THE EDITOR, Sir:
THE GLEANER article on Friday, May 21, by Denise Clarke, prompted me to re-submit a previously unpublished letter on protecting 'Jamaica' as a trademark in the global marketplace. It reads: With interest I read several articles in The Gleaner relating to the possibility of protecting 'Jamaica' as a trade name in the global marketplace.
As a consumer of these products, as well as one involved in the business of advertising and promotions, I seek to make an input, and to ask a rhetorical question. OK, let's agree. So there seems to be a perceived market advantage to be gained by the perception of being Jamaican, or at least produced in Jamaica. We can also agree there is therefore potentially tremendous benefit for Jamaica itself, its economy, and its people.
Now, if that is so, does it really serve our interest to go after businesses that realise this, try to get on the bandwagon, grow their businesses, and create profitable entities for their efforts? Ask ourselves, is the word 'Jamaica' the golden egg, or is it the goose? And which one are we going to devour by 'protecting' the use of the word? Perhaps we want to just demand possession of the current egg, and hope the goose will continue to lay more, if it's not killed in the scramble.
Perhaps a better enlightenment is understanding that the goose is really only the goodwill generated by so many wonderful things that Jamaica has contributed to the world in general, and to popular culture in particular. Now enterprising individuals have discovered that if they cherish that 'goose', feed and care for her, and patiently tend to her needs, they will also be there, standing by when the egg is laid. Is it not in our interest to learn from those efforts, and their successes, put our resources, knowledge and skill into the competition and rightfully claim what's ours? Shouldn't we lead the way with quality, value and authenticity?
Let's not continue to be that dog running and barking at the car going down the street, never able to catch it, or worse yet, if we do catch it, having absolutely no clue what to do with it.
I am, etc.,
CLAUDE GAYLE
islanderjoe@optonline.net
North Brunswick, N.J.
Via Go-Jamaica
