The 67th Annual Grammy Awards took place in Los Angeles a few days ago, and as always, the internet has been buzzing about historic wins, award snubs, and even a correspondent mishap. But as proud West Indians, two things about this year’s awards hit home: the appearance of Dancehall King ‘Vybz Kartel’ on the red carpet, and Bob Marley’s ‘One Love’ movie soundtrack album winning the award for “Best Reggae Album”.
It's 2025, nearly 44 years since reggae legend Bob Marley passed away, and his story is still being told and celebrated on the global stage. Marley’s influence remains undeniable. His name isn’t just a memory—it’s a movement; one that started with a talented boy from Nine Mile, Jamaica. The Marley brand has become something far greater than just a profitable empire; it is generational wealth, but not in the way many think about wealth.
More Than Money: The Caribbean’s Legacy Currency
In the Caribbean, generational wealth isn’t just about trust funds or real estate passed down through families. It’s about the power of a name, the weight of a story, and the ability to carry a cultural identity across generations. Marley’s music, message, and movement continue to shape reggae, tourism, and global perceptions of the Caribbean, proving that wealth—true Caribbean wealth—is about more than numbers in a bank account.
The Marley family understands this well. His children and grandchildren continue to create music that carries the same essence—peace, love, and togetherness. His name has become a passport, a key that opens doors worldwide for Caribbean culture. People who have never set foot in Jamaica wear shirts with his face, hum his lyrics, and dream of the islands because of what his brand represents.
Looking across the Caribbean this same kind of wealth—the kind that transcends generations—is seen in another household name from Jamaica: Sandals Resorts.
Sandals: Caribbean Excellence as a Legacy
Founded by the late Gordon “Butch” Stewart, Sandals isn’t just a hotel chain; it’s a symbol of Caribbean hospitality and luxury. Stewart’s vision created a brand that didn’t just sell rooms—it sold the Caribbean dream, making their tagline ‘Made of Caribbean’ all the more fitting. Even after his passing in 2021, the brand has only expanded, bringing more eyes, more travelers, and more investment to the region.
Sandals isn't just a business success; it has become a standard for what a world-class Caribbean brand looks like. It tells the world: We are luxury. We are world-class. We belong on the same level as any international five-star resort. That message, that legacy, is worth more than any single financial statement. It’s a form of generational wealth that benefits not just one family, but an entire industry and region. And it’s a legacy that his son, Adam, continues today.
How Caribbean Brands Build Legacy Wealth
So, how does a Caribbean brand build a legacy brand? It goes without saying that it takes years of sacrifice and work, but we've whittled it down and a legacy brand is built on three defining principles:
1. A Strong Identity
A legacy brand doesn’t blend in—it stands apart. It boasts its own origins or defining features and services that sets it apart from its counterparts. Who does reggae like a Jamaican? Or soca like a Trini? A true Caribbean brand must have an identity that withstands time and trends. Marley’s music is timeless, and Sandals’reputation for luxury is undeniable. The key? Owning what makes you uniquely Caribbean.
2. Rooted in Culture
Caribbean culture is a melting pot of culture that the world is yearning to explore and discover. The most successful Caribbean brands don’t try to imitate global trends; they double down on who they are. The Marley name is synonymous with reggae and Rastafari. Sandals embodies Caribbean hospitality. Creating brands that stay true to the essence of the Caribbean and its roots is crucial.
3. A Story That Resonates
Numbers and profits don’t make a brand memorable—stories do. A good story invites people in, makes them feel something, and turns customers into believers. In the Caribbean, we have stories the world wants to hear. Stories of resilience, creativity, and joy. Marley’s story isn’t just about music; it’s about revolution, consciousness, and change. Sandals’ story isn’t just about hotels; it’s about Caribbean people delivering world-class experiences. That’s what keeps a brand alive for generations.
Generational Wealth, Caribbean Style
In the Caribbean, wealth isn’t just financial—it’s cultural. It’s the power of a name that still sells music decades later. It’s the influence of a brand that keeps bringing the world to our shores. It’s the ability to take what is uniquely ours and make it matter on a global scale.
That’s the kind of wealth that doesn’t fade. That’s the kind of wealth we build.
Are you a Caribbean brand ready to tell your story? Thomas.A Public Relations is a Caribbean public relations agency based in Barbados and working with leaders to export the best of what we have to offer with the world. Send us an email or book an appointment to get started.
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