************ Sebastian Lütgert ************ ************ Slobo's Last Chances ************ Hajde da im malo vadimo mast ;-)) ************ Rebranding NATO ************ Slobo's Last Chances The following article was published in this week's "Private Eye" magazine in the UK.... --- Slobo's Last Chances -------------------- 4 November 1991: As the Yugoslav army batters Croatia, the European Community issues an ultimatum to Slobodan Milosevic: "Belgrade Gets Final Warning", the _Los Angeles Times_ reports. 18 April 1992: According to the _Times_, Serbia has received its "final warnings" from the international community. 11 July 1994: Douglas Hurd and the French foreign minister travel to the Balkans "to deliver a final warning" (_Daily Mail_). 6 December 1994: "There is not much time left," John Major declares, adding that this is a "final warning" to the Serbs. 9 June 1998: "The European Union, appalled at the bloodshed and murder of innocent civilians in Kosovo, delivered a final warning to President Milosevic yesterday and began to prepare the ground for military intervention" (_Glasgow Herald_). 12 June: "NATO last night confronted Slobodan Milosevic with the explicit threat of military force to end Serbia's violent crackdown in Kosovo, on the eve of a final warning from the major powers..." (_The Independent_). 14 June: RAF Jaguars are to put on a massive show of force, the _Mail on Sunday_ reveals, "as a final warning to Serbian President Slobodan Milosevic". 16 June: The three-hour display of NATO air power is hailed as a great success. "The European Council followed up the exercise with a strong final warning to Mr Milosevic". 24 June: Trouble-shooting diplomat Richard Holbrooke visits Belgrade, the _Independent_ reports, "in what is being seen as a final warning to Serbia to stop the fighting in its troubled Kosovo province before NATO intervenes". 2 October: "Defence secretary George Robertson today delivered a stern final warning to the Serb 'bully boys' in Kosovo - stop killing or face military action..." (_Edinburgh Evening News_). 5 October: "Final Warning to Milosevic" (_Newcastle Journal_). 10 October: "NATO in Final Warning to Milosevic" (_Scotsman_). 11 October: "Another week, another final warning... Richard Holbrooke, the American special envoy, is back in Serbia, delivering the West's latest ultimatum to Slobodan Milosevic over Kosovo" (_Daily Telegraph_). 12 October: "Serbian strongman Slobodan Milosevic has been given a deadline of midnight to back down over Kosovo or face air strikes," the _Daily Mail_ announces dramatically, adding that B-52s with cruise missiles are flying in to "underline [the] final warning". 20 January 1999: "NATO Delivers Final Warning: War planes on 96 hours' notice to attack Serbia" (_Birmingham Post_). 29 January: "NATO yesterday delivered a stern and final warning to President Slobodan Milosevic that it would use force..." (_Independant_). 19 February: "Milosevic Gets Final Warning" (_Newsday_, New York). 18 March: "NATO Gives Serbs a Final Warning" (_International Herald Tribune_). 22 March: "Serbs Storm On As Nato Gives 'Final Warning'" (_Daily Mail_). 23 March: "Richard Holbrooke, the United States envoy dispatched to Belgrade, yesterday delivered the 'final warning' to Yugoslav president Slobodan Milsevic" (_Independent_). Note the use of inverted commas around the much-loved catchphrase. Can it be that this warning is really final? 24 March: Not quite. "British government officials said that Mr Milosevic still had one last chance" (_The Times_). 