Brand Membertou: walking in two different worlds

Abstract

Bernd Christmas, CEO of Membertou First Nation near Sydney, NS, ponders some obstacles which he and his staff have encountered over the past number of years, in their quest to establish a strong brand and strong brand recognition for this First Nation community of 1100. They realize Membertou’s journey from a community with a massive operating deficit and escalating welfare costs, to one with budget surpluses and economic renewal has been seen as a model for First Nations development in Canada. It took determination and a vision by these community leaders, in the face of seemingly insurmountable odds, to bring the vision to life. Christmas knows that his most difficult challenge is to balance the competing and at times differing world views. He and his staff walk a very fine line to project a professional image to corporations while supporting their cultural integrity to Membertou residents. Christmas knows this on-going concern needs to be addressed as Membertou forges ahead with other development plans, business partnerships and the reinvestment of profits to meet community objectives.