I know Yonata Fu

Ten Quirky Things About Living in Hong Kong

2014-09-03T22:13:00.000-07:00

Moving from Chicago to Hong Kong was quite the shocker for me... Some things like the high efficiency of public transit and shopping malls that open well past dinner time are welcome surprises. But some other things are quite weird to me. Having lived in Hong Kong for the past year or so, these are the ten strange yet amusing things that I have noticed:

1. UMBRELLA-ELLA-ELLA: Women bring umbrellas on rainy AND sunny days (to keep their skin from getting tanned)

2. COUNTDOWN-CRAZY: People even do a countdown for Christmas (Santa better be on time!). Watch here!

3. PAW-SITIVELY STRANGE: They walk their dogs in a stroller. Here's a picture I took in an elevator... My baby is probably wondering, "Why are the kids in the other stroller super hairy?"

4. FASHION SENSE: It's 60' F outside, yet you'll see some people wearing down jackets and furry boots, while others wear shorts and sandals. What gives...?

5. RIGHT OF WAY: Pedestrians must yield to cars (it's the other way around)

6. FOR CRYING OUT LOUD: Hong Kong is experiencing a shortage of baby formula/milk powder because of mainland Chinese moms. They won't buy milk powder sold in the mainland because they doubt its safety and quality. This issue became such a problem that the HK government had to limit mainlanders to buy no more than two cans of baby formula per visit.

7. HONG KONG STYLE EXORCISM: If you want to put a curse on someone, hire the shoe-wielding-avenger grannies.
"For HK$50, Wong will take care of your enemy. Wong is a professional ‘petty person’ beater. Her weapon is a worn shoe. She will beat your rivals and burn them to ashes, metaphorically speaking of course. Beating the petty person, or “Da Siu Yan” in Cantonese, is a Chinese folk ritual to dispel evil, particularly the kind brought by enemies. Beaters, usually old women, will hit a human-shaped paper that represents your nemesis and do a sequence of steps to ask a Taoist god for help in protection from malicious influences and to bring you good luck."

Taken from: http://journalism.hkbu.edu.hk/feed/?p=806

8. STREET SMART: Taxi cabs will ignore you if you try to get on the side of a street with double-yellow lines--this is a no taxi pick-up or drop-off zone. I learned this the hard way while I was pregnant... I felt like a reject as I tried to hail cab after cab. Only to find that it wasn't personal... it was just traffic signage that I didn't understand.

9. HOUSING BOOM: A lucrative housing market paired with a competitive, dog-eat-dog environment will get you highly aggressive real-estate agents. When you visit a developer's open-house/showroom, several agents will quickly approach you like moths to a lamp. Then they'd literally shove their business cards into your hands. If you take their business card, then you're stuck with them for the rest of your visit.

10. THE HONG KONG MEDIA: Compared to the U.S. news outlets, Hong Kong thinks bigger is better. To win attention, each news outlet have giant mic flags for TV reporters to carry around. Online news outlets also have no qualms about the use of models when featuring real-estate news. Somehow, they maintain objectivity in their reports... I guess I'll never know until I learn how to read Chinese characters.

Which of these things do you find to be most amusing?

Fast Food According to the Chinese Palate

2014-08-04T04:06:00.000-07:00

It's been over a year since my move to Hong Kong from Chicago, and the idea for this blog post came about from a recent Facebook conversation with a friend about McD's food safety scandal that caused them to stop selling McNuggets and other stuff in Hong Kong. So, to my curious friends, here's what you'll never see on the menu of your go-to fast food chains in the US.

I suppose it comes down to the Hong Kong consumers' habit of having different options in what they can buy... so, every now and then KFC would come up with something 'special':

Italian herbs and cheese to bring a taste of Italiano to Hong Kong's KFC customers... I'd try that!

Sweet lemon sauce over fried chicken... Hmmm, I wonder if it tastes like the typical orange chicken?

McDonald's in different parts of the world serve that region's staple food. Like gyros slices instead of beef patty in Greece. Back in the states, we've got something as American as apple pie. Meanwhile, here in Hong Kong, we've got something...