25 March: Bombs away! Tony Blair warns that if Serbia dares to retaliate against the airstrikes, Milosevic can expect a "swift and severe" reaction from NATO. And that's final. --- -- Downlode -- http://www.backspace.org/downlode/ ************ Hajde da im malo vadimo mast ;-)) ================================================= (forward this announcement to your friends) !!! INCREDIBLE OPPORTUNITY !!! THIS IS NOT A JOKE OR A PROVOCATION. THERE IS A WAR IN YUGOSLAVIA, YOU KNOW IT. AND YOU HAVE AN UNIQUE CHANCE TO BUY THE "SOUVENIRS". WE OFFER PARTS AND COMPONENTS (AND SOME OF THEM ARE FUNCTIONAL) FROM SHOT DOWN U.S. (NATO) AIRPLANES AND CRUISE MISSILES E-mail for contact: yu_war@email.com THIS IS OUR FIRST OFFER LIST: _________F-117A "Nighthawk" http://www.verat.net/bg.com/www.beograd.com/nato/F-117.html - unknown electronic device (2.4 kg) / ok / $500 - unknown electronic device / slightly damaged / $350 - unknown electronic device / damaged / $200 - unknown electronic device / damaged / $200 - various landing gear components (17) / $25-75 - unknown measuring device / ok / $100 - unknown device from right wing / ok / $150 - unknown gasket from right wing / ok / $50 - engine pump (likely: oil pump) / ok / $250 - various fuel (or oil?) pipes (13) / ok / $20-50 - leading edge structure (4 kg) / damaged / $200 - wing structure (3.3 kg) / damaged / $150 - wing structure (1.6 kg) / damaged / $75 - wing structure (1.2 kg) / damaged / $75 - wing structure (0.5 kg) / damaged / $50 - fuselage structure (2.1 kg) / damaged / $120 - fuselage structure (1.7 kg) / damaged / $80 - fuselage structure (1.3 kg) / damaged / $75 - fuselage structure (0.8 kg) / damaged / $50 - fuselage structure (3 kg) / damaged / $150 - fuselage structure (1.9 kg) / damaged / $100 - fuselage structure (1.1 kg) / damaged / $75 - various small parts / damaged / $25-50 _________AGM-109 "Tomahawk" - unknown electronic device / slightly damaged / $200 - middle fuselage structure w. fuel cells / damaged / $75 - fuselage structute w. tank (Helium?) / damaged / $100 - unknown device (0.7 kg) / ok / $150 - unknown device (0.5 kg) / ok / $100 - rear fuselage structure / damaged / $75 - rear fuselage structure / damaged / $50 - pneumatic device / ok / $75 - left wing / damaged / $50 - centrifugal engine compressor / ok / $150 - engine air inlet / damaged / $75 - exhaust pipe / damaged / $50 - stabilizer / damaged / $25 _________AGM-86C CALCM - right wing / damaged / $200 - unknown electronic device ("Litton") / damaged / $200 - unknown electronic device / slightly damaged / $150 - unknown device (likely: fuel valve) / damaged / $100 - fuselage structure / damaged / $120 - fuselage structure / damaged / $100 - fuselage structure / damaged / $100 - air inlet / slightly damaged / $200 - rear cover w. stabilizer / slightly damaged / $250 ======================================== Notice: All prices exclude delivery costs - $20-50/kg ======================================== E-mail for contact: yu_war@email.com ================================================= ************ Rebranding NATO >From: Hari Kunzru >Date: Wed, 14 Apr 1999 18:12:31 +0200 > >Rebranding NATO: A SpinMute consultation document > >Executive Summary: > >As a long-term PR strategy, the current NATO campaign in the Balkans(TM) >has its drawbacks. As a brand, NATO's long term prospects look bleak >unless a serious reappraisal of its mission and values is undertaken. >Thus Mute's corporate presentation analysis wing (SpinMute) has >produced the following strategy document, aimed at improving NATO's >damaged consumer profile > >Current brand values: > >When surveyed, a representative sample of NATO core consumers (defined >as upper income genetically-pure Western European tax-payers) identified >'war' 'bombing' 'imperialism' and 'fear' as primary NATO brand values. >This is obviously unacceptable, since outside certain sectors of the >youth market these attributes are not perceived as benefits, or as >likely to lead positive purchase or endorsement action. > >Interestingly, the US-owned fashion brand 'TheWest', whose market >segmentation is in many ways congruent to that of NATO, received a >largely positive evaluation in the same survey. 