Using kō as a brand name

[paulransfield]

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Manus response

Using the Māori Word “Kō” as a Brand Name:

Ethical Considerations and Recommendations

Executive Summary

This report provides a comprehensive analysis of the ethical considerations, cultural implications, and practical recommendations for using the Māori word “kō” as a brand name for an artist-led initiative. The analysis covers the cultural significance of “kō” in Māori traditions, examines case studies of brands that have used Māori terms, evaluates the pros and cons of using “kō” as a brand name, and provides specific recommendations for implementation.

The Māori word “kō” carries multiple meanings, including “to sing (of birds),” “to resound,” and “a digging implement.” These meanings connect to significant cultural concepts and practices in Māori society. Using this term as a brand name requires careful consideration of cultural appropriation concerns, consultation with Māori communities, and implementation of benefit-sharing mechanisms.

This report concludes that using “kō” as a brand name can be ethically appropriate if implemented with genuine respect, proper consultation, clear acknowledgment of the term’s origin, and mechanisms for benefit-sharing with Māori communities. The alignment between the meaning “to sing/resound” and an artist-led brand focused on uplifting voices creates a conceptual foundation that could support ethical use if properly executed.

Table of Contents

1. Introduction

2. Cultural Significance of “Kō” in Māori Traditions

3. Ethical Considerations for Using Indigenous Terms in Branding

4. Case Studies: Brands Using Māori Terms

5. Pros and Cons Analysis

6. Recommendations and Ethical Guidelines

7. Macron Usage Challenges and Regional Conventions

8. Conclusion

9. Appendices

1. Introduction

The question of whether to use the Māori word “kō” as a brand name raises important ethical considerations about cultural appropriation, respect for indigenous knowledge, and the responsibilities that come with borrowing from another culture. This report aims to provide a balanced analysis of these considerations, along with practical recommendations for implementation if you choose to proceed with using “kō” as your brand name.

The analysis recognizes that your brand is artist-led and values-driven, with a mission to uplift the voices of New Zealand artists across all cultures and backgrounds. This context is important in evaluating the appropriateness of using a Māori term as your brand name.

2. Cultural Significance of “Kō” in Māori Traditions

Multiple Meanings

The word “kō” in te reo Māori has several meanings:

1. As a verb: “to sing (of birds)” and “to resound” - these meanings connect to the spiritual significance of birdsong in Māori culture, referred to as “te waha o Tāne” (the voice of Tāne, the forest god)

2. As a noun: A digging implement with both practical and ceremonial significance in Māori agriculture

3. Other meanings: Location markers, particles, and a term for “girl/younger woman”

Cultural Context

The kō as a digging implement was central to traditional Māori agriculture, used for cultivating kumara (sweet potato) and other crops. It held both practical and ceremonial significance, featuring in rituals related to planting and harvesting.

The meaning related to birdsong connects to the spiritual significance of birds in Māori culture. Birds are considered messengers between the human world and the realm of the gods, and their songs carry spiritual significance.

The phonemic nature of Māori language means that vowel length (indicated by the macron in “kō”) is crucial for correct pronunciation and meaning. Incorrect pronunciation can change the meaning entirely or render the word meaningless.

3. Ethical Considerations for Using Indigenous Terms in Branding

Respect for Cultural Heritage

Indigenous terms and concepts are not merely linguistic elements but carry deep cultural, historical, and often spiritual significance. Using these terms in commercial contexts requires acknowledging that they are part of a living cultural heritage that continues to have meaning for indigenous communities today.

Power Dynamics

There is an inherent power imbalance when members of a dominant culture adopt elements from historically marginalized cultures. This imbalance requires extra sensitivity and awareness to avoid perpetuating patterns of exploitation or cultural erasure.

Commodification vs. Appreciation

There is a fine line between cultural appreciation and commodification. Appreciation involves understanding, respecting, and acknowledging the source culture, while commodification reduces cultural elements to marketable assets without proper context or respect.

Consultation and Consent

Ethical use of indigenous terms requires meaningful consultation with and, ideally, consent from relevant indigenous communities or knowledge holders. This is not merely a legal requirement but an ethical principle based on respect for cultural autonomy.

Benefit Sharing

Ethical use of indigenous cultural elements should involve some form of benefit sharing with the source communities, whether through direct partnerships, financial arrangements, or other forms of reciprocity.

New Zealand Context

New Zealand has a unique bicultural foundation based on the Treaty of Waitangi/Te Tiriti o Waitangi, which establishes a partnership between Māori and the Crown. This creates both legal and ethical obligations regarding the use of Māori cultural elements.

