Bangladesh: A vibrant and living idea

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An articulation of Brand Bangladesh

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  • The legacy of the historical barter economy is that in pursuit of the lowest possible price, quality was always sacrificed and so across society, one is left with only sub standard choices.
  • The legacy of the historical barter economy is that in pursuit of the lowest possible price, quality was always sacrificed and so across society, one is left with only sub standard choices.
  •   Unfortunately for Bangladesh, it already has mental associations attached to it. Inspired by Kissinger’s brutal assessment that the nation was ‘a basket case’, Bangladesh has spent most of its early life as a nation being perceived to be ‘ a natural disaster zone ’ , ‘ corrupt, ‘ untrustworthy’ , ‘ bureaucratic, ‘ uneducated and illiterate’, ‘ backward and poverty stricken ’ . And if we are objective and honest, we have to admit that there is some truth to this perception.
  • I would however contend that these characteristics are not that unique and can think of many other developing countries who have experienced such issues. And so even if one wanted too, it would be a foolish positioning territory for a country as its not at all differentiated … and that just for starters! But for whatever reasons, the country has allowed for perceptions to be made that are in line with this.
  • However, an equally true set of words includes 'patriotism’ , first demonstrated before 1971 by those Bangladeshi ’ s who were inspired by the love of their cultured language in the war for independence.
  • However, an equally true set of words includes 'patriotism’ , first demonstrated before 1971 by those Bangladeshi ’ s who were inspired by the love of their cultured language in the war for independence.
  • However, an equally true set of words includes 'patriotism’ , first demonstrated before 1971 by those Bangladeshi ’ s who were inspired by the love of their cultured language in the war for independence.
  • Bangladeshi women at the Hajj in national colours when all others wore traditional white clothing.
  • As evidenced in this room today, there are many of examples of professionals of Bangladeshi origin globally reaching the very top of their professions ; best exemplified by some our distinguished guests and speakers like Mr S Rahman, Mr Anwar Choudhary, Miss Rushnara Ali, Mr Ifty Islam. The list is long, distinguished and to be proud of. Likewise, through the brilliance of Noble Laureate Professor Younis , Bangladesh created the micro credit banking business model that despite some flaws helps millions to escape from the bottom of the economic pyramid.
  • Why go to Chiang Mai for beautiful hilly terrain
  • Or Sri Lanka for the serene tea estates
  • Or Sri Lanka for the serene tea estates
  • Or Thailand for its beaches Bangladesh possesses every type of topography that Thailand or Malaysia has …. But it is all yet to be discovered.
  •  
  • And so imagine if we dreamed abit more and so created a brand for Bangladesh that had these sorts of words and values at the heart of it. Imagine if the people around the world thought of these things when they thought of our country.   Imagine what Bangladesh would be like if Bangladeshi thought of their country as the above imagery suggests. Without doubt it becomes one of the most amazing and wonderful countries in the world.
