Rarely is the post on an art other than applied art, and this performance notion is too interesting not to mention.
On September 24 (at 7:17pm), one of my all time best buds from High School (now a Professor of Theater somewhere in Schenectady, NY) posted the following on Facebook: “Said "yes" to directing one more high school musical – suggestions”?
I’m unclear what became of it, the post garnered 67 comments! For my part, however, I offered something that, to the best of my knowledge has not been done … and someone really should do it:
Frank Davis I finally have a suggestion: an anthology of eighties music videos! it could blossom into a series and would eventually have the kind of legs to get updated (by decade, medium, etc.). Acted theatrically, of course ... spare, quickly changed sets ... see this example: http://www.youtube.com/watch?v=V83JR2IoI8k&ob=av3e ... of COURSE i can see you directing and or acting in this. But if you use my idea I'll need a video copy, assuming you can't fly me up for opening night : ) MTV the Play!
September 30 at 8:44pm • LikeUnlike
Frank Davis Oh, and yas Gots to choreograph this (!): http://www.youtube.com/watch?v=vCadcBR95oU&ob=av2e
September 30 at 9:55pm • LikeUnlike
The point of this suggestion is to open up a whole new genre of theatrical performance (much the way ice follies have echoed off previously established works). Blue Ocean Strategy anyone?
Wednesday, December 8, 2010
Tuesday, December 7, 2010
Ad Campaign thoughts on AIDS in India
Abstract
This document constitutes a brief consideration of that which might likely be best as an approach to an ad campaign in India regarding AIDS.
Evocative Portrait of India
Ad campaigns necessarily include Creative’s, and right brain people, in attempting to assimilate the larger picture, tend to seek out the sensory. Therefore, we will serve us well to seek out a feel for that which we are looking to embrace.
India is a unique blizzard of sensory experience, unlike anywhere else on the planet. India may be the most colorful of any country. India may be the most spiritual of any country. While clearly a global leader in technology, with enormous, bustling cities, the vast majority of what is still a subcontinent remains a Third World embarrassment. Just for perspective, the country's first four-lane highway (between Mumbai and Poona) completed in 2003. With 43 full-fledged graphic languages, there remain hundreds of dialects. With fisticuffs occurring in Parliament on a regular basis, the recent conclusion of a civil war off its southernmost coast (Sri Lanka) and the ongoing nonsense with Pakistan, this recently turned 50-year-old government is still trying to wrap its hands around its own larger picture.
Without too extensive a tangent, the sheer complexity, coupled with its massive vastness as well as its evolved history finds India with an established parochialism throughout the country; variously flavored from location to location with superstitions and other stains of ignorance (IANS, 2010).
Working with what we have
It turns out India is one of the hardest hit countries when it comes to AIDS. With 33.4 million living with AIDS worldwide (and a global population of 6.7 trillion), contrasting that with India, a population of about 1 billion, and 2.3 million with AIDS, that works out as follows: AIDs occurs as one in every 35,000 for the world and a little more than one in every 500 for India. Clearly a problem, about which sub demographics (women versus men, children, homosexual versus heterosexual, the sex trade and drug use) neither make this any easier to digest, nor would they inform our broad-brush stroke ad campaign (“Avert“, 2010), (Google, 2010).
Why there is any consideration for a broad brush-stroke campaign has several responses. One is to take care of communicating as broadly and widely as possible, effectively the lowest common denominator (which, basically, begs for a simple, graphic response). Another consideration, in line with keeping things simple, includes being culturally sensitive in "the land of a million mirrors". There is also the onerous stigma, so while this campaign may target populations and behaviors that flirt with danger, the communication needs also to be accessible to the general population. One might say this approach finds a vague balance between being direct and indirect, emotional and rational; and even more vaguely still, somewhat both informative and persuasive. Should this be so, while not the most elegant or innovative of ad campaigns, it would prove to be a success beyond hope (UNAIDs, n.d.), (World AIDS Day, 2010).
The entity most naturally poised for partnership with others is NACO (the National AIDS Control Organisation ; an arm of the Ministry of Health & Family Welfare, Govt. of India). The campaign, as is conceived, also has an emphasis on thrift, further extending its reach. As such, any further form, integration or communication may be built upon this; either by NACO itself or taken in various directions by the subsequent receiving agencies. Naturally, the conscious use of such a generic approach would also lend itself to a wide variety of sponsorships, as well (NACO [Ministry of Health & Family Welfare (Govt. of India) ], 2007).
The Proposal
There has already been a survey of a balance between the culture, as disparate as it may be, and that of the key archetypes as they are. The consistent underlying element is graphic simplicity, and this would affect color, type, shape, etc. There is a need for economy on type. Color needs to be highly saturated and bright. Forms would have the greatest connection to a synthesis of the culture; consequently, the most generic of these would be a circle or something circular. Such a shape is represented, alluded to or otherwise present in the visual catalog of all the world’s religions; many of which share a mandala expression.
Henceforth, the following visual material, designed with the intention of papering, plastered, inserted … created to flood the market in any and every appropriate way. The native design is intended to fit “two up” on a single page, so that it may readily go viral at the consumer level where people can print out their own (and receive two images for every print).
Conclusion
That which is being offered, as a base ad campaign, is not being offered up so much as a presumption as it is a synthesis based on the challenge at hand, its inherent request, and the marriage of the best possible response the Creative’s are able to articulate. Consciously made were the shifts in background balance, specific color choices (bearing in mind color theory and therapy), and consciousness of word sizing and stacking. The English on the left is not merely a translated representation, as it would serve as the other pan Indian language, along with the Hindi on the right.
Despite reiteration, this should yield greatest and widest communication at the lowest general expense, with generous latitude for customization agency on agency. May it move the kind reader to further creativity, if only within one’s own imagination.
References
Avert. (2010). In India HIV AIDS Statistics (, pp. -p. ). : . doi: Retrieved from http://www.avert.org/india-hiv-aids-statistics.htm
Google. (2010). (World Population) 6,775,235,741 - 2009. In Source: World Bank, World Development Indicators. Retrieved from www.google.com/publicdata
IANS, (2010, Jul 22). AIDS stigma drives HIV in India: World Bank study. THE TIMES OF INDIA (Bennett, Coleman & Co. Ltd.). Retrieved from http://timesofindia.indiatimes.com/india/AIDS-stigma-drives-HIV-in-India-World-Bank-study/articleshow/6200405.cms
NACO [Ministry of Health & Family Welfare (Govt. of India) ]. (2007). NACO [National AIDS Control Organisation]. Retrieved from http://www.nacoonline.org/NACO:
UNAIDs (Ed.). (n.d.). UNAIDs. Retrieved from http://unaidstoday.org/
Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.
World AIDS Day. (2010, ). 2010 National AIDS Trust [Web log message]. Retrieved from http://www.worldaidsday.org/
This document constitutes a brief consideration of that which might likely be best as an approach to an ad campaign in India regarding AIDS.
Evocative Portrait of India
Ad campaigns necessarily include Creative’s, and right brain people, in attempting to assimilate the larger picture, tend to seek out the sensory. Therefore, we will serve us well to seek out a feel for that which we are looking to embrace.
India is a unique blizzard of sensory experience, unlike anywhere else on the planet. India may be the most colorful of any country. India may be the most spiritual of any country. While clearly a global leader in technology, with enormous, bustling cities, the vast majority of what is still a subcontinent remains a Third World embarrassment. Just for perspective, the country's first four-lane highway (between Mumbai and Poona) completed in 2003. With 43 full-fledged graphic languages, there remain hundreds of dialects. With fisticuffs occurring in Parliament on a regular basis, the recent conclusion of a civil war off its southernmost coast (Sri Lanka) and the ongoing nonsense with Pakistan, this recently turned 50-year-old government is still trying to wrap its hands around its own larger picture.
Without too extensive a tangent, the sheer complexity, coupled with its massive vastness as well as its evolved history finds India with an established parochialism throughout the country; variously flavored from location to location with superstitions and other stains of ignorance (IANS, 2010).
Working with what we have
It turns out India is one of the hardest hit countries when it comes to AIDS. With 33.4 million living with AIDS worldwide (and a global population of 6.7 trillion), contrasting that with India, a population of about 1 billion, and 2.3 million with AIDS, that works out as follows: AIDs occurs as one in every 35,000 for the world and a little more than one in every 500 for India. Clearly a problem, about which sub demographics (women versus men, children, homosexual versus heterosexual, the sex trade and drug use) neither make this any easier to digest, nor would they inform our broad-brush stroke ad campaign (“Avert“, 2010), (Google, 2010).
Why there is any consideration for a broad brush-stroke campaign has several responses. One is to take care of communicating as broadly and widely as possible, effectively the lowest common denominator (which, basically, begs for a simple, graphic response). Another consideration, in line with keeping things simple, includes being culturally sensitive in "the land of a million mirrors". There is also the onerous stigma, so while this campaign may target populations and behaviors that flirt with danger, the communication needs also to be accessible to the general population. One might say this approach finds a vague balance between being direct and indirect, emotional and rational; and even more vaguely still, somewhat both informative and persuasive. Should this be so, while not the most elegant or innovative of ad campaigns, it would prove to be a success beyond hope (UNAIDs, n.d.), (World AIDS Day, 2010).
The entity most naturally poised for partnership with others is NACO (the National AIDS Control Organisation ; an arm of the Ministry of Health & Family Welfare, Govt. of India). The campaign, as is conceived, also has an emphasis on thrift, further extending its reach. As such, any further form, integration or communication may be built upon this; either by NACO itself or taken in various directions by the subsequent receiving agencies. Naturally, the conscious use of such a generic approach would also lend itself to a wide variety of sponsorships, as well (NACO [Ministry of Health & Family Welfare (Govt. of India) ], 2007).
The Proposal
There has already been a survey of a balance between the culture, as disparate as it may be, and that of the key archetypes as they are. The consistent underlying element is graphic simplicity, and this would affect color, type, shape, etc. There is a need for economy on type. Color needs to be highly saturated and bright. Forms would have the greatest connection to a synthesis of the culture; consequently, the most generic of these would be a circle or something circular. Such a shape is represented, alluded to or otherwise present in the visual catalog of all the world’s religions; many of which share a mandala expression.
Henceforth, the following visual material, designed with the intention of papering, plastered, inserted … created to flood the market in any and every appropriate way. The native design is intended to fit “two up” on a single page, so that it may readily go viral at the consumer level where people can print out their own (and receive two images for every print).
Conclusion
That which is being offered, as a base ad campaign, is not being offered up so much as a presumption as it is a synthesis based on the challenge at hand, its inherent request, and the marriage of the best possible response the Creative’s are able to articulate. Consciously made were the shifts in background balance, specific color choices (bearing in mind color theory and therapy), and consciousness of word sizing and stacking. The English on the left is not merely a translated representation, as it would serve as the other pan Indian language, along with the Hindi on the right.
Despite reiteration, this should yield greatest and widest communication at the lowest general expense, with generous latitude for customization agency on agency. May it move the kind reader to further creativity, if only within one’s own imagination.
References
Avert. (2010). In India HIV AIDS Statistics (, pp. -p. ). : . doi: Retrieved from http://www.avert.org/india-hiv-aids-statistics.htm
Google. (2010). (World Population) 6,775,235,741 - 2009. In Source: World Bank, World Development Indicators. Retrieved from www.google.com/publicdata
IANS, (2010, Jul 22). AIDS stigma drives HIV in India: World Bank study. THE TIMES OF INDIA (Bennett, Coleman & Co. Ltd.). Retrieved from http://timesofindia.indiatimes.com/india/AIDS-stigma-drives-HIV-in-India-World-Bank-study/articleshow/6200405.cms
NACO [Ministry of Health & Family Welfare (Govt. of India) ]. (2007). NACO [National AIDS Control Organisation]. Retrieved from http://www.nacoonline.org/NACO:
UNAIDs (Ed.). (n.d.). UNAIDs. Retrieved from http://unaidstoday.org/
Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.
World AIDS Day. (2010, ). 2010 National AIDS Trust [Web log message]. Retrieved from http://www.worldaidsday.org/
Monday, December 6, 2010
copywrite conversation [and going rogue]
RE: Bribery and Cultural Relativism in the assigned reading. this writer 12/5/2010 5:58:01 AM
...thanks John. That issue is always a worthy chew.