'Freedom', 'Air Max' and >'consumer electronics' were marked highly in relation to 'TheWest'. In >line with this, it can be seen that recent cross-marketing initiatives >between NATO and TheWest have yielded positive benefits, especially when >NATO sales activities have been presented using TheWest branding, >promotional style and look. We recommend that these activities be >extended through every media channel. > >Stretch? > >One possible strategy for diluting the current negative appraisal of >NATO in the global conflict marketplace would be to extend the brand >into other related segments. Social service provision, work with the >disabled, light entertainment and a possible clothing brand are all >potential areas into which NATO might successfully move. By raising >brand awareness, particularly in the youth and female clerical sectors, >major perceptual shifts could be accomplished. One possible scenario >might include the production of a NATO telethon, the proceeds going to >aid victims of conflict, with the dual aim of launching a range of >blouson jackets, caps and record bags. Positive responses would be >generated by the donation of a nominal percentage of the retail price of >such items to NATO approved non-political charities. > >Total Rebranding > >Brand stretch will only partially solve the image problem created by >collateral damage sustained in NATO's recent aggressive marketing >campaign. It is suggested that the widest possible positive response >would be generated through a coherent strategy of rebranding, including >serious work on corporate identity and presentation. Possible avenues of >approach include changing the name 'NATO' with its downmarket retro >acronymic feel, to something more in line with current lifestyle trends. >'Peaceforce 2000' and 'WestLove!' have been suggested as potential >starting points for discussion. The current dark blue colourway and >compass-point logo are also problematic areas, being identified too >heavily with an ageing conservative market. Lilac, or this season's ecru >colour schemes might yield valuable results, especially if accompanied >by logo shapes based on feminine, soft lines. [See accompanying images >'lilac bunny', 'lilac daisy' for reference] > >Presentation techniques employed by NATO sales and PR representatives in >recent media briefings have been poor. Downbeat language and low quality >graphics have done untold damage to both share price and brand identity. >It is suggested that certain basic substitutions might redress the >balance. For 'air strike' the phrase 'peace sprinkling' should be used. >'Refugees' are ' unforeseeably mobile consumers' and 'tanks' should be >referred to as 'monster trucks' if NATO equipment, the word 'tank' being >reserved solely for PanSlav (TM) vehicles. Weaponry of any kind, if in >the hands of NATO troops must not be referred to in a disquieting >fashion. A good general guideline would be to employ the imagery of a >benevolent gardener, sowing the seeds of love and understanding in the >receptive soil of the Balkans (TM). Thus 'guided missile' goes to >'precision seedling' etcetera. > >Conclusion: > >NATO has an excellent chance of maintaining its market share well into >the twenty-first century, as long as it takes care to follow best PR >practice and sink a significant portion of investment into rebranding >and corporate presentation > >[This communication was framed by Hari Kunzru hari@dircon.co.uk, >director SpinMute, a unit of Mute Media Group Ltd, wholly owned >subsidiary of BigCorp Worldwide] > >Hari Kunzru Micz Flor [Content Development - micz@t0.or.at] http://helpB92.xs4all.nl - http://akut.t0.or.at =c=o=n=t=a=c=t================================================== c/o Public Netbase t0 / Museumsquartier / 1070 Wien / Austria t: +43.1.522 1834 / f: +43.1.522 5058 =s=o=l=i=d====================================================== AM 1476 KHz in Austria and our friends in Central Europe 22.15-22.20 ORF broadcasts news in Serbian language 22.20-23.00 currently open broadcasting window =e=n=d========================================================== --- # distributed via nettime-l : no commercial use without permission # is a closed moderated mailinglist for net criticism, # collaborative text filtering and cultural politics of the nets # more info: majordomo@desk.nl and "info nettime-l" in the msg body # URL: http://www.desk.nl/~nettime/ contact: nettime-owner@desk.nl ******************************************************************************** ROLUX h0444wol@rz.hu-berlin.de http://www2.hu-berlin.de/~h0444wol/rolux/