THE OLD WAY OF BRANDING Brand (-ing) is only about tagline for promotion Brand (-ing) is only about the logo & creative Brand (-ing) is only for the communication.

Presentasi berjudul: "THE OLD WAY OF BRANDING Brand (-ing) is only about tagline for promotion Brand (-ing) is only about the logo & creative Brand (-ing) is only for the communication."— Transcript presentasi:

1 THE OLD WAY OF BRANDING Brand (-ing) is only about tagline for promotion Brand (-ing) is only about the logo & creative Brand (-ing) is only for the communication team

2 YOU START FROM THIS MID-Δ Tagline Brand Position-ing What do you do & for whom? Brand Communi-cation The first thing we need to firmly decide

3 BRAND IN A VERY BASIC SENSE “Diferrentiating one from the other”

4 DETAIL FEATURES OF YOUR BRAND ARE CRUCIAL TO ENSURE CONSISTENCY IN APPLICATION Personalities Values Emotional Benefits Functional Benefits Product Attributes Guidelines for applying your brand in every aspects of the business and communication

5 BRAND DNA Brand Positioning: (Target market and what your brand provides to solve their distinctive problem) Brand Statement: (A strong and memorable one liner that represents your brand) Brand Promise: (Your brand‟s promise in terms of products results and service interaction)

6 BRAND COMMUNICATION IS ABOUT MAKING YOUR PROMISES SEEN/HEARD AND YOUR TARGET MARKET CAN VERIFY THEM

7 THE IMPLICIT IMAGE BUILDING WE NEED TO BUILD TO BE DIFFETENT FROM THE OTHERS When other business magazines in Indonesia is focusing on telling how their content can make one successful in business… You implicitly tell people that successful people read you

8 DETAIL FEATURES OF YOUR BRAND ARE CRUCIAL TO ENSURE CONSISTENCY IN APPLICATION Personalities Values Emotional Benefits Functional Benefits Product Attributes Critical, decisive, business perspective, up-to- date Comprehensive, analytical, focus, orientation on what readers needs and not their wants, awareness Enlighten, put a business news into context, and pinpoint the most crucial point Provide a “helicopter view” and down to the main important point of a business news News information in the area of business in magazine format

9 BRAND DNA Brand Positioning: For successful business people who want to grow their business and/or maintain their success ahead of their competitors, Bloomberg Businessweek Indonesia provide analytical information from a „helicopter view‟ and down to the main important point to make business decisions that other media often forget Brand Statement: “Separate the Best from the Rest” Brand Promise: Bloomberg Businessweek Indonesia provides more comprehensive analysis, tap into hot business issue, and focus on the analysis & information that really matters for successful business people

10 COMMUNICATION MATERIAL

11 QUIZ