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Brand Jamaica
 

Brand Jamaica

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    Brand Jamaica Brand Jamaica Presentation Transcript

    • BRAND JAMAICA CREATIVE INDUSTRIES AS AN ECONOMIC STRATEGY Secretaries of Culture and Development to the State of São Paulo in partnership with the UNITED NATIONS DEVELOPMENT PROGRAMME South-South Cooperation Special Unit and the Development Committee of the City of São Paulo INTERNATIONAL FORUM ON CREATIVE ECONOMY DECEMBER 5, 2007 SAO PAULO, BRAZIL ANDREA DAVIS JAMAICA ARTS HOLDINGS/INTERNATIONAL INNOVATE INC.
    • JAMAICA
      • VIBRANT CULTURAL AND CREATIVE MECCA
      • OUT OF MANY ONE – CULTURAL DIVERSITY
      • RESILIENT ENTREPRENEURIAL SPIRIT
      • WORLD REKNOWN TOURIST DESTINATION
      • REGIONAL MEMBERSHIP-CARICOM
      • ISLAND STATE WITH COLONIAL HISTORY
    • NEW WORLD ECONOMY KNOWLEDGE BASED ECONOMIES INTELLECTUAL PROPERTY AKA CULTURE IS BIG BUSINESS GLOBALIZATION COMMUNICATION NETWORKS EMERGING MARKETS TECHNOLOGY DIGITAL INTERNET REGULATIONS TRADE RULES FOR SERVICES & GOODS MARKET ACCESS
    • CREATIVE INDUSTRIES
      • MUSIC
      • CRAFT
      • DESIGN
      • FASHION
      • FINE ARTS
      • SOFTWARE
      • PUBLISHING
      • VISUAL ARTS
      • ADVERTISING
      • FILM & VIDEO
      • ARCHITECTURE
      • BROADCASTING
      • ART & ANTIQUES
      • COMPUTER GAMES
      • PERFORMING ARTS
      DIVERSITY Needs Strategies Threats OPPORTUNITY Product Diversification Global Markets E-Commerce PRODUCT Goods Services Locations Experiences Personalities
    • BRAND JAMAICA CREATIVE INDUSTRIES
      • BRAND JAMAICA
      • CREATIVE INDUSTRIES
      • POTENTIAL VALUE ADDED
        • CULTURAL IDENTITY
        • NATIONAL HERITAGE
        • SELF DEFINING
      • POTENTIAL VIABILITY
        • PRODUCT DIVERSIFICATION
        • DIGITAL DISTRIBUTION
        • JOINT VENTURE INITIATIVES
        • FOREIGN EXCHANGE EARNINGS
        • IMPROVED TRADE POSITION
        • JOB & WEALTH CREATION
      • BRAND JAMAICA
      • COMPETITIVE ADVANTAGES
        • HUMAN RESOURCES
        • DIVERSE CULTURE
        • GEOGRAPHY
      • THREATS
        • MISMANAGEMENT
        • CULTURAL IMPERIALISM
        • TRADE IMBALANCE
    • BRAND JAMAICA INSPIRED GUCCI CHRISTIAN DIOR RASTA LINE SOUTH AFRICAN FRANCHISE (6) SALES UP 20% IN PART DUE TO RASTA LINE ITALIAN NESTLES #3 BRAND TOPS 1 BILLION EU RASTA LINE PRICES START IN THE U$HUNDREDS INTO U$THOUSANDS CABLETV ADVERTISED DANCEHALL COMPILATION 172 SHOPS WORLDWIDE