Had this been a not for profit school you could have reproduced the passage under current copyright law.
Alas, I would have done so anyway under the heading of civil disobedience : )
Respond
RE: Bribery and Cultural Relativism in the assigned reading. Instructor 12/5/2010 2:53:11 PM
this writer,
please....I hope you are just joking!
Another way could be, if the book is available on any book selling sites you can just include the web link.
There is always a legal and a right way.
Dr.G.P
Respond
RE: Bribery and Cultural Relativism in the assigned reading. this writer 12/5/2010 3:31:02 PM
No, I wasn't joking. Private schools (like Ringling, Eckerd...) and state schools (like USF, Princeton...) can copy passages of copywriten material within academic context for purposes of learning. Schools that are in a position to turn a profit are disallowed the privilege as the reasoning suggests we might leverage that.
An great example is that Ringling can have a movie marathon for its students (with or without academic purpose, though it must forthrightly put it out there as academic), say, a Halloween movie marathon. No problem, just don't charge admission. For Argosy the sense is we already charge admission because of the way entrance to the institution is set up.
The same goes for youtube videos ... some I can show at one school, others I can only offer a link.
Etcetera.
My sense is that learning is sacred and should trump whether someone might make a one hundredth of a penny or not from a youtube video that would have helped make a point in a classroom setting.
Respond
RE: Bribery and Cultural Relativism in the assigned reading. Instructor 12/5/2010 4:23:18 PM
I thought you were joking with the "civil disobedience" part.
Respond
RE: Bribery and Cultural Relativism in the assigned reading. this writer 12/5/2010 7:13:32 PM
: )
nope
sometimes I even sneak a video clip in for my class anyway
I'm hard core for my kids
...thanks John. That issue is always a worthy chew.
Had this been a not for profit school you could have reproduced the passage under current copyright law.
Alas, I would have done so anyway under the heading of civil disobedience : )
Respond
RE: Bribery and Cultural Relativism in the assigned reading. Instructor 12/5/2010 2:53:11 PM
this writer,
please....I hope you are just joking!
Another way could be, if the book is available on any book selling sites you can just include the web link.
There is always a legal and a right way.
Dr.G.P
Respond
RE: Bribery and Cultural Relativism in the assigned reading. this writer 12/5/2010 3:31:02 PM
No, I wasn't joking. Private schools (like Ringling, Eckerd...) and state schools (like USF, Princeton...) can copy passages of copywriten material within academic context for purposes of learning. Schools that are in a position to turn a profit are disallowed the privilege as the reasoning suggests we might leverage that.
An great example is that Ringling can have a movie marathon for its students (with or without academic purpose, though it must forthrightly put it out there as academic), say, a Halloween movie marathon. No problem, just don't charge admission. For Argosy the sense is we already charge admission because of the way entrance to the institution is set up.
The same goes for youtube videos ... some I can show at one school, others I can only offer a link.
Etcetera.
My sense is that learning is sacred and should trump whether someone might make a one hundredth of a penny or not from a youtube video that would have helped make a point in a classroom setting.
Respond
RE: Bribery and Cultural Relativism in the assigned reading. Instructor 12/5/2010 4:23:18 PM
I thought you were joking with the "civil disobedience" part.
Respond
RE: Bribery and Cultural Relativism in the assigned reading. this writer 12/5/2010 7:13:32 PM
: )
nope
sometimes I even sneak a video clip in for my class anyway
I'm hard core for my kids
Friday, December 3, 2010
Guerilla Marketing from an Indonesian Boutique
One of my nieces posted a link this afternoon (well, late afternoon for them; 4:45PM, they are 12 hours ahead) of an entire clothing catalog for the Holiday Season. It just so happens I posted a fashion post yesterday. My wife tells me the girl is not our relative (A handful of them have modeled professionally, TV and otherwise) … fine. I still find aspects interesting, worth sharing and deconstructing.
Firstly, an entire 80 page catalog on Facebook?! Who would have thought? Well, the likes of Daniel Pink and, in particular, Seth Grodin have chronicled such efforts; so it’s not unheard of (one simply still doesn’t see much of it).
Second, whomever the dear little model is, she worked hard for whatever they paid her. It appears that the entire shoot took place in her family’s home, mostly living and her bedroom. With about 200 changes, this must have been an endurance issue (who uses just one model (?), photographers and boutiques on a shoestring that have made a nice arrangement). There are even shots with her barefooted! Likely an oversight, yet to fashion photography, clearly a opportunity to establish “the new”.
The lighting is off (sometimes outright dark), most of the clothing still has the fold creases in it and there appears to be no makeup whatsoever. Gasp, how unprofessional? Well, perhaps; but in the balance of things the girl is attractive enough (she is not an aging 36 trying to look 17 … she probably is 17). Given the constraints of the volume of visual material looking to be generated, and the presumed budget, are the creases that much of an issue? (Yes, but it is what it is). The biggest item I would fault the photographer on would be the lighting.
Nearly lastly, what is up with the graphics? Really? You put that poor model through a several day marathon and the photographer trying to squeeze something from next to nothing and they literally want to frame it like that? That is the worst part.
Well, no; there is on part that is worse: lastly the communication of the piece. What do you mean SMS only? The Indonesian post offices cannot even be trusted, and someone is supposed to wire funds and import based on a text exchange?
Listen, I love the ad campaign; I really do. I feel it has gumption, innate passion and I sense everyone connected with the project (including Macadamia House) is well-meaning, hard working, just doing the best they can and looking for a break. I say all this as lessons learned and support. I also feel that there’s a ton of greatness about it: the pluck and spunk to pull all that off, for one thing (and details like the bare feet and no make up for another) … facebooking the whole catalog, etc.
But really, add some part time commission based translators on Skype, add e-mail. Meanwhile, congratulations. If I had to grade the overall effort: A- (I’m that impressed).
BTW, the IDR (1 Indonesian rupiah) currently equals 0.0001 US dollars. So, these really are all bargains (the truffle cargo at 110,000, the first displayed item, is eleven dollars US).
INFO:
http://www.facebook.com/photo.php?fbid=169600753071130&set=a.169584103072795.36260.100000636202553&ref=nf#!/photo.php?fbid=169600953071110&set=a.169584103072795.36260.100000636202553&pid=409732&id=100000636202553
Macadamia House Full III's Photos - DECEMBER CHRISTMAS CAROL
BOOKED ORDER AND QUESTION ONLY BY SMS
SMS : 081807381011 - GRACIA
FORMAT SMS
NAMA :
NO HP :
ALAMAT LENGKAP :
ORDERAN :
harga. material bahan. dan detail ukuran smua sudah tretulis lengkap di foto. harap diperhatikan sebelum membeli.
harga yang tercantum FIXED PRICE. NO BARGAIN please!
ALL NEW ITEM AND READY STOCK
MORE QUESTION?
JUST DIRECTLY SMS ME .
SERIOUS BUYER PLEASE!
RESELLER WELCOME CONTACT ME!
DON'T COPY THIS PHOTO WITHOUT ANY PERMISSION.
HAPPY SHOPPING =)
Firstly, an entire 80 page catalog on Facebook?! Who would have thought? Well, the likes of Daniel Pink and, in particular, Seth Grodin have chronicled such efforts; so it’s not unheard of (one simply still doesn’t see much of it).
Second, whomever the dear little model is, she worked hard for whatever they paid her. It appears that the entire shoot took place in her family’s home, mostly living and her bedroom. With about 200 changes, this must have been an endurance issue (who uses just one model (?), photographers and boutiques on a shoestring that have made a nice arrangement). There are even shots with her barefooted! Likely an oversight, yet to fashion photography, clearly a opportunity to establish “the new”.
The lighting is off (sometimes outright dark), most of the clothing still has the fold creases in it and there appears to be no makeup whatsoever. Gasp, how unprofessional? Well, perhaps; but in the balance of things the girl is attractive enough (she is not an aging 36 trying to look 17 … she probably is 17). Given the constraints of the volume of visual material looking to be generated, and the presumed budget, are the creases that much of an issue? (Yes, but it is what it is). The biggest item I would fault the photographer on would be the lighting.
Nearly lastly, what is up with the graphics? Really? You put that poor model through a several day marathon and the photographer trying to squeeze something from next to nothing and they literally want to frame it like that? That is the worst part.
Well, no; there is on part that is worse: lastly the communication of the piece. What do you mean SMS only? The Indonesian post offices cannot even be trusted, and someone is supposed to wire funds and import based on a text exchange?
Listen, I love the ad campaign; I really do. I feel it has gumption, innate passion and I sense everyone connected with the project (including Macadamia House) is well-meaning, hard working, just doing the best they can and looking for a break. I say all this as lessons learned and support. I also feel that there’s a ton of greatness about it: the pluck and spunk to pull all that off, for one thing (and details like the bare feet and no make up for another) … facebooking the whole catalog, etc.
But really, add some part time commission based translators on Skype, add e-mail. Meanwhile, congratulations. If I had to grade the overall effort: A- (I’m that impressed).
BTW, the IDR (1 Indonesian rupiah) currently equals 0.0001 US dollars. So, these really are all bargains (the truffle cargo at 110,000, the first displayed item, is eleven dollars US).
INFO:
http://www.facebook.com/photo.php?fbid=169600753071130&set=a.169584103072795.36260.100000636202553&ref=nf#!/photo.php?fbid=169600953071110&set=a.169584103072795.36260.100000636202553&pid=409732&id=100000636202553
Macadamia House Full III's Photos - DECEMBER CHRISTMAS CAROL
BOOKED ORDER AND QUESTION ONLY BY SMS
SMS : 081807381011 - GRACIA
FORMAT SMS
NAMA :
NO HP :
ALAMAT LENGKAP :
ORDERAN :
harga. material bahan. dan detail ukuran smua sudah tretulis lengkap di foto. harap diperhatikan sebelum membeli.
harga yang tercantum FIXED PRICE. NO BARGAIN please!
ALL NEW ITEM AND READY STOCK
MORE QUESTION?
JUST DIRECTLY SMS ME .
SERIOUS BUYER PLEASE!
RESELLER WELCOME CONTACT ME!
DON'T COPY THIS PHOTO WITHOUT ANY PERMISSION.
HAPPY SHOPPING =)
Thursday, December 2, 2010
Honduran Fashion [In search of packaging design in Honduras]
Sometimes life throws a curveball or two, it seems that other times it's an entire series of curveballs. So I'm getting to my blog posts late. I decided I would survey the applied art that had the least postings and seek out what I could for country either in Africa or Central America... basically just whip something up. Well, you already know what I chose.
I recalled that there was a political upheaval around June of last year (about a year and a half ago). I'm not sure how that all worked out, and I really don't have time to look it up. But I mention it because, apparently, it has significant ramifications for the garment industry.
What happened to packaging? I'm not really finding anything (readily) on packaging.What I am finding is a significant, thriving garment industry. Maybe it is an accident of that which is coming to my attention, and it seems that there is an accentuation of screen printing the Honduran garment industry connection.
Of the two LinkedIn pages that readily came up, both individuals (Melissa De La Vega @ http://www.linkedin.com/pub/melissa-de-la-vega/7/53a/950 and David Gren @ http://www.linkedin.com/in/riogarment ) found a solid design education here in the States (Ms. De La Vega at the Savannah College of Art and Design, Mr. Gren at Parsons). Well, that's impressive (to me, anyway; that of the two both went to decent schools in the US).
While I cannot locate Ms. De La Vega's business, Mr. Gren's resides at http://www.customscreensinc.com/main.html?src=%2Findex2.html#1,0 ... and what a client list he has! So, while I hadn't come across packaging design empirically, the applied arts of graphic design, screen printing and fashion seem to be demonstrably expressed in Honduras ... and that, too, is blog-worthy.
(see also: Honduras continues to hurt, By: Leonie Barrie - 29 October 2009 19:14: http://www.just-style.com/the-just-style-blog/honduras-continues-to-hurt_id1726.aspx )
I recalled that there was a political upheaval around June of last year (about a year and a half ago). I'm not sure how that all worked out, and I really don't have time to look it up. But I mention it because, apparently, it has significant ramifications for the garment industry.
