So I was reading a book recently when the expression ‘Far East’ came up.
To put it in context, it was an American lawyer talking about his wife who was an air stewardess and regularly had to fly to the ‘far east’ … and this got me thinking, what gives America and Europe the right to define Asia as the ‘Far East’?
OK, so I know it has a lot to do with time-zones, sunrise / sunsets, history and even the layout of the bloody World map … but I find it so interesting that the people in Asia don’t look at the US and refer to it as the ‘Far West’ or – if they want to really fuck with people’s minds – the Farther East.
Whilst I am sure the origination of the term wasn’t created with malice – more a rational ‘truism’ of the time – over the years it has sort-of evolved into something a bit sinister, kind of subliminally positioning Asia as the region that lies ‘behind’ the power and majesty of the West.
Well given the World’s financial power and influence is once again returning to Asia, wouldn’t it be interesting if the region started referring to America and Europe as ‘the land behind us’ … bet that would cause all sorts of shit.
I know I sound like one of those ‘right-on’ sods who say’s “blackboards” is a racist term … but I guess what I’m trying to say is that if you express something long enough – and back it up with some examples of perceived dominance – then you can re-position your competition just as well as you are re-positioning yourself.
And for planners/marketers who think a brand should never be arrogant, then may I suggest you at least read this.