...as Chinese as Taro Pie!

Would you like your McNuggets to be Korean, Japanese, or American?

We love them both... black or white :) #nohate

When it comes to pizza... Hong Kong has a VERY different idea of what it is:

Yes, it contains all manner of seafood with CREAM CHEESE and FISH ROE within the crust

One word: Yuck. And I thought I've seen it all...

Fighting The Media's Portrayal of 'Desirable' Woman

2014-03-06T22:54:00.003-08:00

I just heard Sue-Mei Thompson's speech at The Women's Foundation (TWF) Luncheon that was held in recognition of International Women's Day. As CEO of TWF, her foundation's mission this year is to change/correct the viewpoints projected by the media that subject young women to the double-standard and unrealistic expectations in society. A documentary project called "She Objects" is in the works along with other TWF educational efforts to reach out to the youth as part of one non-profit group's intervention.

This is a lot like one person trying to change the course of a tidal wave.

The problem is not with the media. They are just the medium of communication.
The problem is not with the advertisers. They are just reflecting what consumers want.
The problem is with society. We literally buy into these messages of what 'beauty' is.

We can deny all we want, but the fact that we are shelling out hundreds of dollars on a moisturizer shows advertisers and the media that they are simply reflecting what we want to see, what we want to be.

Which one came first: The chicken or the egg? The consumer's aspiration or the advertiser that capitalizes on this desire? Perhaps it's the result of constant evolution between the two. An evolution that builds one upon the other, influenced by the social and culturally accepted notions of that time.

I Saw Mommy Kissing Santa Claus!

2013-12-23T01:36:00.002-08:00

This is a rather silly confession to make. When I was about 10, I was genuinely shocked and quite reluctant to sing this popular Christmas song because of what the lyrics meant to me back then...

Oh, what a laugh it would have been
If Daddy had only seen,
Mommy kissing Santa Claus last night!

I would think to myself: Nope, Daddy won't be laughing if he saw Mommy kissing Santa Claus.

You see... growing up in Asia, our dads never dress up as Santa on Christmas. We'd go to church, the mall or school halls and they would hire someone to dress up as Santa Claus. That's why for the longest time I thought, "Mommy is going to be in trouble with daddy if this really happened! Why would this kid sing about it as if it's a fun thing to tell daddy? Isn't that cheating?!"

Good thing this misunderstanding is all cleared up now... I can now happily sing along with a whole new perspective on Santa's new identity.

Merry Christmas, everyone!

Something's Missing in Hong Kong this Holiday Season

2013-11-26T19:56:00.000-08:00

Now I know...

Thanksgiving Holiday wouldn't be the same without the cold, wintry nights
Christmas lights wouldn't look as magical without the snow outside and the warmth of the house inside

Yes, the cold, grey slush and traffic jam are unpleasant
But it makes the final arrival at home all the more comforting

Holiday shopping is great, discounts are even better!
But gathering with friends and loved ones is what matters for the soul

Never thought I'd say this so soon, but...
I miss the holidays in Chicago.

How to be a Kick-Ass Assistant Producer for Talk Shows

2013-09-26T20:51:00.000-07:00

There was a time in my not-so-distant past where I was working for the Jerry Springer Show as Assistant Producer. It's one thing to land the job... and it's another thing to stay in the job. Leave your emotions checked at the door, because when you're in show-biz, only one thing matters: The show must go on!

Here's what I learned from my time at The Jerry Springer Show: #1 You gotta have an ear for a great story. Tons of ppl will leave msgs to get on the show, but you'll have to come up with a great pitch for a great show. So, lots of researching, calling and convincing all parties over the phone to come to ur show.

#2 Once you have guests, u have to 'prep' them emotionally. If you're gonna have two women fighting over one man on stage, give both women plenty of energy drinks. If you're going to have a woman come up on stage crying, don't try to console her while she's in the 'green room' (this is where we keep guests from running into one another in the hallway and starting a show of their own off camera). A show producer pulled me aside once for trying to pacify a distraught guest in the green room. The producer said, "What are you doing? We want her that way." In essence, you can't let your conscience get in the way of making a great show.

