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isWhat
Brand?R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
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a brand is defined as ‘a name,term, sign symbol or a
combination of these, that
identifies the maker or seller of
the product
Phillip Kotler & Gary Armstrong
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
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What you will learn?
1. A modern definition ofbrand
The five disciplines of BrandBuilding
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
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Ready?
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• LET’S START BY
DISPELLING SOME MYTHS
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A brand is not a LOGO
FIRST
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
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Ceci n'est pas une brand
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Universitas Ciputra
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SECOND A brand is not an identity.
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Universitas Ciputra
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FINALLY
A brand is not a product.
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Universitas Ciputra
23 Oktober 2015
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“Product aremade in factory. But
brand are created inthe mind”- Walter
landor
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So what exactlyis a brand?
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Universitas Ciputra
23 Oktober 2015
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Periklanan & Branding
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Universitas Ciputra
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It’s a PERSONS gut
feeling because brandsare defined byindividuals, not
companies, markets orpublics.
It’s a GUT FEELING
because people areemotional, intuitivebeings.
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
23 Oktober 2015
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In other words!
.
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IT’S NOT WHAT YOU SAY IT IS.
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IT’S WHAT
THEY
SAY IT IS.
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Universitas Ciputra
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“a brand is defined as ‘a name, term,
sign symbol or a combination of these,
that identifies the maker or seller of the
product.” Phillip Kotler & Gary Armstrong
“Brand is the promise, the big idea, and
the expectations that reside in each
costumer’s mind about product, serviceor company.”
Alina Wheeler
“A Brand is a person’s gut feeling aboutproduct, service, or
organization.” Marty Numeier
Definisi Brand
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
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Any Questions?
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“Your brand is whatother people say about
you, when you’re notin the room”- Jeff Bezos
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WHY IS BRANDING SO HOT?
People have too many choices
and too little time.
Most offerings have similarquality and features.
We tend to base our buyingchoices based on trust.
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Universitas Ciputra
23 Oktober 2015
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TRUST
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PREDICTION
BRAND WILL BECOME THE MOST POWERFULLSTRATEGIC TOOL SINCE THE
SPREADSHEET
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In most companies, STRATEGY
is seperated by CREATIVITY by a wide gap.
PROBLEM
Periklanan & BrandingR. Eka Rizkiantono, S.Sn, M.Ds#2.
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One side of the gap are
STRATEGIC THINKERS
ANALYTICAL
LOGICAL
LINEAR
NUMERICAL
VERBAL
On the other side are
CREATIVE THINKERS
INTUITIVE
EMOTIONAL
SPATIAL
VISUAL
PHYSICAL
Periklanan & BrandingR. Eka Rizkiantono, S.Sn, M.Ds#2.
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Periklanan & BrandingR. Eka Rizkiantono, S.Sn, M.Ds#2.
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When both sides work together,you can build a charismatic
brand
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Universitas Ciputra
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Any brand can be charismatic
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Universitas Ciputra
23 Oktober 2015
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EVEN
YOURS.
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you have to master the FIVE DISCIPLINE OF BRAND-BUILDING
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DISCIPLINE 1: DIFFERENTIATE
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FACTDifferentiation works becauseof the way the human
cognitivesystem works. Our brain actsas the filter to protect
us
from the past amount ofirrelevant information thatsurrounds us
everyday. Tokeep us from drowning intriviality
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We get data from our senses, thancompare it to data from
earlierexperiences, and put it into a
category. Thus we can differentiate between a dog and
lion
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
23 Oktober 2015
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we’re hardwired to notice only what’s different
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Be
Different......
Solution
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Universitas Ciputra
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Today we base our choicesmore on symbolic
attributes. What does the product look like? Where is itbeing
sold? What kind of people buy it? wich “Tribe” will i be
joining if i buy it? What does thecost say about its desirability?
What are otherpeople saying about it?
