Now based on that headline, you will probably think I’m going to rave on about brands on the market. Wrong. I’m going to talk about a missing coffee cup and how it got me thinking.

I recently attended a Fair Trade breakfast where I was given a keep-cup with Fair Trade branding on it. Up until then I’d never been inspired to have a keep-cup because I’m just not into brands. You won’t catch me wearing someone else’s name on my clothing etc because I don’t see the point in making them richer just to wear their name.

But it was different with my keep-cup because it promoted something I believe in. And what’s more, I could use it at any café and not feel uncomfortable about having an opposing brand name. People even commented that they liked my cup and its message.

So where is all this leading, you ask?

There are times when branding works really well, the Fair Trade keep-cup is a great example, and I’d like to suggest that an opportunity is upon us right now to launch another brand that I will certainly be proud to wear as I’m sure most New Zealanders will.

We’re all extremely aware of the largest sporting event ever about to hit New Zealand. Well I want to show my brand for every visitor to see, that I am proud to be a New Zealander, that I’m friendly and helpful and I want you, the visitor, to realise you are visiting one of the most beautiful places on earth.

I’d even go so far as to say I’d like to buy a black dress shirt or a smart black t-shirt with a small silver fern emblem on it and I’d wear it to show my brand.

While concentrating on gaining some financial benefits around the RWC2011, you might want to consider what your visitors will gain. It would be nice to think that they would go home with the impression that New Zealanders are awesome people and that their country is a treasure worth returning to. Let’s show them our brand.

Cynthia Daly, editor

Food & Beverage Today