4. Case Studies: Brands Using Māori Terms

Problematic Examples

1. Hoka Running Shoes

• Issue: The French-American company uses the Māori word “hoka” (meaning “to fly”) as its brand name

• Problem: Initially acknowledged the Māori origin but later removed this attribution after ownership change in 2012

• Additional concerns:

• Also uses Māori words for shoe models (Arahi, Hopara) without proper acknowledgment

• Mispronounces the Māori words in recent marketing materials

• Some terms like “Arahi” (meaning “to lead”) are considered sacred in certain contexts

• Lesson: Removing attribution after initially acknowledging cultural origins appears particularly disrespectful

2. Fonterra’s Trademark Attempts

• Issue: New Zealand dairy company Fonterra attempted to trademark multiple Māori words for cheese products

• Words involved: Kāpiti, awa (river), kōwhai (yellow), kānuka (white tea tree), kakato (delicious), pakari (firm), kirīmi (cream), akatea (white rātā), kahurangi (blue), kahikatea (white pine), te tihi (summit) and rarama (gleam)

• Problem: Criticized for attempting to gain exclusive commercial rights to common Māori words

• Previous controversy: In 2019, Fonterra was criticized for naming its Tuteremoana Cheddar after a Māori ancestor from the Kāpiti area

• Lesson: Even when attempting to limit trademark scope, claiming commercial rights to indigenous language terms is problematic

3. Air New Zealand’s “Kia Ora” Trademark Attempt

• Issue: In 2019, Air New Zealand attempted to trademark the logo of “Kia Ora,” the name of its in-flight magazine

• Problem: “Kia Ora” is a common Māori greeting meaning “good health” and widely used to mean “hello” in New Zealand

• Reaction: The Māori Council threatened to take the airline to court and called the application “harebrained” and “an insult to New Zealanders”

• Lesson: Even attempting to trademark stylized versions of common indigenous greetings can be seen as overreaching

More Positive Approaches

1. Whittaker’s Chocolate

• Approach: Released a special edition chocolate bar with packaging in te reo Māori during Māori Language Week

• Success factors: Temporary, celebratory use that promoted the language rather than appropriating it

2. Kiwibank

• Approach: Adjusted their slogan from “Kiwis making Kiwis better off” to remove the incorrect use of the letter ‘S’ (which doesn’t exist in te reo Māori)

• Success factors: Demonstrated respect for language accuracy and willingness to adapt

3. Companies Using Māori Values Rather Than Just Words

• Some companies have successfully incorporated Māori values into their business practices:

• Rangatiratanga (integrity/leadership)

• Manaakitanga (hospitality/generosity)

• Kaitiakitanga (guardianship/stewardship of resources)

• This approach focuses on embodying cultural values rather than simply using language for marketing

Key Lessons from Case Studies

1. Acknowledgment is Essential: Removing or failing to acknowledge the Māori origin of terms is particularly problematic

2. Consultation Makes a Difference: Companies that consult with Māori communities before using terms face less criticism

3. Context and Placement Matter: Using sacred or significant terms in inappropriate contexts can be particularly offensive

4. Legal vs. Ethical Considerations: What is legally permissible may still be ethically problematic

5. Pronunciation and Accuracy: Correct pronunciation is seen as a minimum requirement for respect

6. Temporary vs. Permanent Use: Temporary, celebratory use tends to be better received than permanent appropriation

7. Benefit Sharing: Companies that find ways to share benefits with Māori communities face less criticism

5. Pros and Cons Analysis

Pros

Meaningful Connection to Sound and Voice

• The meaning “to sing (of birds)” and “to resound” aligns well with an artist-led brand focused on uplifting voices

• Creates an authentic connection to the concept of artistic expression through sound

• Offers a rich metaphorical foundation for the brand’s narrative and values

Cultural Richness and Depth

• Provides access to a term with layered meanings and cultural depth

• Connects to New Zealand’s unique cultural heritage

• Offers more substance and authenticity than an invented name

Brevity and Memorability

• Short, simple, and easy to remember

• Works well visually in logo design and branding materials

• Easy to pronounce once proper pronunciation is learned

Potential for Cultural Bridge-Building

• Could serve as a platform for cultural education and appreciation

• May create opportunities for meaningful cross-cultural collaboration

• Could contribute to the visibility and vitality of te reo Māori

Alignment with Brand Values

• If the brand is truly committed to uplifting NZ artists across all cultures, the name reflects this mission

• The connection to voice and expression is conceptually strong

• Could signal the brand’s commitment to New Zealand’s bicultural foundation

Cons

Risk of Cultural Appropriation

• Without proper consultation and implementation, could be perceived as appropriating Māori culture

• May face criticism from Māori communities if not handled with appropriate respect

• Could contribute to a pattern of commercialization of indigenous terms

Pronunciation Challenges

• Non-Māori speakers may mispronounce the name, potentially causing offense

• Requires ongoing education of staff, partners, and customers about correct pronunciation

