Build your brand, McConnell tells UWI graduates
Published:Monday | November 8, 2010 | 12:00 AM
Patrina Pink, Gleaner Writer
Brands are normally associated with products and services, but William McConnell, known to many as the man responsible for transforming the face of Appleton Jamaica Rum and other premium brands, yesterday implored social-science graduates of the University of the West Indies to start building their own brand power.
McConnell, who was inducted into the Order of Distinction, Commander class, in 2006 - for his role in developing commerce and export in Jamaica - bridged the generational gap between most of his audience and himself by giving them practical examples on how to improve their marketability, especially on social-networking sites and other information gateways.
The ceremony was also a special one for McConnell, as he, too, was graduating. McConnell, a chartered accountant, was awarded a Doctor of Laws (honoris causa) from the university. In his address to graduands, McConnell said that in the same way brands "must establish their superiority over the competition", so, too, must graduates attempt to gain an edge over rivals in the marketplace.
"It doesn't matter if you are in government, a teacher or in business. If you intend to achieve ... you have to start thinking of yourself as a brand."
He recommended that they establish an identity, demonstrate that they can deliver and, finally, show they can be trusted. He said that despite current financial challenges, opportunities were ripe for the reaping.
"How much we (the older generation) envy you your youth in this time of challenge and wonderful opportunities," he said.