Tagged 'nationalism'

Seeking heroes, Japanese look to history

Published by Jordan Price - Tokyo on March 10, 2010 in Asia Pacific. 0 Comments Tags: , , .

history-girls-4Among the Top 10 most popular words/phrases for 2009 in Japan, a list compiled by publisher Jiyu Kokuminsha, was Reki-jo—literally, “history girls.” Young Japanese women are suddenly taken with Japanese history, in particular warlords and famous samurai of the Warring States period (the mid-15th to early 17th centuries). And it doesn’t seem to be just a passing fad.

The history-focused Jidai Shobo bookstore in Tokyo, for example, had predominantly male customers when it opened in 2006, but a news report says that more than half are now women, and 90 percent are in their 20s and 30s. The history magazine Rekishi Kaido has seen its circulation jump to more than 120,000 from 70,000 five years ago, with female readership rising from 15 percent to 40 percent.

This trend seems to be driven in part by young women searching for models of masculinity http://item.rakuten.co.jp/keitai/408-638880/in reaction to the startling rise in asexual, unambitious “herbivore boys” (discussed in a previous post). But deeper than that, it also seems connected to a growing undercurrent of sentiment that the nation has lost its way. The recession has driven faith in government and business leadership to an all-time low and even given rise to more general questioning of various aspects of modern life, pushing many to look for better models from the past. The historical figures being idolized represent lives based on strong principles and convictions, and a greater vision—exactly what’s seen to be missing in political, social and business leadership and modern life.

What this means for brands in Japan is that there’s a void to be filled: a hunger for leadership, passion and vision. More than ever, brands must better define their core principles and values, and fully live by them, so that brands themselves can become respected role models.

Photo Credits: http://item.rakuten.co.jp/, http://books.rakuten.co.jp/rb

Anxiety rises in India after Pune blast

Published by Aparna Jain - Kolkata on March 8, 2010 in Asia Pacific. 0 Comments Tags: , , , .

In a post-recession environment, it’s not just the usual car, home and holiday that is worrying the upwardly mobile, urban Indian. It’s also the latest buzz word: terrorism. After the mid-February blast in Pune—a comparatively smaller city with a large student population—terrorism is suddenly back and very close to home. The bombing was a reminder that terrorism could happen on the flight my husband takes, the hotel I stay on a business trip and the bakery where my daughter hangs out. Violence, fear and terror have caught up with a social stratum that until now believed it was untouchable, and the general feeling is that no place is too safe—yet one cannot stop living life.

Reflecting this new unease are the status lines of many Facebookers after the blast:

“I can’t believe it, really … considering we used to travel down that road pretty much all the time.”

“I can’t believe anything like this could happen … not in Pune … I guess I was wrong …”

At a time when consumers are coping with the idea that they have little control over their safety, do brands have a role to play? It seems that brands can help by doing what they do best—helping to buoy spirits by offering optimism and empowering consumers to feel they are back in charge of their destiny. Financial products and health care brands especially have an opportunity to create an environment of security, concern and care that will resonate in today’s anxious times.

metal detector hotels india Pictures, Images and Photos

Le Meridien, India - Metal detectors outside major hotels, restaurants and malls are now common.

Photo Credit:emoticonphoto

Media conglomerates in India and Pakistan promote peace

Published by Rasika Fernandes - New Delhi on February 26, 2010 in Asia Pacific. 0 Comments Tags: , , , .

love-pakistan-print-adThe two biggest media conglomerates in India and Pakistan have joined forces in a novel initiative: to campaign for peace between the two countries. Indians are anxious about terrorism in general and Pakistani terrorists in particular, according to JWT AnxietyIndex research conducted last May—not surprising, given that the November 2008 terrorist attacks in Mumbai were carried out by Muslim terrorists based in Pakistan. Aman Ki Asha (Hope for Peace)—touted in a TV spot and this print ad—will see the The Times of India Group and the Jang Group honestly explore issues such as terrorism and the Kashmir dispute that have resulted in hostilities and mistrust between the two countries; the initiative will also promote cross-cultural exchange.

In India, trust in media has been declining—Edelman’s Trust Barometer Survey recently confirmed this—and so the promise of honest communication is a positive step toward changing negative perceptions of the media, which is known for sensationalism. All the better if the two brands can make some genuine progress in bringing about more goodwill.


Photo Credit: The Times of India Group Print Ad

More populism, this time from genuinely populist Miller High Life

Published by Marian Berelowitz - New York on February 1, 2010 in North America. 0 Comments Tags: , , , , .

We just wrote about the irony of multinational big-box retailer Office Depot casting its lot with the little guy in a somewhat shameless bid to tap into populist zeal. By contrast, Miller Life will run regional Super Bowl ads that showcase a more authentic effort to align with the Main Street America ethos.

“This year the brand is giving its Big Game commercial to deserving small businesses from around the country,” reads Miller High Life promotional copy. “The ad … reinforces that Miller High Life isn’t just about brewing a good, honest beer at a tasty price, it’s about helping others live the High Life as well.” Spots will highlight four businesses (Loretta’s Authentic Pralines in New Orleans, etc.).

A teaser ad cleverly positions this Super Bowl advertiser as standing apart from “those big muckety-muck companies [that] prance out those fancy-pants commercials.” The tone is spot-on, as is the approach (positioning the effort as socially responsible). And it’s the perfect time for a brand that has long cultivated a blue-collar image to play on populist sentiment.

Nonprofit focuses on how donations will help the giver

Published by Tal Chen - Tel Aviv on December 21, 2009 in Middle East. 1 Comment Tags: , , , .