What happened to packaging? I'm not really finding anything (readily) on packaging.What I am finding is a significant, thriving garment industry. Maybe it is an accident of that which is coming to my attention, and it seems that there is an accentuation of screen printing the Honduran garment industry connection.
Of the two LinkedIn pages that readily came up, both individuals (Melissa De La Vega @ http://www.linkedin.com/pub/melissa-de-la-vega/7/53a/950 and David Gren @ http://www.linkedin.com/in/riogarment ) found a solid design education here in the States (Ms. De La Vega at the Savannah College of Art and Design, Mr. Gren at Parsons). Well, that's impressive (to me, anyway; that of the two both went to decent schools in the US).
While I cannot locate Ms. De La Vega's business, Mr. Gren's resides at http://www.customscreensinc.com/main.html?src=%2Findex2.html#1,0 ... and what a client list he has! So, while I hadn't come across packaging design empirically, the applied arts of graphic design, screen printing and fashion seem to be demonstrably expressed in Honduras ... and that, too, is blog-worthy.
(see also: Honduras continues to hurt, By: Leonie Barrie - 29 October 2009 19:14: http://www.just-style.com/the-just-style-blog/honduras-continues-to-hurt_id1726.aspx )
Wednesday, December 1, 2010
Standardize, Customize, another Perspective
Abstract
This author erred on several counts in the last paper, among them jumping the gun (a uniquely American colloquialism not found in Indonesia). It is here that an exploration of varying products (mostly products) and services will be compared and considered as to their why’s vis-Ã -vis standardization and customization (for larger context).
Common Context
the Wal-Mart starting point
Perhaps a useful approach would be to look at a large and disparate collection of goods (given that we have such a liberty) and see how that entity is faring. What is being looked at here is Wal-Mart, and the cornucopia of goods that it represents. From a standardization/customization perspective, Wal-Mart has had issues from every direction (bnet [CBS Business Network, CBS News], 1997).
In 1997, Wal-Mart had already partnered with Lippo (a strategic alliance integrating an indigenous powerhouse), and was well on its way to integrating Matahari (another significant strategic move). By the following year, Wal-Mart had split with Lippo, complicating everything. Meanwhile, Wal-Mart was experiencing its own culture shock, trying to integrate Indonesians into its culture. This likely serve to be the source of the large chunk of its growing pains, over the years as it has discovered Wal-Mart needs to integrate into the Indonesian culture. Issues with supply-chain (Wal-Mart's greatest competitive advantage, being the Michelangelo and da Vinci of supply-chain) and competition complicated the picture further. As recently as last in one month from this writing, over a decade later, they were still looking to put strategic pieces in place, like Matahari (BUSINESS WEEK ONLINE, 1998)(Staff, 2010).
This document starts with a consideration of the evolution of in Indonesia because most American readers have a ready connection to Wal-Mart, as well as how many and diverse the products it represents. If the quintessential retail outlet is faced with such challenge, what can one expect to translate within it? In addition, what we find is that it is all very much on a case-by-case basis, dictated against the fabric of what is Indonesian; from a cultural perspective, from a commerce perspective, etc.
“with 1,000 roasted chickens selling each weekend day - and bakery goods, framed art, home storage, small appliances, prerecorded music, H&BC, toys, intimates and bodywear. Although they come at a premium, some particularly American brand products - Tang is an example - are popular, too, store manager Jerry Ashbrook told DSN.
Less stellar categories to date include cosmetics, children's apparel, greeting cards, automotive accessories and white goods.”(bnet [CBS Business Network, CBS News], 1997)
A quick look at the items that tend to work, are a case-by-case study of that which is relatively affordable for which differing rationales advantage the Indonesians. The chickens are a cost-benefit analysis hit. Baked goods shine because the indigenous cuisine has no historical affinity (and is not especially good at) baked goods. And in a recent research pursued, a question related to “small appliances”, there was no ready or easy translation for the term (Americans cannot find enough space in their kitchens for the dozens upon dozens of gadgets, small appliances tends to literally be absent from the general Indonesian vocabulary) (Davis, 2010).
Similarly, the items that tend not to work so well also have a case-by-case rationale. Often it is a matter that Indonesians either have long ago handled the situation themselves, or have enough outsourcing established (automotive accessories) that there is an easy overflow into the general market.
the Shopping Experience generally
Just to wrap the contextual conversation up, it was still a useful to notice also the standardization/customization of shopping itself. The look and feel of shopping as it had evolved in the United States between the 1950s and 2010 seems to be struggling to replicate itself in Indonesia over the course of the last 20 years; with its own flavor of modifications along the way. For a country that is wider than the continental United States, Indonesia has only about a dozen major city centers; all of which are bursting at the seams with citizens trying to gain a foothold. Here is where the majority of the shopping takes place, as we in the United States know it. Americans tended to have “malls” in the form of individual department stores (echoes of Harrods, London); Gimbals’, John Wannamaker’s, Macy’s, and the like. These were vertical entities. A half-century later, for a variety of reasons, we now have (ostensibly) one level shopping malls, and the expertise is broken up storefront by storefront. In Indonesia, primarily for reasons of real estate, echoes of what are now our one level shopping malls take on a vertical shape. These six and seven story malls usually have no organization from floor to floor, as did our old department stores. Instead, on any given floor, you may still see health and beauty care next to apparel, next to entertainment, etc. - and on the next floor something slightly similar (it is confessed that the food courts tends to be on the ground floor).
You can just imagine Indonesian mall rats, the 14 to 18-year-olds, leaning over the balustrade of the fifth floor talking across the center atrium space to their colleagues on the fourth floor. Such is the entertainment value of shopping in Indonesia. For, in Indonesia, if one were to do “practical” shopping (say, a day or two of groceries), one would still go to an open air bazaar.
A Veritable Product Parade
The preceding passages should serve beyond context, offering some insight as well, as to the texture and tone of the Indonesian populace. It may be a broad brushstroke, and this is a proud, stubborn and strong people, rabidly family-centric, and not easily prone to giving up long-held beliefs.
From this author’s personal experience it can be related that Dunkin Donuts, the Six Sigma movement, Pizza Hut, Winston cigarettes, KFC and McDonalds have varying degrees of standardization/customization in Indonesia; to name a few (Davis, 2010).
Dunkin Donuts and Winston cigarettes are the least customized of this half dozen or so products offered up. As noted earlier, the former, being a baked good, shows up on the scene already a star. Moreover, even in the United States, it's not so much that the product line is altered as it is expanded. So, the doughnuts (for now), remain a standardized fare. When Dunkin Donuts is ready, customization may occur by marrying the natural and ready pairings: the inclusion of nutmeg, clove, palm sugar, and fillings made with rose apple, rambutan, lychee, coconut, jackfruit and mango.
Winston's are simply hard to find, and sell for a premium (usually at locations frequented by Westerners). Not changing is part of its allure, and likely its best strategy for remaining viable in this market. The reason is that tobacco was established centuries earlier by the Dutch, slowly evolving into indigenous expressions; not the least of which are kretek (clove cigarettes).
KFC is also extensively unchanged, in so far as Indonesians have always enjoyed chicken, as well as fried foods; although, they do afford their patrons sambal (as opposed to Tabasco).
Among the other examples, however, significant customization has taken place. Books on Six Sigma have been readily available for over a decade, and it is clear the design of the book jackets were done domestically.
Pizza Hut and McDonalds are the most customized from among this bunch. At Pizza Hut the most popular offering is tuna pizza. A regular pizza can be had, but it is significantly blander (a fraction of the basil, oregano, garlic, etc.). The burger is still present at McDonald's, and it, too, is blander. However, also on the menu is fried chicken, chicken soup and balls of rice.
Concluding thoughts
As we survey, even casually, the possibilities of customization/standardization, we find that the over arching theme is not so much to plug-and-play, hoping against hope that the Indonesians will integrate to our perspective, so much as there is a welcoming opportunity if we integrate to their perspective. Although advertising and branding or alluded to, they echo the same template we see with the product itself; i.e., essentially the same dynamic one would see in the United States, however, was a strong Indonesian slant (mostly television for the sweet spot demographic, all other media channels taking a distant backseat; and everything on a case-by-case basis).
So much of this is on a case-by-case basis, and the driving factors all seem grounded in the Indonesian perspective itself. These tend to include considerations of what they already have, or do well at, versus what they do not have, or do not excel at, what they are already used to and comfortable with, and ramifications of where the shopping populace is regards their growing economic status.
Appendix
Top Indonesian Exports to US
The following products were the top-selling products from Indonesia imported into the United States during the first half of 2010.
Shown within brackets in the list below is the product’s percentage of total value of shipments from Indonesia to America.
1.Natural rubber … US$711.9 million, up 105.1% (9.1% of total)
2.Crude petroleum, 25-degree testing and over … $273.5 million, up 313.4% (3.5%)
3.Cotton pullovers … $250.8 million, up 17.4% (3.2%)
4.Cocoa beans, raw or roasted … $189 million, up 84.2% (2.4%)
5.Crude petroleum, under 25-degree testing … $164.5 million, up 23.7% (2.1%)
6.Shrimps and prawns, frozen … $128.2 million, down 11.1% (1.6%)
7.Digital video cameras, still image … $118.4 million, down 12.6% (1.5%)
8.TV set top boxes … $90.8 million, down 21.1% (1.2%)
9.Insulated ignition wiring sets … $74.6 million, up 88.1% (1%)
10.Aluminum plates … $74 million, up 808.9% (0.95%).
Out of the top 10 Indonesian products exported to the United States, 7 items showed percentage gains. Increases ranged from 17.4% for cotton pullovers (harmonized tariff system code 6110.20.20.79) to 808.9% for aluminum plates (7606.12.30.90).
Top Indonesian Imports from US
The following Indonesian imports from the United States had the highest dollar values during the 6-month period ending June 2010.
1.Civilian aircraft including parts … US$625.3 million, up 67.7% (19.7% of total)
2.Soybeans … $346.7 million, up 12.9% (10.9%)
3.Soybean oilcake and other solid residues … $86.5 million, up 641.2% (2.7%)
4.Milk and cream concentrates, powder and granules … $71.2 million, up 256% (2.2%)
5.Cotton, staple length 1 1/8 inches or more … $70.7 million, up 24.7% (2.2%)
6.Cotton, staple length over 1 but under 1 1/8 inches … $60 million, down 13.4% (1.9%)
7.Corn gluten meal … $51.6 million, up 89.4% (1.6%)
8.Residues of starch manufacturing … $42.9 million, down 25.6% (1.4%)
9.Disodium carbonate … $38.6 million, up 176.8% (1.2%)
10.Wheat … $32.7 million, up 68.6% (1%).
American exporters were able to post percentage gains in 8 of the top 10 product categories shipped to Indonesia. The fastest-growing U.S. exports were soybean oilcake (HTS code 2304.00.00.00), milk and cream concentrates (4021.00.00.00), and disodium carbonate (2836.20.00.00). The latter chemical export is used to make ceramics, detergents, fertilizers and pharmaceuticals.
(suite101.com, 2009)
References
BUSINESS WEEK ONLINE. (1998). OUT OF INDONESIA: WAL-MART SPLITS WITH LIPPO . Retrieved from http://www.businessweek.com/bwdaily/dnflash/feb1998/nf80225b.htm
Bharat Book Bureau. (2009). Foreign Companies in Indonesia. Retrieved December 01, 2010, from http://www.bharatbook.com/bookdetail.asp?bookid=18780&publisher=
Davis, F. (2010). [personal journaling; video, audio, photo, written]. Unpublished manuscript.
Staff (2010, Thu, Nov 04, 2010). Wal-Mart eyes bid for Indonesia Matahari units . Reuters. Retrieved from http://www.asiaone.com/Business/News/Story/A1Story20101104-245751.html
US Dept. of Commerce. (2010). Doing Business in Indonesia. Retrieved December 01, 2010, from http://www.buyusa.gov/indonesia/en/doingbusinessinindonesia.html
bnet [CBS Business Network, CBS News]. (1997). Wal-Mart redefines retail in Indonesia. Retrieved from http://findarticles.com/p/articles/mi_m3092/is_n2_v36/ai_19064738/
cheaponsale.com. (2010). [Indonesia]. Retrieved December 01, 2010, from http://www.cheaponsale.com/buy-indonesia_cigarettes/
suite101.com. (2009). Indonesia’s top exports and imports with us so far in 2010. Retrieved December 01, 2010, from http://www.suite101.com/content/indonesias-top-exports-and-imports-with-us-so-far-in-2010-a276256
This author erred on several counts in the last paper, among them jumping the gun (a uniquely American colloquialism not found in Indonesia). It is here that an exploration of varying products (mostly products) and services will be compared and considered as to their why’s vis-Ã -vis standardization and customization (for larger context).
