couple weeks ago I came across a listing of countries

that were being ranked on how cool or “uncool” they were. As you might suspect Jamaica was at the top of the cool list with the only uncool facets reportedly being crime and homopho-bia. It occurred to me how widely re-garded our little island is on the world stage. Our athletes, musicians and even our actors have made quite the impression on the rest of the world and the fact is we may not be benefit-ting as much as we could be. More thought and a more research let me to the concept of nation branding which when you think about it isn’t really a very novel concept at all. Back when pirate ships and gold dubloons were all the rage Jamaica’s brand was built solely around the notoriety of Port Royal and of course we benefitted (or suffered for that). In this 21st century where information is so speedily dis-seminated and so easily accessible, we cannot afford for our nation branding to be as linear as it has been in the past, but how do we go about this?

JAMPRO/Jamaica Trade and Invest has identified nation branding as a priority for the country moving for-ward. The tagline on the company’s website is a clear indication that Ja-maica means business when it comes to branding (pun intended). “The place you always wanted to visit is the place you want to do business.” This tagline is apt in a lot of ways because it stresses the importance of Jamaica

not being regarded solely as beaches and hotels but rather a complete des-tination for beach bums and business people alike. This is all well and good but building a nation’s brand goes way beyond promoting its beaches or its manufacturers. A country’s brand is built by harmonizing everything that makes it a country. The policies of the government, for the economy, social projects or on a whole, the values and behaviour of its inhabitants, taxes, in-frastructure and with the information age, the attitude of the people.

In reality, it shouldn’t solely be the job of organizations such as Jamaica Trade and Invest or the Jamaica Tour-ism Board to brand our nation. This is the information age where our opin-ions are heard by many and influence some. Nation branding starts at the level of the individual and that is re-ally where a lot of the effort should be placed. It makes no use trying to con-

vince a foreigner that Jamaica is a great place to do business when the average Jamaican doesn’t believe it. The effort is there and it has been heartening but 2011 needs to see Brand Jamaica be-ing reworked and reupholstered from the inside out.

branding jamaica in 2011

yourmoney ezine

In this 21st century where in-formation is so speedily dissemi-nated and so easily accessible, we cannot afford for our nation branding to be as linear as it has been in the past, but how do we go about this?

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business loungebyAndreBurnett

ournalism has changed, is changing and will change. As the eyes of readers shift from pages to screens more frequently, it pays literally and figuratively to be ahead

of the curve. Your Money eZine has always been ahead of the curve and the style and feel of the publication has al-ways been about that staying ahead of that ever advancing curve. Whether it has been convincing people to pronounce “eZine” correctly (it is “zine” as in magaZINE by the way), or selling a completely new format to corporate Jamaica it has always been difficult but still rather exciting.

We’ve been commended for our content, our delivery and our aesthetic but I’ve appreciated any feedback whatsoever because it shows that our emails go to actual people who read and form opinions. We’ve had articles reprinted by our printed counterparts and the irony of that isn’t lost on me. We may be the future but print media is far from over and we know it and they know it.

As a writer I’ve had the opportunity to share views and to report the views of others. From CEOs of large companies such as Donovan Perkins to Startup heads such as Sandy Hamilton of Worth Ave Concierge and Jermaine Williams of Mainwell/Good as New, it has always been exciting to convey how they feel, what they do and what they say in a way that makes it feel as if our readers know them too.

It strange to cease being a part of the future but when you think that the future is always turning into the present and the present into the past it isn’t as strange. Your Money has been great to me and I hope I have been great to you, our readers. Turn your eyes to the screen more often and offer feedback where you can, it will be needed. This is the infor-mation age after all and it should be information the way you want it.

With expectation,Andre Burnett

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Your Money eZine has always been ahead of the curve and the style and feel of the publication has always been about that staying ahead of that ever advancing curve.

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yourmoney ezine

SpenderS vS CRITICS

127 Hours Fox Searchlight,6 nominations, $11.2 million, released Nov. 5.

The Kids Are All Right Focus, 4 nominations,

$20.8 million, released July 9

The King’s SpeechWeinstein Co., 12 nominations,$57.3 million, released Nov. 26.

Winter’s BoneRoadside Attractions, 4 nominations, $6.2million, released June 11.

True Grit Paramount, 10 nominations,$137.9 million, released Dec. 22.

The Social Network Sony, 8 nominations,

$95.4 million, released Oct. 1.

Toy Story 3 Disney, 5 nominations, $414.9

million, released June 18.

Black SwanFox Searchlight, 5 nominations, $83.2 million, released Dec. 3

InceptionWarner Bros., 8 nominations,

$292.5 million, released July 16

The FighterParamount, 7 nominations,

$72.6 million, released Dec. 10.

he movie business is big business as is evident by the prices of movie tickets at any of our local cinemas. The beginning of the year marks awards season in the United States and that usually affects how the performance of certain films just before

or just after big awards such as the Academy Awards. One bone of contention with the persons who decide the best movies, is that they seem to be outside of the popular vote and by the popular vote we mean where the most money was spent. The highest grosses don’t always equate to the best performance at these awards shows but since the Academy Awards have made a concerted effort to fix this by expanding the Best Picture category from 5 to 10, we think it is worthwhile to take a look at what the people that really matter (the spenders) think of the nominees. Notable inclusions on the list are “The Kids Are All Right”, “Toy Story 3”, “Inception” and “Winter’s Bone”.

T

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