Larry D. Lauer

Members of Fort Worth Sister Cities International recently visited Cuba. After 50 years of an American embargo they experienced a country that may soon witness rapid commercial development… a situation which poses many concerns about what could result.

While in Cuba the group met University of Havana Professor Carlos Alzugaray Treto who spent 35 years in the Cuban foreign service during those embargo years. In that role the ambassador saw human rights issues not only in Cuba, but in many other countries… including the US and some  of its allies. And he came to see trade between countries purely as win-win exchanges.

So on a recent trip to Fort Worth he remained optimistic about improved US-Cuba relations in matters of human rights and trade. And he also saw commercial development in Cuba as happening one step at a time, enabling traditional Cuban cultural values to be retained.

While buildings are crumbling in many areas of Cuban cities, the question  will be whether to restore them or build modern ones. Will streets end up lined with fast food joints or traditional Cuban bars and eateries? And while more hotels certainly are needed, how many must model traditional Cuban architecture for the culture to be reinforced?

And beyond these physical development issues how can long-standing  Cuban cultural and artistic values be retained? In other words, what is an appropriate overall vision for Cuba’s future? Can standards be articulated which encourage appropriate modernization and yet ensure that traditional Cuban cultural features are preserved?

I suggest that a simple “marketing and communication blueprint” which everyone can understand will be required. It must clearly articulate, update, and authenticate a renewed national brand identity. Such a blueprint is much more than mere advertising.

A clear brand identity enables a national “self-fulfilling prophecy” to take place. It does so by constantly surrounding local citizens and the rest of the world with many media platforms… from TV to newspapers to posters to social media. To be effective the content must be clear messages and pictures about what Cuba stands for and believes about itself.

Achieving an “authentic” Cuban brand identity will require key opinion leaders from government, the arts, hotels, restaurants, education, human services, marketing, communication, etc. to meet together in small groups to brainstorm, clarify and take full “ownership” of an authentic Cuban brand. Similar groups can also work on the standards for commercial development and for preserving the culture.

I must add at this point that universities with strong programs in political science, international relations, public health, public administration, urban planning, marketing, media studies, communication, etc. can be vital resources to countries such as Cuba. Universities can provide research and expertise in everything from rebuilding institutions and businesses to addressing problems in climate change, poverty, hunger, energy, conservation, and much more.

Indeed, universities are strong soft power and public diplomacy forces… much the same as Sister Cities International.