Common Context
the Wal-Mart starting point
Perhaps a useful approach would be to look at a large and disparate collection of goods (given that we have such a liberty) and see how that entity is faring. What is being looked at here is Wal-Mart, and the cornucopia of goods that it represents. From a standardization/customization perspective, Wal-Mart has had issues from every direction (bnet [CBS Business Network, CBS News], 1997).
In 1997, Wal-Mart had already partnered with Lippo (a strategic alliance integrating an indigenous powerhouse), and was well on its way to integrating Matahari (another significant strategic move). By the following year, Wal-Mart had split with Lippo, complicating everything. Meanwhile, Wal-Mart was experiencing its own culture shock, trying to integrate Indonesians into its culture. This likely serve to be the source of the large chunk of its growing pains, over the years as it has discovered Wal-Mart needs to integrate into the Indonesian culture. Issues with supply-chain (Wal-Mart's greatest competitive advantage, being the Michelangelo and da Vinci of supply-chain) and competition complicated the picture further. As recently as last in one month from this writing, over a decade later, they were still looking to put strategic pieces in place, like Matahari (BUSINESS WEEK ONLINE, 1998)(Staff, 2010).
This document starts with a consideration of the evolution of in Indonesia because most American readers have a ready connection to Wal-Mart, as well as how many and diverse the products it represents. If the quintessential retail outlet is faced with such challenge, what can one expect to translate within it? In addition, what we find is that it is all very much on a case-by-case basis, dictated against the fabric of what is Indonesian; from a cultural perspective, from a commerce perspective, etc.
“with 1,000 roasted chickens selling each weekend day - and bakery goods, framed art, home storage, small appliances, prerecorded music, H&BC, toys, intimates and bodywear. Although they come at a premium, some particularly American brand products - Tang is an example - are popular, too, store manager Jerry Ashbrook told DSN.
Less stellar categories to date include cosmetics, children's apparel, greeting cards, automotive accessories and white goods.”(bnet [CBS Business Network, CBS News], 1997)
A quick look at the items that tend to work, are a case-by-case study of that which is relatively affordable for which differing rationales advantage the Indonesians. The chickens are a cost-benefit analysis hit. Baked goods shine because the indigenous cuisine has no historical affinity (and is not especially good at) baked goods. And in a recent research pursued, a question related to “small appliances”, there was no ready or easy translation for the term (Americans cannot find enough space in their kitchens for the dozens upon dozens of gadgets, small appliances tends to literally be absent from the general Indonesian vocabulary) (Davis, 2010).
Similarly, the items that tend not to work so well also have a case-by-case rationale. Often it is a matter that Indonesians either have long ago handled the situation themselves, or have enough outsourcing established (automotive accessories) that there is an easy overflow into the general market.
the Shopping Experience generally
Just to wrap the contextual conversation up, it was still a useful to notice also the standardization/customization of shopping itself. The look and feel of shopping as it had evolved in the United States between the 1950s and 2010 seems to be struggling to replicate itself in Indonesia over the course of the last 20 years; with its own flavor of modifications along the way. For a country that is wider than the continental United States, Indonesia has only about a dozen major city centers; all of which are bursting at the seams with citizens trying to gain a foothold. Here is where the majority of the shopping takes place, as we in the United States know it. Americans tended to have “malls” in the form of individual department stores (echoes of Harrods, London); Gimbals’, John Wannamaker’s, Macy’s, and the like. These were vertical entities. A half-century later, for a variety of reasons, we now have (ostensibly) one level shopping malls, and the expertise is broken up storefront by storefront. In Indonesia, primarily for reasons of real estate, echoes of what are now our one level shopping malls take on a vertical shape. These six and seven story malls usually have no organization from floor to floor, as did our old department stores. Instead, on any given floor, you may still see health and beauty care next to apparel, next to entertainment, etc. - and on the next floor something slightly similar (it is confessed that the food courts tends to be on the ground floor).
You can just imagine Indonesian mall rats, the 14 to 18-year-olds, leaning over the balustrade of the fifth floor talking across the center atrium space to their colleagues on the fourth floor. Such is the entertainment value of shopping in Indonesia. For, in Indonesia, if one were to do “practical” shopping (say, a day or two of groceries), one would still go to an open air bazaar.
A Veritable Product Parade
The preceding passages should serve beyond context, offering some insight as well, as to the texture and tone of the Indonesian populace. It may be a broad brushstroke, and this is a proud, stubborn and strong people, rabidly family-centric, and not easily prone to giving up long-held beliefs.
From this author’s personal experience it can be related that Dunkin Donuts, the Six Sigma movement, Pizza Hut, Winston cigarettes, KFC and McDonalds have varying degrees of standardization/customization in Indonesia; to name a few (Davis, 2010).
Dunkin Donuts and Winston cigarettes are the least customized of this half dozen or so products offered up. As noted earlier, the former, being a baked good, shows up on the scene already a star. Moreover, even in the United States, it's not so much that the product line is altered as it is expanded. So, the doughnuts (for now), remain a standardized fare. When Dunkin Donuts is ready, customization may occur by marrying the natural and ready pairings: the inclusion of nutmeg, clove, palm sugar, and fillings made with rose apple, rambutan, lychee, coconut, jackfruit and mango.
Winston's are simply hard to find, and sell for a premium (usually at locations frequented by Westerners). Not changing is part of its allure, and likely its best strategy for remaining viable in this market. The reason is that tobacco was established centuries earlier by the Dutch, slowly evolving into indigenous expressions; not the least of which are kretek (clove cigarettes).
KFC is also extensively unchanged, in so far as Indonesians have always enjoyed chicken, as well as fried foods; although, they do afford their patrons sambal (as opposed to Tabasco).
Among the other examples, however, significant customization has taken place. Books on Six Sigma have been readily available for over a decade, and it is clear the design of the book jackets were done domestically.
Pizza Hut and McDonalds are the most customized from among this bunch. At Pizza Hut the most popular offering is tuna pizza. A regular pizza can be had, but it is significantly blander (a fraction of the basil, oregano, garlic, etc.). The burger is still present at McDonald's, and it, too, is blander. However, also on the menu is fried chicken, chicken soup and balls of rice.
Concluding thoughts
As we survey, even casually, the possibilities of customization/standardization, we find that the over arching theme is not so much to plug-and-play, hoping against hope that the Indonesians will integrate to our perspective, so much as there is a welcoming opportunity if we integrate to their perspective. Although advertising and branding or alluded to, they echo the same template we see with the product itself; i.e., essentially the same dynamic one would see in the United States, however, was a strong Indonesian slant (mostly television for the sweet spot demographic, all other media channels taking a distant backseat; and everything on a case-by-case basis).
So much of this is on a case-by-case basis, and the driving factors all seem grounded in the Indonesian perspective itself. These tend to include considerations of what they already have, or do well at, versus what they do not have, or do not excel at, what they are already used to and comfortable with, and ramifications of where the shopping populace is regards their growing economic status.
Appendix
Top Indonesian Exports to US
The following products were the top-selling products from Indonesia imported into the United States during the first half of 2010.
Shown within brackets in the list below is the product’s percentage of total value of shipments from Indonesia to America.
1.Natural rubber … US$711.9 million, up 105.1% (9.1% of total)
2.Crude petroleum, 25-degree testing and over … $273.5 million, up 313.4% (3.5%)
3.Cotton pullovers … $250.8 million, up 17.4% (3.2%)
4.Cocoa beans, raw or roasted … $189 million, up 84.2% (2.4%)
5.Crude petroleum, under 25-degree testing … $164.5 million, up 23.7% (2.1%)
6.Shrimps and prawns, frozen … $128.2 million, down 11.1% (1.6%)
7.Digital video cameras, still image … $118.4 million, down 12.6% (1.5%)
8.TV set top boxes … $90.8 million, down 21.1% (1.2%)
9.Insulated ignition wiring sets … $74.6 million, up 88.1% (1%)
10.Aluminum plates … $74 million, up 808.9% (0.95%).
Out of the top 10 Indonesian products exported to the United States, 7 items showed percentage gains. Increases ranged from 17.4% for cotton pullovers (harmonized tariff system code 6110.20.20.79) to 808.9% for aluminum plates (7606.12.30.90).
Top Indonesian Imports from US
The following Indonesian imports from the United States had the highest dollar values during the 6-month period ending June 2010.
1.Civilian aircraft including parts … US$625.3 million, up 67.7% (19.7% of total)
2.Soybeans … $346.7 million, up 12.9% (10.9%)
3.Soybean oilcake and other solid residues … $86.5 million, up 641.2% (2.7%)
4.Milk and cream concentrates, powder and granules … $71.2 million, up 256% (2.2%)
5.Cotton, staple length 1 1/8 inches or more … $70.7 million, up 24.7% (2.2%)
6.Cotton, staple length over 1 but under 1 1/8 inches … $60 million, down 13.4% (1.9%)
7.Corn gluten meal … $51.6 million, up 89.4% (1.6%)
8.Residues of starch manufacturing … $42.9 million, down 25.6% (1.4%)
9.Disodium carbonate … $38.6 million, up 176.8% (1.2%)
10.Wheat … $32.7 million, up 68.6% (1%).
American exporters were able to post percentage gains in 8 of the top 10 product categories shipped to Indonesia. The fastest-growing U.S. exports were soybean oilcake (HTS code 2304.00.00.00), milk and cream concentrates (4021.00.00.00), and disodium carbonate (2836.20.00.00). The latter chemical export is used to make ceramics, detergents, fertilizers and pharmaceuticals.
(suite101.com, 2009)
References
BUSINESS WEEK ONLINE. (1998). OUT OF INDONESIA: WAL-MART SPLITS WITH LIPPO . Retrieved from http://www.businessweek.com/bwdaily/dnflash/feb1998/nf80225b.htm
Bharat Book Bureau. (2009). Foreign Companies in Indonesia. Retrieved December 01, 2010, from http://www.bharatbook.com/bookdetail.asp?bookid=18780&publisher=
Davis, F. (2010). [personal journaling; video, audio, photo, written]. Unpublished manuscript.
Staff (2010, Thu, Nov 04, 2010). Wal-Mart eyes bid for Indonesia Matahari units . Reuters. Retrieved from http://www.asiaone.com/Business/News/Story/A1Story20101104-245751.html
US Dept. of Commerce. (2010). Doing Business in Indonesia. Retrieved December 01, 2010, from http://www.buyusa.gov/indonesia/en/doingbusinessinindonesia.html
bnet [CBS Business Network, CBS News]. (1997). Wal-Mart redefines retail in Indonesia. Retrieved from http://findarticles.com/p/articles/mi_m3092/is_n2_v36/ai_19064738/
cheaponsale.com. (2010). [Indonesia]. Retrieved December 01, 2010, from http://www.cheaponsale.com/buy-indonesia_cigarettes/
suite101.com. (2009). Indonesia’s top exports and imports with us so far in 2010. Retrieved December 01, 2010, from http://www.suite101.com/content/indonesias-top-exports-and-imports-with-us-so-far-in-2010-a276256
Tuesday, November 30, 2010
"Arts funding IS jobs funding." by Jeffrey E. Salzberg
I usually don’t comment on the performing arts. Mr. Salzberg is a theatrical painter of lighting (and, from the clippings, quite accomplished at it) from Vermont. That’s not to say I don’t pay attention. And sometimes there are implications for all the arts in another arena. Such is the case here.
On Saturday, September 18, 2010 (at 8:08am, dontcha just love the Modern Age) – Mr. S posted to his facebook page the following article (which brought him to my attention): Arts Jobs Are Jobs, Too.
He makes some brilliant points, how the arts get dismissed from every angle being the primary of two significant threads. And it is a point that needs to be made more, a point that needs to sink in.
