Issa calls for serious Brand Jamaica focus

KINGSTON, Jamaica — Jamaican businessman and hotelier Christopher Issa has called for renewed national focus on Brand Jamaica, saying the country’s extraordinary international recognition must be continuously nurtured, protected and strengthened. Speaking at Wednesday’s launch of the Reggae Marathon in Kingston, Issa said Jamaica possesses one of the world’s most recognisable cultural identities, with an extraordinary collection of globally known people, products and experiences. “Brand Jamaica needs help,” Issa said, pointing to Bob Marley, Usain Bolt, reggae, dancehall, Jamaican jerk, Red Stripe, Appleton, Sandals and other internationally recognised Jamaican brands. His central argument was that Jamaica has tremendous individual brand assets but must continue working to bring them together under a strong and cohesive national identity. Issa’s call comes against the background of nation-branding initiatives stretching back to at least 2009, when formal work was already being advanced around “Nation Branding for Brand Jamaica”. Various efforts have continued over the years involving Jamaica Promotions Corporation (JAMPRO) and other public and private-sector stakeholders, reflecting longstanding recognition of the importance and complexity of managing Jamaica’s global identity. Issa said his intervention is intended to build on that work and help renew the national conversation, particularly as countries compete more aggressively for tourism, investment, talent and cultural influence. He expressed concern that some distinctly Jamaican assets are increasingly being incorporated into a broader Caribbean identity, pointing to the growing international use of terms such as “Caribbean jerk” rather than “Jamaican jerk”. “I don’t blame anybody for copying success,” Issa said. “My concern is: What are we doing? Are we protecting what is ours? Are we sufficiently distinguishing Jamaica from everybody else? Are we keeping Brand Jamaica fresh?” Issa suggested the establishment of a National Council on Nation Branding, bringing together Jamaican expertise from tourism, culture, entertainment, sport, business, advertising, design and the creative industries. Such a body, he said, could complement existing efforts and help maintain sustained national attention on Brand Jamaica. Its mission, he suggested, should be straightforward: “Define Brand Jamaica. Market Brand Jamaica. Protect Brand Jamaica.” He stressed that nation branding goes well beyond logos and advertising campaigns, encompassing a country’s culture, values, governance, economic performance and overall international reputation. He also emphasised that every Jamaican has a role in strengthening the country’s image. Issa highlighted the Reggae Marathon as a positive example of how Jamaica can combine culture, sport and place to strengthen its international appeal. He welcomed the growing association between the race and Kingston, noting how major marathons have helped reinforce the global identities of cities such as New York, Boston and London. “Kingston gives it a place. Reggae gives it a culture. Marathon gives it an international sporting language. And Jamaica owns the whole package,” he said. Issa congratulated the organisers for continuing to build an international event that strengthens both Kingston and Jamaica. “There is only one Jamaica. Let us define it. Let us protect it. Let us keep it fresh. And most importantly, let us never allow anybody else to brand Jamaica better than we brand ourselves,” he concluded.