The Editor, Sir:

Recent announcements of a 'Brand Jamaica' campaign is nothing more than old government policies that have been dusted off and presented as new for Cricket World Cup (CWC). But unfortunately it's too little to late. Brand Jamaica has already gone global - in the sense that our name, national colours and flag have become the commercial property of many countries around the world. From South, Central and North America to Europe, Africa and Asia, businesses are making millions from all that is Jamaican, while contributing nothing to our Gross National Product.

Walking billboards

In 2004, sportswear company Puma saw almost a 50 per cent jump in its quarterly net profits following their release of Jamaica-branded sportswear and shoes. The benefit to Jamaica? Turning our athletes into walking billboards for Puma. No factory here; nothing. In fact before their association with Jamaica, Puma was hardly known outside of Germany. Today, it's a global brand rivalling Nike and Adidas. Our research has unearthed over 15 countries that manufacture Jamaican themed clothing and footwear including Brazil, Colombia, Bangladesh and Hungary, a country whose location is a mystery to the majority of Jamaicans.

High-salaried government technocrats and consultants find it easy to speak in general terms that paint a glowing picture of what is to be expected from this mega-event, but when it comes to specifics, there is little to be said. Look at the tags of the T-shirts, caps, key rings and other souvenir items being sold with the CWC logo. See that discrete 'Made in China' mark? US$700 million in investments from CWC? Only in our dreams.

I am, etc.,

MILTON WILLIAMS

miltoncwilliams@yahoo.com.