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What is

Brand

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

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
23 Oktober 2015

What you will learn?

1. A modern definition of
brand
The five disciplines of Brand
Building

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Ready?
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

LETS START BY
DISPELLING SOME MYTHS

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

FIRST
A brand is not a LOGO

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Ceci n'est pas une brand

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

SECOND

A brand is not an identity.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

FINALLY
A brand is not a product.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

10

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Product are
made in factory. But
brand are created in
the mind
- Walter landor

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

So

what exactly

is a brand?

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

13

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Periklanan & Branding

Its a PERSONS gut


feeling because brands
are defined by
individuals, not
companies, markets or
publics.

R. Eka Rizkiantono, S.Sn, M.Ds

Its a GUT FEELING


because people are
emotional, intuitive
beings.

Universitas Ciputra
23 Oktober 2015

In other words.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

ITS NOT WHAT YOU SAY IT IS.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

ITS WHAT THEY SAY IT IS.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

18

a brand is defined as a name, term,


sign symbol or a combination of these,
that identifies the maker or seller of the
product.

Definisi Brand

Phillip Kotler & Gary Armstrong

Brand is the promise, the big idea, and


the expectations that reside in each
costumers mind about product, service
or company.
Alina Wheeler

A Brand is a persons gut feeling about


product, service, or organization.
Marty Numeier

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Any Questions?

20

Your brand is what


other people say about
you, when youre not
in the room
- Jeff Bezos

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

21

WHY IS BRANDING SO HOT?


People have too many choices
and too little time.
Most offerings have similar
quality and features.
We tend to base our buying
choices based on trust.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

22

TRUST
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

PREDICTION

BRAND WILL BECOME THE MOST POWERFULL


STRATEGIC TOOL SINCE THE SPREADSHEET

PROBLEM
In most companies, STRATEGY
is seperated by CREATIVITY by a wide gap.

#2. Whats brand


R. Eka Rizkiantono, S.Sn, M.Ds

Periklanan & Branding

One side of the gap are

STRATEGIC THINKERS
ANALYTICAL
LOGICAL

On the other side are

CREATIVE THINKERS
INTUITIVE
EMOTIONAL
SPATIAL

LINEAR
NUMERICAL

VISUAL
PHYSICAL

VERBAL

#2. Whats brand


R. Eka Rizkiantono, S.Sn, M.Ds

Periklanan & Branding

#2. Whats brand


R. Eka Rizkiantono, S.Sn, M.Ds

Periklanan & Branding

When both sides work together,


you can build a charismatic brand

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Any brand can be charismatic

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

EVEN
YOURS.
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

you have to master the FIVE DISCIPLINE OF BRAND-BUILDING

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

DISCIPLINE 1: DIFFERENTIATE

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

FACT
Differentiation works because
of the way the human cognitive
system works. Our brain acts
as the filter to protect us
from the past amount of
irrelevant information that
surrounds us everyday. To
keep us from drowning in
triviality

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

We get data from our senses, than


compare it to data from earlier
experiences, 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

were hardwired to notice only whats different

Solution

Be
Different......
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Today we base our choices


more on symbolic attributes.
What does the product look like? Where is it
being sold? What kind of people buy it? wich
Tribe will i be joining if i buy it? What does the
cost say about its desirability? What are other
people saying about it?
And Finally, who makes it? Because if I can trust
the maker, I can buy it now and worry about it
later. the degree of trust I feel towards the
product, rather than an assessment of its
features and benefits

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

People join different tribes for different activities


Ride ---> Harley Davidson
Driving---> Toyota
Banking---> BCA
Reading---> Kompas

Reading---> Jawa Pos

1.

FOCUS

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

47

2.

FOCUS

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

48

3.

FOCUS
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

49

#2. Whats brand


R. Eka Rizkiantono, S.Sn, M.Ds

Periklanan & Branding

THE FOCUS TEST:

1. Who Are You?


2. What Do You Do?
3. Why Does It Matter?

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

51

RAWON KLIWON

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

1
52

MEMBUAT NASI RAWON

2
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Example Answer :
Karena kami membuat NASI RAWON Terbaik
( Hey!! semua orang juga ngakunya begitu )

Mmmm...Karena kami membuat NASI RAWON


yang Enak
( 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

54

Were John Deere. We make farm tractors and


relative equipment. It matters because
generations of farmers have trusted our
equipment

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

DISCIPLINE 2: COLLABORATE

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

56

It takes a
village
To build a
brand
Collaborative networks are not new.
A successful model has existed for years

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Like building a cathedral,


making a movie takes
hundreds of collaborators

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

DISCIPLINE 3: INNOVATE

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Innovation requires
creativity, and
creativity give many
business people a
twich. anything
new.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

65

Cireng origin

R. Eka Rizkiantono, S.Sn, M.Ds

Cireng Mutasi

Universitas Ciputra
23 Oktober 2015

66

Surabi origin

R. Eka Rizkiantono, S.Sn, M.Ds

Surabi imut

Universitas Ciputra
23 Oktober 2015

67

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

Zig

MANTRA FOR INNOVATOR

When others....

Zag
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

To begin with,
the brand needs a

Stand-out name

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

70

The seven criteria of a stand-out name


Distinctiveness
Brevity
Appropriateness
Easy Spelling and pronunciation
Likability
Extendability
Protectability
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

A GREAT NAME
deserves

GREAT GRAPHICS.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

72

NEWS

FLASH!
LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

73

Because Logos as we know


them, logotypes, monograms,
abstract sysmbols and other two
dimentional trademark, are
products of the printing press
and mass communication. they
evolved as away to identify
brands rather than to
differentiate them

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

DISCIPLINE 4: VALIDATE

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

79

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

DISCIPLINE 5: CULTIVATE

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Business is a process, not an entity

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

84

A living brand is a pattern of behavior,


not a stylistic veneer.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

85

Brands are like PEOPLE.

#2. Whats brand


R. Eka Rizkiantono, S.Sn, M.Ds

Periklanan & Branding

OLD PARADIGM

Control
THE LOOK AND FEEL
of a brand

#2. Whats brand


R. Eka Rizkiantono, S.Sn, M.Ds

90

Periklanan & Branding

#2. Whats brand


R. Eka Rizkiantono, S.Sn, M.Ds

Periklanan & Branding

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

So lets say you have..

DIFFERENTIATED
COLLABORATED
INNOVATED
AND VALIDATED
R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

94

What's your next

move?

A continuing brand education program.

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Any Questions young


lady?...young man?

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Thanks to

Wally Ollins
Marty Numeier
Alina Wheeler

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

Referensi

Marty Numeier. 2006. The Brand Gap


Wally Olins, 2008. Wally Olins On Brand
Alina Wheeler, 2009. Designing Brand
IdenDty

R. Eka Rizkiantono, S.Sn, M.Ds

Universitas Ciputra
23 Oktober 2015

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