International Sport

As they say, ‘one trip to Bali is never enough’. Vast, seemingly endless beaches, beautiful tropical landscapes, the fascinating culture, amazingly hospitable people and shopping for local crafts continue to attract repeat visitors to Bali, time and time again.

However, as I have been discovering in my recent trips, there is more to this tropical paradise than meets the eye.

Today you can also add to my list above, the attraction of a myriad of activities catering to both the action oriented holiday maker and the more staid.

Here is a starter list of 25 new things you may want to try when you are next in Bali: 1) Bird Park You don’t need to be a bird watcher to enjoy this colourful park. Take a morning off, and discover the beauty of an array of tropical birds Bali has to offer. Even better, arrive later in the afternoon, and enjoy some amazing sun-set melodies. A great choice for enthusiasts and families. (located at Taman Burung – open 08:00 – 18:00 daily)

2) Cruising Pick a boat of your choice, and head for the high seas! Nowadays Bali has a great selection of safe boats to choose from. Go for a fun filled family outing or go more adventurous with some of the latest cutting edge crafts which deliver the speed. (Bali Hai Cruises, Sea Safari Cruises, Bounty Cruises)

3) Dance Performances Be enthralled by unique Balinese dances! Try to catch one of each of: Kecak, Legong and Fire Dances, at least. There are dozens of different troupes to choose from, each with their own following. Keep in mind, shows in hotels and tourist restaurants offer vanilla flavour, and sometimes mechanical re-creations of the real thing. Head out to some of the villages, and you will be handsomely rewarded with the authentic fare.

4) Designer Shopping No, I am not talking about the ‘fake originals’ that litter the streets of many other Asian locations. In the recent years, Bali has attracted some of the most talented original designers, and artists from around the world (both the East and the West). This coupled with the inherent artistic capabilities of the Balinese, means that Bali today enjoys a large number of original designer shops. You can find anything from post-modern lighting installations, to Imperial Chinese style sideboards, and from original water fountain designs to some of the best jewelry designed and manufactured anywhere in the world.

5) Diving Put your PADI license to use, or if you are a diving newbie, just do it, and get your PADI certificate in Bali! A range of dive organizers for the experienced, and dive schools for the new comers are available to choose from. Some offer PADI ‘Youth Scuba’ courses for ages 5+.

6) Dolphin Watching Enjoy these all-time favourites in their natural habitat. They are at their best first thing in the morning. Also, the soft hues of the sun-rise provide amazing colours for the photography enthusiasts. However, you will need to plan ahead for this one, since Lovina is in the North of the island, and you will more than likely be staying in a hotel or a rental villa in the south. 7) Fishing Go after that marlin or try your hand at yellow fin tuna! Most boats provide full tackle, bait and a running commentary, a friendly, giggly banter which makes the day out that much more enjoyable. (fishing boats from Benoa Harbour or Sanur)

Elephant Safari Park Arguably, one of the best in South East Asia! Great location and landscaped gardens. Don’t forget to do the elephant safari ride.

9) Jet Skiing Re-create those favourite Baywatch moments! Due to their environmental impact, only available at some selected beaches across the island. (available at Grand Hyatt Nusa Dua).

10) Go-Karting Only for those who get withdrawal symptoms from being away from the hustle and bustle of big-city life! All the noise, thrills and danger of the real thing! Choice of single or double carts.

11) Golfing A number of 18 hole courses are available across Bali. As you would expect, each more beautiful than the other. Relax on an easy course, or challenge yourself to one of the more demanding courses designed by professionals. Either way, don’t miss the spectacular views over the Indian Ocean or one of Bali’s great volcanoes. Most courses in Bali are to international standards, and many offer clubhouses and recreational facilities for the rest of the family. 12) Helicopter Tours Go on, splash out for that once in a life-time experience! Spectacular views over Bali even Lombok. Take in the gentle rice terraces from the best vantage point, or get up close and personal with a volcano! Not cheap, but certainly an experience never to forget. (Air Bali) 13) Horse Riding Enjoy one of the equestrian centres at your doorstep! Selection of horses, with courses for the beginners. Wonderful escorted tours through the rice terraces and tide permitting down the beach. (Umalas or Saba Bay Stables)

14) Kite Boarding Some great wind and lift, as well as the equipment for rental is available at Nusa Dua beaches. But make sure you have a great story lined up for your insurance company! Keep in mind, this really is an Extreme Sport.

