Monday, December 20, 2010

North Korea as brand – Sex, violence, collective will

We've spoken here of sovereign brands – the widely accepted promise and personality of nations. At worst, a nation's brand image is a crude stereotype – "Man, those French are rude." At best, it projects a distinctive feature of a nation's role in the global economy – "The resourcefulness of today's India and the paradoxical adaptability of its ancient culture."

North Korea as brand
North Korea appears as stunning caricature. It is the world's consummate "rogue state" – acting beyond all behavioral norms. As a brand, North Korea is endlessly fascinating: It is so well focused, so "brand aligned" in every eccentric act and utterance.

North Korea is a model of brand discipline. Its "brand ambassadors" are perfectly unified. Its "brand experience" is admirably consistent. Its communications "cut through the clutter."

Brand personality
What captivates our attention? The brand personality: A continual threat of violence, the shocking display of collective will, and the unmistakable, riveting undertone of sex.













North Korean brand? Sex, violence, collective will.
Think: blockbuster TV show.

brandsinger

6 comments:

Philippines Tourism said...

North Korea scares me.

brandsinger said...

Yes. I understand what you mean. North Korea -- as a brand -- is Dracula.

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OneLifeLiveIt said...

Very interesting post about North Korea - it is one of the few countries left on the planet that hasn't been swallowed by the commercialisation of the US and the Western world. Never thought of the sexual undertones before - damn... will never look at North Korea in the same light again!

brandsinger said...

Thanks, OneLife -- You have an interesting take on North Korea yourself. Yes, the nation is isolated and protected from Western commercialization -- no beer commercials, no expensive Starbucks drinks, no glut of microwave ovens and flat-screen TVs. That's good, I grant you... but at what cost? Not much oatmeal or baseball or vodka either -- or human innocence and the freedom to sit around and be yourself.

Main chacun son gout! I just hope they don't blow up their peninsula. I've got friends in the South!

brandsinger