#3 HAVE FUN & make it happen!!!! People in show-biz love a great energy and go-getters. Convey to them that you'll go the extra mile and you'll go far in show-biz.

My Take on Homosexuality & the Society

2013-08-19T23:57:00.001-07:00

Why do we judge, punish, and unfairly treat those who have a different sexual lifestyle than we do?
You say because it's a sin.

Well, guess what.... Your porn addiction, your lies, your promiscuity, and your prejudice are equally sinful in God's eyes. But did society penalize you by not letting you enjoy and share in the health benefits and other privileges that come with being married to the one you love? No.

So, why do we think so highly of ourselves that we dare to decide how a fellow human being deserves to be mistreated when we are just as sinful?

Matthew 7:1
"Do not judge, or you too will be judged. ²For in the same way you judge others, you will be judged, and with the measure you use, it will be measured to you.

³“Why do you look at the speck of sawdust in your brother’s eye and pay no attention to the plank in your own eye? ⁴How can you say to your brother, ‘Let me take the speck out of your eye,’ when all the time there is a plank in your own eye? ⁵You hypocrite, first take the plank out of your own eye, and then you will see clearly to remove the speck from your brother’s eye."

Let God be the judge of our actions. And until that day of judgment comes, remember to do this each and every day of our numbered lives:

John 15:12

"My command is this: Love each other as I have loved you."

Deadweight Newsroom Management

2013-04-28T21:14:00.001-07:00

Data speaks volumes about how your company is doing. I get it... numbers matter. If you're a newsroom manager, you want growing viewership. One way to get that done is to have more news pieces so more stories can be covered that satisfies a lot more people's interests. But instead of hiring more staff, you squeeze your existing staff to the last drop.

Reporters working in medium and small-size cities are often pushed to do one-man band (producer/ interviewer/videographer/driver/editor-all-in-one). They have to cover at least three to four stories a day... some say they were asked to do six. No, not six versions of a couple of stories per day, but actually six different news stories. To top it off, reporters have to create a web-version, tweet the story, and engage the viewers both online and offline.

As human beings with time constraints, it comes down to either doing a few things very well or doing everything at the bare minimum. Unfortunately, management prefers the latter. But, in the world of journalism, it's not only about how many news articles your newsroom produces in a day that will raise your ratings, viewer count, Facebook 'Likes' and/or circulation. It's also about relevance and quality. Not just quantity.

If your news pieces are irrelevant or of poor quality, they do not hold any value. They do not deserve and will not get any attention. You might try the shocking headline tactic to get people to do a double-take, but that's all you'll get. Soon enough, advertisers will get in on the pathetic attempt to inflate your numbers and channel their advertising dollars elsewhere.

You may say, "Well, that's how we'll weed off the poor performing newsrooms." Unfortunately, this is done at the expense of talented journalists who would've earned your newsroom an award or two if given the chance and resources to make it possible.

Great managers should strive to find the balance between quality and quantity in an ever-changing environment.

A Mind is a Terrible Thing to Waste

2012-11-09T13:10:00.000-08:00

Every time I come across an injured animal, I always thought to myself, "I would make a great veterinarian." But I am not one.

Here's why I didn't end up being an animal doctor: My biology and science teachers from primary school all through college were BORING to me. They managed to make every fascinating thing in science and biology a dry, dull, and drab drill of rote memorization of Latin terms that never came to good use in my daily social interactions. So, I strayed away from science and delved into the field of communications.

I now find myself working for the past few years as a Program Strategist for an institution of higher learning. As I reflect on my surroundings - the students, teachers, classrooms - I said to myself, "If I was taught by a teacher who understands how I learn best, my mind would absorb all that knowledge like a sponge to water." However, more often than not, students have no choice but to try to get something out of what's being taught by the teacher--at the very least, learn just enough to get a passing grade. It's like pouring water over concrete. Not much is retained by the mind. Imagine how many potential geniuses are discouraged from pursuing a field of their interest because of an unfortunate match between the teaching and learning styles.