• Incorrect pronunciation could be seen as disrespectful

Potential for Misunderstanding

• The multiple meanings of “kō” could lead to confusion about the brand’s focus

• Some may associate it primarily with the digging implement meaning rather than the sound-related meanings

• International audiences may not understand the cultural context

Additional Responsibilities

• Creates obligations for ongoing consultation and relationship-building with Māori communities

• Requires commitment to cultural education and proper acknowledgment

• May necessitate benefit-sharing mechanisms that affect business operations

Potential Backlash

• Could face criticism from both Māori and non-Māori perspectives

• May become subject to changing standards of cultural appropriateness

• Could be affected by broader social and political discussions about indigenous rights

Summary Assessment

The use of “kō” as a brand name presents both significant opportunities and serious responsibilities. The alignment between the word’s meaning related to sound/voice and an artist-focused brand creates a strong conceptual foundation. However, this opportunity comes with the responsibility to engage respectfully with Māori culture and communities.

The decision ultimately depends on the brand’s willingness and ability to:

1. Engage in meaningful consultation with Māori language experts and cultural advisors

2. Properly acknowledge and educate about the term’s origin and meaning

3. Ensure correct pronunciation and usage in all brand communications

4. Develop mechanisms for benefit-sharing with Māori communities

5. Maintain ongoing relationships with Māori advisors or partners

6. Recommendations and Ethical Guidelines

Key Recommendations

1. Consultation Process

Recommendation: Engage in meaningful consultation with Māori language experts, cultural advisors, and if possible, representatives from iwi (tribes).

Implementation Steps:

• Reach out to organizations such as Te Taura Whiri i te Reo Māori (Māori Language Commission)

• Consider engaging a Māori cultural consultant with expertise in business and branding

• Approach local iwi representatives, particularly those with traditional connections to your region

• Document the consultation process and incorporate feedback into your brand development

2. Cultural Acknowledgment

Recommendation: Clearly acknowledge the Māori origin and meaning of “kō” in your brand materials and communications.

Implementation Steps:

• Include information about the meaning and origin of “kō” on your website and in brand materials

• Explain which specific meaning of “kō” (to sing of birds, to resound) your brand connects with

• Provide context about the cultural significance of this meaning in Māori culture

• Avoid presenting the term as merely an interesting or exotic word

3. Pronunciation and Usage

Recommendation: Ensure correct pronunciation and usage of “kō” throughout all brand communications.

Implementation Steps:

• Include pronunciation guides in brand materials (the macron over the ‘o’ indicates a long vowel sound)

• Train all staff, especially customer-facing employees, in correct pronunciation

• Include audio pronunciation on your website

• Be consistent in the use of the macron (ō) in all written materials

4. Benefit Sharing

Recommendation: Develop mechanisms for sharing benefits with Māori communities or supporting Māori cultural initiatives.

Implementation Steps:

• Consider allocating a percentage of profits to Māori cultural or language initiatives

• Create opportunities for Māori artists within your brand ecosystem

• Support Māori-led events or programs related to arts and culture

• Establish scholarships or mentoring programs for emerging Māori artists

5. Ongoing Relationship

Recommendation: Maintain ongoing relationships with Māori advisors or partners rather than treating consultation as a one-time event.

Implementation Steps:

• Consider establishing a cultural advisory board that includes Māori representation

• Schedule regular check-ins with cultural advisors to review brand activities

• Be open to evolving your approach based on feedback

• Participate in cultural education opportunities to deepen your understanding

Ethical Guidelines for Implementation

Authenticity and Alignment

• Ensure your brand’s values and activities genuinely align with the meaning of “kō” you are drawing upon

• Be prepared to adapt your business practices to maintain this alignment

• Avoid using “kō” merely as an exotic or trendy element disconnected from its meaning

[paulransfield]

Appendix A: Meanings and Cultural Context of “Kō”

Multiple Meanings of “Kō”

The word “kō” in te reo Māori has several distinct meanings:

1. As a Verb: “To Sing (of Birds)” and “To Resound”

This meaning connects to the spiritual significance of birdsong in Māori culture. Birds are considered messengers between the human world and the realm of the gods in Māori cosmology. Their songs, referred to as “te waha o Tāne” (the voice of Tāne, the forest god), carry spiritual significance.

The concept of “resounding” also connects to the importance of oral traditions in Māori culture, where knowledge was traditionally passed down through spoken word, song, and chant.

2. As a Noun: A Digging Implement

The kō was a traditional Māori agricultural tool used for cultivating kumara (sweet potato) and other crops. It typically consisted of a wooden shaft with a footrest and was used to break up soil for planting.