    • BRAND JAMAICA HEARTBEAT SKA ROCK STEADY REGGAE DANCEHALL
    • KEY CONTENT MARKETS BRAND JAMAICA GLOBAL SOUTH LATIN AMERICA MEXICO SOUTH AFRICA AUSTRALIA CHINA INDIA SINGAPORE MIDDLE EAST TRADITIONAL JAPAN US CANADA UK FRANCE GERMANY ITALY NETHERLANDS SWEDEN BRAZIL
    • STRENGTHS
      • ORGANIC GLOBAL BRAND APPEAL
      • ESTABLISHED LIVE TOUR CIRCUIT
      • EXTENSIVE TALENT BASE
      • DIVERSE PRODUCT LINE
      • EXTENSIVE CATALOGUE
      • MARKET HISTORY
      SWOT ANALYSIS
    • STRENGTHS
      • JAMAICAN SOUND
      • GLOBALLY RECOGNIZED GENRE
      • STATE OF THE ART RECORDING STUDIOS
      • EXPERIENCED PRODUCTION SKILLS BASE
      • INTERNATIONALLY EXPERIENCED
      • DOMESTIC FILM INDUSTRY
    • WEAKNESSES
      • INADEQUATE INTERNATIONAL LABEL PARTNERSHIPS
        • LACK OF STRONG GLOBAL LABEL/DISTRIBUTION-MARKETING
        • LACK OF BRAND MANAGEMENT IE ISLAND
      • FRAGMENTED GLOBAL DISTRIBUTION
        • LIMITED MARKET PENETRATION
      • FRAGMENTED MARKETING
        • INADEQUATE NUMBER OF QUALITY MUSIC VIDEOS
        • SPORADIC INDIVIDUAL CAMPAIGNS
        • SHORT TERM PLANNING
      • EMBRYONIC TO WEAK INFRASTRUCTURE
        • INDUSTRY & PUBLIC SECTOR
      • LACK OF EMPIRICAL DATA
        • FORMALIZED VALUE INDICATORS
        • PERFORMANCE MEASUREMENTS IE CHARTS/CERTIFICATION
      • LIMITED MANAGEMENT SKILLS
        • BUSINESS DEVELOPMENT
        • TALENT MANAGEMENT
        • EVENTS
        • BRANDS
      • INADEQUATE EDUCATION & TRAINING OPPORTUNITIES
        • PERFORMANCE
        • PRODUCTION
        • MANAGEMENT
        • MARKETING
        • MEDIA
      WEAKNESSES
    • OPPORTUNITIES
      • EMERGING MARKETS – GLOBAL SOUTH
      • DIGITAL DISTRIBUTION
      • ITUNES/RINGTONES/ONLINE DOWNLOADS/CABLE/WIRELESS
      • BRANDED INTERNET PORTAL
      • E-COMMERCE
      • JOINT VENTURE LABEL DEALS MERCHANDISING
        • FASHION/DVDS/GAMES/SOFTWARE/MEMORABILIA
        • PUBLISHING
        • MUSIC & BOOKS
      • TRANSNATIONAL MARKETS
      • ADVERTISING-ENDORSEMENTS
      • FILMS & SOUNDTRACKS
      • ANIMATION
      • CHILDREN’S MARKET
      • POSITION AS ENTERTAINMENT MECCA
      • THEMED RESORTS-THEMED ATTRACTIONS
      • VACATION PACKAGES
      OPPORTUNITIES
      • LACK OF POLITICAL WILL & ENABLING ENVIRONMENT
