isafis flash april 2013

As technology evolves from year to year, we are seeing changes in

the way the international community goes to war. On the era today, the world has been left fascinated with a practice of uniting cyber and the

principles of defense creating a term known as cyber warfare.

April 2013

Monthly Newsletter by ISAFISNot for Commercial Purposes

INDONESIA INVESTMENTS ON CYBER WARFARE

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Cyber warfare is a concept of war; only the actors do not battle on the grounds with conventional weapons, but instead, they battle in

the world of cyber. This act has taken on a more serious level, involving na-tion between nations. The battle involves hacking essential possessions like data system in large state or commercial owned departments, all the way to energy plants. Confidential information, sabotage, espionage, and paralyza-tion of essential security system are the common aims of cyber-attacks. U.S. government security expert Richard A. Clarke, in his book Cyber War (May 2010), defines “cyber warfare” as actions by a nation-state to penetrate an-other nation’s computers or networks for the purposes of causing damage or disruption. The Economist describes cyberspace as “the fifth domain of war-fare,” and William J. Lynn, U.S. Deputy Secretary of Defense, recognized cyber-space to be just as critical to military operations as land, sea, air, and space.

China is known to be taken a fierce role in the matter, with accusations towards the hacking on data system in Pentagon, the media New York Times and

Google. The Economist writes that China has plans of “winning informationised wars by the mid-21st century. While US and Israel has also shown their power through the attacks towards Iran’s nuclear plant and the Taliban computer sys-tem in Afghanistan and Pakistan. While Iran boasts of having the world’s second-largest cyber-army, Japan is also dipping itself in the game, attacking China’s security ships over the battle of the Senkaku Island. North Korea, India, and even ASEAN nations have been victims but at the same time doers in the warfare.

In war, actors are meant to defend their own possession, but at the same time offend to deliberately destroy the enemy’s. Basing on this concept,

war in cyber can play both. Using advanced software, nations can protect their data and computer systems to avoid any action of hackings. This aims at build-ing the most premium security for nation’s essential ownerships that hold impor-tant resources for the society. However, just like war in the conventional arena, attacking the opponent is a must in order to win. Stealing off confidential infor-mation on opponent’s military strategies can be done through hacking the de-fense department’s computer system, like what was allegedly done by China.

Whether the method of cyber attacking is anywhere philosophically acceptable should lie in the accordance of ‘Just War’ concept. Just

war is a belief that every act that is played out in war should always have a justifiable reason. There should be no motivation behind killing whoever inno-

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cent civilians without proper reasoning in the attempt to make the war just. The pros of cyber warfare claim that as long as the nation has its own justifiable motivation behind an attack, then it should be acknowledged as fair. The limita-tion lies on the fact that there should be no attacks to paralyze essential own-erships that hold vital needs of society, like hospitals and water or electrical companies. However, some eventually question whether the attacks on Penta-gon as a defense department holding the security of the people should qualify as what the supporters of cyber warfare consider as valuable possession. In other terms, the definition of what can and cannot be attacked remains gray.

The more antagonizing argument towards cyber warfare claims that the Government cannot be held reliable on every cyber-attacks hap-

pening. This is driven by the fact that although the acts of cyber-attacks are sometimes carried out by the Government alone, some attacks were com-mitted by groups of people with their own personal interests. Adding to that, the fact that the advanced work of software that allow anonymity, makes it hard to detect the doers behind attacks that happen in the cyber world. This is proven by the fact that although China was alleged to be behind the attack of Google and New York Times, the world until today has not been able to prove so. There is minimum system for doers to be held ac-countable and thus open up a big opportunity for misaccusation of a nation.

Indonesia has taken its stance by the belief that cyber defense can bring better security. It seems that Indonesia is willing to work hard in

minimizing the downsides of cyber defense by good management. Yes, it is to be claimed that the cost in cyber investments can be well expensive. Luck-ily, Japan and ASEAN has talked about building a strong cyber network to-gether. Japan is well known to have the best human resources in technol-ogy innovations and strong financial capacity. In particular, the government of Japan plans to construct a system that will facilitate contact between of-ficials in charge of cyber-attacks in each country so they can share informa-tion about attacks. The system also would make it possible for the countries to take joint countermeasures when one of them is attacked. So far Indone-sia has agreed to this agenda and this strategy is waiting to be approved by the rest of the other members of ASEAN before it comes to execution.