This implement held both practical and ceremonial significance in Māori culture:

• Practical significance: The kō was essential for agriculture, which was a foundation of Māori society

• Ceremonial significance: The kō featured in rituals related to planting and harvesting, connecting agricultural practices to spiritual beliefs

• Cultural significance: The kō represents the connection between people and the land (whenua), a central concept in Māori worldview

3. Other Meanings

• Location marker: “Kō” can function as a locative particle in te reo Māori

• Particle: It can serve various grammatical functions in sentence structure

• Term for “girl/younger woman”: In some contexts, it can refer to a young female

Cultural Context and Significance

Phonemic Importance

Vowel length in Māori is phonemic, meaning that the length of a vowel can completely change the meaning of a word. The macron over the “o” in “kō” indicates a long vowel sound, which is crucial for correct pronunciation and meaning.

Incorrect pronunciation could change the meaning entirely or render the word meaningless, which is why proper pronunciation is considered a matter of respect when using Māori words.

Connection to Māori Worldview

The multiple meanings of “kō” connect to important aspects of the Māori worldview:

1. Connection to the natural world: The meaning related to birdsong reflects the Māori understanding of the natural world as imbued with spiritual significance

2. Connection to the land: The meaning related to the digging implement reflects the importance of agriculture and the relationship between people and the land in Māori culture

3. Kō in Relation to Birdsong

• In Māori culture, birdsong is referred to as “te waha o Tāne, e ko i te ata” - the voice of Tāne (the god of forests and birds)

• Birds hold deep spiritual significance in Māori culture:

  • They are seen as messengers between the human world and the realm of the gods
  • Many birds were considered chiefly and associated with high status
  • Bird feathers were used for adornment of high-born people
  • Some birds were used in important ceremonies and rituals
  • Certain birds were associated with death and grieving
  • Birds’ behavior was used to predict weather and sometimes the future

• The bellbird (korimako), whose song is described as “ko,” played a central role in Māori baptism ceremonies, where a living korimako was touched to a baby’s head and then released to fly freely, symbolizing spiritual connection

• The Māori saying “he rite ki te kopara e ko nei te ata” means “like a bellbird pealing at daybreak” – a way of complimenting a great speaker or singer

4. Cultural Context of Sound and Resonance

• Sound and resonance (as in “to resound”) have spiritual significance in Māori culture
• In traditional Māori creation stories, “It was in the night that the gods sang the world into existence, into the world of light that created a world of music”
• This connects the meaning of kō as “to resound” with creation and spiritual power

5. Oral tradition: The meaning related to sound and resounding connects to the importance of oral traditions in preserving and transmitting cultural knowledge

Contemporary Relevance

These meanings continue to have relevance in contemporary Māori culture:

• The kō as an agricultural implement represents traditional knowledge and practices that are being revitalized in contemporary Māori communities

• The connection to birdsong and sound relates to ongoing efforts to preserve and revitalize te reo Māori as a living language

• The multiple meanings of “kō” exemplify the rich linguistic and conceptual complexity of te reo Māori

Historical Development

The written form of Māori language developed after European contact, with early missionaries developing a writing system in the 1800s. The system used 10 consonants and 5 vowels but initially lacked a way to mark vowel length.

The macron to indicate vowel length was first used in Williams’s Dictionary For Māori Language in its 5th edition, published in 1917. This convention has since become the standard way to indicate vowel length in written Māori, though some regional variations exist (such as the Waikato-Tainui convention of using double vowels instead).

Conclusion

The word “kō” exemplifies the rich, layered meanings that characterize te reo Māori. Its multiple meanings connect to important aspects of Māori culture, from the spiritual significance of the natural world to the practical and ceremonial importance of agriculture. Understanding these meanings and their cultural context is essential for anyone considering using “kō” as a brand name.

Appendix B: Cultural Appropriation Considerations

Understanding Cultural Appropriation

Cultural appropriation occurs when elements of a marginalized culture are adopted by members of a dominant culture without proper understanding, acknowledgment, or respect. This is particularly sensitive when there is a history of colonization or power imbalance between the cultures involved.

In the context of New Zealand/Aotearoa, the relationship between Māori culture and the dominant Pākehā (New Zealand European) culture has been shaped by colonization, the Treaty of Waitangi/Te Tiriti o Waitangi, and ongoing efforts toward reconciliation and partnership.

Key Concerns Regarding Māori Cultural Elements

1. Intellectual and Cultural Property Rights

Māori cultural expressions, including language, are considered taonga (treasures) that belong collectively to Māori people. While conventional intellectual property laws may not adequately protect these cultural elements, there is growing recognition of indigenous cultural and intellectual property rights.

The Waitangi Tribunal has affirmed that te reo Māori is a taonga protected under the Treaty of Waitangi, giving it special status beyond that of an ordinary language.

