Necessity is the mother of invention... I decided to make a sign book, featuring the work of local hand-letterer and sign-painter, Bruce Cayonne. That decision began an adventure in collaboration and learning which has developed my views on our evolving Caribbean aesthetic, design, collaboration, business and innovation.
Standing out in the crowd, attracting consumers and keeping their business when they have other options takes much more than a logo on a couple advertisements. To exist and advertise occasionally is no longer enough to stay relevant, compete and attract Trinidad and Tobago’s globally connected consumer. In addition, advertising is expensive and the many options for marketing can be over-whelming for female entrepreneurs who need to balance their core business activities, administrative duties, personal commitments and more.
There is hope, though. Being strategic about building your brand can improve not only your visibility and recognition, it can also help you cost effectively attract and keep your most valuable customers while growing your profitability.
“Contact light.” — The actual first words spoken from the surface of the Moon, by Buzz Aldrin on 20 July 1969 when Apollo 11 landed.
The future is bright.
That’s the conclusion I came to after teaching a Design Management course for the Creative Design Entrepreneurship degree at the University of the West Indies (UWI), St. Augustine...