Part 1 of 2: Imprinting RI brand via creative marketing

Part 1 of 2: Imprinting RI brand via creative marketing

Michael J. Webdell , Jakarta

As an American who has been involved with Indonesia since
1996, I am a bit embarrassed to say that a majority of Americans
know little to nothing about Indonesia. To the contrary,
Indonesians know a lot about America -- superficially speaking.

I say superficially because for the most part Indonesian
knowledge of America comes from the media: Newspaper, film,
television, and music. Even exposure to American business such as
restaurants, fashion, automobiles, and technology serve to help
form these general opinions.

Having traveled around the world a bit, I feel comfortable
making this statement because no matter how much I have learned
about a country before visiting, true understanding comes only
after being involved first-hand for some time. Books, film, and
television are mostly stereotypes and opinions, at best out of
context facts.

But, they serve as excellent steppingstones on a path to
greater knowledge and discovery. The messages of these cultural
communicators, whether they are positive or negative, do however
influence many peoples' perspectives. And, as one might guess the
more positive the experiences and messages, the better opinion
people seem to have of the country from which they come.

But let's be clear, the average American's knowledge, or lack
of knowledge about Indonesia is just as superficial. It's just
that Americans are at a disadvantage. They have far less
information about Indonesia from which to form an opinion. This
is because the presence of Indonesian culture and information
such film, music, and other communicators are not readily present
-- except in the form of the odd news story here and there. This
also leaves news media as the only mainstream marketing tool
Indonesia has working for it.

The news media has done a wonderful job of creating an
identity for Indonesia and positioning it in the minds of
Americans. Unfortunately, the identity and position created only
emphasizes the negative: Painting Indonesia in shades of violence
and chaos altogether void of its actual beauty and opportunity.
In the absence of strategic, positive messages from other sources
to combat this negativity, Americans can't help but look at
Indonesia with skepticism -- some dismissing the country
altogether.

Having spent a lot of time talking to Americans and getting
them interested in doing business in Indonesia, I have been able
to gauge a fair understanding of America's general knowledge.
Most of the people I speak with are at the very least
professionals with an undergraduate degree: Many are upper
management decision-makers with advanced business credentials.
Following are the generalities I have discovered.

While they are not true for everyone I encounter, they are the
rule rather than the exception. Americans do not know that
Indonesia is the world's fourth most populous country, and with
that an excellent market for consumer products or for outsourcing
manufacturing. Some know Bali. But before the Bali bombing, many
Americans didn't know that the island is part of Indonesia.

Americans have heard that Indonesia has Islamic radicals, and
is the world's largest Muslim country.

It is very important to note that Americans can not help their
ignorance of Indonesia. They know as much as is given to them --
in exactly the same way that Indonesians have gained their
general knowledge of America. If it was not for the marketing
skills of global corporations, and the fact that America is the
media capitol of the world, Indonesians would be just as clueless
about the United States.

As a solution, Indonesian business and government could start
branding and marketing the country in much the same way global
companies market their branded products and identities. This is
similar to what one sees from Malaysia's Malaysia Truly Asia
campaign.

However, in my opinion, Indonesia needs to go further than
catchy phrases and attempt more creative communication tactics
that aim to change people's fundamental beliefs of what the
country means and how it relates to the individual's life. In
other words, Indonesia needs to demonstrate to Americans the real
value that is there for them. Indonesia must do this because they
are starting at a severe disadvantage with a negative brand
identity that many Americans are sure is true.

Television commercials and magazine ads are not going to
accomplish this change of image alone as people are likely to
perceive them as empty words. This perception of Indonesia's
brand image will effectively occur only by creating a
relationship between Indonesia and Americans that demonstrates
how the country fits into the individuals own self-definition.
Americans need to experience the benefits of Indonesia first
hand.

There are many aspects to brand. But in the most utilitarian
terms, a brand is the mental image that people have of a company,
person, product, or country and the expectations they place on
that entity, both emotionally and intellectually.

Marketers try to influence brand image by creating and
managing a brand identity. The brand identity is what an
organization aspires its brand to mean to the consumer.
Marketers try to communicate this meaning through controlled
communication vehicles such as logos, images, advertisements,
press releases, customer service, and product quality.

But sometimes brand is communicated through uncontrolled
channels such as the news media, word of mouth, and third-party
reports.

Many people argue that it is impossible to combat the news
media. It is too powerful and Americans have already formed
their conclusions about Indonesia. But changing people's minds
is one of the core challenges that all organizations, public or
private, face daily. The question is how to initiate this change
effectively.

Indonesia can combat these negative images and effect change
by initiating a strategic marketing program that includes a
strong branding program.

While there are many tactics that can be developed and
implemented in association with traditional advertising and
public relations, the establishment of more Indonesian
restaurants abroad could be an excellent brand building
opportunity.

A restaurant can create top-of-mind awareness, serve to
promote a positive Indonesian identity, and educate Americans
regarding the emotional and tangible benefits Indonesia offers.
Through an effectively crafted experience encompassing food,
atmosphere, service, and interaction, Americans are offered
access to Indonesia in an easily understood, nonpolitical
environment.

This offers the opportunity to fall in love with Indonesia
through a positive experience that utilizes all senses. It
allows Americans to form a new image of Indonesia in their minds
based on what they have experienced, opposed to what they have
only heard in the news media.

The goal being that as American understanding of Indonesia
becomes more positive and familiar, they may be more likely to
visit Indonesia, do business there, or invest. Indonesia can win
America's heart and mind through its stomach.

The writer is a marketing and management consultant. He can be
contacted at mjwebdell@aol.com