2. Misrepresentation and Decontextualization

When Māori words or concepts are used without proper understanding or context, they risk being misrepresented or stripped of their cultural significance. This can lead to:

• Incorrect pronunciation or usage that changes meaning

• Superficial application that reduces rich cultural concepts to decorative elements

• Association with products or services that may be inappropriate or offensive in relation to the original meaning

3. Commercialization Without Benefit Sharing

When Māori cultural elements are commercialized without benefit sharing with Māori communities, this can be seen as exploitation. This concern is particularly relevant when:

• Profits are generated using Māori cultural elements without any return to Māori communities

• Commercial use occurs without consultation or consent

• The commercialization limits Māori people’s own use of their cultural elements

4. Impact on Cultural Vitality

Inappropriate use of Māori cultural elements can impact the vitality and integrity of Māori culture by:

• Diluting or distorting the meaning of cultural elements

• Creating confusion about authentic cultural practices

• Potentially limiting Māori control over how their culture is represented and transmitted

Legal and Policy Framework in New Zealand

Treaty of Waitangi/Te Tiriti o Waitangi

The Treaty/Te Tiriti establishes a partnership between Māori and the Crown, with provisions that have been interpreted to protect Māori cultural treasures, including language.

Intellectual Property Law

While conventional intellectual property law (trademarks, copyright, etc.) offers limited protection for cultural expressions, there are ongoing efforts to develop more appropriate frameworks:

• The Waitangi Tribunal has recommended greater protection for Māori cultural and intellectual property

• The Wai 262 claim (the “Flora and Fauna” claim) addressed issues of Māori cultural and intellectual property rights

• The Haka Ka Mate Attribution Act 2014 provides specific protection for the Ka Mate haka, requiring attribution to Ngāti Toa Rangatira

Trademark Considerations

The Intellectual Property Office of New Zealand (IPONZ) has guidelines regarding the registration of trademarks containing Māori text or imagery:

• Applications may be referred to the Māori Trade Marks Advisory Committee

• Trademarks may be rejected if they are likely to offend a significant section of the community, including Māori

• The committee considers whether the mark contains Māori text or imagery, and if so, whether its use is likely to be offensive

Ethical Frameworks for Engagement

1. Consultation and Consent

Meaningful consultation involves:

• Engaging with appropriate Māori representatives or organizations

• Approaching consultation as a dialogue rather than a checkbox

• Being prepared to modify plans based on feedback

• Recognizing that consultation does not guarantee approval

2. Acknowledgment and Attribution

Proper acknowledgment includes:

• Clearly identifying the Māori origin of terms or concepts

• Providing context about their cultural significance

• Giving credit to specific iwi (tribes) or hapū (sub-tribes) where appropriate

• Avoiding presenting Māori cultural elements as generic or ownerless

3. Reciprocity and Benefit Sharing

Ethical engagement involves reciprocity, which may take forms such as:

• Financial arrangements that return a portion of profits to Māori communities

• Support for Māori cultural initiatives or language revitalization

• Employment or partnership opportunities for Māori people

• Platforms for Māori voices and perspectives

4. Ongoing Relationship and Accountability

Rather than a one-time transaction, ethical engagement involves:

• Building ongoing relationships with Māori communities or organizations

• Being accountable for how Māori cultural elements are used

• Being open to feedback and willing to make changes

• Contributing to the vitality and integrity of Māori culture

Spectrum of Engagement with Māori Culture

Cultural engagement exists on a spectrum from appropriation to appreciation to partnership:

Appropriation (Problematic)

• Taking without permission or understanding

• No acknowledgment of source

• No benefit sharing

• No meaningful consultation

• Decontextualization or misrepresentation

Appreciation (Better)

• Basic understanding and respect

• Acknowledgment of source

• Some form of reciprocity

• Some consultation, though perhaps limited

• Effort to maintain context and meaning

Partnership (Ideal)

• Deep understanding and genuine respect

• Clear attribution and acknowledgment

• Equitable benefit sharing

• Meaningful, ongoing consultation

• Preservation of context and meaning

• Contribution to cultural vitality

Specific Considerations for Brand Names

When considering a Māori word as a brand name, specific considerations include:

1. Purpose and Intent

• Is the primary motivation to profit from the cultural cachet of an “exotic” word?

• Or is there a genuine connection between the meaning of the word and the brand’s purpose?

• Does the brand intend to honor and respect the cultural context of the word?

2. Relationship to Māori Communities

• Does the brand have existing relationships with Māori communities?

• Is the brand willing to develop such relationships?

• Is the brand prepared to be accountable to Māori perspectives?

3. Capacity for Implementation

• Does the brand have the knowledge and resources to ensure proper pronunciation and usage?

• Can the brand commit to ongoing education about the cultural context?

• Is the brand prepared to adapt its practices based on feedback?

4. Broader Context

• How does the use of a Māori word as a brand name fit into the broader context of Māori-Pākehā relations?

• Does it contribute positively to cultural understanding and appreciation?

• Does it support or undermine Māori cultural vitality?