Within a few weeks he garnered over 50 “likes” and about the same number of comments. This tells me two things: [a] he struck a nerve, and [b] there was more content to read! …and there was. There were a number of perspectives put forth on how to be proactive to counter the dismissive arts position. Chief among these was to become politically active, with data to back yourself up (the numbers are on our side)!
The following three links, in order, are Jeff’s homepage, the article I spoke of and an example of how the arts and politics recently danced in Toronto. Please, at least read his brief, passionate and thoughtful post.
http://www.jeffsalzberg.com/
http://www.facebook.com/note.php?note_id=442513016064&id=656109178
http://artsvotetoronto.ca/
On Saturday, September 18, 2010 (at 8:08am, dontcha just love the Modern Age) – Mr. S posted to his facebook page the following article (which brought him to my attention): Arts Jobs Are Jobs, Too.
He makes some brilliant points, how the arts get dismissed from every angle being the primary of two significant threads. And it is a point that needs to be made more, a point that needs to sink in.
Within a few weeks he garnered over 50 “likes” and about the same number of comments. This tells me two things: [a] he struck a nerve, and [b] there was more content to read! …and there was. There were a number of perspectives put forth on how to be proactive to counter the dismissive arts position. Chief among these was to become politically active, with data to back yourself up (the numbers are on our side)!
The following three links, in order, are Jeff’s homepage, the article I spoke of and an example of how the arts and politics recently danced in Toronto. Please, at least read his brief, passionate and thoughtful post.
http://www.jeffsalzberg.com/
http://www.facebook.com/note.php?note_id=442513016064&id=656109178
http://artsvotetoronto.ca/
Monday, November 29, 2010
"to Standardize or Customize, that is the Question" [textbook continued]
Abstract
This document seeks to embrace marketing framing distinctions from the US to Indonesia; specifically as regards a textbook.
Basic Components
The basic components considered include the following: retail outlets, advertising approach, pricing, product design and branding. Context on Context
The initial approach to this inquiry was to create a polling script, with the target goal of polling 30 people (Fig. 1). The purpose was not only to establish (beyond educated guess) where the product would fall as regards sales channels and advertising approaches, and how that would compare to other ordinary purchases.
The author apologizes to you, dear reader, because the author is not surprised by the subsequent challenge (and should have known better). What is seen in figure 1 is a machine translation. Before handing this off to an on the ground audience of Indonesians, a more meaningful and authentic translation was sought.
Backup
The backup approach to gleaning this information was to synthesize what this author knows with conversational feedback from an Indonesian. The preponderance of marketed sales done is by way of television (Tarigan, 2010). However, this, too, needs to be tempered. The statement made was more within the framework of regular consumable goods (much as the poll was set up).
The author was, however, able to jump past Ms. Tarigan’s interview, (who is working on her second baccalaureate degree; one accomplished in Indonesia, now working on another in the US), and interview a baccalaureate student there in Indonesia (by way of Skype). Ms. Ribka Bukit does not drink coffee (consequently, those are marked not applicable). The scores for the textbook are as presumed (even while acknowledging that this is a relatively unscientific survey). Ms. Bukit has to purchase textbooks as she as instructed to. Therefore, this products’ marketing does not conform to that of other ordinary products. On occasion Ms. Bukit purchases her textbooks online, however, usually purchases the book in the school bookstore (University of Sumatera Utara; http://www.usu.ac.id/). Being a young Indonesian lady in her early 20s, shopping has an otherwise entertaining significance; as demonstrated by the other ordinary products having scores of average or above, with an emphasis (as indicated by Ms. Tarigan) on television advertising and retail store purchases.
As regards marketing and distribution channels, the question of why is bound to the type of product we are speaking up. Presuming the textbook comes into being, and further presuming an Indonesian distribution, its adoption by most learning institutions its purchase becomes a fait accompli. One chooses whether to go to school, or take a class. Beyond which one is ordered to purchase a text. This hardly serves as marketing; more, it is simply a communication function.
Is there a cultural affinity zone? In fact there is. However, with marketing being so thin, at best, any customized communications (posters, bookmarks and other ephemera for the bookstore) would simply shift by language for neighboring countries. This presumes that any imagery, tagline, etc. is conservative enough so as not to be controversial.
What factors influences standardization/customization? Items such is the aforementioned imagery, tagline and so on can be standardized (again, only customized by language) as long as one is respecting the cultures of that region. An example of this would be to demure from any nudes and from any violent images. However, given the global approach of the text, such considerations should be givens, in order to be consistent with the work itself.
Conclusions
To the degree to which the intended textbook is standardized to a global audience, to that degree no further customization (beyond language) need occur.
Although pursuing the pole may be a moot point, it remains an interesting pursuit, especially when considering the opportunity of placing the text in retail outlets. This would also necessitate the pursuit of other metrics, possibly focus groups, certainly demographics.
References
Bukit, R. (2010, November 26). Interview by F. Davis [conversation on Skype]. [personal], .
Global Business Indonesia [Interactive data sets, links to resources, etc.]. (2010). Time Inc.. Retrieved from http://www.time.com/time/global_business/indonesia
Indag - Ministry of Industry and Trade - The Republic of Indonesia. (2000). Indag - Ministry of Industry and Trade - The Republic of Indonesia. Retrieved from Ministry of Industry and Trade: http://depperindag.tripod.com/eng_2000/organ/organ1/organ_t.htm
NationMaster.com. (2005). http://search.nationmaster.com/cgi-bin/search.cgi?query=Indonesia+publishing
Netcode, Inc. . (2010). ZipLeaf [search engine, country specific]. : http://id.zipleaf.com/.
PayScale, Inc. [Indonesia Index]. (2010). http://www.payscale.com/index/ID
Sauvin , S. (2010, October 1, 2010). Print advertising up 20% in Indonesia. snfblog.com. Retrieved from http://www.sfnblog.com/advertising/2010/10/indonesian_newspapers_continue_reliance.php
Singapore Economic Development Board. (2009). . Retrieved from http://www.edb.gov.sg/edb/sg/en_uk/index.html
Sourcingline. (2009). http://www.sourcingline.com/outsourcing-location/indonesia/.
Tarigan, K. U. (2010, November 24). Interview by F. Davis [conversation]. [personal], .
The World Bank Group. (2010). World Bank - Indonesia. Retrieved from World Bank - Indonesia: http://web.worldbank.org/WBSITE/EXTERNAL/COUNTRIES/EASTASIAPACIFICEXT/INDONESIAEXTN/0,,menuPK:224605~pagePK:141159~piPK:141110~theSitePK:226309,00.html
Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.
indobizdb. (2010). indobizdb [search engine, country specific]. : http://indobizdb.com/.
the United States - Indonesia Society. (2010). [various]. Retrieved from the United States - Indonesia Society: http://www.usindo.org/
Friday, November 26, 2010
Global Job Creation for You [op ed]
On matters of multiculturalism, trans-nationalism and all else that constitutes that which is global there seems to be a ready and casual posture in place that makes most of this somewhat alienating. The fact of the matter is the overwhelming number of people that review this material for their own learning do not occupy positions of upper management in multinational corporations. Researching, studying, reading and writing about decisions (and the why and wherefore) of entities such as Sony, IKEA and Ford cull limited value ultimately.
It seems it would be far better to effort in a direction of making all of this larger consideration as immediately applicable as possible. This writer is of what may still be termed the middle class (if there is still such a thing), and as such strives wherever possible to make the nooks and crannies of international studies apply here on the ground.
What would it look like for me, personally, to have to wrestle with matters of import or export, to market a product or service overseas and to manage a small team of unique and disparate talent within the framework of an entrepreneurial venture?
Aside from the fact that shifting this basic aspect of the paradigm to this regular and ongoing conversation would make the subject matter significantly more understandable, immediate and digestible. It would also go a long way towards supporting our country as it strives to add jobs!
What would it look like for me, personally, to have to wrestle with matters of import or export, to market a product or service overseas and to manage a small team of unique and disparate talent within the framework of an entrepreneurial venture?
Aside from the fact that shifting this basic aspect of the paradigm to this regular and ongoing conversation would make the subject matter significantly more understandable, immediate and digestible. It would also go a long way towards supporting our country as it strives to add jobs!
Thursday, November 25, 2010
Happy Thanksgiving
In celebration of the day I offer up an image of myself as a turkey. In celebration of the applied art business most closely associated with this day I offer up a menu as well (A state of the art, if you will. I'll be having a homemade affair in Florida). May your gratitude list overflow.
Omni Hotel
at Independance Park
401 Chestnut St.
Philadelphia
Thanksgiving Dinner
By Executive Chef Issiaka Konate and
The Azalea Restaurant Presents
Thanksgiving
Thursday, November 25, 2010
12:00pm - 6:00pm
Delaware Valley Mixed Green Blend
Jumbo Shrimp Salad, Red Oak Greens with Roasted Sweet Pecans, Kalamata Olives, Rutherford Cheese and Lemon Chive Vinaigrette and Baby Spinach Salad with shaved Pear, dried Cranberries, topped with Blue Cheese Vinaigrette and Asian Noodle Salad
Antipasto Display
Parma Prosciutto with Melon Wedge, Marinated Portabella. Oyster, and White Button Mushrooms in virgin olive oil and balsamic, Artichoke Salad, Marinated and Grilled Purple and White Eggplant, Zucchini, Red and Green Peppers, Oven Dried Tomatoes. Fennel, and Tender White and Green Asparagus
Chef Carved Selection
Champagne Roasted Turkey with Champagne Grape SauceSlow Roasted Marinated Filet Mignon with Port Wine Sauce Azalea Salrnon, Stuffed with Crabmeat, Spinach and Roasted Peppers Accompanied by Braised Tomato Fennel Salad
Pasta Station
Tortellini or Bowtie Pasta
with your choice of a light Italian Tomato Basil or Rich Creamy Alfredo Sauce
Blended with your selection of the following:
Cooked Pancetta, Grilled Filet tip, Sliced Shrimp, Lump Crab Meat, Chicken Breast, Sweet Peas, Artichokes. Assorted Olives, Asparagus, Parmigiano-Reggiano Cheese
Stuffing Combinations
Cornbread, Sausage and Sage Stuffing with Cranberries
Traditional Thanksgiving Day Stuffing
Whole Roasted Sweet Potatoes with Marshmallows
Yukon Gold Lobster Mashed Potatoes
Vegetable Combination
Chocolate Fondue Fountain with Seasonal Fruit Display
Jumbo Strawberries, Grapes, Golden Pineapple, Assorted Berries, Marshmallows, Graham Crackers, Pound Cake, Bananas and Pretzels
Viennese Pastry Station
Finest Selection from our local Classic Cake Company and Sweet Street
Chef prepared Swedish Crepes with over 20 toppings
Coffee, Tea, Decaffeinated Coffee
Wednesday, November 24, 2010
International Marketing Ethics
Abstract
This is a quick look at how a multinational company found its way into ticking off others through a marketing faux pas. We will be looking at what has now become something of an iconic error made by the makers of Absolut vodka.
Introduction
a bit of background
In the American colloquial vernacular the phrase, “let sleeping dogs lie” exists. It is imagined that many cultures have a similar phrase, indicating leaving the past in the past. The ad agency Teran.TBWA chose instead to leverage their past, and in some measure created a temporary detriment.
To appreciate fully how we come to this point we have to start in the early 1980s. There we find a Swedish distillery looking to reach beyond its borders. Back then, all vodka seemed as relatively cheap and unremarkable. “…a cheap commodity that was so generic even Communists couldn't screw it up too badly.” (Beato , 2008). Absolut started by choosing a silhouetted bottle that was simultaneously remarkable and unremarkable, a relatively generic shape, yet also associated with medicine bottles. Its ad campaign was similarly shrewd, a template base within which featured a short phrase, beginning with the word that is the name of the product.
Soon, cachét began to be established. In the game of what can you relate to, we find that we relate to everything; consequently, the generic everywhere began to establish the amusement of how clever Absolut showed up (constantly dressed anew). There is an entire site dedicated to chronicling the hundreds of different Absolut ads just from these last few decades (and it is remarkable how obtuse and obscure some of them can be) (Absolute Ads website, 2010).
