(The Bermuda Jews History Series was originally published in The Bermudian Magazine)
I sat in a restaurant overlooking Hamilton harbor pondering my morning researching Bermuda Jews in the island’s Archives. I’d spent many hours reviewing Bermuda’s Jewish tourism prior to World War II. Yes, my family had mentioned ‘restricted’ places where no Jews were allowed. But mostly I remembered their stories of Bermuda’s war-time kindness to Jews. Dr. Hollis Hallett, the Archives founder, directed me to documents from the 1930s showing the impact of an increasingly global anti-Semitism on Bermuda tourism. What should I write about this ugly period?
It’s not easy being catchy, creative and on-target when branding yourself. Projecting our uniqueness into the loud, busy, multicultural market place is a challenge. Many of us don’t see that every detail, like the words we choose, contribute to our brand, even when we think no one’s paying attention. The trick is to make our choices consciously, rather than randomly, as entrepreneurs are trained to do. Ask me how I know that and I’ll share my story, as well as some tips I learned along the way.