Friday, April 13, 2007

Rebranding Indonesia

When we read, hear or think about Bali, a certain impression or perception will flash in our mind and heart. The perception was built over time from news or stories about Bali and from our personal experiences when visiting various places in the island, and the interaction that we have with the people and its culture.

It’s like savings. Good stories and nice experience related with Bali will add savings in the memory bank, and strengthen the image. Bad stories and terrible experience about the island will withdraw the savings and weaken the image. The balance will determine people’s perception towards Bali.

Another example is the bad news we received recently about deadly violence culture at IPDN (the Institute of Public Administration). The news has withdrawn huge savings in people’s memory banks about IPDN, which balance was already negative because of previous death incidents.
However, the suspension of the rector and the establishment of an inter-departmental team that will start reforming IPDN in two months time, have added savings to the memory bank. The balance, however, is still negative.

Repeated deadly accidents with budget airlines had sent negative messages to passengers about the safety of such cheap services. It also caused a very painful experience for the families and friends who were affected by the incidents. The balance of the savings is negative. The brand image is bad.
Recent news that Garuda flight landed with burst tires at Makassar, albeit safely, has taken out further savings from people’s memory towards Garuda after Yogya accident. The balance, however, is still positive to me.

In the case of Indonesia, the name is frequently associated with corruption, inefficiency, legal uncertainties, mismanagement of its abundant natural resources, huge foreign debts, heaven of counterfeit products, ethnic clashes, poverty, floods, disasters, etc. The image is not that good.

A company may change its name, symbol or logo, etc. when the executive wants to rebuild the company's image, as what Pertamina's doing now.
Majority of Indonesian people, however, will never want to change the Indonesia name, its symbol, its national anthem, nor its flag. Hence, Indonesia can not be detached completely from its current image, and therefore it will take a very long time to to fix it. Besides, it’s not easy to change people’s mindset and habits.

To improve Indonesia image, positive messages should be consistently received by people in and outside the country, e.g. on the progress of government and the private sectors actions to tackle those above issues, such as the work of KPK (Corruption Eradication Commission) and other anti corruption drives, the new regulation on investments, the resolution of Aceh and other sectarian conflicts, the reduction of foreign debts, the raids to malls and places that sell counterfeit products, the improvements in disaster management, etc.

The news on the improvements shall be proven with personal experience that the business community and common people have when they deal with bureaucrats, police officers, lawyers, judges, etc. The improvement of the perception will be much better when people can use all the five senses, probably also the sixth sense, to asses the progress.

Despite the huge challenges we are still facing, we shall keep our respect to the country. As no one will respect a country unless its citizen knows how to respect themselves and the country where they live.


Precious Comments
Nieke,, said...
horeeee... pertamaxxx! xD
ummbbb.. aku kok suka lucu ya ngeliyad gelagat suatu oknum yg coba2 ganti nama or logo or apalah itu namanya demi ngerubah imagenya tapi gak bawa hikmah apa2 di kemudian hari.. ngapain repot2 gitu..
tapi mmg susah ya ngebentuk image itu.. kalo udah skalinya rusak aja.. susah mendapatkan kepercayaan lagi dari masyarakat, harus kerja keras :)
Mungkin salah satu caranya ya kembali berusaha menunjukkan kepada masyarakat [bukan hanya sekedar ngasih janji2 ini itu..] kalo mereka bener2 ingin merubah image buruk itu dan memberikan yg terbaik. ya harus memulai dari nol lagi..
kalo boleh sedikit "nyuri" ilmu ekonomi yg saya dapet di kampus, lebih baik mempertahankan pelanggan lama yg royal dari pada menggaet pelanggan baru.
nah ini dia yg susah, karena begitu pelanggan lama ngeliyat "gelagat" ketidak beresan ini tentu pelanggan lama akan hilang kepercayaan dan yg harus bisa dilakukan smuanya dimulai lagi dari dari awal, seperti berusaha mendapatkan pelanggan baru..
skali lagi..
memang susah kalo udah berurusan sama image, citra, reputasi, atau entah apalah itu namanya.. makanya itu, ga salah juga kalo saya terlahir dengan karakter yg agak jaim.
heuheuheu.. buntut2nya ga nyambung si Nieke,, xP [eh, baru nyadar panjang bener ini comment, maaph xD]
1:34 AM
:D slamat lagee ya niek; kecenderungan karakter seseorang memang gak mudah untuk dirubah; dan persepsi lama yg begitu kuat gak mudah terhapus; namun saya pikir membongkar nama dan kultur lama gak ada salahnya, tanpa mengurangi rasa syukur kepada siapa yg memberinya.
yg perlu buat bangsa ini barangkali adalah kesepakatan bersama akan citra seperti apa yg mo dibangun, bagaimana dan brapa lama kita kudu mencapainya secara bersama2.