Naturally, marketing expertise would dictate to not stray too far afield. However, in the quest for constantly refreshing the content Absolut found itself drifting ever more abstractly. Slowly, this trajectory drifted from the high-minded “Absolut (fill in the superlative)” to self-deprecation, and merely “Absolut (fill in the blank)”.
Which is both where we find ourselves today, and where we meet our story, vodka is back to being relatively unremarkable (if no long cheap).
Viva Mexico
This document simply purports to be an acknowledgment, and pull from it some insight(s); in no way looking to diminish the larger success. Absolut remains “the most popular imported vodka in America. It's the third largest liquor brand worldwide…” (Beato , 2008).
So who would fault the Swedes for wanting to engage an agency on the ground in Mexico, to collapse any misunderstandings? Such an approach is classic marketing (Usunier & Lee, 2005).
Given the drift of what had been tried and true, by 2008 when the campaigns have become "In an Absolut World" ads, the Mexican ad agency Teran.TBWA not only had a blank canvas, but an urging toward messaging as well. It is therefore understandable that an association with the products greatest consumers, just north of its border, became too ripe and opportunity to pass up.
The American West and Southwest, and it's annexation, are an unquestionable shared experience. What is questionable is for whom is this a point of pride, and for whom is this a point of shame or embarrassment. With so much leeway, can one really fault Teran.TBWA? The ad certainly push buttons, and do not good at sometimes do that? While this deeply into the inquiry one would hardly find fault with absolute itself, back in Sweden, many certainly did nonetheless. No one wants reminding of one neighbor usurping the other.
The Swedish distillery had paid well for the perception of quality communication in Mexico, by the choice of a top agency. Teran.TBWA was (and is) indigenous, yet every bit as capable as most that you would find on Madison Avenue. This choice was supposed to have spared them back translation, parallel translation and unforeseen cultural nuances. This went well beyond cultural nuance.
Perhaps an overreach to impress its new star client, Teran.TBWA went where it did. The unanswered question will remain whether they did what they did consciously or not. If it was the former, that is a significant calculated risk. One can only hope this was not reflective of a lack of research.
From the visual photo blog Flickr, we find two examples of reconfigured responses (seen here) (“Absolut“, 2008). Suffice to say, this ad only lives on in Internet postings.
Conclusion
Afterword (a responce to a colleague)
The phrase “In an Absolute World” seemed to be interpreted by the Mexican ad agency as "In an ideal world”. And, politically charged, to their perspective, in an ideal world Mexico would still have its original borders (and therefore be on par with the US, if only in land mass).
So much of the core of marketing can be subjective, but there are metrics. I have no idea if they used focus groups (or any other rubric) for how this would play, but for the substantial commission I assume they would have. Which brings me to: arresting or saying “it” badly. I do not recall my source, but the ad didn’t play long. I think they pulled it within a week. The point is I sense that the ad agency put this out there knowing it was a calculated risk, that they could (and might have to / did) dial it back.
That the fiscal year result yielded US -5%, Mexico +21 % (sales growth) seems a glowing success, and a tradeoff most corporations would be willing to go through with.
In my final point I will humbly submit that we are both correct. Unethical? Well, not empirically, no. But certainly at the edges. Wouldn’t you agree that it’s unethical to create an ad campaign with a pretty good idea (really, likely knowing) you’re gonna tick off an entire country? Why would anyone do that? To get a rise, to be controversial, to be edgy. You yourself cited “2257 posted comments many filled with hate and bigotry” … they caused a kerfuffle. And it made people look at their brand anew.
Ultimately, the most cogent piece underlying all this that remains presumptive is how calculating was the ad agency…and I would bet very. Absolut is a worldwide brand with deep pockets. This ad agency has handfuls of similarly situated rock star clients. They may have been willing to pull it back in a heartbeat, but it really is hard for me to imagine they let this out without testing.
Which means they knowingly upset people.
References
Absolut Vodka. (2010). Absolut Vodka. Retrieved November 19, 2010, from http://www.absolut.com/us
Absolut. (2008). Retrieved November 19, 2010, from http://www.flickr.com/photos/newcorrespondent/2383371667/
Absolute Ads website. (2010, ). [ comment]. Retrieved from http://www.absolutads.com/
This is a quick look at how a multinational company found its way into ticking off others through a marketing faux pas. We will be looking at what has now become something of an iconic error made by the makers of Absolut vodka.
Introduction
a bit of background
In the American colloquial vernacular the phrase, “let sleeping dogs lie” exists. It is imagined that many cultures have a similar phrase, indicating leaving the past in the past. The ad agency Teran.TBWA chose instead to leverage their past, and in some measure created a temporary detriment.
Soon, cachét began to be established. In the game of what can you relate to, we find that we relate to everything; consequently, the generic everywhere began to establish the amusement of how clever Absolut showed up (constantly dressed anew). There is an entire site dedicated to chronicling the hundreds of different Absolut ads just from these last few decades (and it is remarkable how obtuse and obscure some of them can be) (Absolute Ads website, 2010).
Naturally, marketing expertise would dictate to not stray too far afield. However, in the quest for constantly refreshing the content Absolut found itself drifting ever more abstractly. Slowly, this trajectory drifted from the high-minded “Absolut (fill in the superlative)” to self-deprecation, and merely “Absolut (fill in the blank)”.
Which is both where we find ourselves today, and where we meet our story, vodka is back to being relatively unremarkable (if no long cheap).
Viva Mexico
This document simply purports to be an acknowledgment, and pull from it some insight(s); in no way looking to diminish the larger success. Absolut remains “the most popular imported vodka in America. It's the third largest liquor brand worldwide…” (Beato , 2008).
So who would fault the Swedes for wanting to engage an agency on the ground in Mexico, to collapse any misunderstandings? Such an approach is classic marketing (Usunier & Lee, 2005).
Given the drift of what had been tried and true, by 2008 when the campaigns have become "In an Absolut World" ads, the Mexican ad agency Teran.TBWA not only had a blank canvas, but an urging toward messaging as well. It is therefore understandable that an association with the products greatest consumers, just north of its border, became too ripe and opportunity to pass up.
The American West and Southwest, and it's annexation, are an unquestionable shared experience. What is questionable is for whom is this a point of pride, and for whom is this a point of shame or embarrassment. With so much leeway, can one really fault Teran.TBWA? The ad certainly push buttons, and do not good at sometimes do that? While this deeply into the inquiry one would hardly find fault with absolute itself, back in Sweden, many certainly did nonetheless. No one wants reminding of one neighbor usurping the other.
The Swedish distillery had paid well for the perception of quality communication in Mexico, by the choice of a top agency. Teran.TBWA was (and is) indigenous, yet every bit as capable as most that you would find on Madison Avenue. This choice was supposed to have spared them back translation, parallel translation and unforeseen cultural nuances. This went well beyond cultural nuance.
Perhaps an overreach to impress its new star client, Teran.TBWA went where it did. The unanswered question will remain whether they did what they did consciously or not. If it was the former, that is a significant calculated risk. One can only hope this was not reflective of a lack of research.
From the visual photo blog Flickr, we find two examples of reconfigured responses (seen here) (“Absolut“, 2008). Suffice to say, this ad only lives on in Internet postings.
Conclusion
Teran.TBWA seems a highly competent agency. Its client list is impressive; including: Adidas, Apple, Dominos (pizza), Bayer, GlaxoSmithKline, Nextel, Nissan, Nivea, (pet foods) Pedigree and Whiskas, Starbucks and Visa (to name a few). Therefore, such a marketing powerhouse may well have known what it was doing. Although the question remains “did it really?” If it helps the reader's decision-making process whatsoever, rest assured they lived happily ever after; they still have the Absolut account.
Afterword (a responce to a colleague)
The phrase “In an Absolute World” seemed to be interpreted by the Mexican ad agency as "In an ideal world”. And, politically charged, to their perspective, in an ideal world Mexico would still have its original borders (and therefore be on par with the US, if only in land mass).
So much of the core of marketing can be subjective, but there are metrics. I have no idea if they used focus groups (or any other rubric) for how this would play, but for the substantial commission I assume they would have. Which brings me to: arresting or saying “it” badly. I do not recall my source, but the ad didn’t play long. I think they pulled it within a week. The point is I sense that the ad agency put this out there knowing it was a calculated risk, that they could (and might have to / did) dial it back.
That the fiscal year result yielded US -5%, Mexico +21 % (sales growth) seems a glowing success, and a tradeoff most corporations would be willing to go through with.
In my final point I will humbly submit that we are both correct. Unethical? Well, not empirically, no. But certainly at the edges. Wouldn’t you agree that it’s unethical to create an ad campaign with a pretty good idea (really, likely knowing) you’re gonna tick off an entire country? Why would anyone do that? To get a rise, to be controversial, to be edgy. You yourself cited “2257 posted comments many filled with hate and bigotry” … they caused a kerfuffle. And it made people look at their brand anew.
Ultimately, the most cogent piece underlying all this that remains presumptive is how calculating was the ad agency…and I would bet very. Absolut is a worldwide brand with deep pockets. This ad agency has handfuls of similarly situated rock star clients. They may have been willing to pull it back in a heartbeat, but it really is hard for me to imagine they let this out without testing.
Which means they knowingly upset people.
References
Absolut Vodka. (2010). Absolut Vodka. Retrieved November 19, 2010, from http://www.absolut.com/us
Absolut. (2008). Retrieved November 19, 2010, from http://www.flickr.com/photos/newcorrespondent/2383371667/
Absolute Ads website. (2010, ). [ comment]. Retrieved from http://www.absolutads.com/
Beato , G. (2008). Absolut Faux Pas. Reason Magazine. Advance online publication. Retrieved from http://reason.com/archives/2008/04/10/absolut-faux-pas
Staff (2008, April 3, 2008). Mexico reconquers California? Absolut drinks to that!. Los Angeles Times . Retrieved from http://latimesblogs.latimes.com/laplaza/2008/04/mexico-reconque.html
Teran\TBWA. (2010). http://www.terantbwa.com.mx/
Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.
Tuesday, November 23, 2010
Code of (Guiding Principals) Conduct; (Marketing)
Forward
Please emphasize the word guide in this code of conduct to guide sales and marketing employees in the various countries where our organization does business. This code leans heavily on normative guidelines as a superstructure against which modification of specific behaviors occurs on a case-by-case basis. For example, an assertive posture in North America may be perfectly appropriate, wherein the same behavior in the Far East will yield bruised relationships. A self-modifying behavioral shift is both wanted and needed in this circumstance. For purposes of contrast, hiring child labor in Indonesia is altogether unwarranted (although possible), wherein the hiring of child labor in Bangladesh (particularly if folded in with considerations of appropriate effort, breaks, meals, safety, educational opportunity and the like) may be a charitable contribution.
Fortunately, despite the extent to which such a document defies empirical expression, we are nonetheless dealing (ultimately) with the human condition; and we will always be more alike than different. Cycling back to normative guidelines, one will notice an effort toward the guiding principles and standards that mankind tends to share. While even these abstractions may be buffeted somewhat differently, culture-to-culture, doing the right thing is always the responsibility of anyone representing our company. If there is ever any question as to what to do, please contact the multicultural manager through human resources.
All that said, a few guiding principles: honesty, fairness, transparency, do no harm, do your homework, do your best and treat others the way you would want to be treated. If one must err, err on the side of caution. Default positions further include being conservative, deferring to precedent, seniors and elders. If something becomes questionable, question it (HR’s multicultural manager). The Zoroastrians have a guiding principle that we can also incorporate: good thoughts, good words, good deeds.
Code of (Guiding Principals) Conduct
Abstractions
Differing cultures have differing positions on matters of individual morals, ethical and moral reasoning, human rights and organizational ethical climate. It is the individual representative’s responsibility to be as fully prepared walking in, to have reasonable expectations and an internal locus established guiding sensibility. Principles such as trust, integrity, respect, honesty, responsibility and privacy may have somewhat altering appearances, yet they tend to be universal. Understanding that reasoning and relativism may be authentically different from culture to culture, where bright lines exist, the company would rather lose the business than compromise, given the convenient excuse to do so. For the gray areas in between, where such question exists, an internal review will occur internally on a case-by-case basis.
