ISLAND VOICES
Why we do business in Isles

Emi Anamizu is managing director and CEO at Ogilvy & Mather Hawai'i.

Why were the community's reactions to the University of Hawai'i logo selection process so passionate? Why is Central Pacific Bank's takeover attempt of City Bank such a controversy?

The issues go beyond a logo design and bank merger. The reactions reflect our values — the principles and standards by which we do business in Hawai'i.

What are these values? And, is the "local style" good or bad for business?

Two years ago, our firm provided pro bono services and partnered with the Department of Business, Economic Development & Tourism to identify and understand why people choose to do business in Hawai'i. We interviewed executives and employees from the largest corporations to one-man shops, leaders of companies with branches worldwide to owners of family businesses.

Like everywhere else, doing business is about making a profit, so the passion with which our business community responded was surprising. While they said major challenges included "too many government regulations," "high healthcare costs," "good-old-boy network," "high taxes" and "limited skilled workforce," they also found positive reasons for doing business in Hawai'i.

Comments included: "Even with hardships, it's a good place to do business because of relationships"; "it's a work-versus-life issue, and I found a balance in Hawai'i"; "I came here for a challenging job opportunity, not so much for Hawai'i, the place. Now I won't leave because of the people," and "In Hawai'i, we can bring people together, even competitors." A comment that provided a balanced perspective was, "Hawai'i is a greater challenge ... you have to wear more hats ... find new and different solutions ... it's more fulfilling."

A survey of business executives of small and large companies in Hawai'i commissioned by DBEDT in 2002 paralleled the research. It revealed that the most important factor in business leaders' choice to do business in Hawai'i was "quality of life." Ninety percent of respondents said it was important.

"I trust my business associates" came in second, with 87 percent describing it as important. Also of note, 76 percent said, "the 'ohana work style" was important.

We had identified the essence of why people and companies continue to choose Hawai'i over other business locations. Despite all the difficulties, people choose to stay because of our lifestyle, relationships, sensitivity to our diversity and respect and appreciation for our culture. This unique way that we do business in Hawai'i is our brand.

And, this is why reactions to the logo and bank merger issues are so strong. Our brand is who we are, and the issues struck a nerve.

The research process that we used is the same one our affiliate offices around the world use to build brands for our global clients like IBM, American Express and Coca-Cola. So, we were understandably impressed that our state would undertake such an endeavor and applaud their efforts to initiate the process back in 2001, before 9/11. Especially since we explained that the entire process of building a strong and enduring business brand would take five to 10 years.

Last year, The Chamber of Commerce of Hawai'i took stewardship of building Hawai'i's business brand. While DBEDT initiated the process, it was its intention to have private business continue the effort. So, the chamber took the next step in this lengthy process of building our business brand and is now researching the issues that make it difficult to do business in Hawai'i.

While our brand is about the unique way we do business, it is also about our weaknesses.

Focus groups are currently under way to investigate an important first issue — the cost to employers of prepaid health insurance. Specifically, we want to know if the problem can best be solved through change in business practice, regulations or legislation. And, is there a way to fix the problem in a manner that is consistent with our business brand?

There are many more issues to be addressed. Our firm will continue to provide pro bono services and work with the chamber to ask the right questions and find answers that reflect Hawai'i's business brand.