The Brand In You

As the plane bumped onto the tarmac at Suva, Fiji, I look out my window to see a small airport in the distance. As I wait in the long queue at immigration, I set my thoughts to meeting the man who's come to greet me. We've spoken over the phone and conversed on email for over a year and I am anxious to put a face to the name of my friend. Finally, I am greeted by a towering man dressed in the most charming "Sulu" traditional dress. "Welcome to Fiji, Phyllis!" He booms with great warmth. Thousands of miles away, I have a strange feeling that I've just come home.

Fiji is a country of 800,000 mainly Christian Fijian natives and Indians. English is well spoken at various levels of society, from my taxi driver to the shopkeepers in their quaint little stores. Something I find rare even in our modern cities in Malaysia. As we jerk along the old dimly lit roads towards to my hotel, Holiday Inn Suva, he articulately shares with me his thoughts on his country's development. He is an extremely diligent and visionary man with a tremendous zeal and hope to transform Fiji to a country of efficiency through innovation.

From the taxi window, I see a Fiji that reminds me of my hometown of Taiping 30 years ago - yet it seems to be juxtaposed by signs of modern day development. Not to be left behind in the mobile telephony, the Fijians have a high penetration of mobile phone use. Billboards for KFC, McDonald's and Sony fight for attention amongst buildings built in an earlier time. I could even watch the BBC and American Idol on Star World on my TV!

The next day, Peter asked politely if I would prefer to work in their spanking new $18 million warehouse. I was not in any way ready to pass up the opportunity to soak up 100 years of history that this Fijian premise was all about. I was taken to their current office with decrepit facades, leaking pipes, old newspapers piled up in corners. Yet, it's exudes an altogether old world charm, reminiscent of old Malaya back home in Malaysia.

It appears every beam, every fracture, every stained ceiling had a story crying out to me to share.

I could feel the aura of something beautiful. I felt completely safe. My earlier anxiety, before I took the flight out of Malaysia was immediately put to rest

I met a great slice of Fiji at the office, from the packers to management executives. They all reflect the ambience of Fiji's great sense of warm hospitality and spirit of community. "Good morning! Good morning!" They all said with the "bula bula" gesture of welcome. Their infectious smiles and gentle nature stay with me to this day. It reminds me of the Malay folks in the kampung and mirrors what visitors to Malaysia often say about us.

I was given a wonderful insight into Fijian home life later that evening at a lovely dinner hosted by Vasiti, an Adelaide University graduate married to an Air Fijian pilot. As I was driven up their long driveway, I sighted a modern home not unlike a bungalow in Section 12 Petaling Jaya, but with a much larger compound.

Being Christian Fijians, we were led in saying grace before dinner by their adorable 2 year old daughter! Soon, a delicious traditional meal of tapioca with fish in coconut gravy, giant asparagus was served by their courteous maid. The hearty meal was completed by a comforting slice of imported Sara Lee cheese cake and piping hot white coffee.

I must admit one thing at this point. In Fiji, "Big is Beautiful." Before I came to Fiji, I had tightened my belt for weeks to make sure I looked my slimmest, most svelte self in an effort to put my best shape forward. Sitting there amongst my happy, healthy Fijian hosts I began to wonder if I'd gotten my wires crossed somewhere. Back home, I might have forcibly slipped in an exercise session before a breakfast of grapefruit and good old Quaker oats, as penance after a meal like this. But that night I made a decision to "immerse" myself further in the Fijian culture and take a page from their book! It was definitely a better read than Dr. Atkin's diet bestseller. More cake, please!

The conversation continued to flow effortlessly with much laughter and sharing of cultures throughout the night. Their priorities in life seem to be a throwback to another time; children and family, a good education and health, sufficient wealth to meet their needs, building of knowledge and mutual respect for each other.

I felt very much at home with them. They seem akin to us Malaysians in many ways - not the least of which is extending an open invitation to dinner even at the eleventh hour!

It's been a long yet fulfilling day. Exhausted, I crawl into bed with ABC Asia Pacific Channel on TV. It seems as though the Fijian government has launched a media campaign to build an awareness of its plans and to share its willingness to be transparent and accessible to its people. This is even more crucial given the fact that the government like most in developing countries, often get crucified by the press. I certainly hope the government does live up to its promise of transparency and honesty as it forges its way forward into modernization. It is always easy to fall into the materialistic trap that comes with commercialization. As I laid my head down for the night, I fell asleep with the confidence that it will.

Although a small country, it places importance on a solid education for its people. The University of South Pacific and the Fiji University of Medicine are examples of their foray into providing adequate access to tertiary qualifications to Fijians and the Pacific Islanders. I had a chance to visit one of their campuses and to learn a little more about the country when I interviewed an interesting academician, from the Fijian School of Medicine. It was enlightening to get an external perspective on life in Fiji from an expatriate who had decided to abandon it all in exchange for a simpler life by the sea. He had obviously found paradise on earth and decided to stay - what an inspiration! More of us should have the courage to listen to our heart and be prepared to make choices to remain true to our values.