Conclusion

Using a Māori word as a brand name requires careful consideration of cultural appropriation concerns. While there is no simple formula for determining what is appropriate, the key principles of consultation, acknowledgment, reciprocity, and ongoing relationship provide a framework for ethical engagement.

The specific case of using “kō” as a brand name would need to be evaluated based on:

• The brand’s willingness to engage in meaningful consultation

• Its commitment to proper acknowledgment and attribution

• Its capacity for reciprocity and benefit sharing

• Its openness to ongoing relationship and accountability

With these elements in place, it may be possible to use “kō” in a way that respects rather than appropriates Māori culture, and that contributes positively to cultural understanding and appreciation in New Zealand.

Appendix C: Ethical Analysis of Using Indigenous Terms in Brand Naming

Ethical Frameworks for Analysis

When analyzing the ethics of using indigenous terms in brand naming, several ethical frameworks can provide valuable perspectives:

1. Rights-Based Ethics

This framework focuses on respecting the rights of all parties involved:

• Indigenous Cultural Rights: Indigenous peoples have rights to maintain, control, protect, and develop their cultural heritage, traditional knowledge, and cultural expressions

• Intellectual Property Rights: While conventional IP systems may not adequately protect indigenous cultural expressions, there is growing recognition of indigenous cultural and intellectual property rights

• Rights to Consultation: Indigenous peoples have rights to be consulted on matters that affect their cultural heritage

In the context of using “kō” as a brand name, a rights-based approach would emphasize the importance of respecting Māori rights to their language and cultural expressions, including the right to determine how these elements are used commercially.

2. Virtue Ethics

This framework focuses on character and virtues that contribute to ethical behavior:

• Respect: Demonstrating deep respect for Māori culture and language

• Humility: Approaching cross-cultural engagement with humility and openness to learning

• Integrity: Acting with honesty and consistency in all aspects of brand development

• Generosity: Sharing benefits rather than merely extracting value

For a brand considering using “kō,” virtue ethics would emphasize developing these qualities in all interactions with Māori culture and communities.

3. Consequentialist Ethics

This framework evaluates actions based on their consequences:

• Benefits: What positive outcomes might result from using “kō” as a brand name?

• Harms: What negative outcomes might result?

• Distribution: How are benefits and harms distributed among different stakeholders?

A consequentialist analysis would weigh potential benefits (such as increased visibility for te reo Māori) against potential harms (such as cultural dilution or exploitation).

4. Relational Ethics

This framework emphasizes the importance of relationships and responsibilities:

• Reciprocity: Ensuring mutual benefit rather than one-sided extraction

• Accountability: Being answerable to Māori communities for how their cultural elements are used

• Care: Demonstrating genuine care for the wellbeing of Māori culture and communities

For a brand using “kō,” relational ethics would emphasize building genuine, reciprocal relationships with Māori communities rather than treating the use of the term as a transaction.

Key Ethical Principles

Drawing from these frameworks, several key principles emerge for ethical use of indigenous terms in brand naming:

1. Informed Consent

Ethical use requires obtaining informed consent from appropriate representatives of the indigenous culture. This means:

• Consulting with recognized cultural authorities or representatives

• Providing full information about the intended use

• Ensuring the consultation process is free from coercion or manipulation

• Accepting that consent may be withheld or conditional

2. Cultural Integrity

Ethical use preserves the integrity of the cultural element being used:

• Maintaining the correct meaning and pronunciation

• Preserving the cultural context and significance

• Avoiding uses that trivialize or distort the cultural element

• Ensuring the use aligns with the cultural values associated with the term

3. Equitable Benefit Sharing

Ethical use ensures that benefits are shared equitably:

• Financial benefits through royalties, profit-sharing, or other mechanisms

• Non-financial benefits such as cultural promotion or educational opportunities

• Long-term benefits rather than one-time payments

• Benefits directed to appropriate cultural stakeholders

4. Transparency and Accountability

Ethical use involves being transparent and accountable:

• Clearly acknowledging the cultural origin of the term

• Being open about the consultation process and any agreements

• Establishing mechanisms for ongoing feedback and accountability

• Being willing to adapt practices based on feedback

5. Contribution to Cultural Vitality

Ethical use contributes positively to the vitality of the source culture:

• Supporting language revitalization efforts

• Promoting accurate understanding of the culture

• Creating opportunities for authentic cultural expression

• Respecting the living, evolving nature of the culture

Application to “Kō” as a Brand Name

Applying these ethical principles to the specific case of using “kō” as a brand name:

Informed Consent

• Key Questions: Who has the authority to give consent for commercial use of “kō”? Has a thorough consultation process been undertaken?

• Considerations: While there is no single authority for all Māori language, consultation might include the Māori Language Commission, local iwi, and cultural experts.

• Ethical Approach: Undertake a comprehensive consultation process with multiple stakeholders, document the process, and be prepared to modify plans based on feedback.

