market place. Port of Spain, San Fernando, Bridgetown, Kingstown are all Caribbean cities vying for status and international cosmopolitan appeal, so what of us in the Bay?
I noted on twitter that a few
Kingstonians started noticing that “Mobay look like farrin” and
that “any time mi waan go farrin mi go Fairview, Montego Bay.”
Here is an excerpt of Mobay through a foreigners eyes
Here is an excerpt of Mobay through a foreigners eyes
“Downtown resembled a cross between America and what we would
picture as rural Africa. The streets were full of activity. People
yelling, laughing, buying and selling items. Playing music. Their
skin was black as tar and beautiful. Their hair was the epitome of
natural. They wore clothes that we would have worn in the early
2000’s but did their best to match it up.”
From instagram.com (via @RudeboyRJ) - June 3, 4:05 PM
From instagram.com (via @RudeboyRJ) - June 3, 4:05 PM
What is the vision of Mobay, what is
the vision for Montego Bay, who protects the name Montego Bay? The
name Montego Bay has been already been branded and used and bandied
about like there is no tomorrow, but Montegonians haven't seen the
benefits.
I put it out there that Montego Bay is
the biggest cultural brand in the Caribbean. When I travel abroad,
Montego Bay always seems to be the more popular Jamaican destination
and known location. So those companies using the Montego Bay Brand in
ways that really do enhance their business, they use the name to make
association with luxury, comfort, sun, breeze and such... so it's
reasonable for the Montegonians to ask, Why aren't you coming to talk
to us? Why aren't you asking our permission? Why don't you engage
with us?
The notion of cities and cultures
seeking IP protection is not an entirely new one - the Native
American Navajo recently brought a case against the clothes company
Urban Outfitters, for use of their name.
Relying on past glory is no longer
enough; As the once den like, homely Montego Bay is now becoming a
metropolis and showing a citizenry acquiring the cosmopolitan
lifestyles to go with it… the friendly city is now a big city, and
nowhere near as friendly as it used to be.
Today, successful
companies and young talented people have lost hometown loyalties;
note the influx of outsiders and outside businesses in Mobay, not to
mention the ‘Spanish Invasion’. They can choose where to cluster.
Cities with distinctive characteristics; be they economic, cultural,
environmental or life style, and it these things that will attract
the best companies and people. So now we have questions of Montego
Bay’s identity and its brand identity: What are the distinctive
characteristics of Montego Bay, what makes us, US?
To Be Cont’d
To Be Cont’d