15) Monkey Watching Experience mischievous macaques in full action! Also, some good restaurants and eateries nearby. However, be careful of your cameras, glasses and the like! (The Sacred Monkey Forest – Ubud)

16) Mountain Cycling If you like cycling, why not enjoy a leisurely cycle with views of the Batur volcano! Lots to see, lots to learn, all on two wheels with an experienced guide. (Bali Adventure Tours)

17) Paragliding Throw yourself off the sheer cliff faces of Uluwatu into the Indian Ocean! As a beginner you can enjoy great tandem jumps with well qualified professionals with great safety records.

18) Slingshot (Reverse Bungee) Defy gravity Bali style, with some spectacular 50m views! (That is, if you remember to open your eyes!) Not for the faint-hearted. Organisers follow international safety standards.

19) Surfing If you’ve come with your board you’ll know where to go! If you are keen to learn, there are many schools to choose from, just head for the beach! Whilst Kuta is a good all rounder, Uluwatu, Padang-Padang, and Balangan can provide some great tubes to test the more experienced. (some offer surfing lessons for ages 5+, so the whole family can enjoy surfing all together)

20) Temple Ceremonies Few visitors to Bali realise that in most instances you will be welcomed to attend local ceremonies as an observer. The great thing is, there is a temple ceremony every single day of the year in Bali, just ask around to find the nearest one during your stay. If you are lucky enough, you may be able to catch one of the Full Moon or Dark Moon ceremonies which attract devotees from far a field and are some of the most colourful events on the island. Please remember that a sensible dress code, and polite/respectful behaviour are essential for continued hospitality towards foreign guests. (Also, please note that women are not allowed in the temples during their menstrual period.)

21) Tennis Choose from one of many open or some covered courts! Whilst most better tennis courts are located at major hotels, you can use these facilities on a pay-per-use basis. Many will provide a partner to match your skills.

22) Wake Boarding (or Knee Boarding) Have a go at that double flip, or just learn to stand up! Whilst most beaches are more suitable for surfing, you can enjoy wakeboarding at the Condrad Bali Resort, and surrounds.

23) Waterbom Park Water slides and rides galore, both kids and adults will have a blast! World class park, with well trained staff. Go early to make the most of your day! (open 09:00 – 18:00 daily)

24) Wind Surfing Maximise the almost continuous winds found in Nusa Dua or Sanur. You can rent a board, and head out, or take one of the courses designed for beginners.

25) White Water Rafting A thrilling experience through 8 kilometers of rapids! (believe it or
not, still suitable for ages 5+) Organisers follow international safety standards. (Bali Adventure Tours)

Like me, if you manage to fit in five of these activities into your schedule, every time you visit Bali, you will still want to come back for more. Because, at the end of the day, it is the people of Bali, with their welcoming smiles, and willingness to help, which will make mere adventures into even more precious memories.

One final thought. If you are attempting something new, or slightly dangerous, please make sure to check that you are fit/suitable enough for the adventure ahead, and that the organisers have the necessary experience/safety record so as not to spoil your wonderful Bali adventure.

Many happy returns to the Island of the Gods!

Adidas + Yohji Yamamoto, Intel Inside + Compaq Personal Computer, D&G + Motorola, British Airways and Citibank, Adidas + McCartney, Mercedes and Swatch, Bacardi and Coca Cola, Danone and Quick, GOME and Motorola, Industrial and Commercial Bank of China and American Express…these are only few among the most famous examples of co-branding we have seen emerging in the latest years.