So, here's a thought:

If we can customize our drinks and even our sneakers, wouldn't it be great if we can customize the teaching styles of our educators to suit the best way we learn/gain knowledge?

Some children go through psychological analysis to understand how they learn. But this type of analysis is usually done only on those with a gift or learning difficulties. Why not extend the use of this analysis by creating the equivalent of a Myers-Briggs Type Indicator for learning styles?

As learners, we need to assess and understand our learning styles.
As educators, we need to identify our teaching styles.
As educational institutions, we need to help learners find their right match for optimized learning.

But Inggrid, what do you call Teacher Evaluations, then?
Teacher evaluations are just scratching the tip of the ice-berg. Some people learn best by doing, some by reading, and others by a combination of both. So a particular instructor can get rave or aweful reviews one year versus the next on their evaluations. It's not that the teacher is good or bad... it's just whether the teaching style suited the learner or not.

To compensate for this subjectivity, we need to be more intentional in this effort. We have to be objective when identifying the learning and teaching methods. The better we match learning vs. teaching styles, the more graduates and skilled-workforce we will produce who are happy doing what they do best!

What Are We Living For?

2012-11-02T14:27:00.003-07:00

Yes, it is a loaded question that many have probably asked themselves at some point in their lives. I know I have... numerous times. The best way I can make sense of this is to observe other living things, like birds. What are they living for?

When I asked the same question in a different context, I realized that other living beings live doing what they do best. For the bird: build a nest, hunt for worms, make beautiful noise, attract a mate, procreate, and help their young ones do what they do best as birds.

As wonderfully complex yet fragile human beings, finding and doing what we love is key to practicing our best talents and potential as a human being.

This infographic served as a guide for how I should live my life. I hope it guides you too!

Love vs. Fear

2012-10-22T11:57:00.000-07:00

Went to practice Hot Fusion Yoga at Core Power Yoga the other day and the instructor said these words to set the tone and focus of our session:

There are two basic emotions - love and fear. When you love, you have no fear. If you fear, you can't love. You can choose to open yourself up to love and close your fear.

"Fear knocks at the door. Love answers. But nobody was there."

Fast Learning

2012-10-05T13:29:00.001-07:00

I know that I haven't been updating my blog on a weekly basis as I planned to. You would think that after grad-school is done, I'd have more time to blog away. Somehow, I find myself in a predicament... Although I don't have any readings or research to do for class, I have a lot of stuff that I'd like to re-read and learn about. The more I read, the more stuff I want to know. The more stuff I know that I don't know and need to learn about, the more readings I want to do. Does that make sense?

Great reads from blogs like Hubspot, Seth Godin, and Marketing Sherpa are piling up in my list of unread e-mails. And then, there are websites like Campaign Asia and TedTalks that have tons of content that I'd like to dive into.

If only there's a way to learn fast like The Matrix movie scene below. That would be super!

P.R.oblem of the Week

2012-09-11T13:19:00.000-07:00

Seems like this week is dedicated to big brands in big trouble for racial discrimination.

First up: Hollister models made fun of Asian customers at their grand opening in South Korea. Lee Hyung-Ju described the offensive actions on the English Korean news site koreaBANG: "Images of models making 'squinty eyes' faces, flipping their middle finger to photographers, and mocking Asian pronunciation of English appeared on their Twitter accounts."

Next up: Hooters in Queens is sued by a Korean-American diner after an employee wrote "Chinx" on the check as the name of the customer, the New York Times reported.

I think these two incidents serve as reminders to HR and Marketing departments to make sure they train/brief the employees on cultural sensitivity. Racist jokes like these hurt the company's image and bottom line.