  • Bangladesh: A vibrant and living idea

    1. 1. Dhaka%Adclub%Festival%2012 ! Living%Ideas ! 9%June%2012 Sonargoan%Hotel,%Dhaka ! ! !Legacy!of!barter!economy
    2. 2. Brief&CV:&&Toffael&Rashid
    3. 3. Bangladesh** ! A"Vibrant"&"Living"Idea ! ! Toffael"RashidLegacy!of!barter!economy
    4. 4. People&who&realize&idea’s&positively&change&our&world
    5. 5. WHAT%IS%‘IDEA%BANGLADESH’? Their%exists%a%negative%positioning%of%Bangladesh• Naturaldisasterzone• Corrupt• Untrustworthy• Bureaucratic• Uneducatedandilliterate• Backwardandpovertystricken Copyright:++Toffael+Rashid
    6. 6. Copyright:++Toffael+Rashid
    7. 7. What%did%%father%of%the%nation,%Bongabondu%Sheikh+Mujibur+Rahman+mean+when+he+said Amar%Shonar%Bangla• I"believe"that+he+was+trying+to express+what+he+dreamed+the values+and+culture+of Bangladesh+should+become so"that"it"could"fulfill"its potential.• In"doing"so,"the"nation"could honour"those"who"sacrificed their"lives"for"freedom"from the"tyranny"of"Pakistan."• I"believe"he+was+describing Bangladesh’s+national+culture which"is"what"I"illustrate"in"the next"few"pages. Copyright:++Toffael+Rashid
    8. 8. PatrioticOf#the#70#countries#I#have#visited,#Bangladesh#is#by#far#the#most#patriotic! Copyright:++Toffael+Rashid
    9. 9. PatrioticOf#the#70#countries#I#have#visited,#Bangladesh#is#by#far#the#most#patriotic! Copyright:++Toffael+Rashid
    10. 10. PatrioticOf#the#70#countries#I#have#visited,#Bangladesh#is#by#far#the#most#patriotic! Copyright:++Toffael+Rashid
    11. 11. Patriotic Copyright:++Toffael+Rashid
    12. 12. Hard%WorkingBangladeshi’s,have,also,shown,how,‘hard%working’,they,can,bethrough,the,phenomenal+creation+of+the+garments+industry+andthrough+rudimentary+agriculture.,In,the,Middle,Eat,construction,industry,,Bangladeshi,workers,arepreferred,over,those,from,Pakistan,,India,and,Sri,Lanka,becausethey,are,the,most,hard,working Copyright:++Toffael+Rashid
    13. 13. HappyThe$London$school$of$Economics$did$a$survey$in$2005$to$find$out$who$the$happiest$peoplein$the$world$were:$$Bangladesh$ranked$1st. Copyright:++Toffael+Rashid
    14. 14. HospitableI’ve%only%been%to%2%countries%in%the%world%where%I%have%met%a%person%for%first%time%and%been%invited%to%dine%with their%family%and%parents%for%a%6%course%dinner%that%same%evening! Those%2%countries%are%India%and-Bangladesh.-- Copyright:++Toffael+Rashid
    15. 15. The$Bangladeshi$Woman “If$I$had$to$pick$Bangladesh’s$most$wonderful$asset,"it"would"be"her"women.$$ No$woman$in$the$world$‘cares$and$looks$after$you’$like$a$Bangladeshi$woman” Anwar$Choudhary,$Ex$British$High$Commissioner$to$Bangladesh$(2003?2008)
    16. 16. ArtisticCreativityBangladeshi’s,inner,built,‘creativity’,evidenced,by,the,beautiful,sari’s,and,handicraftssold,in,shops,around,the,world. Copyright:++Toffael+Rashid
    17. 17. Practical(CreativityBest%demonstrated%by%the%ship%stripping%industry%where%merchants%buy%broken%ships%for%£1million, break%them%down%into%individual%parts%and%sell%on%for%£4million. Bangladeshi’s%can%make%a%profit%and%add%value%to%any%commodity!!