Is co-branding a new phenomenon? Not really. There are classic examples of this sort of branding strategy adopted by detergents and white goods brand as well as by oil brands and car manufacturers starting in the early nineteen sixties.

Until the eighties, however, since the value of a company had just been measured on the bases of its revenues and tangible assets, not many companies had really paid attention to any sort of branding strategy, not to mention co-branding strategy. It is only in the last thirty years that companies have understood that the real value of a business resides in the minds of its consumers: in the brand.

But how can co-branding enhance this value? Why do brands invest in interlocking their identities to create co-branded products?

Co-branding, as it has been defined by Tom Blackett and Bob Boad in their book (Co-Branding: the Science of Alliance, St Martin’s Press, 1999) is:

“…used to encompass a wide range of marketing activities involving the use of two (and sometimes more) brands. Thus co-branding could be considered to include sponsorships, where Marlboro lends its name to Ferrari or accountants Ernst and Young support the Monet exhibition.”

The ultimate objective of any co-branded strategy would be to combine the strengths of involved parties to increase respective brands value.

In order to be successful, the co-branding effort needs to be directed to:

1. Increase brands distinctiveness by capitalizing on the values embedded in the cooperating brands.

Product and services life cycle shorten by the day, and distinctive products and services features and innovations are easily copied among brands in the same industry. This is a reality of today’s business that co-branded products can withstand to. By merging values and identities of brands originally engaged in different industries, co-branded products and services can gain consumer choices, loyalty and ultimately make the brand unique and distinctive.

In this category Labbrand includes:

Loyalty programs co-branding, where the involved parties share the cost of customer loyalty programs or other CRM marketing programs to deliver extra benefits and eventually strengthen the relationship among consumers and the two brands

British Airways and Citibank, for instance, co-branded a credit card allowing the owner to automatically become a member of the British Airways Executive Club.

Trade marketing co-branding, where the involved parties cooperate in designing co-branded products made specifically for a certain distributor or facility. Danone provides a good example in this sense as it has produced a special yogurt for Quick, the European fast food chain.

By increasing their distinctiveness, involved brands get to occupy a unique place in consumers minds and eventually gain customer loyalty by providing them with merged benefits.

2. Deliver consumers greater value by creating highly relevant products or services:

Due to the increasing amount of choices available and in order to cut through all other offerings brands have to custom design added value products and services to meet variable individual needs.

As brands research and uncover these specific customers’ needs, they also find that a single brand may not be able to meet the demands of such profoundly segmented market.

In this category Labbrand includes:

Usage extension co-branding. Bacardi and Coca Cola, for instance have co-branded Bacardi Mixers range to demonstrate and spur other ways to consume the two brands.

Multiple sponsors co-branding, where more than two companies unify their effort to form a strategic alliance and create a specific co-branded technologically enhanced product.

Market niche co-branding.

Take for instance the cooperation between Adidas and Stella McCartney. This brought about a women-oriented, stylish and casual sport design collection: Adidas by Stella McCartney. This co-branded line manages to satisfy the demand of female buyers looking for sportswear that blends functionality and style while being able to deliver “products that both perform and look great”1

Moreover, having a high end designer create a sport range for women translated into practical benefits for both the collaborating parties: new consumers, willing to pay a premium to get the “special” sportswear, and buzz advertising around a range of products that was, back in 2004, the first ever sportswear collection signed by a high-end designer.

Look also at Smart car: a joint creation of Mercedes and Swatch designed especially for young consumers of big metropolis. In this case signatures of cooperating brands do not even appear on the car but in fact this is the result of each company’s specific expertise.

3. Increase the esteem consumers have toward participating brands

As consumers became ever more environmental and social aware it becomes essential for brands to create new touch points and build images consistent to the brand promise in consumer’s mind while aligning participating brand values.