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Immersed in all things Fijian, I had to make a second trip in late April 2004. This time I return with Michael and Gary to construct the corporate strategy culminating in a brand workshop aimed at helping craft the DNA and bringing their reborn organisation to life.

Part of this DNA exercise was to breathe 'life' into this brand new facility. We kicked off their inaugural Brand workshop in the spanking magnificent conference facility, large enough it seems to host regional events for the Pacific Islands. Peter inspired us with his opening speech and that set the tone for what was to become a journey in crafting the very heart and soul of the organisation. Although the concrete structure was there a full specification facility, it was merely a vessel waiting for its "soul" to be created.

We hit the ground running, working into the wee hours every one of those 5 nights at our Hotel 'Tradewinds'. This time around, I found the hotel less "Euro filed" than the earlier Holiday Inn.

The Tradewinds, seemingly much cheaper, had more character, a nostalgic balcony frontage that walks straight out from one's room into the waterfront some 50 yards away. Of course, I must confess that tapping away out our laptops on a waterfront verandah with the sea breeze flowing through our hair numbed the somewhat "pain" of having to work throughout the night….not to mention, with lots of coffee and calamari snacks!

Over two intense yet passionate days, a vibrant mix of executive and floor level staff participated in molding our core vision, mission and DNA. This was to be our core essence, directing how we would become the role model for the region in bringing medical care to Fiji and the Pacific Islands.

"Eureka!"

"We've got it!"

Exclamations of delight and excitement filled the room throughout the workshop. The sense of ownership and pride was incredible. They performed a ritual to close the session with an outpouring of emotion with their Team Head speaking in their native tongue directed to Michael, as head of our team with accolades "We are privileged to have you come from Malaysia to share with us and impart knowledge, to which we are full of gratitude," they expressed as they passed round the "kava" drink - a beverage that sent you to seventh heaven. What soon followed were renditions of beautiful Fijian melodies and songs. What a tremendous way to end the workshop. We were touched by their spontaneity

In the buzz-a-minute world of destination branding we live in, we often focus on the state of a country or location and dismiss the local people as part of the experience and education. A brand ambassador isn't merely a building or an island, it's the very faces and graciousness of the people that best represent a country. I saw the best of Fiji when I was with Peter and mingling with his fellow countrymen.

Fiji isn't just an exotic tourist locale. To me, Fiji experience was more than just a job. These amazing people and their culture touched our hearts. Their innocence, openness and genuine hospitality evoked a motivation and joy in being able to give something back to them. I often wonder what was more rewarding, my transfer of knowledge or my beloved Fijian friends' gift of guiding me back to a life filled with what matters.

My perception of Fiji changed over the course of the two trips. Now, I can truly say that I know what the real Fiji is like. If I put on my brand hat and had to describe the island state as a brand, Fiji and its people could be embodied as intelligent and courteous. What I have experienced with the country and seen through its people, is a genuine attempt towards a balanced co-existence between the best of tradition with the drive for a progressive future.

Looking around me back home here in Kuala Lumpur, I see more and more lapses of courtesy and graciousness. We risk losing our souls to a world that focuses on competition and outdoing the rest. Are we progressing at the risk of losing something even more valuable? Why look westwards for what countries in this region always knew.

Progress shouldn't be measured by material gain or commercialised wealth. Progress is about moving forward through the unselfish sharing of knowledge and with the ability to retain what is pure and good in the process. Let's choose to learn the lessons that remain valuable in a world that often forgets real value. To rediscover ourselves, we only need to look closer to home and remember that compassion, generosity, diversity and openness were the pillars upon which some of the greatest civilisations were built in history.

Whilst we may have strayed from this pathway, we can most certainly get there again.

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BRANDING - READY TO GET UNDER ITS SKIN?

That's the first question that popped into my mind when a long time business associate invited me to contribute to his company inaugural brochure. We met a while back as our individual careers were just budding – him as a market and consumer researcher, and I as an advertising careerist. Over the past years, he has impressed me with his acute professional instincts and has inspired me personally as I watched him strive for his life's passions. More recently, though, the experience with him have been overwhelmingly disruptive.

I've been privileged to have shared in both aspects of his life and learned from this contact experience with ”the brand” in him.

Back to the question, though. When I began my branding career at Union Forty Five (now Publicis), and then at Mercedes Benz, branding was about communicating a message for a company's product or services. During my time at Wings/BBDO and Leo Burnett, it remained pretty simple and clear cut. My clients wanted sexy ads that would magically compel the everyday man, woman and deep-pocketed teen to help them achieve their Holy Grail...sales. Think up a slogan, dress up their product in enticing packaging, create a sensual ad that tickled the customers' senses and convince them to line up at the cash register with a smile on their face.