When such distinctions occur, and best practices established, documentation will occur in kind, and filed both with the local and home office (to be reviewed, and possibly updated, every five years). Relationships where working together (disagreements, and particularly agreements) between our organization and the country in question should inform and guide appropriateness.
the Established Subjective
Our marketing concern will never knowingly offend anyone. Indeed, we will go out of our way to ensure that never happens. Consistent with this ethic, we will never knowingly participate in any deception, by claim or advertising. We also make a distinction between healthy margins and predatory pricing; always seeking the former, however, never at the expense of the latter.
Matters of Justice
• We will never leverage the lesser than; lesser regulations, societies of lesser development, etc. We will always side with human rights (and wherever possible, will contribute charitably, as any good neighbor should).
• Everything we do is a promise of improvement. In some form, fashion, or another we will always seek to accentuate the positive, decrease the negative and otherwise leave a place / situation better than it was.
• Anything that may ever be construed as less than positive, a "mess", once brought to the attention of management, will be wholly owned and cleaned up; as our responsibility would dictate.
• We will shun institutions associated with the unsafe, working environments, products, etc.
• We will never leverage any political entity to unfair advantage. However, we will be friendly with our friends; seeking increased trade and an even playing field for all.
• We will seek to grow our business entity ever more environmentally friendly. To this end an annual report will be made available to the public.
• We do not participate in bribery. Where this dynamic occurs in other cultures, we will seek to emulate best practices so as to both honor that culture's perspective and maintain our own integrity.
Miscellaneous
Our marketing concern views these guiding principles as inherent to the fabric of our creativity. The overall spirit of who we are and of what we produce will naturally reflect our benchmark standards for excellence. This diplomatic high road will be one among our most distinguishing assets, and the calling underlying our branding.
References
American Marketing Association. (2005). the American Marketing Association’s (AMA) code of conduct . In the American Marketing Association’s (AMA) code of conduct . Retrieved from http://www.google.com/url?sa=t&source=web&cd=2&ved=0CBgQFjAB&url=http%3A%2F%2Fwww.marketingpower.com%2FCareers%2FDocuments%2FPCM%2520Application%2520Kit.pdf&ei=BMHnTOmZNsb_lgeM67i7Cw&usg=AFQjCNE3pngME_hdEkQOvKxtYa1GErAsUQ&sig2=nvERiaEYNIr1OxzKaGWEwg
Bourget , D., & Chalmers , D. (Eds.). (2010). philpapers. Retrieved from http://philpapers.org/rec/BOREIO
DJOglobal SALES & MARKETING CODE OF CONDUCT. (2009). In SALES & MARKETING CODE OF CONDUCT. Retrieved from http://www.google.com/url?sa=t&source=web&cd=5&sqi=2&ved=0CCkQFjAE&url=http%3A%2F%2Fwww.empi.com%2Fuploadedfiles%2Fabout_empi%2FMarketing%2520Code%2520of%2520Conduct.pdf&ei=q6PnTP7zGcT_lgeBotH1Cw&usg=AFQjCNGEi-JGnkx8Ie8gs-nWZ9rND9UJcw&sig2=9VLOTDvHY73H2R9Ugd-QtQ
Rallapalli, K. C. (1999). A Paradigm for Development and Promulgation of a GlobalCode of Marketing Ethics. Retrieved from Journal of Business Ethics: http://www.springerlink.com/content/w783265523872h20/fulltext.pdf
Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.
Word of Mouth Marketing Association . (2009). Ethics Code. In Ethics Code. Retrieved from http://womma.org/ethics/code/
World Health Organization. (1981). WHO International Code of Marketing of Breast-milk Substitutes. In International Code of Marketing of Breast-milk Substitutes. Retrieved from www.who.int/nutrition/publications/code_english.pdf
Please emphasize the word guide in this code of conduct to guide sales and marketing employees in the various countries where our organization does business. This code leans heavily on normative guidelines as a superstructure against which modification of specific behaviors occurs on a case-by-case basis. For example, an assertive posture in North America may be perfectly appropriate, wherein the same behavior in the Far East will yield bruised relationships. A self-modifying behavioral shift is both wanted and needed in this circumstance. For purposes of contrast, hiring child labor in Indonesia is altogether unwarranted (although possible), wherein the hiring of child labor in Bangladesh (particularly if folded in with considerations of appropriate effort, breaks, meals, safety, educational opportunity and the like) may be a charitable contribution.
Fortunately, despite the extent to which such a document defies empirical expression, we are nonetheless dealing (ultimately) with the human condition; and we will always be more alike than different. Cycling back to normative guidelines, one will notice an effort toward the guiding principles and standards that mankind tends to share. While even these abstractions may be buffeted somewhat differently, culture-to-culture, doing the right thing is always the responsibility of anyone representing our company. If there is ever any question as to what to do, please contact the multicultural manager through human resources.
All that said, a few guiding principles: honesty, fairness, transparency, do no harm, do your homework, do your best and treat others the way you would want to be treated. If one must err, err on the side of caution. Default positions further include being conservative, deferring to precedent, seniors and elders. If something becomes questionable, question it (HR’s multicultural manager). The Zoroastrians have a guiding principle that we can also incorporate: good thoughts, good words, good deeds.
Code of (Guiding Principals) Conduct
Abstractions
Differing cultures have differing positions on matters of individual morals, ethical and moral reasoning, human rights and organizational ethical climate. It is the individual representative’s responsibility to be as fully prepared walking in, to have reasonable expectations and an internal locus established guiding sensibility. Principles such as trust, integrity, respect, honesty, responsibility and privacy may have somewhat altering appearances, yet they tend to be universal. Understanding that reasoning and relativism may be authentically different from culture to culture, where bright lines exist, the company would rather lose the business than compromise, given the convenient excuse to do so. For the gray areas in between, where such question exists, an internal review will occur internally on a case-by-case basis.
When such distinctions occur, and best practices established, documentation will occur in kind, and filed both with the local and home office (to be reviewed, and possibly updated, every five years). Relationships where working together (disagreements, and particularly agreements) between our organization and the country in question should inform and guide appropriateness.
the Established Subjective
Our marketing concern will never knowingly offend anyone. Indeed, we will go out of our way to ensure that never happens. Consistent with this ethic, we will never knowingly participate in any deception, by claim or advertising. We also make a distinction between healthy margins and predatory pricing; always seeking the former, however, never at the expense of the latter.
Matters of Justice
• We will never leverage the lesser than; lesser regulations, societies of lesser development, etc. We will always side with human rights (and wherever possible, will contribute charitably, as any good neighbor should).
• Everything we do is a promise of improvement. In some form, fashion, or another we will always seek to accentuate the positive, decrease the negative and otherwise leave a place / situation better than it was.
• Anything that may ever be construed as less than positive, a "mess", once brought to the attention of management, will be wholly owned and cleaned up; as our responsibility would dictate.
• We will shun institutions associated with the unsafe, working environments, products, etc.
• We will never leverage any political entity to unfair advantage. However, we will be friendly with our friends; seeking increased trade and an even playing field for all.
• We will seek to grow our business entity ever more environmentally friendly. To this end an annual report will be made available to the public.
• We do not participate in bribery. Where this dynamic occurs in other cultures, we will seek to emulate best practices so as to both honor that culture's perspective and maintain our own integrity.
Miscellaneous
Our marketing concern views these guiding principles as inherent to the fabric of our creativity. The overall spirit of who we are and of what we produce will naturally reflect our benchmark standards for excellence. This diplomatic high road will be one among our most distinguishing assets, and the calling underlying our branding.
References
American Marketing Association. (2005). the American Marketing Association’s (AMA) code of conduct . In the American Marketing Association’s (AMA) code of conduct . Retrieved from http://www.google.com/url?sa=t&source=web&cd=2&ved=0CBgQFjAB&url=http%3A%2F%2Fwww.marketingpower.com%2FCareers%2FDocuments%2FPCM%2520Application%2520Kit.pdf&ei=BMHnTOmZNsb_lgeM67i7Cw&usg=AFQjCNE3pngME_hdEkQOvKxtYa1GErAsUQ&sig2=nvERiaEYNIr1OxzKaGWEwg
Bourget , D., & Chalmers , D. (Eds.). (2010). philpapers. Retrieved from http://philpapers.org/rec/BOREIO
DJOglobal SALES & MARKETING CODE OF CONDUCT. (2009). In SALES & MARKETING CODE OF CONDUCT. Retrieved from http://www.google.com/url?sa=t&source=web&cd=5&sqi=2&ved=0CCkQFjAE&url=http%3A%2F%2Fwww.empi.com%2Fuploadedfiles%2Fabout_empi%2FMarketing%2520Code%2520of%2520Conduct.pdf&ei=q6PnTP7zGcT_lgeBotH1Cw&usg=AFQjCNGEi-JGnkx8Ie8gs-nWZ9rND9UJcw&sig2=9VLOTDvHY73H2R9Ugd-QtQ
Rallapalli, K. C. (1999). A Paradigm for Development and Promulgation of a GlobalCode of Marketing Ethics. Retrieved from Journal of Business Ethics: http://www.springerlink.com/content/w783265523872h20/fulltext.pdf
Usunier, J., & Lee, J. A. (2005). Marketing Across Cultures (4th ed.). Essex, England: Pearson Education Limited.
Word of Mouth Marketing Association . (2009). Ethics Code. In Ethics Code. Retrieved from http://womma.org/ethics/code/
World Health Organization. (1981). WHO International Code of Marketing of Breast-milk Substitutes. In International Code of Marketing of Breast-milk Substitutes. Retrieved from www.who.int/nutrition/publications/code_english.pdf
Monday, November 22, 2010
Marketing in Indonesia [a textbook / thoughts on]
Abstract
This document seeks to explore the marketing possibilities of bringing a presumed product (a yet incomplete, let alone translated textbook) into an other country, Indonesia. A cursory analysis of the marketing industry as it exists on the ground will be taken up; and two agencies will be chosen (and further, consider their merits).
Essentially a strategy document, having established something of a baseline there will then be a consideration formed seeking to maximize what there is to work with.
Welcome to Paradise
Wherefore Indonesian Marketing
This author has written elsewhere that Indonesia is not exactly an icon of business efficiency in the Western sense of things. The first item confronted was that there was no ready reference for the marketing industry in that country in English. The PPPI (or Indonesian Advertising Agency Association) website does not readily yield the needed information (PPPI (the Indonesian Advertising Agency Assoc.), n.d.).
Therefore, the first order of business was to create from scratch a database of potential organizations with which to work. Unfortunately, this took an inordinate amount of time. As it stands, after three days effort, it is only about one third complete. Nonetheless, this gives us something with which to work, predicating this paper is on just those 50.
The database yields an explosion of patterns worthy of acknowledgment. Among the first that draws our attention is that an unusual number of ad agencies base in Surabaya. There is no ready explanation; Surabaya is the second largest city in the country, representing a counterweight on Java Island on the easternmost to Jakarta (the largest city and the capital) on the western end. The next pattern we find is the severe disparity between the extremely few elite agencies (the bulk of which have been inserted from the US) and the majority of the domestically grown variety, the vast majority of which do not even have a web presence of their own. This latter acknowledgment is disappointing to say the least, for it carries with it implications that the country has a severely underdeveloped domestic expression.
Chosen/Not Chosen
Not to overdo, and the reader is reminded one more time that this is an exercise based on fact. BBDO Indonesia and Leo Burnett Kreasindo get tossed out immediately as overkill (Ogilvy and other Madison Avenue icons are also present in Indonesia). These two institutions represent two considerations: the first is that you get what you pay for and these people are the best. The other consideration is that they are not wholly indigenous; their core DNA is with the US.
All this finds us with approximately a half a dozen choices left. There really is that small an amount of web presence. Removing the websites that either do not work or are under construction, or about building websites alone, we are left with three: Cody Enterprises (http://www.codyenterprises.com/; which is too obtuse to embrace), Bensatra Advertising (http://www.bensatra.com/ads.php; which seems wholly outdoor advertising) and Blue Circle Advertising (http://www.bluecircle-adv.com/). Blue Circle, by the way, seems every bit as impressive as BBDO and Leo Burnett and it is indigenous (it is nice to know the possible has precedent, however small).
