Beautiful Bangladesh.....Where is it?

When you turn on any given cable channel here in Bangladesh, you are bombarded with Malaysia, Truly Asia or Incredible India advertisements that highlight what is Incredible in India or what is perceived as Truly Asia in Malaysia. Bangladesh launched it's "brand" officially almost a year ago, but where are the advertisements?

I have received messages that state that this "brand" was chosen without much discussion and only with the input of a few. Secondly, any one who knows about branding will tell you "A "brand image" is important for every tourist destination. If developed with awareness the brand serves to distinguish a destination from competing destinations. However some destinations do not have a brand strategy, and are supported by inconsistent advertising campaigns, creating a confused image to prospective customers. Image must be controlled by a clear projection of brand identity. Bangladesh needs this clear projection of self-identification right away." In this context, how does "Beautiful Bangladesh compete with Malaysia, Truly Asia, Uniquely Singapore or Incredible India? Can it compete?

In addition the brand needs to appeal to international corporations so that they will want to maintain offices in Bangladesh or import manpower. This is critical to the economy of Bangladesh. An instructor at NYU on Brand Development stated, " The key to any brand positioning endeavor is to start with your target audience and their current perceptions, needs, etc. Bangladesh has a negative image in many ways, which warrants a new re-branding effort. Benchmarking is always helpful for an emerging country with relatively low awareness. Estonia did this after the wall fell, with a focus on attracting investments and new business sources, comparing its culture, values and work ethics to its Scandinavian neighbors, even positioning itself as Eastern Europe’s next Netherlands (both small but making the most out of a diligent, cohesive, educated work force)."

I am not alone in my disappointment of the chosen "brand" for Bangladesh. Many readers of this blog have expressed similar views, one such view stated, "Country branding is a long term continuous process. A slogan and a logo are not sufficient to develop a country as a world class brand. I believe, this slogan will not that much effective."

The last caretaker government created this image of "Beautiful Bangladesh", but the question remains where has it taken Bangladesh and what are the possibilities for the future? Bangladesh could have a bright future, if re-branded properly.

Send me your thoughts and ideas! I'll post them here!

Bangladeshi Heart

Why Not Jatropha?

Since my last post, there have been many changes in Bangladesh. Congratulations are due to our Honorable Prime Minister on her landslide victory and her tremendous initiative to make changes not only in Bangladesh, but by establishing an entirely new administration since she last held office.

Lately, we see many headlines in our newspapers calling for development, talking about a bleak economic outlook and digital dreams. It seems in Bangladesh we are always looking for handouts. From ADB, World Bank, USAID, DFID and all the foreign donor agencies. The money is well used, don’t misunderstand me. However, we also spend a great sum on importing fuel among other resources that we could develop within Bangladesh.

With the world researching renewable fuel resources to slow and, eventually, a hope to revert the global warming process to save our planet, where are we? When people hear the term renewable energy, they think Windmills and solar panels for electricity. Electricity is important to us all. Yet, what about renewable fuels for cars, buses, trains and airplanes?

Recently, Continental Airlines conducted a flight test using bio fuel that came from Jatropha. It was hugely successful. With the fuel surcharge we are all paying now-a-days we should be paying attention to this, Of course, Continental is not the first airline to do this. Virgin Atlantic conducted a similar test 2 years ago. Mercedes Benz in India also conducted a similar test in 2007. So, why not Jatropha in Bangladesh? 

Jatropha is a plant source for bio fuel that can be used directly as diesel and further refined to be used as octane. It is ecologically friendly, not a threat to food security and most importantly a renewable resource for fuel. In fact, if Bangladesh were to dedicate only 5 hectares of wasteland, coastal land, train and highway bi-ways, we could put an end to fuel imports and save the country millions. The Jatropha tree, once planted, begins to produce a non-edible fruit that contain oil laden seeds. It continues to produce this fruit for approximately 50 years without replanting. Additionally, Jatropha tree and fruit, has multiple intrinsic values that could be developed to make money and help develop our rural areas. Employment and female empowerment are only two areas that could be targeted.

So, again I ask, why not Jatropha?

Bangladeshi Heart

Technorati Tags: Bangladesh,Jatropha,Biofuel,Continental Airlines

Why Not Jatropha?

Since my last post, there have been many changes in Bangladesh. Congratulations are due to our Honorable Prime Minister on her landslide victory and her tremendous initiative to make changes not only in Bangladesh, but by establishing and entirely new administration since she last held office.

Lately, we see many headlines in our newspapers calling for development, talking about a bleak economic outlook and digital dreams. It seems in Bangladesh we are always looking for handouts. From ADB, World Bank, USAID, DFID and all the foreign donor agencies. The money is well used, don’t misunderstand me. However, we also spend a great sum on importing fuel among other resources that we could develop within Bangladesh.

With the world researching renewable fuel resources to slow and, eventually, a hope to revert the global warming process to save our planet, where are we? When people hear the term renewable energy, they think Windmills and solar panels for electricity. Electricity is important to us all. Yet, what about renewable fuels for cars, buses, trains and airplanes?

Recently, Continental Airlines conducted a flight test using bio fuel that came from Jatropha. It was hugely successful. With the fuel surcharge we are all paying now-a-days we should be paying attention to this, Of course, Continental is not the first airline to do this. Virgin Atlantic conducted a similar test 2 years ago. Mercedes Benz in India also conducted a similar test in 2007. So, why not Jatropha in Bangladesh? 

Jatropha is a plant source for bio fuel that can be used directly as diesel and further refined to be used as octane. It is ecologically friendly, not a threat to food security and most importantly a renewable resource for fuel. In fact, if Bangladesh were to dedicate only 5 hectares of wasteland, coastal land, train and highway bi-ways, we could put an end to fuel imports and save the country millions. The Jatropha tree, once planted, begins to produce a non-edible fruit that contain oil laden seeds. It continues to produce this fruit for approximately 50 years without replanting. Additionally, Jatropha tree and fruit, has multiple intrinsic values that could be developed to make money and help develop our rural areas. Employment and female empowerment are only two areas that could be targeted.

So, again I ask, why not Jatropha?

Bangladeshi Heart