Seeing how the trend of cyber-attacks is indeed flourishing in the past decade, Indonesia has took the right step of approving the proposal

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brought by Japan. With strong but unpredictable nations like China, Iran and North Korea equipping themselves with good cyber defense, Indonesia should always stay cautious, because no nation is immune from being attacked, and every friend may turn into enemies in political motivations. Malaysia, for in-stance, one nation that has been on a rough patch with Indonesia over the last years, has a fairly big investment in technology development. Although it sends no signal in wanting war in any sort, but Indonesia will want to stay alert. China has attacked Indonesia’s counterparts like Philippines and Vietnam under the motivation of island dispute. China can use this strategy to create tension or fear to the nations that it wants. Investments in cyber defense can take a long time. While tension can grow anytime, there is a possibility that Indonesia can be defeated for having no preparation to face a cyber-attack.There is good benefit from investing in cyber defense. For instance, it could be an effective way to shift attention for some time while the army men can swoop in to destroy the physical infrastructure.It can also help nations build the proactive manner in facing the next possible hidden strategies crafted by en-emies that may possibly be revealed using one or two sophisticated virus and malwares.It can help to support the efficacy of conventional armies Indonesia has today. As long as Indonesia can manage the misuse of the defense by making sure that its society does not attack without approval, make sure that no vital state departments are made targets, and create a good cyber attack-ing strategy to ensure efficacy, investing in cyber warfare should be beneficial.

But of course the cyber war in its existence alone would not be any-where sufficient to win a war. This is the reason why it should be

complimentary to the use of conventional armies and weaponries. Indone-sia in this case should not necessarily leave the conventional weaponries, but instead integrate both in order to create a stronger security system.

published under research & development division of

isafisRnD Director: Egalita Irfan. Newsletter

Manager&Lay Out Designer: Arya Satya Nugraha. Newsletter Team: Chaula Rininta, Kartika.

Contributor: Academic Team, Febrina Zulmi

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5Monthly Newsletter by ISAFISNot for Commercial Purposes

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my week in japanBy : Putri Estiani

Japan International Week’s Report

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I’ve always loved Japan--basically because Japanese culture was very prominent in Indonesia back in the days (J-rock, anime, manga, sushi!). So when i got accepted as a participant in Japan International Week Spring Program this year, i was ecstatic. Imagine seeing Shibuya intercross, Meiji Shrine, otaku, and eating sushi non-stop! The first day i arrived was at February 7th--i was the first participant who arrived! The Chief Organizer himself, Kota Kumagai, picked me up and got me inside JR train--the main transportation in Tokyo. As a Communication student who is very interested in culture, the first thing i noticed was how there were still so many people in the train at that hour--12 AM--wearing work uniforms. I asked, “What are these people doing?” He answered, “They’re going home from work.” “At this hour?” I was a bit surprised. I heard that the Japanese are hardworkers but not like this. “Yep.” Then i told him that the trains in Jakarta are actually used Japanese trains. He was astonished. It was my first cultural trade in Japan. I was escorted to my host family, the Tanei family, who lives in Musashikosugi area. They gave me ‘everything’--great food, proper bathroom, private bedroom, and heater (this is important as the temperature in Tokyo at that time was 5 degrees!). They treated me like i was really a part of the family from the start.

The program itself started in February 10. At the Welcoming Ceremony, i met the Japanese committees for the first time--they were all very welcome! I also met the other participants who came from countries such as Sweden, Croatia, Switzerland, Austria, Vietnam, China, Israel, to Belgium. It was a room filled with people from many different places. We laughed and chatted together. it was quiet surreal from the beginning. We did sightseeing in many places, including Shibuya and the infamous Harajuku. We were taught to make Japanese green tea and the right way to drink it. We also went to Kyoto and stayed for 2 nights. The temples there are too beautiful. One of the most memorable moments for me was when my host took me to go skiing with them. It was my first time, and i was so bad at it! But it was fun and we all had good laugh everytime i fell down. One thing that must also be highlighted is the Japanese people. I’ve met Japanese people before in last year’s Indonesia International Week, and i had the impression that Japanese are all nice and funny--and they still are! Oh, and they’re all secretly crazy--and that’s good! If you like to do crazy dancing in karaoke room and play funny games, then Japanese people will suit you. The great thing about participating in International Week is you get to experience the culture in one country by yourself and interact freely with the locals. I learnt so many things. In houses, hotels, even a few restaurants in Japan, i had to take my shoes off before going in. The girls really talk in a ‘kawaii’ way. The Japanese act polite most of the time, and they’re all so ‘in

