Adventures in places, brands and place brands

jeremy@jeremyhildreth.com

Adventure in Timor 3: “The warrior spirit” embodied

Photo by Juan Pablo Ramirez of me on a broken wing.

Photo by Juan Pablo Ramirez of me on a broken wing.

In Portuguese times the dark pink pousada we lunched at was called the Hotel Flamboyant. In Indonesian times it was known as the Red House and was a notorious prison and torture centre. Norman Lewis alludes to it in Empire of the East as ‘one of the most disturbing places in the world,’ writing:

Baucau had been the administrative centre of the government forces deployed against the turbulent eastern end of the island, a dishevelled town full of barracks and interrogation centres with high, windowless walls and electrified fences. Baucau had been the end of the road for so many real and assumed supporters of Fretelin, the resistance movement.

Distraught wives searching in other locations for vanished husbands and sons were often turned away with the macabre jest, “He’s gone to Baucau to finish his education,” and with that they understood that their quest was at an end.

Now the pousada is back to offering weekend packages to tourists and expats coming down from Dili, or fine lunches of fish with banana and sweet potato to the likes of me. They even have ice cubes made from pure water.

________

We paid a visit, too, to a spot near – but unfortunately not at – the Baucau airfield where a Russian Antonov transport plane crashed two years earlier, killing all six crewmen and smashing to smithereens the cargo they were bringing which, give or take, amounted to Timor’s entire would-be telecommunications infrastructure.

Because of this accident, the country had to wait a while longer to get its phones up and running. The wreckage is gut-churningly intact. We walked up the wing to the fuselage, which afforded a better vantage point of the children at work on another chunk of airplane, banging and bending, salvaging whatever metal bits they could use back home to make tools for cooking, farming or fishing.

Day 6

We were back on the road before daybreak, passing a box of Froot Loops around the cab and out the window to our friends riding in the truck bed.
Suddenly, the traffic snarled and we came to halt in the middle of nowhere. What’s going on? Someone had set a fire in a trunk knot of an otherwise healthy roadside tree, weakening the trunk and collapsing the tree across the two-lane thoroughfare. The trunk, still smouldering, was set upon by men with machetes and ropes who synchronized their efforts spontaneously and managed to void the tree from the roadbed after about 20 minutes of hacking and tugging.

________

The expansive President Xanana welcomed us with open arms, almost literally. His office is presidential and comfortable, with the requisite big
desk at one end and a living room ensemble at the other. We sat in the living room part drinking [presumably] Timor coffee out of China cups sporting
the Timorese flag.

The president speaks confident but halting English. He laughs and smiles and joshes and gesticulates. Castro-esque in some of his mannerisms, Xanana wins you over – easily. He smokes Marlboros. Timor is lucky to have him, I thought to myself. We covered a lot of ground in our one and a half hours together. The president is keen to see Timorese culture embraced in tourism initiatives, keen to use veterans of the resistance as tour guides, keen that Timor not try to compete with places like Bali in the things that places like Bali are good at.

When we asked him what is the essence of East Timor, he hesitated for precisely three-tenths of a second before answering: ‘The warrior spirit.’ Without a doubt, this notion comes closest to capturing a single ‘core idea’ of Timor-Leste. But we later realised two things about it that make it (in our view) unsuitable as a ‘headline’ for Timor’s identity as a destination: it is not distinctive enough (see Papua New Guinea’s web site, for instance, for all the warrior spirit you can shake a wellsharpened stick at) and it emphasises fighting at the expense of other useful concepts, like winning, as well as non-combative themes (like cultural fusion and a land untamed) that are equally true and alluring.

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Where are you from?

And for a brand, or for a place itself, what does that mean emotionally and commercially?

In the contexts of image, identity and marketing, dealing with these questions superbly is crucial in today's globalized, short-attention-span world.

Jeremy Hildreth, an adviser to companies, tourist departments and investment bureaus, aims to inspire and enlighten those who deal professionally with provenance and place of origin.

This website, then, is about brands *from* places (MADE IN X) and the brands *of* places (COME TO Y, OPEN AN OFFICE IN Z) -- and helping you understand and make the most of all that.

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