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From a great past to a greater future 28 th July, 2012 KENYA HOUSE UK 2012 DIASPORA CONFERENCE ROLE OF DIASPORA IN COUNTRY BRANDING AND VISION 2030 By:

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Presentation on theme: "From a great past to a greater future 28 th July, 2012 KENYA HOUSE UK 2012 DIASPORA CONFERENCE ROLE OF DIASPORA IN COUNTRY BRANDING AND VISION 2030 By:"— Presentation transcript:

1 From a great past to a greater future 28 th July, 2012 KENYA HOUSE UK 2012 DIASPORA CONFERENCE ROLE OF DIASPORA IN COUNTRY BRANDING AND VISION 2030 By: Mary W. Kimonye, MBS Chief Executive Officer Brand Kenya Board

2 From a great past to a greater future 28 th July, 2012 OUTLINE ABOUT BRAND KENYA BOARD COUNTRY BRANDING KEY ASPECTS THE KENYAN BRAND KEY HIGHLIGHTS ROLE OF DIASPORA

3 From a great past to a greater future 28 th July, 2012 THEME KENYA, FROM A GREAT PAST TO A GREATER FUTURE. CELEBRATING THE OLYMPICS SPIRIT:  HARD WORK  FRIENDSHIP  RESILIENCE  SACRIFICE DEFINING CHARACTERISTICS OF THE “KENYAN BRAND”

4 From a great past to a greater future 28 th July, 2012 ABOUT BRAND KENYA BOARD A State Corporation established in March 2008 Inaugurated by H. E. The President of Kenya as a State Corporation Established to provide an Integrated Coordinating mechanism for building, promoting and sustaining the Kenya Brand nationally and internationally. Internally: Develop a national identity that fosters and enhances the levels of national pride, patriotism and social cohesion among Kenyans Internationally: Managing Kenya’s image and reputation in order to enhance levels of confidence in Kenya among investors, visitors, tourists and development partners. Provide positive content and data to communicate our image

5 From a great past to a greater future 28 th July, 2012 EXPECTED OUTCOME Improvement of three (3) critical indices of a strong country brand: – Investment index – Livability index – Visitability index Ultimate result: Expansion of social and economic possibilities Moving closer to vision 2030 Globally attention and influence

6 From a great past to a greater future 28 th July, 2012 RATIONALE FOR ESTABLISHMENT OF THE BOARD a)Development of Vision 2030 Brand Kenya serves to add the soul and personality to the economic, social and political pillars articulated in Vision Brand Kenya provides the means of developing the requisite behavioral and attitudinal change in the citizenry. b)Regional and continental dynamics Kenya needs to wriggle herself from the documented negative image of Africa

7 From a great past to a greater future 28 th July, 2012 RATIONALE FOR ESTABLISHMENT OF THE BOARD c)Adoption of RBM in government The reforms taking place need a mind set shift. Brand Kenya will work with other agencies to integrate our various strengths into a truly unified Kenyan experience d)Technological advancement Kenya the continents ICT trade centre e)Limited perspective about Kenya The known perspective about Kenya is mainly about safari and sporting.

8 From a great past to a greater future 28 th July, 2012 PROGRAMS OF THE BOARD … CITIZENS Attitudes Pride Patriotism Values BRANDING OUR GOODS / SERVICES Icons Exports People LEVERAGING DIASPORA As Ambassadors Skills transfer Investors PUBLIC SERVICE One look One Feel, Service Delivery MEDIA RELATIONS Ethical Balanced Professional

9 From a great past to a greater future 28 th July, 2012 PROGRAMMES OF THE BOARD BRANDING TOWNS & CITIES To position them As investment destinations To encourage population redistribution POLICY INTERVENTION Input Branding in policy development Diplomacy Investor climate Representatives Internationally

10 From a great past to a greater future 28 th July, 2012 WHY EMBARK ON NATION BRANDING? To tell our story correctly so that others know and understand who we are and what we stand for. To communicate our great Brand assets: Investment incentives Climate Wildlife Communication hub Warm welcoming people Great export products Sports Correct misconceptions and misrepresentations Provide impetus and reasons both internally and externally to believe in Kenya

11 From a great past to a greater future 28 th July, KENYA BRAND (OUTPUTS OF NATIONAL BRAND MASTER PLAN)

12 From a great past to a greater future 28 th July, 2012 THE INSIGHTS AND METHODOLOGY RELEVANCE

13 From a great past to a greater future 28 th July, 2012

14 From a great past to a greater future 28 th July, 2012

15 From a great past to a greater future 28 th July, 2012 VISION 2030 ASPIRATIONS VISION 2030 REGIONAL ICT LEADER MODERN TOURISM MEGA RESORT CITIES ROBUST CAPITAL MARKETS MIDDLE INCOME NATION BUSINESS SOPHISTICATION LABOUR DYNAMISM INNOVATIVE PEOPLE COMMUNICATION HUB GREAT INFRASTRUCTURE ENVIRONMENTALLY CONSCIOUS TECHNOLOGICALLY ADVANCED ECONOMICALLY VIABLE.

16 From a great past to a greater future 28 th July, 2012 BRAND VISION ‘Balancing Kenya’s ambition towards modernity, economic dynamism and growth of her consumer society, with the respect for her ancestral heritage and values, in order to chart the path for a unique African wealth creation model.’