KoreaBANG wrote: "Major Korean newspapers covered the scandal, as online comments called for a boycott and promised to return clothing they had bought. Other netizens have tracked down the models’ personal details and published them online." Tsk, tsk, tsk. Hollister had just landed in a new market and already talks of boycotting the brand for racial insults? Not good. Talk about biting the hand that is about to feed you! Where's the Chief Culture Officer?

And... the Survey Says!

2012-08-17T13:38:00.001-07:00

Thank you to all of you who took part on this survey. I truly appreciate your time and honesty. Quite a few of you have expressed interest in finding out what the survey results are. Well...here's what I found:

It's a 50/50 split between Chicago women who would wear their wedding dress again and those who wouldn't, even if they could. Half of us are looking for opportunities to wear that gown once again... while the other half aren't. Which makes me wonder, why not? This calls, perhaps, for another survey?
Nah... how about just tell me on the comment box below?

My wedding dress :)

Moving on...

Here's what Chicago women have to say about the most important factor when choosing a charity to give to.

Here's who they donated to.

The good news for charities:

54.8% of survey respondents are "Extremely likely to donate in the next 12 months"
21.9% are "Very likely"
15.1% are "Moderately likely"
4.1% are "Slightly likely"
4.1% are "Not at all likely"

The Wedding Dress & Charity Survey

2012-08-09T15:45:00.002-07:00

This week, many of my friends received an e-mail from me about a survey. Some have wondered "What is Inggrid up to?"

My independent study project goal is to use what I have learned from Medill's Integrated Marketing Communications program to look into innovative ways to raise funds for worthy nonprofits. The survey is intentionally set-up the way it is because I want to understand two things:

The cultural biases people have about wearing their wedding dress again
What kinds of charities do Chicago women donate to & how do they choose?

No, it's not about selling your wedding gown for charity. I did mention that this was going to be an innovative fundraising strategy. So, if I get enough responses on the survey, something good is going to come out of this in real life and you will have played a major role in this innovative thinking process. :)

The magic number to make this survey worthwhile is at least 1,000 women in Chicago-land. Right now, I've got 34 survey respondents. As you can see, I need your help to make this possible. Feel free to e-mail, tweet, and post the survey to women you know owns or will keep their wedding dresses.

You can use this link to send the survey to your friends: http://svy.mk/NNAhl6
If they want to know more, please forward them my blog link: yonatafu.blogspot.com

In case you haven't completed one yet, please do so before next Friday, August 17th:

CLICK TO TAKE THE SHORT SURVEY

The following is an excerpt from my previous blog post, dated June 6, 2012:
"I've told my husband even before we got married that I would like our family to be involved in philanthropy. I believe that we should live to impact the lives of other people for the better. That's the legacy we should all strive for. My particular interest is in giving money to deserving non-profit organizations.

No, I'm not wealthy enough to be a philanthropist such as Bono, Bill Gates and the like. But I believe wealth is NOT a prerequisite--ingenuity, passion, and determination are. As mentioned above, I'm embarking on a summer-long independent study project at Medill. In essence, I will work on designing a model for running a non-profit the IMC way."

Thank you for supporting me!
Inggrid Yonata-Fu

NU Social IMC: 3 Ways to Get Young Donors to Open Up Their Wallet...

2012-08-01T09:59:00.001-07:00

NU Social IMC: 3 Ways to Get Young Donors to Open Up Their Wallet...: Gone are the days when marketing and fundraising managers of nonprofit organizations could rely on big corporate funders. In this type o...

No Good Deed Goes Unpunished

2012-06-21T15:21:00.002-07:00

If you love Panera Bread, you might love them even more now! Panera Cares Community Center opened in Chicago this week. It's their fourth location that allows patrons to pay-what-you-can, i.e. sliding scale + donations encouraged from those who can give! The Panera Care cafe is located in Lakeview, 616 W. Diversey Pkwy, an area largely occupied by young professionals (read: yuppies). The rationale of choosing this site is because of the right mix of fairly affluent and needy population.