broungirl said...
jadi keinget pepatah karena nila setitik rusak susu sebelanga
karena cacat kecil, yang lainnya pun ikut kena getahnya :)
9:54 AM
ho'oh jeng, suka gak suka itu semua adalah bagian dari bangsa ini


pyuriko said...
Untuk membuat Brand Image yang bagus, sprtnya susah yaaa... perlu usaha keras... krn nantinya itu akan terus dikenang...
10:48 AM
iya jeng, sama susahnya seperti nabung uang di bank, perlu dispilin, kalau gak ya bocor terusss :D


yunita said...
Indonesia has a lot of work ahead to reclaim it status in the business world arena. The draconian government and banking rules and regulations coupled with the bad image of corruption, banking and credit card fraud need to be overcome and this process will not be easy or have any quick solution. We are also hindered by a lack of communication both from internet capabilities and language barriers.
Rebranding is not simply a matter of changing a name or logo but moreover the whole system has to be addressed in order to achieve success.
1:16 PM
it will be a long painful process and no quick fix i agree; need to address it one at a time for people not losing focus


aribowo said...
waduh udah panjang bahasa inggeris pula, susah aku..
4:52 PM
ayo blajar dikit2 bung :D


rien said...
wah, gimana ya?
lha yang dididik untuk menjadi orang yg seyogyanya menjadi contoh yg baik seperti diIPDN aja udah maen sikut, kasar, bahkan nipu...setelah lulus ya hasilnya tetep aja ada bibit korupsi etc...
apa indonesia emang identik dengan mecetak generasi seperti ini?
kasian ya:(
6:09 PM
smoga team yg mulai bekerja senin ini untuk membenahi ipdn bisa bekerja maksimal; kita tunggu dalam dua bulan ini; gak perlu kecil hati bung, kita pasti bisa berubah


joni said...
talkin about IPDN, i agree with the opinion to 'DISMISS' that institution, check this link and this also.
how about u?
5:11 AM
apologize for losing the link; i'll probably give another chance for the institution to fix the problem with a team that is now working on it; it will not be easy though


NiLA Obsidian said...
ngomongin image.....
kalo mau yg besar terlihat baik....
harus baik dulu dari yg kecil2....
mulailah dari diri sendiri dulu....tampilkan image baik utk diri sendiri.....
10:35 AM
ho'oh jeng, setuju, dan itu juga gak kalah sulitnya


kenny said...
kayaknya skr susah nyari image yg baek buat indonesia(sedihhhhh...) identiknya skr malah ama kekerasan, bencana, pdhl dulu terkenal aman penduduknya yg ramah, sopan, gemah ripah loh jinawi.
setuju ama jeng nila, memang mulai dari diri sendiri dulu, ayukkkk mulai dari skr!!
1:01 PM
iya jeng, bareng2 dimulai dan smoga bisa cepat sampai tipping point


wieda said...
kata kawanku " the world just only game to play"
jadi apapun juga bisa saja terjadi yah? oh Indonesiaku
11:29 AM
iya jeng, jadi kudu tahu aturan mainnya ya biar gak kena pripit; dan jangan ngarep orang mo bantu kita, kalo kita gak bisa banti diri sendiri


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4 comments:

  1. kata kawanku " the world just only game to play"
    jadi apapun juga bisa saja terjadi yah? oh Indonesiaku

    ReplyDelete
  2. Interesting!
    I experience myself, when a couple of friends asked me where to go for holiday on summer and i mentioned Bali, they were like 'No Way'. The bombing has changed and stayed in the international minds that Bali are dangerous. Pheww! That's gotta be hard to changed unless we do promotion or branding in the tourism like all the other countries around us (discoverhongkong, truly malaysia, visitsingapore, amazingthailand).

    Globally people know our country for the terorism, disasters like flood etc, and bureaucracy. I was really sad and offended when a local here talk to me about terorism. He looked at me as if all Indonesian are like that. But then again Hongkongers are not that friendly people.

    We do know what we need to improve in all the blank fields. But on top of that, i think we need a strong, willingful, determine leadership that is not afraid to break the custom for a better nation. An example isn't far away, Malaysia ex-prime Mahathir Mhmd. A leader that dare to be hated by his fellowmen, strong uninfluented-government reconstruction-citizen rebuilding-result oriented performance man!
    If not, the nation will never change, and the country will render from disasters that continuously visit. We have to break the 'curse'!

    ReplyDelete
  3. This comment has been removed by the author.

    ReplyDelete
  4. Oh, and another thing. I really like the new logo of Pertamina. It's a good start to change the image of the company, from the old logo that looks old, lame, conservative, full of corruption & bureoucracy power. Way to go, Pertamina! Salute to the man that had the courage to change but get kicked out of it.

    ReplyDelete