      • ECONOMIES OF SCALE
      • EXCESSIVE BUREAUCRACY
      • EXCESSIVE TAXATION
        • IMPORT TARIFFS/INCOME TAX/DOUBLE TAXATION
      • HANDICAPPED TRADE POSITIONS
        • GLOBALIZATION = WTO/GATT/TRIPS/WIPO
        • MARKET ACCESS/TECHNOLOGYFUNDING
      • ABSENCE OF INDUSTRY INCENTIVES
      • INADEQUATE IPR PROTECTION/ENFORCEMENT
      • LACK OF COHESIVE INTEGRATED GOVERNMENT PLAN, POLICY OR BUDGET FOR CREATIVE INDUSTRIES DEVELOPMENT & PROMOTION
      THREATS
      • PIRACY
      • TRANSFER OF TECHNOLOGY
        • UNCOMPETITIVE ACCESS ie BROADBAND COSTSVIDEO QUALITY
        • IMPORT/EXPORT TARIFFS ON EQUIPMENT/RAW MATERIALS/GOODS
      • INADEQUATE ACCESS TO CAPITAL RESOURCES
        • VENTURE CAPITAL/GRANTS
      • CONSUMER PREFERENCE FOR FREE MUSIC
      • LOSS OF ARCHIVES
      • LACK OF STRATEGIC MEDIA PLATFORM
        • RESTRICTED AIRPLAY/MARKET PENETRATION
      THREATS
      • DISTRIBUTION VIA LICENSING
      • LIMITED RETURNS AND PRODUCT CONTROL
      • PROMOTION VIA TOURING
      • LIMITED MARKET PENETRATION
      • RAW MATERIAL EXPORT
      • INADEQUATE VALUE ADDED REALIZED
      • ENTREPRENEURSHIP AND INFORMAL FINANCING
      • INADEQUATE EMPIRICAL INDICATORS
      TRADITIONAL JAMAICAN MUSIC BUSINESS MODEL
    • RECOMMENDED STRATEGIES
      • MUSIC INDUSTRY
      • CREATE NATIONAL RECORD COMPANY
      • A&R-PRODUCTION-VIDEOS-MARKETING-TOURS-DISTRIBUTION-MERCHANDISE
      • DEVELOP PRODUCT FOR LIVE AND DIGITAL DISTRIBUTION
      • FORMALIZE INDUSTRY LOBBY
      • SECURE RESOURCES AND TECHNICAL ASSISTANCE
      • FOR INSTITUTIONAL STRENTHENING
      • BUILD BUSINESS CAPACITY
        • TECHNICAL ASSISTANCE-MARKET RESEARCH-TRAINING
      • EDUCATE TO INFORM DECISIONS
        • CONSULTATIONS-MARKET RESEARCH-WORKING FRAMEWORK
        • FOCUS COMMUNICATION AND MARKETING
        • MAXIMIZE SECTOR LINKAGES
        • FILM-FASHION-VISUAL ARTS-TOURISM ETC.
    • RECOMMENDED STRATEGIES
      • MARKETING
      • BRAND MANAGEMENT
      • POSITION NATIONAL BRANDS
      • IE INTERNATIONAL REGGAE DAY FESTIVAL
      • PUBLIC EDUCATION CAMPAIGN
      • IMPROVED MUSIC VIDEO QUALITY
      • BRANDED E-COMMERCE WEBSITE/PORTAL
      • INTEGRATED MARKET DEVELOPMENT
      • INTEGRATE MARKETING CAMPAIGNS
      • POSITIONING ON INTERNATIONAL MEDIA PLATFORMS
      • REGIONAL AND INTERNATIONAL INDUSTRY TRADE SHOWS
      • IE CARIBBEAN MUSIC EXPO – CARIBBEAN FASHION WEEK - MIDEM – MAGIC ETC.
