Marketeers October 2015

www.marketeers.com www.marketeers.com/radio

OCT 2015

Maestro: P. 89

Pesona Indonesia:

Prima:

Equality in Workplace: Are Women Better Leaders than Men?

P. 99

Kelola Daerah Selayaknya Korporasi: Alasan mengapa Belitung Timur Kian Makmur

MARKETING IN DIFFICULT TIMES

P. 107

Mutiara Baru Nusa Tenggara: Menyingkap keindahan bawah dan atas laut Nuhanera

Philip Kotler Live in Jakarta!

9 October 2015

aseanmarketingsummit.com

MARKETING IN DIFFICULT TIMES

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PERUSAHAAN SIAP MEA DAN TAHAN KRISIS

Astra Management Development Institute, Bank Rakyat Indonesia, Polytron, PP, etc

Menyalip di tikungan: INI BUKAN KRISIS

By Hermawan Kartajaya

wei

+

crisis

A time of

danger

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Indonesia Rp.50.000,-

OCTOBER 2015

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HK: spesialis jalan tol, fleksibel karena belum Go Public Semen Indonesia: haus ekspansi, kapasitas besar Waskita: diversifikasi bisnis, terbukti di ASEAN

Telkom: layanan terintegrasi dengan infrastruktur paling siap

Telkomsel: jaringan tidak tertandingi, kuat di pelosok

Wingsfood: mampu menghadirkan produk yang terjangkau Martha Tilaar: ekspor ke ASEAN, Asia Pasifik, dan punya karakter kuat

Sido Muncul: ekspansif, produknya tidak bisa ditiru dan Indonesia banget

Kalbe Farma: punya R&D, pemain farmasi terbesar di Asia Tenggara

WIKA: terintegrasi, kualitas yang telah diakui, memiliki banyak proyek

PEGADAIAN: bisa menaksir gadai dengan tepat

BCA: jenis transaksi luas dengan jaringan yang sangat kuat

FKUI: Lulusannya telah diakui PT PP: memiliki kualitas tinggi, punya konsep green contractor yang telah diakui dunia Sentra Pendidikan BRI: ahli dan telah mendidik lembaga dari luar negeri

SDM BANK INDONESIA: pengetahuan yang luas baik di makro atau mikro Garuda: servis baik, pengakuan internasional

Lion Air: armada banyak dengan jangkauan luas

PTDI: Diakui di dunia penerbangan internasional

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MEREKA YANG SIAP MENYAMBUT MEA DAN TAHAN KRISIS

Pegadaian: solusi bagi mereka yang tidak bankable JNE: didukung industri e-commerce, point sales luas

Jiwasraya: jaringannya banyak, inovatf

BCA LEARNING CENTER: fokus pada area perbankan dan personal development

BNI: telah going global, inovatif

PT Pos: punya jaringan terluas di Indonesia

Muamalat: pionir perbankan syariah

Sosro: rasa Indonesia

Blue Bird: armada besar, servis adalah yang terbaik

AMDI: punya sistem dan kultur pengembangan SDM yang kuat

BPJS Ketenagakerjaan: punya produk dan pasar yang unik

Polytron: telah melakukan ekspor, punya R&D sendiri

MUAMALAT INSTITUTE: rujukan perbankan konvensional dan syariah

Indofood: jawara mi instant, kreatif, terbukti di tingkat dunia

Pertamina: jaringan sangat luas

CORPU TELKOM: kuat untuk manajerial dengan pendidikan yang telah diakui

Kapal Api: brand awareness kuat Mandiri: anak usaha yang terintegrasi

BTN: punya positioning jelas

Mandiri University: terjun langsung ke lapangan

BRI: sangat kuat di mikro dengan jaringan hingga pelosok

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So once you’ve picked your brand ‘instrument’: branding takes practise; and you have to decide what style and genre you want to perform in. Some do require classical training and qualifications, and others need you to let your hair down and not be too caught up in the establishment way of doing things.

Most importantly, your success is going to be defined by how you connect with your community.

And success isn’t all about making money upfront – don’t sacrifice the desire to ‘keep it real’. As one rapper put it, “feeling satisfaction from the street crowd reaction”.

Building on these, this is what I came up with:

I did it my way So if you read the proliferation of branding books on the market and not to mention blogs and articles (just like this one), then we will all tell you that: • You can brand anything • There is an art and science to brand creation and building • A brand is more than a logo – it could become a cultural artifact • Brands have an identity and a personality and are becoming more human than they ever have before • Brands are memes • Brands are emotional first and rational second • So they can be perishable and paradoxical • Branding is all about storytelling • They should be experiential, immersive, entertaining and intriguing • Brand-building is all about relationship building • Brands are being used as meaning creators and language shapers • You can teach, but you shouldn’t breach or preach • Brands are defining communities and tribes • Successful brands today embrace co-creation • Consumers are taking power away from brand managers • People are increasingly seeing themselves as brands • Nations and cities are looking into branding themselves, in an increasingly competitive and global landscape • Branded causes help you to go viral • This doesn’t mean shouting louder and being more conspicuous – it’s about right place, right time, right tone, with subtlety and sophistication.

Powerful brands are those that are iconic, charismatic, authentic, effortlessly cool, and they take you on a journey. These brands cross the Rubicon into becoming meaning creators, language shapers and game changers. They seek to engage with everyone that they come in contact with in as human a way as possible. They trigger emotional responses that guide your thinking and actions. They act as vessels, which sail the seas of our social oceans on a voyage culminating in a catharsis of intriguing and intense experiences – those discovery moments. Those moments that capture your attention, make you want more, and want to share.

