Perceptions of the Brand Values

As detailed in chapter 3, a set of four ‘core values’ are used alongside the Brand Proposition and supporting Statements in the Isle of Man’s nation brand (The Branding Project Report, 2006, p. 22). When asked to indicate which of the provided adjectives respondents felt described the values of the Isle of Man and its people, resilient (36.86%) was the most frequent choice followed by community loyalty (30.21%). Respondents were also provided with an additional 6 adjectives and although independent thinking was the least popular of the brand’s values, the core values were selected by more than 20% of all respondents. Furthermore, both ‘spirited’ and ‘conventional and

unconventional’ were selected by over 20% of respondents and thus are seen as more apt as values of the Isle of Man and its people rather than ‘independent thinking’ and ‘resourceful’ (Table 5.8).

Variable Value Frequency Missing Total Per cent

44 Independent Thinking 73 258 331 22.05 45 Resilient 122 209 331 36.86 46 Resourceful 77 254 331 23.26 53 Community Loyalty 100 231 331 30.21 47 Authentic 26 305 331 7.85 48 Secure 51 280 331 15.41 49 Spirited 86 245 331 25.98

50 Encouraging & Supportive 30 301 331 9.06

51 Colourful & Multi Layered 26 305 331 7.85

52 Conventional & Unconventional 82 249 331 24.77

54 None of the given options 65 266 331 19.64

Table 5.8 Perceptions of the Values of the Isle of Man

In terms of the ability of the value of independent thinking functioning in practice or action (Ibid, p. 23) (Table 5.9), most respondents (84.3%) indicated that they have knowledge of at least a few words in the Manx language (ITV1). As shown above, in addition to 22.05% of respondents considering a value of Manx people to be ‘independent thinking’ and most people (68.8%) take pride in the Isle of Man (ITV2). However, in relation to ITV3, only 4.8% of respondents consider the Isle of Man government to be responsive.

Furthermore, ‘some’ are considered to celebrate the success of others in the community and only ‘kind of’ meet the needs of all in society (ITV4). Finally only 16.6% of respondents consider the economy to be innovative. In practice, ‘resilience’ relates to various qualitative survey responses indicating a concern for reform of the education system and Government due to what may be thought of as complacency (REV1). As far as being resourceful and developing new opportunities, there is thought to be many opportunities for children and 23.6% consider resourceful a value of Manx people and 22.7% as well as feeling the economy to be developing. While natural beauty is undoubtedly considered a positive benefit of the Isle of Man, some respondents indicated more

should be done to protect the Island’s natural environment because, “there soon won't be any natural landscape left.

Brand Values and Practices

Value Code Practice

Independent thinking

ITV1 We will develop our distinctive culture and heritage and encourage greater use of the Manx language

ITV2 We value our independence as a country and aim to enhance it

ITV3 We will carve our own path, pragmatically through agile and imaginative legislation and skilful negotiation with other countries and organisations

ITV4 We value people as individuals and celebrate their differences

ITV5 We have a great heritage of creativity and innovation, and will ensure this continues

Resilience

REV1 We will be courageous in bad times and avoid complacency in good times REV2 We will be resourceful in adapting to change and developing new opportunities REV3 The Three Legs of Man symbolises our resilience

REV4 We will protect our environment and natural beauty

Resourcefulness

RSV1 We will be receptive to good ideas

RSV2 We will work together across a wide range of interest groups

RSV3 We will encourage co-operation between the public and private sectors

Community Loyalty (helping others to flourish)

CLV1 We will buy Manx products and services wherever possible

CLV2 We will do our best to promote the Isle of Man and its values to the outside world

CLV3 We will celebrate the Island’s successes and give everyone the opportunity to share in them

CLV4 We will welcome visitors and new residents alike to the Island

Table 5.9 Brand Values and Practices

The housing estates will soon meet the plantations” (QSR8). Furthermore, while “The Three Legs of Man symbolises our resilience” it is referred to only twice in The Branding Project Report (2006, p. 23 and 15). As far as resourcefulness functioning in practice, the qualitative survey data infers that due to a lack of collaboration between the Manx Government and general public, the notion of being ‘receptive to good ideas’ (RSV1) is not being transferred into practice- especially considering that 48% of survey respondents consider the Isle of Man Government to be self-serving. Furthermore, in relation to working together across a wide range of interest groups (RSV2) although 82% of respondents indicated that they have volunteered or would consider doing so, only ‘some’

people are thought to help others flourish and there is concern that certain sections of the community (i.e. non-Manx born residents) feel ostracised.

In relation to encouraging cooperation between the public and private sectors (RSV3) while one respondent pointed out that the Manx Government works “pragmatically” with the private sector (QSR96), the direct assessments of Statement 2 indicate that this may only be ‘kind of’ the case and the public have confidence in only ‘some’ of the Isle of Man’s public institutions. In terms of converting community loyalty into practice most respondents (46.1%) indicated that they only sometimes support local businesses by shopping local and buying local produce when possible (CLV1). As far as promoting the Isle of Man and its values (CLV2) as the previous pages have demonstrated, the brand- in particular the Brand Proposition is considered somewhat dated and for some, poorly executed (QSR89) or a “waste of money” (QSR47). Finally, respondents indicated that they feel only ‘some’ people on the Island celebrate the success of others (51.3%) (CLV3) and the likelihood of visitors receiving a warm welcome (CLV4) is true in only ‘some cases’.