I can't help but to think whether this kind of operation will work in other countries, like China or Indonesia (where I'm from). My first thought is that it will be greatly welcomed by all. But whether the more affluent population will be gracious enough to pay more than the price on the board is highly doubtful. I wouldn't be surprised that many will take advantage of this charitable act and apply the "why-pay-unless-you-have-to" mindset. Unfortunately, the honor system does not work well in many Asian countries.

Don't believe me?

Here's what IKEA in China had to deal with when they decided to offer free coffee and a place to chill:
"They [senior citizens] sit for hours in the cafeteria, leaving behind orange peels and egg shells they have picked off boiled eggs brought from home. Occasionally, security guards intervene to try to keep order."

"As culture and commerce intersect, some unusual behavior has emerged. And older folks aren't the only troublemakers. Young people, often with kids in tow, plop on chairs to watch videos on their smartphones. People aren't shy about kicking off their shoes and tucking into display beds for a nap."

I can see why this is so: If all your life you've had to fight to survive, then being charitable is the last thing in your mind. Maybe, as time goes by, a new generation of a growing middle class that's better educated will be more charitable and respectful in nature?

What I know for sure is that marketing in Asia is going to be quite the challenge for me! Bring it on!!!

3 New Things I Learned About Myself

2012-06-06T21:30:00.000-07:00

Yes, I've been MIA from my blog for the past month or so. Two final projects and presentations, as well as my insistence on spending time with family and friends took up whatever spare time I would've used to update my blog otherwise.

During my mini-sabbatical, I experienced quite a few interesting turn of events that have allowed me to learn a bit more about myself.

1. A pretty-darn-good negotiator
I found out how assertive and dynamic of a negotiator I can be after taking part in a negotiation workshop hosted by IMC Prof. Fred Crandall. What makes a negotiator great is the ability to find a creative solution to meet the other party's need(s) or an "Integrative win-win-win solution," instead of a trade-off or zero-sum negotiation.
At the workshop, I took on the role of a publisher and negotiated down the advance fee for another student who was playing the role of an author's agent. His goal was to get as close to $350,000 as possible. My goal was to get as close to $100,000. We settled at $110,000. :D

2. Traveler of the unconventional career path
For the longest time I thought I was living some version of a career "failure to launch" for not climbing up the career ladder the way most of my college friends did. My career path was non-linear at best... it zig-zagged, hopped around, and if my guess is right, it's about to go into a warp-zone after my Independent Study project is done this August. It's a lot like a pinball game (yes, you can play the game of pinball below):

Jungle Quest Pinball (Classic game) | Play more games

Who knows where I will end up, but through numerous conversations with friends, colleagues, and professors, I learned that this type of career path is okay too. In fact, it sets me apart from other job seekers because of the unique experiences that this untraditional path has exposed me to.

3. Potential innovator in non-profit fundraising
I've told my husband even before we got married that I would like our family to be involved in philanthropy. I believe that we should live to impact the lives of other people for the better. That's the legacy we should all strive for. My particular interest is in giving money to deserving non-profit organizations.
No, I'm not wealthy enough to be a philanthropist such as Bono, Bill Gates and the like. But I believe wealth is NOT a prerequisite--ingenuity, passion, and determination are. As mentioned above, I'm embarking on a summer-long independent study project at Medill. In essence, I will work on designing a model for running a non-profit the IMC way.

Stay tuned!

Best Buy's Head of Marketing Steps Down - Now What?!

2012-05-03T22:16:00.001-07:00

Best Buy's chief marketing officer went for the exit door this week. The largest consumer electronics chain dubbed as "Amazon's showroom" has been struggling for quite some time now. Why? Because customers like you and me go to Best Buy to check out and play with the latest gadgets. And then, we'd go home and look on Amazon.com to buy that item with the best deal online.

Yes, this is oversimplifying the number of other issues that Best Buy is challenged with. But, if it continues this way, it won't be long till Best Buy follows Circuit City's fate.

If there's one question that keeps Best Buy's boss up at night, it's probably this: What can Best Buy do to save itself?