Over the years in industry, during my PhD studies, and in the classroom as a lecturer I’ve read a lot, spoken to a lot of people, and tried a few things out. I drew from my love of culture, sport, music and art; my science degree; and even went further back to study the work of classical scholars like Plato, Aristotle, Socrates, and Al-Ghazali.

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This approach is about an immersive process of cultural osmosis – blending the arts with science, capturing moments of serendipity, and distilling eclectic experiences into one cogent identity, story, ecosystem and emotional call to action.

This is more than stamping your logo on a product or service or media space right at the end. It means working upstream and downstream towards creating a holistic brand ecosystem. It is also about heritage building and creating a legacy.

From this way of thinking you can see how celebrities find it so easy to model themselves into becoming brands and also transferring this into new businesses. However, the same theories and processes apply to corporations, products, services, nations – it’s just a little more complicated and tougher.

This school of brand thought could also be applied to you and me. I mean how else are you going to standout when it comes to applying for that job, or making that business pitch? It’s not enough to rely on your qualifications and current job title, or the logo on your business card. A quick search through LinkedIn will show you that we’re all easily forgotten amongst an ocean of profiles and logos.

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The sixty-four-thousand-dollar questions Just like with people: your brand will be judged by the company that you keep. But don’t be fooled into thinking that it’s just about sharing content and getting your brand everywhere. Keep a handle on the bigger picture – why are you doing all of this?

• What do you want to win – eyeballs, likes, shares, authenticity, loyalty, sales? You need to be strategic and balance being responsive in your messaging with a long-term mission.

“POWERFUL BRANDS ARE ICONIC, CHARISMATIC, AUTHENTIC, EFFORTLESSLY COOL, AND THEY TAKE YOU ON A JOURNEY. THEY ARE MEANING CREATORS, LANGUAGE SHAPERS AND GAME CHANGERS.”

Now, unless you have a meaningful and intimate relationship with consumers and clients; or your message is bang-on - being in the right place, at the right time, in the right tone: it’s no longer cool to mass broadcast and tell consumers what to do. So: • What do you think people will sense and piece together from all of the images and information that you’re pumping out? The most important views are going to be tacit and you may only get glimpses of them – so you need to be reflexive, intuitive and connected.

What you can do is to group all of these into answers that form the foundation of all of your strategic communications. If you take a step back - is it clear to everyone else: 1. What is it that you do, and do differently to everyone else?

2. What your overarching story is - that builds credibility, curiosity, intimacy, and likeability?

3. What you have to offer them?

4. What you want from them, or want them to do?

I call these four questions your elevator pitch – the answers you can deliver on your website, in a corporate or personal profile, in a pitch, on a package, in a campaign, at a job interview, or whilst exchanging business cards.

Surprisingly, when many people are put on the spot, whether that’s representing a brand or themselves, they can’t. Most people can comfortably answer half of the first question: ‘what is it that they do’, and then they trust that their name or branded existence will offer them enough differentiation. If you were then to ask the other three questions, then these same people tend to repeat the same answer they gave for question one.

If you think that you can answer all four questions, then still keep your eyes open and an open mind – because there’s probably someone out there doing it better than you that you could take some inspiration from.

The more you think, practise, and share; and the more that you do this in such a way that you can still be yourself, a better ‘self’ – then the better chance you have to succeed and cut through the noise. Don’t do this alone in isolation - align yourself with consumers, stakeholders, and other brands by creating a network. Also look outside of your immediate reference group, competitors and industry.

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Between wallpaper and narcissism treading the social media tightrope So now you’re getting a sense that there are humanized brands and human brands. That also means that professionals are being put in pole position as branded individuals who carry brands. Social media may be awash with brands and they may be ‘human’, but we still connect much better with people who share.

So what does that mean for us as professionals?

What I’ve found Almost all of my business comes from a blend of: • Attending conferences and meeting real people. You’re in a new location hearing new things in a controlled social environment - which if you can swallow your nerves and actually enjoy and network in will bring intense experiences and memories… for a short while at least... unless you follow up with emails and thank yous - which could be hard if you exchange cards with 50 people, but it’s worth every personalised email.

• Sharing: mainly articles - your own or whoever’s in a connected community. Email is still the default setting, but double-up with social media like WhatsApp, Line, Twitter and LinkedIn. Ideally, you’re doing this with the people you met recently to cement that relationship • Understanding that people will find, check and watch you - long before you think. Advertising doesn’t work as the first move. You have to think more about attractive content and experiences.

Rather, you pop into minds and in that moment people may or may not be curious enough to act upon that emotional pulse.

It means switching your profile from private to public. Now you have to put your achievements, qualifications and all of the rest out there, and it’s scary - because now people can calculate all sorts of things like your age, whether you had a misspent youth and underperformed at school etc etc…

It means being realtime, reflective, iterative, effortlessly honest, humorous and thick-skinned.

Effectively your social media footprint is a longtail CV and you will be judged over a collection of activity or ‘work’ - which is how you should see all your shares, tweets, alongside your bread and butter work. It’s never going to be based on one achievement and you never know what will catch that wave of interest now, or will be brought back to life in the future with a new event.

How to enjoy it Finally, if I was to pick one objective, also that defines what a brand should be, then it would be encapsulated in the word celebration. It has to be all about being able to celebrate your offering, price, position, and promotion. Your brand has to be something that is attractive, memorable, easy to find and use. You want to create something that you, your employees, consumers, collaborators, societies, and the history books celebrate.

You are now open to anyone and being beside anyone. Now you’re on the internet, you can’t really pick and choose who your photo, opinions or pixels appear next to. When it works it really works: I’ve had articles and my profile listed next to global brands, Hollywood stars, royal families, and news stories – thanks to the way content is arranged on our screens. And, as you’re now surfing the social waves of an eclectic internet, you can’t really say no to invites can you?.. because they could become sharers and fans of your work.

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