Japan iw report

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order’. You had to stand only in the left side of the elevator because the right side is only for those in a rush. Men go to work before the others wake up and arrive home after the others have slept (sometimes they don’t come home). The 7 Eleven here isn’t as ‘fancy’ as the ones in Indonesia. And so on, and so on... For just two weeks (and a few more days as i extended my trip there), i saw a culture different than mine, and learnt so much from it. The other amazing thing was the fact that i could sit down and talk with fellow participants from many different countries about anything, from important stuffs such as politics, economy, culture, to the trivial and mundane. I usually only knew each of their home country from the media, but now i can actually interact with them by myself. It feels a little bizarre for me. It’s a wonderful experience, nonetheless. I mean, you don’t get to experience this everyday, right? Without being like a walking advertisement, Japan IW has been an amazing experience, and i bet other IWs will be too. I fully encourage those who are eager to see the ‘outside’ world to join in any IW they can, because it’ll be one of the most unforgettable moments in life. Just to give you a hint, i’m now good friends with a girl from Croatia and many people from Japan, and i also got connections with people from other countries. To sum it up, it was a great experience indeed. And if you’ve decided to participate in an

IW, you won’t regret anything.

Despite organizing its own Interna-tional Week (IW), ISAFIS Has also been invited to participate in numerous IW.

Ask, @ISAFIS _ official, If you’re interested in joining 1 of

em

Japan iw report

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Brand is name, term, design, symbol, or any other features that identify one seller’s good or service as distinct from those of other sellers, according to the American Marketing Association. Apart from the function to convince people of their quality and features, a good brand image will exemplify its embedded qualities, and also provide a market-wide identity, which – in the market-place, will prove to be a very useful tool in marketing their products, attracting potential customers and employees, as well as certain signature of quality in everything a company do. The question now is, how did branding became such complex matter as we know today?

Originally, an act of branding was to stamp hot iron onto cattle, slaves, and criminals, with the sole purpose to brand – identify them. First generic brand known to man actually was “Chyawanprash”, a traditional Indian medicine found in the Vedic Era (1100-500 B.C.). In later developments, branding became more closely associated with printing and advertising purpose. During Sung Dynasty (960-1279), paper and block printing was invented which made advertising became an even more common practice. Egyptian, Greek, and Chinese merchant drew pictures, posters, banners in front of their stores to promote their goods.


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Brand

Picture is taken from logoblink.com

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However, it was around 1430’s when first commercial printing was invented by Johannes Guttenberg in Europe, which eased up text printing, including advertisement.

Tobacco, wine, and ale products also have distinct markings on their caskets before being distributed throughout the worlds instead of specific brand. The trademark system (patented-brand) was first used by the blacksmiths of Roman Empire around 1400. But, it started to be used in England in

1700. During the same era, in mainland Europe, a German brewery, Lowenbrau (literally means “Lions’ brew”) had established its gold lion logo, while the red triangle of “Bass & Company” British brewery was claimed to be one of the oldest Brand registered. As the products grow, trademarks were used to guarantee the qualities and features of certain products.

When the industrial Revolution occurred around 1600’s (UK) and 1700’s (US), companies were able to produce massive amount of goods which eventually requires buying customers to know what they are selling. Thus advertising agencies bloomed, helping companies creating different ways to approach their customers. James Walter Thompson established JWT Agency which pioneered the use of ‘creative department’, using art signs and designs in branding and advertisement. He also introduced the “trademark advertising” in 1900s in the US. By then, they started using catchy jingles, slogans, and mascots on mass media. In 1940’s, companies started to build images, such as luxury, or simplicity of their brand.

