How brands embraced Indonesian individualism and won

Shubhabrata Sarkar
Bates CHI&Partners

Demystifying Indonesia

This article is part of a collection of articles on the challenges and opportunities for brands in Indonesia. Read more.

Marketers are forever faced with a conundrum: ride on and exploit a deeply ingrained behavioral norm, or go against the grain. In the real world, while failures tend to be more potent teachers, much has to be said in terms of identifying the red thread of commonality that runs through a set of market successes in recent times in Indonesia – a country with a collectivist, non-confrontational personality, but a determined individualist streak that has been a rich vein for brands in the country.