I have previously touched upon the idea of subcultures and subgroups and mentioned that I find Romania a country less adapted to the idea and less willing to embrace difference.
I was going to mention then (I think I may have) one commercial produced for a local telecom which features a mockery of the EMO culture. At the time I was taken aback by the narrow-mindedness of the portrayal (especially since you knowingly renounce a significant portion of your demographic by portraying it in a negative way in your advertising). A few weeks later, some more news came to strengthen my fears: apparently, the police force in a large Romanian city has decided to create a special task unit to monitor EMO kids because they are "a danger to themselves and prone to suicide".
yukk and yukk, and more yukk to the TV stations which, a month after they had branded EMO kids deviant and crazy, were poo-pooing the initiative of the Timisoara Police.
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.