The Typeworker

US – Indonesia Partnership Program (USIPP) 2016: Summer Exchange on Religious Pluralism and Democracy

If you are looking for an intercultural exchange, I advise you to overlook this one. USIPP goes way beyond the commonly found undergraduate summer exchanges, for it is not just a matter of cultural differences that are being higlighted, but also the very core of it–faith. Skip through this posting if you don’t think you will be able to handle intensive lectures and discussions on politics,…

[Brand Management] Self and Secondary Associations: Building Brands through Leveraging Associations

“Consumer’s perception may have little or nothing to do with the actual performance and excellence of the product and is based on the brand’s current repute or public image, consumer’s experience with the brand’s other products, and the influence of the consumer’s opinion or perception about the brand.”[1]   Consumers may not always see a product as it is. Garvin identified consumer’s perception…

[Perencanaan Strategis] Estetika Strategis: Pendekatan Emosional Kampanye Periklanan

“Art direction should help [an] idea rather than hinder it. Art direction should be a window rather than a beautifully painted and papered wall. Art direction should be simple and logical. It should be about the product and for the market it is aimed at. If people only get as far as admiring your ad for the look of it, then you’ve failed. Art direction can only be the transport, it can’t be the…

[Brand Management] Brand Strength and Marketing Communication Campaigns

“The power of a brand lies in what consumer have learned, felt, seen, and heard about the brand as a result of their experiences over time. In other words, the power of a brand lies in what resides in the minds and hearts of consumers.”[1]   Brand equity reflects the power of a brand. Keller, who identified brand equity concept the perspective of the consumer, argued that a positive brand equity…

[Perencanaan Strategis] Knowing Your Audiences: Pemetaan dan Penyasaran Audiens dalam Komunikasi Pemasaran

  “There is no such thing as a Mass Mind. The Mass Audience is made up of individuals, and good advertising is written always from one person to another. When it is aimed at millions, it rarely moves anyone.”[1]   Berbeda dengan pemasaran dari perspektif manajemen bisnis, komunikasi pemasaran menarget lebih dari konsumen dan pelanggan. Bila dalam pemasaran kita mengenal target pasar, konsep…

[Brand Management] Measuring A Brand’s Life: Product and Brand Life Cycle Correlations

Products die, but brands can live forever. Like a product, brand have a life cycle on it’s own, but it does not necessarily related to the product’s life cycle. Lina Bivainiene discussed how brand life cycle differs from product life cycle. Though the life cycle status of a product may influence it’s brand power, brands go beyond the availability of the product itself. A brands’s life is measured…

[Perencanaan Strategis] Setting The Objectives: Tahapan Sasaran dan Perencanaan Strategis Komunikasi Pemasaran

“Most non-specialists say that advertising tries to sell things: those with more awareness of marketing terminology might say that it seeks to raise awareness of brands. From these examples we can already see that asking what advertising does is not a simple question. Carefully conceived and creative advertising can be a subtle and precise instrument of marketing strategy as well as an…

[Brand Management] Emotions and Buying Decisions: Personality Traits Carried by A Brand

“Relationships thrive on emotions; they survive or perish, depending on the emotional fit between people. Brands have therefore to reflect personalities that people like, and this means having an emotional basis or edge to them. Indeed, the best brands have personalities carefully crafted to suit them and their target audiences.”[1]   Brands, like a person, may take on personality traits or human…

[Perencanaan Strategis] Positioning dan Kekuatan Brand: Posisi Produk dalam Persaingan Kategori Serupa

Kekuatan sebuah brand bergantung pada bagaimana mereka mendapatkan ruang di pikiran konsumennya.[1] Brand hidup di pikiran konsumen, dan karenanya, terasosiasi dengan pengalaman dan pengetahuan konsumen yang bersifat akumulatif. Namun, tak semua brand yang berinteraksi dengan konsumen mampu mendapatkan ruang di pikirannya. Tingginya paparan media dan teknologi komunikasi yang terus berkembang…

[XL Future Leaders] TED Talks: Digital Activism

Have you ever imagined what can you do with one click of a hand? Check the insides of your bag, and you may found the device that makes a single click able to produce a massive impact. By accessing social media though gadgets, we can access information from everywhere. And as many philosophers have said, information is the most deadly weapon. The travel of information made it possible to change…

[Perencanaan Media Iklan] Segmenting The Audiences: Perencanaan Media Iklan dan Kecenderungan Konsumsi Media

“Audiences become interested in certain subjects because a need or want is developed. They choose the television programs they watch and the magazines they read because they expect to see certain subjects that satisfy their interests quickly.”[1]   Iklan, sebagai media promosi, melalui proses perencanaan terlebih dulu sebelum ditayangkan pada target konsumen. Perencanaan iklan, salah satunya,…

[Brand Management] Self-Defining Our Values: Image Building through The Use of Brand Identity

“As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them, and believe in their superiority. How a brand is perceived affects its success, regardless of whether it’s a start-up, a nonprofit,…

[Perencanaan Strategis] Entering the Consumerspace: Segmentasi Pasar dalam Perencanaan Kampanye Periklanan

Bisnis adalah proses dua tahap. Dalam tahap pertama, perusahaaan memproduksi produk berupa barang atau jasa, yang kemudian dibeli dan digunakan oleh konsumen pada tahap selanjutnya. Meski kedua tahapan tersebut berjalan secara berkelanutan, dua aktor yang terlibat di dalamnya menggunakan pendekatan yang berbeda. Dalam melakukan proses produksi, perusahaan membuat produk secara massal yang…

[Essay] In The Name of God: Peace Building in A Pluralist Community

“Religion is the cheapest and easiest reason for humans to hurt each other. All we have to do is cite God’s will which includes the command to go to war, without even explaining the context, people will gladly lift their weapons. But is God really so stunted to uphold His beliefs and teachings that He would need humans help to go to war?” – Arman Dhani, 2015 Differences are the roots for all…

[XL Future Leaders] Introduction: There’s Always a Bigger Fish (or rather, a LOT of fishes)

“We can’t be afraid of change. You may feel very secure in the pond that you are in, but if you never venture out of it, you will never know that there is such a thing as an ocean, a sea. Holding onto something that is good for you now, may be the very reason why you don’t have something better.” ― C. JoyBell C. Truthfully, I never did believe in that saying. Lima tahun lalu, sekitar satu minggu…

[Perencanaan Media Iklan] Better Be Prepared: Media, Iklan, dan Perencanaan Mendalam

“Media exist primarily to deliver message content—entertainment, information, and advertisements to a vast audience. Media should be thought of as both carriers and delivery systems. They carry advertisements and deliver them to individuals who buy or choose media first on the basis of the kind and quality of entertainment and information and second on the kinds of advertisements they…

[Brand Management] Develop Your Brand: Getting to Know Brand Architecture Strategies

  “A brand for a company is like a reputation for a person. You can earn reputation by trying to do hard things well.”  — Jeff Bezos, Amazon[1]   A brand may not be able to be as strong if it stands alone. Just like a corporation, brand develops itself buy building making expansions, creating new brands, and building relationships with others. Unlike companies, relationships tied by brands are…