These days, I guess it's still about the same thing - selling something, but it's become a whole lot more powerful and pervasive than anyone back then could have ever imagined. I observe this not only from my professional life, but mainly from my personal family life as well.

At 6.30 in this morning, I drag myself out of bed at first light to prepare breakfast for the kids. Nestle's Coco Crunch for my 10-year-old daughter, Maxine and some of Gardenia's “So Good You Can Eat It On Its Own” toast for my eldest teen daughter. As soon as I pack them off to school and see my husband leave for the office, I settle myself down and “Open Up” to a Nescafe coffee and a little news on CNN – I do want to “Be The First To Know”!

It's so easy to work in branding…probably easier than it was for me years ago. Today, the world understands the value of brands and it pervades into the very fabric of modern society. Take my kids for example, Maxine is already at the age where she appreciates a personal interest – the magnetism of horses. She is bursting with energy, always pestering me with all things equestrian. Where do I turn for help on these “horsey” matters? Google, of course! It finds me everything...and I confess, I like their multiple "o" search results idea. It's cute.

Entering her the first years of her early womanhood, my eldest daughter is teaching Mummy about how to get the latest in fashion online – last weekend, we perused through an online issue of Cosmopolitan together to see how to Party-Prep for the beach and check out the latest Do's and Don'ts for day wear. I remember growing up with dog-earred print copies of Cosmo myself. It's still the magazine to keep us women in the know!

As a independent career woman, I continue to be inundated by brands. I sit here, tapping away at my "Intel Inside" processor-ed "Easy as Dell" laptop propped on my IKEA coffeetable. I take a sip of my recently purchased Starbucks frappucino (you can't help but know that this trendy beverage is de rigueur for your java kick) as I run an online search on aromatherapy brands – my one unending passion. Body Shop comes up as a strong example of a brand that successfully relates its aromatherapy products with the concept of an alternative way of life. The two seemed inextricably linked in the minds of the consumer – use aromatherapy and do something to save our planet. Smart branding.

Have I actually thought about any of these brands? I'd have to confess, no. And, that's the beauty of it. They've just crept into my subconscious entirely subtly, and before I knew it, took residence in the form of instantaneous recognition of powerful trustmark icons and signature tunes. Simply fascinating!

And it doesn't stop there. Moving away from the mere run-of-the-mill spread of branded products and services, like a keen spectator, I've been watching where branding has taken leaps and bounds into the stratosphere.

Today, we're talking about a whole different ballgame where branding is concerned. Try celebrity brands for size. Countless millions are invested in and reaped from building up superstars to the demi-god status of David Beck ham or into a Pepsi-drenched seduction that is Britney Spears. What else? Companies now spend obscene amounts of money to brand themselves, but, oh no, not to consumers. Instead, they are seducing Generation Y's graduating masses by branding themselves as the ultimate employers via funky Flash websites and snazzy presentations. Even educational institutions are jumping onto the "Brand me" wagon. For example, the likes of MIT and Notting ham University are focused on getting their public presentation tweaked to just the right notch of educational quality and sex appeal to charm a rebellious corps of potential students.

But the latest item to be branded, if I may be allowed to call it that, is us. Branding ourselves as distinctive individuals that carry forth advantages into the career realm is the plat du jour on the menu these days. Career development coaching is booming worldwide, self-presentation classes are being filled and networking circles are buzzing with activity. Just the other week, I got handed a business card that was so delicious I couldn't help but be interested in the owner! It's all about branding, ladies and gentlemen.

Not only are the subject matters evolving, so are the methods of presentation. Channels for branding are almost in revolution.

As a devotee of Amazon.com, I recently received a perky little email informing me of a batch of new book releases I would certainly like to add to my current collection of biographies (they are getting very clever with their branding movement - bring me value and I'll remember them). Or how about the timely SMS messages flashed on my Nokia telling me about a sale at Tangs next week and the buffet at Passion Road. You may ask, "Is nothing sacred?" To that I'd enthusiastically respond, thankfully not!

Watching the evolution of branding has been intriguing and awe-inspiring at the same time. I get all tingly inside when I see innovative concepts mushroom out of the industry. It means our community is being pushed to new heights of creativity, technological-savvy and value-driven thinking. Absolutely mouth-watering! What it means to companies is the ability to brand themselves or their products and services with greater efficacy through a multitude of mediums to a new digital audience of sophisticates.

What can I say? It's been incredible fun being on both ends of the spectrum...brander and brandee. I live and breathe it everyday, as a mother, wife and career woman. We all do when you really think about it.

It's an exciting time to be a consumer, isn't it? The possibilities are endless.

And now, if you'll excuse me, yours truly has to indulge in some consumerism. Hubby, Michael's birthday is zipping around the corner and I had better get cracking. Oh, the chore of having to pick between brands...I can hardly wait!