How about taking on a different business model? Think: Costco
Membership-based = added source of revenue for Best Buy

Why would anyone pay for membership? For Costco, it's the access to big volume discounts for big families and big kitchens. In Best Buy's case, its value lies in selling the access or privilege to try out the latest gadgets in stores for techies and wannabe's like me! There isn't a lot of electronics stores of Best Buy's size left. That means it can offer the widest range of electronics in one store. Why not use it to your advantage?

There you have it, Best Buy! Free consulting courtesy of Inggrid Yonata Fu and Medill's IMC Program.

The Art of Negotiating

2012-04-29T07:24:00.000-07:00

It's an art... so, by definition, there is no cookie-cutter way to be good at it unless you've found your own way to express and use it to your advantage. But thanks to show-biz there's a way to better understand the dynamics of negotiation. I was recently exposed to "Shark Tank" a reality TV show that I think gives a very good insight into how investors think, negotiate and bite one another to get the best deal. It's fast-paced and vicious.

The challenge I get from watching this show:
Could I have gotten a better deal if I were put in the Shark Tank (assuming I have what they want)?

Word to the Wise

2012-04-11T20:04:00.000-07:00

"If your job is to innovate, it is more important to ask the right questions, than to have the right answers to the wrong questions."

~ Paul Wang, "Customer Value Innovation" Professor - Northwestern University

Two key takeaways:

Even if you don't have the answers just yet, being able to formulate the 'right' question will set you on the right path to true innovation.
Companies often make the mistake of only asking the wrong question to the wrong people. The right questions must be asked to the right people to get invaluable customer insights that will make a positive impact.

Let me briefly explain what I mean by that:

If your goal is to get more new customers to walk in the door, instead of asking your most loyal customers "why do you love shopping at our store," ask the target segment of the market that you want to turn into customers, "what does it take for us to earn your business?"

Why Burger King No Longer Reigns?

2012-04-05T06:55:00.000-07:00

"On Monday, it plans to launch a lineup of smoothies, frappe coffees, chicken strips and snack wraps." Sounds a lot like the menu listing of America's #1 fast-food burger chain, McDonald's. But this is actually Burger King's idea of getting back to the top... or at least #2, where it used to be until Wendy's took its place for the first time last year.

A news report said, "Burger King has failed to evolve even as competitors have gone after new customers with breakfast items and healthier fare... Burger King executives don't deny that its new items are pretty close to those on McDonald's popular menu. But they say the new menu was created as a result of Burger King's own research."

I don't think BK failed to evolve. I think they made a gamble when they decided against getting on the "healthy-food choices" bandwagon, the way many fast-food chains have. Unfortunately, their gamble didn't pay off because of wrong TIMING. Capitalizing on a consumer trend is a lot like trying to get on the best wave for surfing. Every consumer trend has a pattern---a rise and fall. I suspect Burger King was trying to capitalize on the young male group who want REAL-juicy hamburgers, not something as politically correct as the chicken wrap. BK was waiting for the tipping point. It was waiting for us to say, "That's it! I've had it with all of these healthy-eating, organic food nonsense. I only live once, so gimme that WHOPPER of a meal!" But alas, no one said a word because we were busy stuffing our mouths with salads and protein drinks.

Burger King's own research probably told them that this trend of healthy lifestyle is here to stay... at least for the time being. This trend is still on the rise. Refusal to adapt and cater to this trend might just kill the King and dethrone him for good. This is a double-edged sword: BK needs to adapt to the changing consumer taste in a financially feasible way. BK also needs to differentiate itself from competitors if it were to have any chance at beating its rivals. The big question is how can BK adapt without losing its identity? If people remember McDonald's when they look at Burger King's menu, is that a good thing?

Major TV ad campaigns with celebrity endorsements may help get the word out. But marketing guru, Seth Godin, reminds us that the product and experience itself need to "be remarkable."

Off the Grid

2012-03-29T19:52:00.004-07:00

My husband got me a cell-phone to replace my iPhone 3G that, after more than three years of use, has a died on me. Like many with of you who use a smart phone, I was so tethered to this technology. So much so that the convenience and knowledge-at-your-fingertips capability in a smart phone have been fully integrated into my daily routine.

