1. Own one thing. (I believe that one thing could be in the area of culture for core segment)
2. Divide to conquer (Segment the market- Conference visitors do not have the same needs as pleasure seekers)
3. Decide what we can’t be and should not be (leave sun, sea and sand to rest of Caribbean. The above logo screams sun and there is also some culture in there so too many messages)
4. Be consistent. Heineken, Wendy’s and Haagen-Dazs did not get where they are by changing their positioning every Monday morning or every five year’s (election)
5. Recruit an experienced brand expert and give him/her the authority to police the brand. Not the Minister or the Board
6. Invite the people of T&T to be part of the brand team (digital makes it easier)
7. Make sure the brand position lives at all customer touch points (eg. customs officers, taxi drivers, hotel personnel)
8. Understand the digital space better than competitors and use it right
9. Measure brand perception and brand performance regularly (every 3 months for first few years)
10. Make visitors a part of the brand team (I’m serious)
19 December, 2010, 1:23 pm