    18. 18. Academically*striving*new*generation 10*million*newly*educated and*patriotically*minded students*will*enter*the economy*in*next*7*years ! !40%!Bangladeshis!want!to!move abroad!due!to!lack!of!earning prospects!in!Bangladesh !79%!interested!in!development of!society !76%!say!women!should!play!a bigger!role!in!the!nations!future policy!making !70%!believe!tat!Bangladesh could!dramatically!change!with the!right!business!opportunities ! Copyright:++Toffael+Rashid
    19. 19. Global&Icons&of&Professional&Excellence Copyright:++Toffael+Rashid
    20. 20. Love%for%poetry%through%musicInspired)by)the)much)loved)Nobel)laureate,)Rabindranath)Tagore,)Bangladeshi)express)their)emotions)throughprofound)and)emotive)music.))This)happens)at)a)local)village)level)all)the)way)upto)national)and)internationally renowned)singers Copyright:++Toffael+Rashid
    21. 21. Resilience(after(disasters There%are%always%reports%of%Bangladesh’s%natural%disasters. But%frustratingly,%no%one%comments%on%how%Bangladeshi’s regularly%overcome%natural%calamities%because%of%their amazing%‘resilience’. America%and%other%countries%take%years%to%overcome%similar hurricanes%and%tsunami’s.%% Copyright:++Toffael+Rashid
    22. 22. Over%4000%types%of%fishOver%4000%species%of%fish:%%2000%from%the%rivers,%2000%from%the%oceans%(Bay%ofBengal).%%Each%which%can%be%fried,%dried%and%cooked%in%a%sauce,%or%cooked%fresh in%a%masala%sauce.++That’s+over+1200+dishes+alone. Copyright:++Toffael+Rashid
    23. 23. Globallydesiredtropicalfruits Bangladesh’s+climate allows+it+to+grow+every gorgeous+and+sought+after tropical+fruit+that+exists. Copyright:++Toffael+Rashid
    24. 24. The$broadest$cuisine$in$the$world
    25. 25. River&Cultural&Life My#beloved#late#father#taught#me#that#Bangladesh#is#the#country#of#rivers#(over200)#and#that#river#culture#is#a#unique#part#of#national#life.##They#remain#the#veins#of the#nation#and#Bangladesh’s#rivers#play#a#vital#role#in#her#culture Copyright:++Toffael+Rashid
    26. 26. River&Cultural&Life My#beloved#late#father#taught#me#that#Bangladesh#is#the#country#of#rivers#(over200)#and#that#river#culture#is#a#unique#part#of#national#life.##They#remain#the#veins#of the#nation#and#Bangladesh’s#rivers#play#a#vital#role#in#her#culture Copyright:++Toffael+Rashid
    27. 27. Beautiful)Landscape Copyright:++Toffael+Rashid
    28. 28. Beautiful)Landscape
    29. 29. Beautiful)Landscape Copyright:++Toffael+Rashid
    30. 30. Beautiful)Landscape Copyright:++Toffael+Rashid
    31. 31. Beautiful)LandscapePut$simply,$Bangladesh$possesses$every$natural$landscape$that$neighbor$tourist$destinations$like$Malaysia, Thailand$and$India$have$to$offer. Copyright:++Toffael+Rashid
    32. 32. Split&Personality There%is%no%doubt%that%Bangladesh%possesses%a split%personality%and%has%two%sides%to%its%national identity. % And%yet%thus%far,%Bangladesh’s%‘brand’%has%only the%first%set%of%words%that%I%have%mentioned%at the%heart%of%its%identity%because,%for%whatever reasons,%people%have%focused%on%these%negative set%of%traits. % And%whilst%there%is%no%denying%that%there%is%truth in%them,%I&would&contend&that&it’s&the&second set&of&adjectives&and&values&that&I&mention that&genuinely&articulate&what&Bangladeshi people&are&about.&& % It’s%certainly%a%far%more%differentiated%list%of attributes%that%any%self?respecting%marketing man%could%only%ever%dream%about%having%at%his disposal! % Copyright:++Toffael+Rashid
    33. 33. Vision&and&future&Half&Empty• !A!natural!disaster!zone• !Corrupt• !Untrustworthy• !Bureaucratic• !Uneducated!and!illiterate• !Backward!and!poverty!stricken Copyright:++Toffael+Rashid
    34. 34. Vision&and&future&Half&Full Hard&Working Creative Academically&strivingGlobal&icon&role new&generation models The&broadest&cuisine in&the&world? River&& Sea&Fish River Cultural Patriotic Life Tropical&Fruits Resilient People Beautiful Landscap e Hospitable Entrepreneurial Copyright:++Toffael+Rashid
    35. 35. DreamaboutwhatBangladeshcouldbe And$so$imagine$if$we$dreamed$abit$more$and$created$a$brand$for Bangladesh,$that$had$these$sorts$of$words$and$values$at$the$heart$of$it. Imagine$if$the$people$around$the$world$thought$of$these$things$when$they thought$of$our$country. $ Imagine$what$Bangladesh$would$be$like$if$Bangladeshi$thought$of$their country$as$the$above$imagery$suggests. $ Withoutdoubtitbecomesoneofthemostamazingandwonderfulcountries intheworld. Copyright:++Toffael+Rashid
    36. 36. Dream&about&what&Bangladesh&could&be Copyright:++Toffael+Rashid
    37. 37. Dream&about&what&Bangladesh&could&be Copyright:++Toffael+Rashid
    38. 38. DreamaboutwhatBangladeshcouldbeAnd$so$imagine$if$we$dreamed$abit$more$and$created$a$brand$for$Bangladesh,$that$had$these$sorts$of$words$and values$at$the$heart$of$it. Imagine$if$the$people$around$the$world$thought$of$these$things$when$they$thought$of$our$country. $Imagine$what$Bangladesh$would$be$like$if$Bangladeshi$thought$of$their$country$as$the$above$imagery$suggests. $ Withoutdoubtitbecomesoneofthemostamazingandwonderfulcountriesintheworld.
