We always are kind of wary when public sector organisations start to use commercial buzzwords, and a story out of Trinidad and Tobago set off all sorts of alarm bells.
The following is a quote from the the Deputy Police Commssioner Glenn Roach:
Now we on the margin are all for the modernisation of the region’s security forces, and the maintenance of law and order. However, hopefully the Trinidad Police Force will recognise that the rebranding process has to be more than just a realignment of image and logo and slogan.
Unless their programme recognises issues such as making sure Police officers are properly paid and equipped to carry out their jobs, or weeding out the bad apples out of the force (preferably after making examples of them), or instilling a sense of public accountability in the officers of the force or….
We think you see the point.
Unless the fundamental structural issues that plague the police force are addressed the “rebranding” will be as effective as putting a Band-Aid on a badly broken arm. Barbadians have seen this with the Edutech project, the Queen Elizabeth Hospital, the Airport and we could go on. The public sector in the Caribbean is beyond being helped by slick but superficial marketing campaigns. We can only hope that they are approaching it the right way.