If it were left up to this deductive reasoning, we have already whittled past the two mark to one. While it is an easy enough supposition to back up and embrace Bensatra, let us pause a moment.
The Strategy
One recalls that the author already has created a database of art schools (to which our presumed textbook gets marketed directly). This approach has local marketing built into it, replete with distribution channel and direct marketing.
One begins to wonder why we would bother with any ad agencies at all. As part of the larger marketing exercise, this author is grateful for the opportunity to effort in that direction. However, the fact remains that there is very little that needs completion by the power and wisdom of big dollars (the best artist’s money can rent) and decades of trial and error based intuition.
A simple RFP may be offered to all the art schools (that have advertising related applied arts within their offerings) to create a small suite of printed material. This would likely include a poster (for use in a bookstore, school cafeteria, etc.), bookmarks and postcards.
Conclusion
When the textbook finds its finished publication, and that it may ever see translation into Indonesian, the just aforementioned strategy approach certainly seems ample. There is no need for a massive ad campaign, television, radio, billboards, etc.
Nonetheless, the effort to develop a database of ad agencies in Indonesia has already revealed enormous opportunities for said applied artists. The shortcomings discovered will have to be included in the book itself, and certainly adds to the essential marketing knowledge base of this author.
Unable to fold the database in question into an appendix here, the kind reader is invited to look for it as a separate attachment.
References
Haymarket Media Limited. (2010). VenueDirectory [search engine, country specific]. : http://www.venue-directory.asia/.
Infomedia Nusantara a member of TELKOM Group. (2010). Yellow Pages Indonesia [search engine, country specific]. : http://www.yellowpages.co.id/en.
Netcode, Inc. . (2010). ZipLeaf [search engine, country specific]. : http://id.zipleaf.com/.
PPPI (the Indonesian Advertising Agency Assoc.). (n.d.). (home page). Retrieved November 17, 2010, from http://www.pppi.or.id/
Urbanesia.com. (2010). urbanesia [search engine, country specific]. : http://www.urbanesia.com/.
bensatra advertising. (n.d.). (home page). Retrieved November 17, 2010, from http://www.bensatra.com/ads.php
bluecircle advertising. (n.d.). (home page). Retrieved November 17, 2010, from http://www.bluecircle-adv.com/
indobizdb. (2010). indobizdb [search engine, country specific]. : http://indobizdb.com/.
Saturday, November 13, 2010
week off (first)
Dear Readers-
I will now be taking a week off. I have posted daily without break for nearly five full months.
I am:
-seeking employ
-attending to a class I am a student in (including all its reseach & writing)
-continuing to grade papers, create tests, etc. for classes I teach
-working on a consulting project
-still pushing for publication of a textbook
-hoping to create a business with a friend in Boston
-trying to be a good father, husband and son ... and right now my hands feel full. My back went out again this week, and I lost too much time.
When I begin to re-post (and I project that will be November 22nd) I will also begin to gift myself weekends off. And I will be using this default font, perhaps that will help make things easier. Meanwhile, I continue to invite comments, feedback, critique, et.al.
-see you then,
-FD
I will now be taking a week off. I have posted daily without break for nearly five full months.
I am:
-seeking employ
-attending to a class I am a student in (including all its reseach & writing)
-continuing to grade papers, create tests, etc. for classes I teach
-working on a consulting project
-still pushing for publication of a textbook
-hoping to create a business with a friend in Boston
-trying to be a good father, husband and son ... and right now my hands feel full. My back went out again this week, and I lost too much time.
When I begin to re-post (and I project that will be November 22nd) I will also begin to gift myself weekends off. And I will be using this default font, perhaps that will help make things easier. Meanwhile, I continue to invite comments, feedback, critique, et.al.
-see you then,
-FD
Friday, November 12, 2010
Indonesian Ad Agencies (as of today's research)
ACC Advertising
AD'Gallery
Adhi Kartika Jaya PT
Adi Prima Advertising
Aditya Lini Pariwara PT
Adline Communications
Air Api Communication
Aksi Media
Alfa Advertising
Alfa Centauri Design & Civil Construction
Alphabetical Angkasa Communica PT
Anda Advertising
Anda Printing
Apel Putih PT
Arina CV
Arina Multi Karya Advertising
Artha Fira Cipta PT
As-Sablii Print
Ben Advertising
Bensatra Advertising
Betta Jaya Sticker
Biantoro Dharma Agust PT
Billboard Indo Nusantara Adv
Bimbi Advertising 299
Bina Cipta Sarana PT
Bintang Jaya Toko
Blue Circle Advertising
Bumi Angkasa Raya CV
Bumi Desain
Bumi Raya Communication CV
Cahaya Timur Jawa PT
Cakrawala
Centra Media Advertising
Cheeta Point
Cikal Advertising
Cipta Karya Mandiri
Cipta Karya Pratama
CIS Advertising
Citra Nusa Advertising
Citra Sarana Promosindo PT
Clique Art Work
Cody Enterprises
Contac's Promotion
CT Line
Cyberstudio
D & D Productions
Degraph
Delin Advertising
Delta Kreativindo
Delta Prisma Abadi PT
Dipta Advertising
Double Design Promotion
DUPRINTA ADVERTISING
Duta Adpro PT
Dutakom Wibawa Putra PT
Dwipa Advertising
Energi Marketing Comunications Partner
Esti Boga Mandaga PT
Euro RSCG AdWork
Expo Advertising
Fitzci Advertising Agency
Galaxy Media
Gan PT Biro Iklan
Ga-Rizhdizain
Genius Visual Communication
Graphic Comm
Guna Artika Pariwara PT
Guna Kartika Pariwara PT
H & R 279 Advertising
Hansindo Setiapratama PT
Hero Art Studio
Hotline Megah Indotrade PT
Humpuss PT
Indana
Indonesia Neon Reklame Advertising
Indopost
Infomedia Nusantara PT
Inovasi Advertising
Intra Logos
Isitan Karya Promosi
Jakarta Post The
Jaya Dinamika Promosindo PT
KARIN DISNI JAYA PT
Kencana Mustika Sari PT
Kesuma Biro Reklame
Kompakindo Media Dewata PT
Labiza Advertising
Liman Intermandiri PT
Lymass Creative Design & Printing
Madju Qwik Print & Scan
Mars Advertising
Matahari Bunga Desa
Matahari Citra Niaga PT
Matrix Komunikasi
Medan Advertising Services
Merdeka Toko
Micro Design
Muara Communication
Multi Artistikacithra PT
Multimitra Warnamedia PT
Mustika Pratama Indonesia CV
Najogi PT
New Kartini Biro Iklan
Next Adv
Ocean Design
Omega Advertising
Oxcy Advertising
Oxxo Advertising
Pacific Advertising
Padman Advertising CV
Pallal Communications
Panca Karya Mandiri CV
Pelangi Outdoor Promotion
Pelangi Surabaya Advertising
Pelangi Toko
Persada Advertising
Persada Prima Arta PT
Pigeon Promotions
Printcom
Promo Panca Ardana CV
Putra Mega Mas CV
Rahman Iklan
Rahmat Toko
Rama Advertising
Rhema Advertising
Rotary Graphics
Salsabila
Samudra Advertising
Sarana Advertising & Service
Sari Advertising Consultant
Sarwandi Sepakat CV
Satu Kata
Sei Perak Advertising
Selaras Advertising
Selaras Co & Production
Semanggi Communications
Sentra Fokus Perkasa PT
Serafim Design
Simpati Advertising & Communications
Sinar Permata Deli
Spectrum
Star Indonesia Production
Starindo Advertising
STU Adverstising
Studio 28
Sumo Advertising Agency
Supra Manunggal Advertising PT
Suria CV
Surya Binanugraha PT
TAN GRAPHIC DESIGN
Tiga
Triasta Advertising Photography
TSS Advertising
Valiant Advertising
Vara Ide Pratama Advertising CV
Variant Print
Wahana Sakti Pariwara PT
Warna Warni PT
Wira Advertising Agency
Yudhistira Era Sempurna PT
Yulius Henry Biro Consultan Advertising
AD'Gallery
Adhi Kartika Jaya PT
Adi Prima Advertising
Aditya Lini Pariwara PT
Adline Communications
Air Api Communication
Aksi Media
Alfa Advertising
Alfa Centauri Design & Civil Construction
Alphabetical Angkasa Communica PT
Anda Advertising
Anda Printing
Apel Putih PT
Arina CV
Arina Multi Karya Advertising
Artha Fira Cipta PT
As-Sablii Print
Ben Advertising
Bensatra Advertising
Betta Jaya Sticker
Biantoro Dharma Agust PT
Billboard Indo Nusantara Adv
Bimbi Advertising 299
Bina Cipta Sarana PT
Bintang Jaya Toko
Blue Circle Advertising
Bumi Angkasa Raya CV
Bumi Desain
Bumi Raya Communication CV
Cahaya Timur Jawa PT
Cakrawala
Centra Media Advertising
Cheeta Point
Cikal Advertising
Cipta Karya Mandiri
Cipta Karya Pratama
CIS Advertising
Citra Nusa Advertising
Citra Sarana Promosindo PT
Clique Art Work
Cody Enterprises
Contac's Promotion
CT Line
Cyberstudio
D & D Productions
Degraph
Delin Advertising
Delta Kreativindo
Delta Prisma Abadi PT
Dipta Advertising
Double Design Promotion
DUPRINTA ADVERTISING
Duta Adpro PT
Dutakom Wibawa Putra PT
Dwipa Advertising
Energi Marketing Comunications Partner
Esti Boga Mandaga PT
Euro RSCG AdWork
Expo Advertising
Fitzci Advertising Agency
Galaxy Media
Gan PT Biro Iklan
Ga-Rizhdizain
Genius Visual Communication
Graphic Comm
Guna Artika Pariwara PT
Guna Kartika Pariwara PT
H & R 279 Advertising
Hansindo Setiapratama PT
Hero Art Studio
Hotline Megah Indotrade PT
Humpuss PT
Indana
Indonesia Neon Reklame Advertising
Indopost
Infomedia Nusantara PT
Inovasi Advertising
Intra Logos
Isitan Karya Promosi
Jakarta Post The
Jaya Dinamika Promosindo PT
KARIN DISNI JAYA PT
Kencana Mustika Sari PT
Kesuma Biro Reklame
Kompakindo Media Dewata PT
Labiza Advertising
Liman Intermandiri PT
Lymass Creative Design & Printing
Madju Qwik Print & Scan
Mars Advertising
Matahari Bunga Desa
Matahari Citra Niaga PT
Matrix Komunikasi
Medan Advertising Services
Merdeka Toko
Micro Design
Muara Communication
Multi Artistikacithra PT
Multimitra Warnamedia PT
Mustika Pratama Indonesia CV
Najogi PT
New Kartini Biro Iklan
Next Adv
Ocean Design
Omega Advertising
Oxcy Advertising
Oxxo Advertising
Pacific Advertising
Padman Advertising CV
Pallal Communications
Panca Karya Mandiri CV
Pelangi Outdoor Promotion
Pelangi Surabaya Advertising
Pelangi Toko
Persada Advertising
Persada Prima Arta PT
Pigeon Promotions
Printcom
Promo Panca Ardana CV
Putra Mega Mas CV
Rahman Iklan
Rahmat Toko
Rama Advertising
Rhema Advertising
Rotary Graphics
Salsabila
Samudra Advertising
Sarana Advertising & Service
Sari Advertising Consultant
Sarwandi Sepakat CV
Satu Kata
Sei Perak Advertising
Selaras Advertising
Selaras Co & Production
Semanggi Communications
Sentra Fokus Perkasa PT
Serafim Design
Simpati Advertising & Communications
Sinar Permata Deli
Spectrum
Star Indonesia Production
Starindo Advertising
STU Adverstising
Studio 28
Sumo Advertising Agency
Supra Manunggal Advertising PT
Suria CV
Surya Binanugraha PT
TAN GRAPHIC DESIGN
Tiga
Triasta Advertising Photography
TSS Advertising
Valiant Advertising
Vara Ide Pratama Advertising CV
Variant Print
Wahana Sakti Pariwara PT
Warna Warni PT
Wira Advertising Agency
Yudhistira Era Sempurna PT
Yulius Henry Biro Consultan Advertising
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