Brand yang Baik Akan Selalu Dikenal, Simak Video Berikut ini - Market Think 87

Summary

The video discusses the concept of brand building, explaining its importance in marketing and how it impacts business. The speaker, Ignatius Untung, highlights the different levels of brand development, from familiarity to cult status, and how brands can resonate with consumers emotionally and functionally. The video emphasizes that a brand must be memorable and desirable, offering practical strategies for creating relevance, uniqueness, and maintaining presence. It also covers brand positioning, emotional connection, social proof, and achieving premium brand status through identity and pricing strategies.

Takeaways

• 😀 Brand is a universal term used not only by marketers but also the general public, influencing many aspects of business like product differentiation and customer loyalty.
• 💡 The speaker compares building a brand to something abstract, like 'gas,' emphasizing that while the results are clear, the formation process is often spontaneous or unplanned.
• 🎯 The goal of branding should be to create awareness (being remembered) and desirability (being wanted). A brand must be both known and desired to succeed.
• 🔍 Branding isn't just about making noise to be remembered; it’s essential to build relevance with your target audience by aligning with what matters to them.
• 🚀 The speaker introduces the concept of a brand hierarchy with four levels: familiarity (being remembered), resonate (functional attraction), inspire (emotional connection), and cult (idolization).
• 💥 Simply being remembered isn’t enough. Brands need to offer functional value (resonate) or emotional resonance (inspire) to avoid becoming irrelevant as competition grows.
• 🧠 Relevance comes from understanding consumer insights and positioning your brand to solve a meaningful problem for the audience, which is the hardest part of brand building.
• ✨ A brand’s uniqueness must be rooted in relevance, not just standing out for the sake of attention. It should amplify the brand's core message and identity.
• 🌟 To create a lasting brand presence, businesses need to build emotional flavor and connect with consumers beyond just the product’s features, much like how Coldplay builds an inclusive spirit with its music.
• 📈 Premium effect: A brand is truly strong when consumers are willing to pay more or continue buying even without discounts. This demonstrates the brand’s status as a symbol of identity or coolness.

Q & A

What is the significance of 'brand' in marketing according to the speaker?

The speaker emphasizes that a 'brand' is a universal concept that affects both marketing and general business. It provides differentiation, ensures product quality, and builds customer loyalty. Brands influence consumer willingness to pay more and can shape market performance, even with similar or lower-spec products.

Why does the speaker compare 'brand' to a 'gas' or 'kentut' (fart)?

The speaker uses the analogy to illustrate that while each brand, like gas, is unique and has a tangible impact, its exact form or structure is often difficult to define. Like a gas, brand creation can sometimes be spontaneous and unplanned, yet the results are very real.

What are the key stages in the brand hierarchy mentioned in the script?

The brand hierarchy has four key stages: 1) Familiarity – the brand is remembered because of frequent exposure, 2) Resonate – remembered for functional features, 3) Inspire – remembered for emotional resonance, and 4) Cult – where the brand is admired or worshiped.

Can a brand move directly from the 'familiarity' stage to the 'cult' stage in the hierarchy?

No, a brand cannot jump directly from familiarity to cult status. According to the speaker, achieving 'cult' status requires moving through the resonate or inspire stages, as it involves deep emotional or functional connections with consumers.

What are the two main components for building a brand as discussed by the speaker?

The two main components for building a brand are: 1) 'Being remembered' – ensuring the brand is memorable to consumers, and 2) 'Desirability' – making sure the brand is something consumers want or desire.

What is the danger of focusing solely on making a brand 'memorable'?

The speaker warns that if a brand focuses only on being memorable, such as by seeking trends or creating controversy, it risks fading away once the attention disappears. Without substance, the brand's presence will diminish when its media exposure declines.

How does 'desirability' differ across the brand hierarchy stages?

Desirability changes as a brand progresses up the hierarchy. At the 'familiarity' stage, it's desired because it's known. In 'resonate,' it's wanted for its features. In 'inspire,' emotional or spiritual alignment drives desirability, while in 'cult,' it’s desired because of identity and status.

Why is relevance important in brand building?

Relevance is key to positioning, where the brand aligns itself with something meaningful to the consumer while being relevant to the brand's capabilities. It's about finding the intersection between what the consumer cares about and what the brand can offer.

How does the speaker differentiate between 'relevance' and 'uniqueness' in brand building?

Relevance focuses on positioning the brand in a way that matters to consumers, while uniqueness builds upon that relevance to differentiate the brand from others. The speaker stresses that relevance should come first, followed by uniqueness, to create a strong, well-positioned brand.

What is the 'premium effect' in branding, and why is it important?

The 'premium effect' refers to the ability of a brand to command a higher price or retain consumer loyalty even without discounts. This demonstrates the brand's strength and how much consumers value it beyond just price considerations, showing that the brand is truly strong.