As we observed the history of brand, from mere humble ‘nametags’ into a value-adding property of a product, it is evident that branding had come a long way to how we know them today. Brands today are playing a much more vital part in terms of luring customers into buying certain products as well as an instant prove of quality, dictating the way of consuming – way more than its original purpose as a mere marking on a cow’s thigh.

Beginning By: Kartika

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By doing Campaign for Real Beauty

(CFRB), Dove has got a huge success in

terms of worldwide consumer recogni-

tion and significant growth of sales. Dove

as one of the participants for Leading

Global Brands TM project successfully

developed a U.S specific marketing

program that has won praise internally

and externally. The Global Brand Team

of Dove was acknowledged to be able

to overcome organizational challenges,

launch a winning new global marketing

campaign around the world, and part-

ner with the U.S. Dove team.

Getting back to the history of the devel-

opment of Dove brand, Dove was the

first Unilever brand to be assigned

as dedicated global brand team

and still searching for their role. Un-

til an intensive Unilever leadership

course in late 2002, the Global

Brand Team of Dove found out that

with Dove they would make a real

impact on society while connecting

to Dove’s philosophy on beauty. The

idea was triggered from a discovery

that revealed only 2% of women

were comfortable with saying that

they are beautiful, and that there

are girls as young as pre-teen who

‘feel’ fat. Moreover, the exposure

of perfect bodies and flawless skin

Brand's story:

Redefining BeautyBy: Febrina Zulmi

study case

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of the models in magazines and on

television tends to erode women’s

self-esteem on beauty over time.

Due to those phenomena, the Glob-

al Brand Team decided to stand as

an opposition for perpetuating the

stereotype of the beauty image for

the women. The team is interested

in helping to build rather than erod-

ing women’s self-esteem so that the

Campaign for Real Beauty (CFRB)

that sought to put balance back into

the perceptions of women created

by public images and messages ap-

peared.

However, it was not easy to win

the trust of Dove stakeholders to put

the ideas of the brand coming to be

when it seemed as a radical devia-

tion from what competitors and Dove

itself have been doing for years. The

team strived to do a mix of strategic

persuasion and very concrete busi-

ness results from early pilot markets.

For all Dove marketers around the

world, the team presented brand

stewardship workshops that were

implemented on every continent in

order to start communicating the brand

positioning in a way that it would inspire

them to support the work. Soon after-

wards, a global brand benchmark study

was done and it gave the team an un-

derstanding of what to focus on.

There was also significant confusion

around the priorities, roles, and respon-

sibilities on the brand based on one

of the survey conclusions. It happened

when the team had quarterly Global

Brand team meetings where 30 people

from around the world showed up and

exchanged ideas. Afterwards, Effec-

tiveBrands, as the only global market-

ing consultancy that focuses specifically

on the opportunities and challenges

of global brand marketers, helped the

team organize a ‘new style’ Global

Brand Team meeting in 2003 and re-

sulted in the priority of key global brand

team initiatives based on the Global

Brand Benchmark findings, as well as

the agreement o empower a subset of

the team to develop a new brand oper-

ating model and locking down a single

global brand strategy. Soon after, the

team made the Dove Board conists of

study case

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seven marketers representing all important Dove regions yet taking responsibil-

ity for one global strategy. It might be the turning point of Dove’s success.

The simple message of ‘real beauty’ helped Dove to rally people behind its

cause. Connecting women with Dove’s message was its primary focus so the

team made the American women (non-celebrities) in their underwear featured

in Dove’s ‘Firming’ ad to make the ad feel more ‘real’ to American consumers

and to create local ‘celebrities’. As the media caught on the campaign, the

women were interviewed and featured on many of the most important TV

show in the U.S.

n ad about girls’ self-esteem during the Super Bowl was run by Dove. That ad

gave Dove exposure to 90 million people and created enormous buzz. The

specific ad talking about girls’ self-esteem allowed Dove to break through

the clutter of boorish and childish beer, soda, and financial services ads. Ulti-

mately, it gave Dove the opportunity to raise awareness of the Campaign for

Real Beauty (CFRB) and drive growth across all Dove categories.

isafis flash april 2013

Documents

concept of war

war concept

book cyber war

domain of war

world of cyber

method of cyber attacking

essential security system

data system