Cultural Integrity

• Key Questions: Does the brand’s use of “kō” maintain its cultural integrity? Is the pronunciation correct? Does the brand context align with the cultural meaning?

• Considerations: The meaning “to sing (of birds)” or “to resound” could align well with an artist-focused brand, but this alignment needs to be genuine and consistent.

• Ethical Approach: Ensure all brand communications maintain correct pronunciation and meaning, provide cultural context, and avoid uses that might trivialize or distort the term’s significance.

Equitable Benefit Sharing

• Key Questions: How will Māori communities benefit from the commercial use of “kō”? Are these benefits equitable and sustainable?

• Considerations: Benefits might include financial contributions to Māori cultural initiatives, opportunities for Māori artists, or educational programs about te reo Māori.

• Ethical Approach: Develop a formal benefit-sharing plan in consultation with Māori stakeholders, ensure benefits are directed appropriately, and maintain these arrangements for the life of the brand.

Transparency and Accountability

• Key Questions: How transparent is the brand about its use of “kō”? What accountability mechanisms are in place?

• Considerations: Transparency might include public acknowledgment of the term’s origin, information about the consultation process, and openness about benefit-sharing arrangements.

• Ethical Approach: Clearly acknowledge the Māori origin of “kō” in all brand materials, be open about the consultation process, and establish mechanisms for ongoing feedback and accountability.

Contribution to Cultural Vitality

• Key Questions: Does the brand’s use of “kō” contribute positively to the vitality of Māori culture? Does it support or undermine cultural objectives?

• Considerations: Positive contributions might include promoting correct usage of te reo Māori, creating platforms for Māori artists, or supporting language revitalization efforts.

• Ethical Approach: Identify specific ways the brand can contribute to Māori cultural vitality, implement these in consultation with Māori stakeholders, and evaluate their effectiveness over time.

Ethical Tensions and Considerations

Several ethical tensions may arise in the use of “kō” as a brand name:

Individual vs. Collective Rights

• Tension: While individuals may have legal rights to use words from any language, indigenous cultures often view their language as collective heritage.

• Consideration: How can the brand respect both individual creative freedom and collective cultural rights?

Commercial vs. Cultural Values

• Tension: Commercial imperatives (such as marketability or trademark protection) may conflict with cultural values or practices.

• Consideration: How can the brand balance commercial objectives with respect for cultural values?

Appreciation vs. Appropriation

• Tension: The line between cultural appreciation and appropriation can be subjective and context-dependent.

• Consideration: How can the brand ensure its use of “kō” is perceived as respectful appreciation rather than appropriation?

Static vs. Dynamic Understanding

• Tension: Cultural elements like language are not static but evolve over time and vary across communities.

• Consideration: How can the brand engage with “kō” in a way that respects both traditional meanings and contemporary usage?

Ethical Decision-Making Framework

For a brand considering using “kō,” the following decision-making framework may be helpful:

1. Research and Understanding

• Develop a thorough understanding of the meaning and cultural significance of “kō”

• Research the historical and contemporary context of Māori-Pākehā relations

• Understand the legal and ethical considerations specific to New Zealand

2. Consultation and Dialogue

• Identify appropriate Māori stakeholders for consultation

• Engage in meaningful dialogue about the proposed use

• Be open to feedback and willing to modify plans

3. Assessment and Reflection

• Assess the alignment between the brand’s values and the meaning of “kō”

• Reflect on the brand’s capacity to implement ethical practices

• Consider alternative approaches if ethical concerns cannot be adequately addressed

4. Implementation with Integrity

• Develop clear policies and practices for ethical use

• Ensure all team members understand and support these practices

• Establish mechanisms for ongoing feedback and accountability

5. Ongoing Evaluation and Adaptation

• Regularly evaluate the impact of using “kō” as a brand name

• Seek feedback from Māori stakeholders

• Be willing to adapt practices based on this evaluation

Conclusion

The ethical use of “kō” as a brand name requires careful consideration of principles including informed consent, cultural integrity, equitable benefit sharing, transparency and accountability, and contribution to cultural vitality.

While there is no simple formula for determining what is ethical in this context, a thoughtful approach that engages seriously with these principles and addresses potential ethical tensions can help ensure that the use of “kō” respects rather than appropriates Māori culture.

The decision to use “kō” should be based not only on legal permissibility or marketing appeal but on a genuine commitment to ethical engagement with Māori culture and communities. This commitment requires ongoing effort, resources, and willingness to adapt based on feedback and changing circumstances.

[paulransfield]

Appendix D: Māori Macron Usage: Challenges and Regional Conventions

Historical Context of Macrons in Māori

The Māori language was originally an oral language with no written form before European contact. Early missionaries developed a writing system in the 1800s using 10 consonants and 5 vowels. While this system was linguistically sound, it had one major shortcoming: it couldn’t mark vowel length.