And Finally, who makes it? Because if I can trustthe
maker, I can buy it now and worry about itlater. the degree of
trust I feel towards theproduct, rather than an assessment of
its
features and benefits
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People join different tribes for different activities
Ride ---> Harley Davidson
Driving---> Toyota
Banking---> BCA
Reading---> Kompas
Reading---> Jawa Pos
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1. FOCUS
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2. FOCUS
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3.FOCUSR. Eka Rizkiantono, S.Sn, M.Ds
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THE FOCUS TEST:
1. Who Are You?
2. What Do You Do?
3. Why Does It Matter?
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“ RAWON KLIWON”
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2
“ MEMBUAT NASI RAWON”
R. Eka Rizkiantono, S.Sn, M.Ds
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23 Oktober 2015
Example Answer :
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3
Example Answer :
“ Mmmm...Karena kami membuat NASI RAWONyang Enak”
( Hey!! semua orang juga ngakunya begitu )
“ Karena kami membuat NASI RAWON Terbaik”
( lupakan! saya sudah beli dari orang lain dan rasanya
enak juga )
“ Karena kami melayani dengan lebih baik”( Okay..Buktikan itu!
)
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
23 Oktober 2015
We’re John Deere We make farm tractors and
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We re John Deere. We make farm tractors andrelative equipment.
It matters becausegenerations of farmers have trusted
ourequipment
z
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DISCIPLINE 2: COLLABORATEDISCIPLINE 2: COLLABORATE
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It takes a
villageTo build a
brandCollaborative networks are not new.
A successful model has existed for years
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Like building a cathedral,making a movie takeshundreds of
collaborators
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DISCIPLINE 3: INNOVATE
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“Innovation requires
creativity, andcreativity give manybusiness people a
twich. anythingnew.”
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Cireng origin Cireng Mutasi
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Surabi origin Surabi imut
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Why do companies have so much trouble with creativity?
Because creativity is right-brained
and strategy is left-brained.
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
23 Oktober 2015
ZigMANTRA FOR INNOVATOR
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When others....
Zig
Zag
MANTRA FOR INNOVATOR
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
23 Oktober 2015
T b i ith
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To begin with,the brand needs a
Stand-out name
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
23 Oktober 2015
The seven criteria of a stand out name
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Distinctiveness
Brevity
Appropriateness
Easy Spelling and pronunciation
Likability
Extendability
Protectability
The seven criteria of a stand-out name
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
23 Oktober 2015
A GREAT NAME
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A GREAT NAME
deserves
GREAT GRAPHICS.
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
23 Oktober 2015
NEWS
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NEWSFLASH!
LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!
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Because Logos as we knowthem, logotypes, monograms,
abstract sysmbols and other twodimentional trademark,
areproducts of the printing pressand mass communication. they
evolved as away to identify brands rather than
todifferentiate them
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DISCIPLINE 4: VALIDATE
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DISCIPLINE 5: CULTIVATE
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Business is a process, not an entity
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A living brand is a pattern of behavior,
not a stylistic veneer.
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Brands are like PEOPLE.
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Periklanan & BrandingR. Eka Rizkiantono, S.Sn, M.Ds
#2. What’s brand
OLD PARADIGM
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Periklanan & BrandingR. Eka Rizkiantono, S.Sn, M.Ds
#2. What’s brand
OLD PARADIGM
Control
THE LOOK AND FEEL
of a brand
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Periklanan & BrandingR. Eka Rizkiantono, S.Sn, M.Ds
#2. What’s brand
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Universitas Ciputra
23 Oktober 2015
So let’s say you have..
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y y
DIFFERENTIATEDCOLLABORATED
INNOVATEDAND VALIDATED
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What's your next move?
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A continuing brand education program.
R. Eka Rizkiantono, S.Sn, M.Ds
Universitas Ciputra
23 Oktober 2015
Any Questions young
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y Q y g
lady?...young man?
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Universitas Ciputra
23 Oktober 2015
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Marty Numeier Wally Ollins
Thanks to
Alina Wheeler
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Referensi
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