In this category Labbrand includes:

Image reinforcement co-branding. A very good example to explain this form of co-branding can be seen in companies getting involved with NGOs to direct a percentage of their revenue toward a worthy cause. P&G and the National Association for Blinds, Starbucks and the African Wildlife foundation are just a few examples of companies cooperating with charities and fundraising organizations to align their brand values in consumers mind.

Co-branded in the luxury industry, Motorola mobile phone designed by D&G merges the image of the Italian luxurious brand with the high quality technological brand promise of the American mobile phone manufacturer.

Complementary brands co-branding, refers to brands in the same or complementary industries that cooperate to strengthen respective brand images in consumers’ mind. Credit cards such as Visa and Mastercard are a perfect example of complementary alliances as they merge the customer service skills of payment services franchisers with the image of reliability of banks.

Danone and Motta, both in the food industry, co-branded a yogurt ice-cream called Yolka that successfully satisfied the desires of healthy conscious gourmand and avoided direct competition to their respective brand portfolio.

Global co-branding, consisting mainly in alliances among MNCs and local players. Typically, the local player will provide an already established distribution network and local brand image while the MNC will bring technical know-how and international brand attachment.

For example, in 2004 Industrial and Commercial Bank of China and American Express Co. co-branded a credit card issued by the bank and bearing the American Express logo designed to sustain the nation’s effort to build a national credit-card system.

4. Increase the knowledge consumers have toward cooperating brands through the merger of each other’s strength in the respective domains.

In this category Labbrand includes:

Ingredient co-branding,whose appellation refers to the fact that a material,adding value ingredient is created by the cooperation of the two involved brands. This greatly increases the ultimate products value for co
nsumers, and consequently the brand value in consumers’ minds.

Intel and Compaq Personal Computer, for instance, represent a perfect example of synergy in this sense as the value created in their cooperation is great and without it the ultimate value of the product will be tremendously diminished. .

Coopetition, as this has been defined by Brandenburger and Nalebuff in their homonym book (1996, Co-Opetition : A Revolution Mindset That Combines Competition and Cooperation), which dictates that in order to dominate the market companies may need to cooperate with and compete against the same company.

Examples in coopetion are found in the co-branded city cars Toyota Aygo, Peugeot 107, and Citroen C1 by Peugeot and Citroen launched in direct competition to the Ford Ka, the Volkswagen Lupo and the Mercedes/Swatch Smart

The direction co-branding takes should not be considered unambiguous but rather as a comprehensive value creation process that might combine one or all of the four co-brand equity enhancement process aforementioned.

Very often the value pursued by each party may be different from one other, and the benefits that are likely to be achieved by the parties are usually in more than one field.

Adidas and the Japanese designer brand Yamamoto, for instance, have successfully created Adidas Y3 by matching very different goals. In this cooperation Adidas benefits in brand image from the “coolness” of Yamamoto and steps into the style arena while Yamamoto benefits from the size and network of Adidas to increase brand awareness.

That being said, crossover branding cannot represent an easy made strategy for every brand. Such kind of cooperation needs careful coordination among the parties involved and attentive care in realization. In fact over 90% of co-branding ventures fail.

Co-branding must, indeed, create equal value for both cooperating brands. No cooperation based on an unequal relationship has proved to be successful.

Moreover, no co-branding strategy can be feasible if the brands involved do not share core values and brand belief with each other.

Interlocking two brands identities can indeed be tricky as you need to look at your brand message and make sure that its perception will not be diluted in consumers’ minds.

Otherwise, the brands original consumer can be lost and disputes may arise between the partners.

Co-branding needs careful coordination, attentive communication among parties and detailed performing analysis. This complicates day to day operations and can cause one or both brands to under perform and fail to meet each others standards.

Respective brand goals and objectives being brought to the cooperation should clearly coincide with each others ultimate partnership strategies.

With the increased sophistication of today’s consumers it becomes vital for brands to understand their audiences’ needs and desires as consumers decide, in fact, the life or death of a brand. Consumers in the 21st century have become increasingly aware of the quality of the products and services they seek and now search for added value in these items.