    • RECOMMENDED STRATEGIES
      • TRADE
      • TRADE AGENDA INFORMED BY INDUSTRY STAKEHOLDERS
      • MOBILIZE FORMAL CREATIVE INDUSTRIES COALITION
      • PROVIDE FRAMEWORK FOR CREATORS TO
      • EVOLVE-INTERACT-TRADE FREELY
      • FACILITATE INDEPENDENT DISTRIBUTION
      • FACILITATE DEVELOPMENT AND ADOPTION OF POLICIES AND APPROPRIATE MEASURES TO EMPOWER THE INDUSTRY AND PROTECT-PRESERVE-PROMOTE
      • JAMAICA’S CULTURE AND CREATIVE INDUSTRIES
    • RECOMMENDED STRATEGIES
      • TRADE
      • INITIATE AND STRENGTHEN STRATEGIC ALLIANCES
      • FOCUS GLOBAL SOUTH COMMUNICATION & TRADE
      • EMERGING MARKETS
      • STRENGTHEN INTERNATIONAL COOPERATION & SOLIDARITY
      • CRNM/CARICOM/UNITED NATIONS NETWORK/WIPO/WTO etc
      • ENCOURAGE REGIONAL AND GLOBAL SOUTH DIALOGUE
        • MULTILATERAL/BI-LATERAL AGREEMENTS
        • DOUBLE TAXATION/CULTURAL TREATIES
    • RECOMMENDED STRATEGIES
      • IP LEGISLATION-INSTITUTIONAL STRENGTHENING
      • AMEND & ENFORCE COPYRIGHT ACT
        • EXTEND PROTECTION TO 100 YEARS
        • ADOPT INTERNET TREATIES
        • COPYRIGHT REGISTRATION
        • ENACT LEGISLATION re E-COMMERCE
      • BRAND MANAGEMENT INFRASTRUCTURE
      • INCENTIVES FOR MUSIC-MODERN FILM-MAKING
      • INSTITUTIONAL STRENGTHENING
      • INDUSTRY LOBBY/INTERNATIONAL REGGAE DAY FESTIVAL/CARIBBEAN MUSIC EXPO/
      • CARIBBEAN FASHION WEEK/JACAP/RIAJAM/JFM/JIPO/etc.
      • TRADEMARK AND PROTECT NATIONAL BRANDS
    • RECOMMENDED STRATEGIES
      • EDUCATION & TRAINING
      • SCHOLARSHIPS/GRANTS
      • INTERNATIONAL AND DOMESTIC APPRENTICESHIP PROGRAMMES
      • EXPAND AND STRENGTHEN TRAINING OPTIONS
        • Performance-Management-Production-Support Services
      • EXTEND INTERNATIONAL LINKAGES
        • ASSOCIATIONS/INSTITUTIONS/EXPERTISE
        • LABELS/DISTRIBUTORS/MEDIA
        • MULTILATERAL/BI-LATERAL ie UNDP/UNCTAD//UNESCO/WIPO/WTO etc
      • PUBLIC SECTOR TRAINING
        • MINISTRIES/AGENCIES– TRADE-CULTURE-ENTERTAINMENT-IT-APPAREL
        • CUSTOMS – LINE OFFICERS-MANAGEMENT
        • JUDICIARY – COURT OFFICERS/POLICE
    • RECOMMENDED STRATEGIES
      • INTERNATIONAL STRATEGIC ALLIANCES AND PARTNERSHIPS
      • INCREASE MARKET ACCESS
      • IMPROVE ACCESS TO TECHNOLOGY
      • ACCESS TO SPECIALIZED EDUCATION AND TRAINING
      • ACCESS FUNDING AND VENTURE CAPITAL FINANCING
      • CREATIVE ECONOMY EDUCATION TARGETTING
      • PRIVATE-PUBLIC AND FINANCIAL SECTORS
    • CONCLUSIONS
      • INTELLECTUAL PROPERTY AKA CONTENT IS FUNDAMENTAL TO A VIABLE INFORMATION SOCIETY AND KNOWLEDGE BASED ECONOMY
      • JAMAICA IS A GIANT IN GLOBAL CULTURE
      • JAMAICAN MUSIC & CREATIVITY IS A GLOBAL PHENOMONON AND
      • INTERNATIONALLY RECOGNIZED EXPORT PRODUCT
      • CREATIVE INDUSTRIES LOBBY SHOULD INFORM AND GUIDE ASPECTS OF GOVERNMENT ACTIVITY FROM TRADE TO CULTURAL POLICY
      • NEW TECHOLOGIES AND MEDIA PRESENT UNPRECEDENTED OPPORTUNITIES FOR JAMAICA TO COMPETE EFFECTIVELY
      • IN THE GLOBAL MARKETSPACE
      • TECHNOLOGY CAN BE BOUGHT…CULTURE MUST BE CREATED PROTECTED PACKAGED PROMOTED MANAGED AND PRESERVED