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Mercator vs Peters Projection: A shift in the Marketing Map
The Mercator projection was created to help European sailors navigate the world in straight lines. It has also been the preferred map in schools. It provides a true reflection of the shape of the land masses, so that’s ok…except for the fact that it distorts the size of land masses.
Greenland for instance, takes as much space as Africa, yet the area of Africa is 14 times larger. Compare Greenland to China too. Finland looks wider than India, but in reality, this is not the case. The Mercator map increasingly inflates the size of regions the fur
Then along came the Gall-Peters Map, which claimed to provide an alternative to the Mercator map.
On the Gall-Peters map, the areas of equal size on the map reflect areas of equal size on the globe. So Africa, Brazil, China and India loom larger, and Europe shrinks significantly.
In 1983, Arno Peters said of the Mercator map:
The European world concept…must give way to an objective global concept
He saw the Gall-Peters map as a way of helping to shift perception of the world.
As we now see the political, financial and economic power of Europe waning, and other regions growing in strength, maybe now is the time for the Gall-Peters map to be considered as a fairer representation of the world.
Shifting over to marketing, there are many parallels.
The ‘western’ perspective on marketing, which has dominated since the middle of the 20th Century, could be represented by the Mercator map. Meanwhile, Gall-Peters represents the dynamic re-alignment that has been occurring over recent years in marketing.
London & New York have always held sway as the key centres for marketing services. The Asia-Pacific ‘regional HQ’ was seen as the post to have before getting the big job. As for the job in Latin America, well that was something a European did prior to retiring.
Any European trying to secure a role in Latin America or Asia these days better be good. Really good. Because for some time, the talent from these regions is stunning.
Concepts. Ideas. Vision. All key elements for great marketing that is pouring out of Santiago, Sao Paolo, Singapore, Nairobi and beyond.
Another place where we are seeing a shift to a ‘Gall-Peters’ type marketing perspective is the Awards Ceremony. Once dominated by European and East Coast U.S, we now regularly see the confidence and swagger of Brazil, India, Australia, Argentina, South Africa, China and others at such events, both in the entries and on the judging panel.
Which leads to a third reason for the shift to a new Map of Marketing. Talent. I have met incredible people on my travels. A phemonenal creative director in India, a smart advertising guy in Kenya, a marketing dynamo based in Sao Paulo.
Marketing has been shifting to a Gall-Peters Map for a little while now, for more reasons than the three I mention above.
For those who are living in a Mercator Marketing bubble, it might be time to take a look at the Gall-Peters map and see the marketing world as it really is. Because the days of the old marketing imperialism are long gone.
(Source: citizenbay.typepad.com)
Tags: Map Politics Perception
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![Angry India charmer lets loose snakes in office
An angry snakecharmer in the northern Indian state of Uttar Pradesh has let loose dozens of snakes in a government office, sparking chaos and panic.
Hakkul, of Lara village in Basti district, dumped the snakes, including a number of cobras, at the land revenue office in Harraiya town on Tuesday.
Many of the frightened villagers and officials ran out of the office, while others climbed on top of tables.
No-one was bitten or injured but the snakes are yet to be caught.
Plot of land
Mr Hakkul is usually called in whenever a snake is spotted in the area and he has saved many lives over the years, local journalist Mazhar Azad told the BBC.
Mr Hakkul has petitioned various government offices over the years demanding a plot of land where he can “conserve” his snakes.
Mr Azad said Mr Hakkul had even petitioned the president.
Some of the snakes are still in the building
Mr Hakkul says his request has been cleared by senior authorities, but the local officials keep delaying it.
On Tuesday, Mr Hakkul went to the Tehsil [revenue] office with a group of supporters and emptied out his bags containing poisonous snakes.
“Snakes were climbing up the tables and chairs. The office was full, there were nearly 100 officials and clerks and many more visitors,” Mr Azad said.
“There was total chaos for several hours. Some people started taking photos with their telephone cameras, others brought out sheets to try to cover the snakes. Some came with sticks and wanted to beat up Hakkul.”
Mr Azad said Mr Hakkul and his men escaped in the confusion and are yet to be caught.
So are the snakes who are still hiding in the building.](http://25.media.tumblr.com/tumblr_lvhzji5Pj51qay2gro1_500.jpg)
![thedailywhat: Extinct Species of the Day: The West African subspecies of Black Rhinoceros was declared officially extinct today by the International Union for Conservation of Nature.
According to the conservation group, a survey of the animal’s natural habitat has yielded no living specimens, leading to the assessment that the last members of the subspecies had died.
In its report, the IUCN blamed “a lack of political support and willpower for conservation efforts” as well as commercial poaching for the Western Black Rhino’s extinction.
It warned that two other rhino subspecies, the Northern White Rhino and the Javan Rhino, were either perilously close to disappearing, or already extinct as well.
A large scale effort by the WWF to save the remaining Black Rhinos is presently underway. Current estimates suggest that a mere 4,240 Black Rhinos remain in the wild.
Watch a black rhino being transported by helicopter to a new range in South Africa’s Limpopo province below:
[ap / wwf / photo: greenren.]](http://25.media.tumblr.com/tumblr_lugisxVfC71qzpwi0o1_1280.jpg)

