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