Indigenous branding: creating a point of difference to the New Zealand primary sector

Abstract

As a country we embrace and celebrate our indigenous people and culture a lot more than other countries in the world do. There should be no fear of using the culture to help add value to our product. As long as there is collaboration with local iwi, open communication and integrity with the product most iwi are proud to be able to have their unique brand and or name endorsing and promoting a quality product. Maori brands have the ability to tell magical stories and to steal the hearts and attention of international clients, especially Asian clients who share similar values as Maori culture. The branding becomes an opportunity to tell a story and create relationships, but the product must match the story and consistently be of high value. It is important that the farmer and the customer form close relationships. Do not allow the processor to be the story teller. The farmer and the customer talking and working together helps to build a better relationship. The customer can then pass on the story and the passion for the product to the consumer. To grow successful indigenous brands in New Zealand, there needs to be more collaboration amongst businesses. There is a risk that there will become too many Maori brands all telling slightly different stories, but selling very similar product. All Maori have a common story, they need to work together to tell the same one.