5 Steps to a Positive Brand Pakistan
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Ramla A. [aka FHK]
CNN’s review of the problems of “Brand Pakistan” comes shortly after the Newsweek’s unpleasant award to Pakistan (“Most Dangerous Place…”). After India’s successful Incredible India campaign, minds have thought harder about how to project the prositive image of Pakistan? These are actually five progressive questions:
0. What does “positive” mean? Q-Zero is philosophical. Generally, positive is “anything that lends hope.” Some think it means “strictly happy” – to the point of including “falsely cheerful.” My definition is that positive is something that can be built upon. Right now, it can be half-built, even broken. But it’s positive if something can be made out of it with effort. Simple! 1. What is positive in Pakistan? This requires an active identification and location of subjects. When Pakistanis look around with the latter definition, we will find more positives than we could see under the previous definitions. Let’s try a few examples: Tourism is a positive area; there are so many unexplored territories in Pakistan that it’s a great place for travelers fatigued by crowded popular destinations.Agriculture is a positive area; there is such great demand for food and efficient delivery that a variety of businesses (seed banks, farmer training, storage, trucking, grocery delivery service) can be built out of it! (Then we march into the direction of building that thing, while creating a positive aura about it!) 2. What is the image of that positive thing? This step requires investigation of facts. Knowing the truth of the matter. Then understanding what’s the image at the moment. Without hiding (from) truth. The subject can be positive, but the image can be negative if our definition is not correct in Q-Zero. Is an empty piece of land an area to...
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