Vowel length in Māori is phonemic, meaning that the length of a vowel can completely change the meaning of a word. For example:

• “keke” (cake) vs. “kēkē” (armpit)
• “wahine” (women) vs. “wāhine” (women, plural)

The lengthened vowel was first displayed in Williams’s Dictionary For Māori Language in its 5th edition, published in 1917. The symbol decided upon was a short line or bar over the vowel signifying a long length (a macron).

Technical Challenges in Media

Historical Technical Limitations

1. Typewriter Era: Typewriters and early computers could not reproduce the macron symbol easily. The 5 symbols for lengthened vowels (ā, ē, ī, ō, ū) did not appear in standard 8-bit ASCII character sets.

2. Early Digital Era: Before Unicode standardization, there was no consistent way to represent macrons across different systems and platforms.

3. Browser Compatibility: Different browsers displayed macrons inconsistently, with some showing empty boxes or question marks instead of the proper character.

Current Technical Considerations

1. Unicode Implementation: Modern systems use Unicode (UTF-8) to properly display macrons, but implementation varies across platforms.

2. Search Engine Challenges: Search engines may not recognize macronized words as equivalent to their non-macronized versions, affecting searchability and discoverability of content.

3. URL Limitations: Including macrons in web addresses/URLs can cause technical issues, as some systems don’t properly encode these special characters.

4. Font Support: Not all fonts include proper support for macronized characters, leading to inconsistent display.

5. Mobile Device Input: Many mobile keyboards don’t have easy access to macronized characters, making it difficult for users to type them correctly.

Different Conventions Across Māori Communities

Regional Dialect Variations

Māori has several regional dialects with different conventions for representing vowel length:

1. Waikato-Tainui Convention

   • Uses double vowels instead of macrons (e.g., “Maaori” instead of “Māori”)
   • This convention is historically significant and continues to be used in official Waikato-Tainui publications
   • Example: “Raapa” (with macron) would be written as “Raaapa” in Tainui dialect

2. Ngāi Tahu/Kai Tahu Convention

   • Southern dialect with distinct pronunciation patterns
   • Often uses “k” where northern dialects use “ng” (hence “Kai Tahu” vs “Ngāi Tahu”)
   • Has been actively promoting their own dialect conventions since their treaty settlement in 1998

3. Standardized Macron Usage

   • The Māori Language Commission (Te Taura Whiri i te Reo Māori) encourages the use of macrons as the standard convention
   • This is the convention used in the majority of educational institutions and government publications
   • Considered the “official” standard for written Māori

Organizational Approaches

Different organizations have developed their own policies regarding macron usage:

1. Media Organizations

   • Many news outlets have style guides that specify when and how to use macrons
   • Some organizations have only recently adopted macron usage in their style guides
   • Inconsistency remains common, with some publications using macrons only for the word “Māori” but not for other Māori words

2. Government Entities

   • New Zealand government has increasingly standardized the use of macrons in official documents
   • Land Information New Zealand (LINZ) has been working to standardize macrons in place names
   • Statistics New Zealand has specific guidelines for macron usage in their publications

3. Educational Institutions

   • Universities and schools generally follow the Māori Language Commission guidelines
   • Some institutions have developed their own comprehensive style guides

4. Digital Platforms

   • Wikipedia has been gradually implementing macrons in Māori place names, though this has been controversial
   • Social media platforms have varying levels of support for macronized text

Practical Implications for Brand Names

Considerations for Using Macrons in Brand Names

1. Technical Implementation

   • Ensure your digital platforms (website, social media, apps) can properly display macrons
   • Consider how the macron will appear across different devices and browsers
   • Test email systems, CRM platforms, and other digital tools for compatibility

2. Regional Sensitivity

   • Be aware that different iwi may have different conventions for representing vowel length
   • For a brand using “kō,” consider whether the target audience includes regions that might use “koo” instead

3. Consistency Challenges

   • Maintaining consistent usage across all brand touchpoints can be difficult
   • Staff may need training on how to properly type and use macronized characters
   • Third-party vendors and partners may not maintain the same standards

4. Searchability Considerations

   • Users searching for your brand may not include the macron
   • Search engine optimization should account for both macronized and non-macronized versions

Practical Solutions

1. Multiple Registrations

   • Register domain names with both macronized and non-macronized versions
   • Consider trademark protection for both versions

2. Technical Workarounds

   • Use CSS and web fonts to ensure proper display even on systems with limited support
   • Implement search functionality that recognizes both versions as equivalent

3. Educational Approach

   • Include pronunciation guides and explanations of the macron’s importance
   • Use the brand as an opportunity to educate about correct Māori orthography

4. Consultation

   • Consult with representatives from different iwi if your brand will have national reach
   • Be prepared to explain your choice of convention if questioned