“It’s ok for the Guyana market.”

Let’s examine this dreadful statement – “It’s ok for the Guyana market”. I’ve heard it 4 times in the past 2 weeks already. And quite frankly, I don’t like the connotation.

4 different people, in 4 different business segments, made that very comment when discussing the inferior status of their brand image and marketing approaches. For me that’s alarming! Because it clearly demonstrates how complacent we’ve become about the mediocrity we call our advertising. Mediocrity incurred by choice!

Tell me. Why do we always have to see Guyana as undeserving of better standards? Why do we choose to have such little regard for our brands and the consumers that support them?

This is exactly the line of thinking that keeps us waddling in the struggling economy we complain about. Exactly the reason why we could never reach our full marketing potential as businesses in the developing world.

Many of us represent global brands. With spotless values and solid international reputations. Well atleast up until they get here. We ignore the culture of quality and creativity and slap any ole crap across the media. As many as we can, as fast as we can count it.

Stop tarnishing the image those brands have worked so hard to build. Pay attention to what they stand for and represent them. Cultivate the same level of respect for our local brands as well. So they stand a fighting chance at foreign growth when the time comes.

Your first step is simple. Have the courage to admit, you have not been living up to your brand’s integrity. Then, muster the guts to fix it.

If you’re humble enough to do that, you’re halfway there already…