One happy island

Everyone agrees that one happy island still resonate very well and that it was good business to bring it back to the forefront. Nonetheless, Aruba needs to seek opportunity to re-strengthen the ownership of happy. Happy is now everywhere. More and more product claim happy or some iteration thereof. Coca Cola also uses it and so does Cuba. It's on HBR. A happy workforce is a productive and motivated workforce. Happy is hot. It's fashionable.

How does Aruba augment the ownership of this key brand component? I have some ideas.

• make sure that the experience creates 'happy'.
• link happy movements, moments and events with Aruba
• link history, legend, philosophy of happy with Aruba
• radiate happy through arts, culture and lifestyle
• communicate all of the above in a consistent, integrated, compelling, creative and direct manner
• refresh and repeat

Easier said than done. We have a couple of good things going for us in a couple of categories. First of all, research indicates that the experience is pretty aligned with happy. It needs to be cultivated and enhanced.

I think that our lifestyle also is aligned with happy. I can't generalize, but I would take the risk to take that as a fact. the laid back attitude and our colorful and lively culture (such as carnaval, certainly have happy moment generating features.).

The communication is also consistent throughout the different channels.

this is the most obvious basic need. Strategic insights will remain in the file for now. Love to hear comments.