    39. 39. Is&this&what&father&of&the&nation,&Bongabondu&Sheikh+Mujibur+Rahman meant&when&he&proclaimed&“Amar&Shonar&Bangladesh” Academically&striving new&generation The&broadest&cuisine Global&icon&role in&the&world? models River&& Sea&Fish Patriotic River Cultural Tropical&Fruits Resilient Life PeopleBeautifulLandscap Entrepreneurial e Hospitable Copyright:++Toffael+Rashid
    40. 40. Brand*Bangladesh:**Amar*Shonar*Bangla I%think%this%is%what%Father%of%the%Nation,*Bongabondu*Sheikh&Mujibur&Rahman meant%when%he%proclaimed%‘Amar%Shonar%Bangla’.• Functional*assets: – Hard%working%people – Artistic%creativity, – Practical%creativity, – The%Bangladeshi%woman, – New%academically%striving%young%generation, – Broad%and%exciting%cuisine%(fish,%fruits%and%vegetables) – Beautiful%landscape%and%river%cultural%life – Music%&%Poetry – %Global%icon%role%models.• Emotional*assets: – Patriotic – Happy – Hospitable – Creative – Entrepreneurial – Resilient
    41. 41. The#only#guaranteed#things#we#have#all#in#common• We#will#all#eventually#die – Live#as#healthily#as#you#can#so#your#life#is#filled#with#feelings#of#vitality. #• 24#Hours#in#a#Day – Justify#every#moment#to#yourself:##What#is#the#ROI#vs#your#ambition – Every#hour#should#be#validated#to#help#you#achieve#your#life’s purpose.## – If#certain#activities#don’t,#eradicate#them#out#of#your#life. – Sleep#ONLY#the#hours#you#require#to#fully#function#per#day!• Maximum#self#capacity. – Find#your#gift#and#your#maximum#output#level#of#that#gift#….##protect, nurture#and#grow#that#gift#and#maintain#your#capacity#of#that#gift.
    42. 42. What&are&YOUR&principles&and&values• Think&deeply!!!!• Only!commit!to!ones!you&can&genuinely&deliver&upon&in!the most!difficult!of!situations.• Be!proud!to!be!a!true!Bangladeshi
    43. 43. What(I(look(for(when(hiring(young(talent1. Evidence(of(genuine(passion(and(burning(desire(for(the career(they(want(to(pursue. – Eg:&if&its&applying&to&be&a&copywriter,&then&they&should&already&have been&an&active&contributor&to&their&university&newspaper,&have examples&of&theoretical&work&and&be&doing&it&just&for&fun.2. Evidence(of(talent(towards(the(career(they(wish(to(pursue – Awards,&glowing&references,&ability&to&demonstrate&in&interview – Personality&beyond&academic&achievements3. Desire(to(learn,(NOT(earn – Money&and&fame&comes&later&after&a&few&years&of&very(hard(work – Not&a&shred&of&arrogance,&but&plenty&of&self&confidence. &
    44. 44. People&who&realize&idea’s&positively&change&our&world Be&one&of&them&……&&You&can&if&you&genuinely&wish
    45. 45. ToffaelRashid

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