17 From a great past to a greater future 28 th July, 2012 THE BRAND CAPABILITIES ‘Balancing Kenya’s ambition towards modernity, economic dynamism and growth of her consumer society, with the respect for her ancestral heritage and values, in order to chart the path for a unique African wealth creation model.’ Hard working individuals, Liberal policies, Maturing democracy, Wide & Varied open space, Beautiful landscape, Gateway to East Africa, Instinctive familiarity, Natural raw products, Proven export capacity

18 From a great past to a greater future 28 th July, 2012 THE BRAND PERSONALITY BRAND PERSONALITY Entrepreneurial CollaborativeWarmOpenRespectfulBraveResilient

19 From a great past to a greater future 28 th July, 2012 Tourism Brand Opportunity: A controlled step outside the usual but still filled with adventure and mysticism

20 From a great past to a greater future 28 th July, 2012 FDI Brand Opportunity: A raw opportunity on the verge of tipping point

21 From a great past to a greater future 28 th July, 2012 “Made in Kenya” Brand Opportunity Leveraging on world class Kenyan icons of natural quality

22 From a great past to a greater future 28 th July, 2012 Citizen Brand Opportunity: It is time for Kenya 2.0

23 From a great past to a greater future 28 th July, 2012 THE POSITIONING STATEMENT KENYAS ASPIRATION Modern Technologically advanced Economic growth Dynamism Vision 2030 EXTERNAL PERCEPTION Safari:Tourist attractions African Adventure African rugged experience War,Poverty, Disease and Corruption Need for balance CHALLENGES Urbanization Intolerance NEW NATIONHOOD Constitution Value systems Tolerance = A surprisingly familiar exotic destination with high economic potential where, People and nature live in harmony

24 From a great past to a greater future 28 th July, 2012 THE BRAND PROPOSITION The brand proposition builds on the positioning statement above The four opportunities were analysed together to give a single minded proposition The incorporated the brand personality and values FDI + EXPORTS TOURISM CITIZENS + + Kenya, bursting with generosity, rewarding beyond imagination

25 From a great past to a greater future 28 th July, 2012 NATIONAL IDENTITY The logo was created with inspiration from the shield on the flag The shields character is personified in the brand personality- Brave, resilient The adaptation is to represent a modern, all inclusive inspirational brand that is in line with vision 2030

26 From a great past to a greater future 28 th July, 2012 NATIONAL IDENTITY

27 From a great past to a greater future 28 th July, 2012 THE NATIONAL IDENTITY The Flag is a key element of a country identity It has both political and historical significance In a modern world a country brand needs to free itself from traditional boundaries of the flag The aim of the identity is to express the country's positioning clearly

28 From a great past to a greater future 28 th July, 2012 NATIONAL IDENTITY APPLICATION

29 From a great past to a greater future 28 th July, 2012 THE NATIONAL IDENTITY APPLICATION

30 From a great past to a greater future 28 th July, 2012 BUSINESS CARDS

31 From a great past to a greater future 28 th July, 2012 THE BRAND AS A MARK OF IDENTITY.. Buy line “A touch of Kenya” this creates a desire to experience more of Kenya.

32 From a great past to a greater future 28 th July, 2012 MARK OF IDENTITY APPLICATION

33 From a great past to a greater future 28 th July, 2012 TAGLINES (work in progress)… Kenya……Where else? Kenya…..It Is Kenya…..Make it here Kenya…….Look Forward Look no further…….Kenya Land of Opportunity….Kenya Kenya….Land of Plenty Kenya…for progress and friendship Kenya….simply irresistible What should our country Tagline be????

34 From a great past to a greater future 28 th July, 2012 Key Investors Face of Kenya abroad Unique knowledge and expertise Brand Ambassadors Critical reference point WHY DIASPORA?

35 From a great past to a greater future 28 th July, FOCUS OF ENGAGEMENT Skills Transfer a)The exposure and experience of the Diaspora can bring in a broader view of the world to others Diaspora as Tourists Brand Ambassadors a)First hand experience of host countries b)Understand the temperaments and relationship requirements in the host country c)Can speak more objectively

36 From a great past to a greater future 28 th July, Diaspora as Investors a)Remittances channeled to long-term and sustainable initiatives b)Currently over 70% of remittances goes to subsistence FOCUS OF ENGAGEMENT

37 From a great past to a greater future 28 th July, – Remittances on upward trend. April 2011 to May percent increase. – Investment???? FOCUS OF ENGAGEMENT

38 From a great past to a greater future 28 th July, 2012 ENHANCING DIASPORA ENGAGEMENT 1 st hand information on social political and economic reforms Information on prevailing country perception Understand the long term vision of the country Understand and internalize the brand proposition of the country Engage more with professional institutions e.g Banks, fund managers, capital markets etc.

39 From a great past to a greater future 28 th July, 2012 BRAND KENYA'S ROLE IN THE DIASPORA PROGRAMME Information provision Introducer Provision of Branding materials Organizing joint ventures with Diaspora

40 From a great past to a greater future 28 th July, 2012 WHAT IS NEEDED(Points of discussion) Structured modes of meaningful engagement as opposed to ad-hoc unstructured engagement Recognized and accepted Diaspora representatives Skills and Knowledge database Case studies and profiles of success stories Diaspora suggestions Vehicles to objectively engage the Diaspora

41 From a great past to a greater future 28 th July, 2012 “RESOLUTE TOWARDS A GREATER FUTURE” DO YOUR PART!

42 From a great past to a greater future 28 th July, 2012 VISIT KENYA HOUSE THANK YOU.

43 From a great past to a greater future 28 th July, NHIF building 4th Floor Tel: +254 (0) / FACEBOOK: TWITTER: LINKEDIN:


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