The power of marketing

Recently, I've had quiet a few instances where the power of marketing came up. It is marketing not in the true corporate sense, but it still has to do with selling a product, an image.

I was watching this show on the History Channel about the hidden messages in the US Dollar bill. There is all this talk about hidden messages of the Freemasons, about how they are planning a new world order etc. However, another point that somebody mentioned on the show was that the seal of the United States is one of the most recognizable American symbols in the world. Many are probably aware of the front of the seal. which consists of a Bald Eagle behind a shield and holding an olive branch with its right claw and 13 arrows with its left claw.

And it got me thinking about how countries can influence other nations and people, its through the media. For example, that gentleman on the show mentioned that one of America's most recognizable symbols are the McDonald's arches and Coca Cola. People the world over drink Coca Cola and Pepsi, have probably eaten at some American fast food chain and almost certainly watched American tv and movies, and listened to their music. This soft power generation goes a long way in influencing people and winning friends.

In this context, one might say that India has great potential soft power that it projects to many parts of the world. The flag bearer of this charge is probably the Bollywood film industry, with their movies being watched in all parts of the world as well, especially the developing nations.

In addition, India has a great asset in its overseas population, which for the most part, has been a successful group of people who still love their motherland and look for ways of giving back.

Similarly, buildings are great symbols of a nation. The Empire State building and the WTC Twin towers had been symbols of American economy and capitalism. Malaysia built the beautiful Petronas Towers that projected its new ambitions and drive to be a modern country. Of course, when it comes to construction, the world is in awe of China, and what they have done with their cities. Brand new, massive masterplans incorporating huge, lavish buildings spanning all their cities. While I don't agree with how they do it, the point I am trying to make is that I think the Chinese have realized the importance of putting forward a face of modernization and business, because it goes without saying, if you have money in your pocket, you can do anything you like, including crushing protesting villagers, executing thousands of prisoners, but as long as you can make cheap consumer products for the developed world, you are good to go. What has India got to show for its new economy? Nothing really. The world still recognizes us by the Taj Mahal, and if they were asked to mention one monument that modern India has created, I don't think anyone would be able to. Heck even I can't name one.

An example of how India's governments and institutions don't have a freaking clue as to how image projection works, take the case of domestic cricket. While the BCCI will make millions with its India games, our domestic cricket is languishing despite having a very high quality of play and professionalism. Not that a change isn't being attempted. The Indian economy ad blitzes at all world economic forums certainly created a buzz, and the Ministry of Tourism's 'Incredible India' campaign seems to be doing well too. Well, and in sports they attempted to start the Premier Hockey League, replete with uniform sales and tv coverage.

So here is my take on this lack of India's politician's interests in projecting a positive India - they basically don't care. Most politicians in India are like rats, they like working in the dark. Too much good India buzz with ruin their infrastructure to rape and plunder this country behind everyone's back, and any change to this status quo is certainly bad news for them.