Crossover branding, if rightly conceived and managed, can provide an attractive 1+1>2 formulas which creates added value for both participating brands and consumers.

1.Bill Sweeney, Project Leader and Head of Apparel at Adidas Sport Performance Division.

Many people are curious about reading Tarot cards for their friends and family. Once you have a deck of Tarot cards, it is only natural to want to use them with others. After experiencing the insight that Tarot cards can give you, anyone would certainly understand that you would want to share this with the people in your life.

When reading for others, there are some things you’ll want to keep in mind. The purpose of reading for other people is to share your love of the Tarot cards and to offer them some insights, just as you have received them by reading the Tarot cards for yourself. Keeping these tips in mind will help make reading for others in your life go smoothly and make reading fun.

Begin reading for other people you are comfortable around. This may sound like a very logical thing to do, however there are some that will actually do a Tarot reading when someone says to them, “Oh, Tarot? That’s nonsense….well; let’s see what you can do!” This is not the best atmosphere for even a professional Tarot reader to read under, let alone a beginning Tarot reader. Make your first readings for others are ones for family, friends and people who are genuinely interested in the Tarot. Trust your judgment that these be people who are kind and supportive types.

Let the person begin the Tarot reading by proposing a question. Your Tarot reading begins always with the querent giving a question they would like the reading to focus on. Let the person you are reading come up with the question. Sometimes when we read our family and friends, this means that they want to look into some life issue that may seem tiresome to us but is very close to this person’s heart.

When reading for others it is important to respect people’s feelings. Every question should be treated with respect. Most Tarot questions work best if they are simply phrased and to-the-point. The Tarot question is ideal when it focuses on one issue. When the querent wants to ask about an additional issue, suggest you do a second Tarot reading for that question.

Give the Tarot cards to the person to shuffle. This puts the querent’s energy into the Tarot cards. When you are reading Tarot, this is a very common practice to have the person asking the question shuffle the cards for awhile. It is also fun and makes them feel like a part of the reading. Try not to criticize the way they shuffle your Tarot cards unless they are doing something that might damage your Tarot cards. Many people are not used to handling Tarot cards; suggest they shuffle them, just as they would playing cards.

Trust your intuition to guide the Tarot reading. The Tarot is full of symbolism and other information that will give you a reading for any question that you ask. Trust your own intuition when looking at the cards. You may feel inspired to say something different even though a card’s interpretation according to the book means something a little different. This is quite common with Tarot readers and simply means you are connecting with the Tarot cards in your own personal way. Everyone has their own personal way of reading Tarot and as you read for others, you’ll discover yours.

Don’t make predictions about death, medical or legal issues. Most professional Tarot card readers will not touch these issues with a ten-foot pole. It is advisable that you not do Tarot readings for these issues either. When someone asks you to look into why they get headaches, encourage them to see a medical professional.

People may ask you other questions that make you uncomfortable you don’t have to try to answer them. Simply say politely, “I don’t think I can answer that one.” Don’t say you can’t get the answer “right now” or they’ll try to get you to read the issue later on. When you speak to them, be kind, friendly and polite. Do not let them “box” you into doing a reading that makes you uncomfortable in any way.

Try not to take criticisms or comments about your Tarot readings too much to heart. Some people may criticize your Tarot readings and this can hurt your feelings. Other people may praise you nearly to the heavens, making you out to be some amazing oracle type of person. Don’t let this inflate your ego either. Focus instead on your love of the Tarot cards and continue reading them for pure enjoyment.

The person who loves Tarot most often runs into both of these types of people during their reading experiences. You don’t want to let either of them ruin your experience with Tarot cards. When reading Tarot cards, be kind and respectful of others and even if your readings are not perfect they will be the best you can do.

Reading the Tarot for others can be fun, entertaining and quite enjoyable. Having respect for other people and also the Tarot is critical. Once you become skilled at this, it is also a great way to earn additional income.