Migdal Ohr is an organization that provides education and “social guidance” for Israeli kids from underprivileged or troubled backgrounds. With competition for donations particularly stiff in this downturn, it has found a unique approach to attract attention: While most communications for nonprofits focus on the importance of the cause and how the donation will help the needy, this campaign is about how the donation will affect the giver.

Sending the message that anyone can be a philanthropist, a humorous series of newspaper ads titled “Find the fairy godmother in you” shows unlikely types—a mechanic, a biker and a soccer fan—with fairy wings and a magic wand. Instead of asking the public for help, Migdal Ohr is helping the public by empowering just about anybody to express their inner angel.

bikerauto-repairPhoto Credit: JWT Israel

John Hancock empathizes with Americans’ retirement anxieties

Published by Marian Berelowitz - New York on October 22, 2009 in North America. 1 Comment Tags: , , , , .

The New York Times recently ran a story, “In New Campaigns, Spots Take On a Rosier Hue,” observing that new messaging from brands including GE, Bank of America and Levi’s visualizes a bright future for America. “Marketers’ emphasis on American pride and an economic comeback suggests that the air is starting to crackle with optimism,” the paper reported.

But new spots for John Hancock’s “Cursor” campaign—dialogue-free commercials in which people tap out digital messages—acknowledges some disheartening realities that everyday Americans are facing. In one ad, an older man in a café messages a friend: “Remember when we used to say ‘WHEN’ we retire like it was a sure thing?” Responds his mate: “Then it became a lot of ‘WILL WE.’” To get “from WILL WE back to WHEN WE,” the spot touts Hancock’s findtheanswers.com. In another spot, a middle-aged man texts his wife about someone whose parents are selling their house—“realized their money wouldn’t last”—and moving in with the younger couple. “Tell me that won’t b us,” he pleads.

Viewers likely want a bit of both approaches. John Hancock’s message that it understands the retirement-related anxieties of Americans will surely strike a chord; at the same time, consumers want to believe in an “American renewal” (as GE puts it), even if the job market they’re facing offers little immediate hope.

Found in translation: Sanskrit goes Bollywood

Published by Pragya Singh - New Delhi on October 12, 2009 in Asia Pacific. 1 Comment Tags: , .

7175350_ce95302fdeSanskrit is one of the world’s most ancient languages, the source of many modern Indian languages and the language of scriptures and epics such as the Ramayana and Mahabharata. Though widely taught in schools, it’s dying a slow but sure death. Kids can choose between Sanskrit and another Indian language, and neither they nor their parents see any use for it—Sanskrit is neither spoken nor written in modern discourse.

Eklavya Sanskrit Academy in Ahmedabad, the capital of Gujarat, has taken up the challenge of keeping the language alive among today’s youth. And it has adopted an ingenious approach to do so: Translate well-known dialogue from famous Bollywood movies into Sanskrit. It’s a fun, engaging way to connect with youth and sustain their interest.

Fading brands can take a cue from this academy: Sometimes the best solution lies far beyond one’s own category code.

Photo credit: Mosseby

A documentary gives voice to struggling Americans

Published by Katie Fitzgerald - New York on September 16, 2009 in North America. 0 Comments Tags: , , .

Austin and Brian Chu were tired of hearing statistics about Americans losing their jobs and homes from politicians and reporters. The brothers, ages 26 and 23, decided to make the hard numbers more human by traveling across 50 states to interview Americans heavily affected by the recession. They talked to single mothers, seniors, Amish people, house squatters, students and others who have shown leadership in their communities but whose stories had slipped under the radar.movie-poster2

The resulting documentary, The Recess Ends, premieres Sept. 30 in San Francisco. The Chus will also preview the film in several cities before then.

One of their brand-related findings was the sizable shift in opinions they heard about Wal-Mart. While some consumers had once demonized the superstore as a killer of mom and pop shops, many now said they’d grown to be grateful for Wal-Mart, seeing it as a haven for the budget-strapped.

Coca-Cola Mexico exhibits retro-optimism through Annie’s voice

Published by Sebastian Codeseira - Mexico on June 23, 2009 in Latin America. 0 Comments Tags: , , , , .

Coca-Cola Mexico has launched a commercial that positions its family of drinks as icons of optimism. For this, it turns to a cultural icon: little orphan Annie. Different people in different settings sing parts of the chorus: “The sun will come out, tomorrow/Bet your bottom dollar that tomorrow, there’ll be sun …”

Once again, icons and cultural codes are used to connect with an audience that shares those codes. What’s interesting is that the spot creates a contrast between the past (Annie) and the future (discourse about tomorrow) that reflects a cultural insight: We are avoiding this difficult present by simultaneously feeling nostalgic for the past and optimistic about the future. While Coca-Cola is making a statement about the future and optimism, the spot works insofar as it turns back to the past, using nostalgia to make an impact with the audience. It’s a strategy that might be called retro-optimism. —with the contribution of Sofia Ontivero

A boast of nationalism from New Balance

Published by Andrew Ortlieb - Detroit on June 22, 2009 in North America. 1 Comment Tags: , , .

New Balance is trying a new tactic: American-flag waving. In a new campaign, it’s emphasizing the fact that a quarter of its shoes are made in the U.S. (competitors are at 0 percent). There’s even a documentary showing life in its small-town factory in Maine.

That a product’s provenance can be an important element of its primary brand is well-established. But it generally works only when the stereotypes of its birthplace build upon core attributes of the brand: Porsches from the Teutonic minds of German engineers, Harley-Davidson motorcycles from bad-ass rebels in Milwaukee, wines from France. Their origins communicate something about the products.

Not in this case—“from Maine” communicates nothing about a running shoe. It’s just patriotism, and trying to support fellow Americans. Normally I’d say this wouldn’t work, but then, these aren’t normal times.