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The Changing Business The Changing Business Landscape, Landscape,

Is There a Brand Solution? Is There a Brand Solution?

The Changing Business The Changing Business Landscape, Landscape,

Is There a Brand Solution? Is There a Brand Solution?

2

RADICALLY BRANDING RADICALLY BRANDING

Media Business Landscape Media Business Landscape

When The World is FLATWhen The World is FLAT

Kentucky

Djarum

What is a BRAND?

Why is BRANDING important?

What does BRANDING mean for MEDIA?

What is a BRAND?

association

Wh

at

is a

BR

AN

D?

name

logo

WRITE Teh Botol Sosro ON THE BOTTLE AND YOU CAN

CHARGE Rp 3000

Why?Water + Sugar + Tea (put it into

a bottle) = Costs less than Rp125

Take cheap fabric (the cheapest) make pants using a 100 year

old design = production cost Rp 25,000,-

Why?

PUT THE NAME LEVI’S ON THESE ORDINARY PANTS :

AND CHARGE Rp 725,000,- (no problem)

ENGAGEMENT

SIZE OF AUDIENCE

RIGHT AUDIENCE

General SitesOfficial SitesTV Program Radio ProgramMagazinesNewspapers

SearchCell Phone AlertsEmailRSS FeedRadio Talk show

StreamingBlogsPhoto SitesVideo SitesInstant Messaging Message BoardsUser Created Community Sites

43

Do We have opportunities to leverage spark events to engage target market with an amplified message?

??

11

Thank You