The Trinidad and Tobago Olympic Committee’s (TTOC) effort to transform how it markets and brands itself has seen the National Olympic Committee embrace a different approach in areas such as the alignment with Trinidad and Tobago music and culture.

Its an evolving situation that required the TTOC to step up its public and fan engagement strategy. Cultural partnerships with Erphaan Alves, Sekon Sta and Chucky Gordon is in some aspects a leap of faith as it is a deepening of the relationship in an official way.

The songs ‘Believe’, ‘My World’ and ‘Bleeding Red, White and Black’, all seek to integrate T&T’s music with the Olympic effort. It is a build up of the London 2012 ‘We are Conquerors’ by Kes Diffenthaler commissioned by Bptt. For Rio 2016 Press Play Juke Box commissioned Erphaan Alves’ ‘Believe’ to support the Text donate campaign.

Huge credit must be given to Sekon Sta and Chucky Gordon and their management team Focus Management for their willingness and commitment in sharing the purpose and vision of the TTOC for TeamTTO and 10 golds24. To be rolled out is a #learntolove initiative between Sunny Bling, Press Play Juke Box and the TTOC.

Some people have wondered why so many initiatives under the TTOC banner. One or two have suggested the TTOC slow down. The answer isn’t complicated. The TTOC needed to diverse its public and fan engagement.

There was a strategy that looked at different demographics. Attention was also given to social media. One thing the TTOC would not be hampered by is the fear of failure. It is essential that the TTOC ventured away from its traditional and conservative approach .

From the broader perspective, Team TTO is one of Trinidad and Tobago’s prominent brand ambassadors. Team TTO is representing brand Trinidad and Tobago. Change had to come and there is no better time for the TTOC to cut lose from its comfort zone and head into new territory.

Keeping brands relevant in the modern environment demands embracing new ideas and concepts. At times there is no escaping the fact that there are enough doubts and fears that act as impediments.

But brands that have failed to heed the clarion call of the market place have done so only to find themselves redundant and irrelevant. While some of the TTOC’S marketing may seem to be a step too far, it is important to think five and ten years ahead and bring the future into today.

Act on ideas, take calculated risks and find a solution for every challenge. It is much better than blame and complain, talk and complain, criticise and complain. Happy Eid ul Fitr and Eid Mubarak to Trinidad and Tobago Muslim community.

Permit me to extend condolences to the family, friends and colleagues of former Prime Minister of Trinidad and Tobago Patrick Manning. Rest In peace.

Brian Lewis is president of the Trinidad and Tobago Olympic Committee (TTOC ). The views expressed are not necessarily those of the Olympic Committee. Support #10 Golds24 Athlete Welfare and Preparation Fund make your donations to any branch of Scotiabank account number 171188.