The replacement phone I asked my husband to get for me was this AT&T phone. I know what you're thinking... But, the reasoning going into getting this phone is not the issue at-hand. My experience of switching to one after years of being spoiled by a smart phone is.

Being Off the Grid:
It was... well, BASIC: no camera, no social media on-the-go, no traffic, no maps/GPS, no games, no smart web-browsing, and no e-mail among many other spiffy apps. But it does take and make calls or text messages (side note: even my technologically-challenged dad uses a cell-phone more advanced than this)! For many people, the only time they are "off the grid" is when they're sleeping. For me, once I shutdown my work computer, I'm basically "off the grid."

For the first month, I felt like I was like a drug addict going through terrible withdrawal symptoms. On numerous occasions, I find myself pulling my hair out in the car when I forgot that I didn't have google maps on my phone to figure out the traffic or find the number to a restaurant to call in my order in advance. On another instance, I wanted to take a photo to post on Facebook and tweet about it, but the phone nonchalantly said, "Sorry, no can't do!" to my highly disappointed face.

I'm now two months off the grid. I've been sharing my personal life less in cyberspace. I suppose I have less to worry about Internet Privacy and a target for Online Behavior Advertising. Essentially, I have become e-marketers' biggest challenge: The un-reachable "Adult 18-34" customer in mobile marketing.

I've learned to get back to living like the days before Steve Jobs enlightened us with gadgets we didn't know we needed. Am I happier off the grid? I think I have more time to focus on the things happening around me, rather than trying to find out what's happening elsewhere with my friends.

If you want to give more focus to the present, the here, and the now... getting off your smart phone might be a smart thing to do. Or not?

A Creative Challenge

2012-03-14T23:29:00.001-07:00

One of the courses that I had just completed this quarter is the Marketing Communications and Persuasive Messages. The goal is simple: Your message should make people do what you want them to do. Whether it is a written letter, live presentation, or a message on a video, the person who initiated that message always wants to persuade you to believe in what they're communicating.

I'd like to share with you one of my assignments in this course. The task is to create a persuasive video, no more than 90 seconds long, and it can't be text-heavy. Here's what I submitted. :)

Well, what do you think?

Two Sides to KONY 2012

2012-03-08T20:58:00.000-08:00

You might have heard about Joseph Kony and the California filmmaker who created a documentary about the plight of the Acholi people--the so-called "Invisible Children."

View the video to hear his side of the story...

Touching and heart-breaking, isn't it?
On the flip-side, someone is courageous enough to shed some light on the other side of the story. Here's an excerpt from her blog that you can read in full if you click here:

"Firstly, I would like to question your timing of this KONY 2012 crusade in Uganda when most of the violence from Joseph Kony and the LRA (The Lord’s Resistance Army) has subsided in Uganda in the past 5 years. The LRA has moved onto neighboring countries like the DRC and Sudan. Why are you not urging action in the countries he is currently in? Why are you worried about Kony all of a sudden when Ugandans are not at this present moment?

This grossly illogical timing and statements on your website such as “Click here to buy your KONY 2012 products” makes me believe that the timing has more to do with your commercial interests than humanitarian interests. With the upcoming U.S. presidential elections and the waning interest in Invisible Children, it seems to be perfect timing to start a crusade. I also must add at this point how much it personally disgusts me the way in which you have commercialized a conflict in which thousands of people have died."

As a former journalist, I used to be quick to jump to conclusions under the pressure of meeting news deadlines. This one's the good guy, that one's the bad guy, and that's the victim. But life experiences have taught me that it isn't always that obvious. There is a lot of gray areas in life and, especially, socio-political issues.

I don't know who is telling the truth in the case of Kony 2012. But I believe we owe it to ourselves to not just accept whatever the media fed to us as the absolute truth. We need to do our own critical thinking and fact finding instead of having political pundits and so-called 'experts' do the thinking for us.