WHAT IS A BRAND? You have heard the word “brand” a million times, and you will hear them a million more with BrandMGI, to eliminate any misconceptions about brands, let’s talk about what matters, the definition of a brand. WHAT BRAND ISN’T ? BRAND IS NOT A LOGO Logo or trademarks is symbol, monogram, type, or shapes that represent a company. They are all trademarks but they are not brands, but a symbol of it. ? BRAND IS NOT CORPORATE IDENTITY Corporate identities are a guidelines and rules created to control the usage of trademarks, such as in advertisement, signage, collateral, etc. It is used to dictate sizes, colors, and visual consistency, but visual consistency does not create brands. ? BRAND IS NOT A PRODUCT Most brand managers say that they are managing their brands, while in fact they are usually managing the product’s sales, distribution and quality. In reality brand managers manage something less tangible, a perception, meaning and aura that represent the product. WHAT BRAND IS: AN EMOTION Brand is a person’s feeling and emotion about a product, service or a company. It is each person’s own vision, perceptions and definition of it, which can’t be neither dictate, nor set by companies. Branding is about influencing these individuals. At the end of the day, “BRANDS ARE NOT WHAT YOU SAY IT IS, BUT WHAT THEY SAY IT IS” BrandMGI is fanatics about emotions, we live, breathe and passionate about it, our approaches and our methodology are tuned to it. BRAND AGENCY OR NOT? Business large and small should consider hiring a professional branding company. A branding company brings a lot to the table. First and foremost they bring a third party objective point of view that a business is unable to obtain. But how do you choose the right branding company? Ask yourself these questions. "WE CANNOT SOLVE OUR PROBLEMS WITH THE SAME LEVEL OF THINKING THAT CREATED THEM." (ALBERT EINSTEIN) How do they promote themselves? Are they calling themselves an ADVERTISING AGENCY that also does branding? If so, they are not a true branding agency. An advertising agency has a hidden agenda, to sell advertising. A branding company does not favor one tactic over another so they should not and would not promote advertising unless it is the right direction to go in. Be careful of these ad agencies that say they do branding. It is much easier to use a buzz word like branding then to actually know how to brand properly. Are they a WEB DESIGN COMPANY that says they do branding? These are the absolute worst offenders of not being a branding company. Ask them simple branding questions like what is positioning or explain the difference between brand identity and brand image. Most will not even know the answer. Then you can ask them a trick question like define brand equity (currently there is no definitive answer). Web design companies are well, web designers. They are not strategic branding experts by any stretch of the imagination. Are they a MARKETING COMPANY that says the do branding? Be very careful of marketing companies as they are the sneakiest offenders of all. They will talk strategy and integration but they know little about internal branding. They typically promote external branding tactics like direct marketing, logo design, advertising etc. Marketing companies do marketing not branding. Are they a DIRECT MARKETING COMPANY that says they do branding? Boy oh boy, these companies are so far from true branding they wouldn't know it if it hit them in the noggin. Direct marketing can be a great tactic but branding it is not. True branding companies only promote direct marketing when the return on investments warrants it. The average return on investment with a direct mail piece is a half to a full percent. Personally I think that is a small return for the investment required which is why direct marketing is typically used as image building with branding companies. Are they a SEARCH ENGINE OPTIMIZATION or INTERNET COMPANY that says they do branding? Internet marketing is one of the most effective returns on investment in the business today. Search engine optimization is probably the best single tactic for building brand awareness and sales and is the reason we hired a staff of SEO gurus. But when it comes to branding they will fall very short in planning, strategy, creative and many other areas. Are they are BRANDING COMPANY that really does branding? Unfortunately we have seen a lot of companies call themselves branding agencies but in all reality they are not. So how do you know how to choose the right branding company? ASK THEM THE FOLLOWING: What types of services or programs do they have established FOR INTERNAL BRANDING? Internal branding is often overlooked by every other type of company out there. It is a great indicator that you are not really dealing with a true branding company. Sure external branding is exciting and fun but if employees do not buy into it or unaware of it you are going to find yourself in big trouble as well as having wasted tens of thousands of dollars on your external campaign. Look inside yourself and make sure you have set up the right policies and procedures that best leverage your brand identity and positioning. For instance, Volvo the automobile is clearly the safety car company. Their employees should eat breath and sleep safety, safety features, safety technology etc. They should know their brand promise and how it relates to their customers. This is why even though Volvo is probably not the safest car on the road they are perceived to be. Ask ten people what's the first thing they think of when it comes to Volvo and the answer will be safety. Once you have confirmed that the branding company does instill internal branding practices then you can move forward with them on STRATEGIC DIRECTION AND PLANNING. Look for companies that only recommend tactics that will obtain the best return on investment and not canned specific tactics like advertising or direct marketing. You want open objective strategies and tactics to move your brand forward which is why choosing the right branding company is so critical. ARTICLE BY SCOTT WHITE IS PRESIDENT OF BRAND IDENTITY GURU BENEFITS OF A BRAND AGENCY Creating a brand is more than just having a name and an identity, more than just having a trade mark and having a catchy phrase it is about putting all of these components together and making them work for you. STRATEGIC BRAND AGENCIES PUTTING EVERYTHING IN PLACE Knowing the branding concepts available for your use is a good thing, but its application to your specific case is another story. The key in any branding strategy is in KNOWING WHAT SOLUTIONS APPLY TO YOUR CASE, and eliminating those other approaches that may just add to your expenses with less return in the end. Branding strategy firms provide you with services that free you from the hassle of gathering company and market data, analyzing results, and studying better ways to make your branding solutions work. With branding strategy firms, your company can CONCENTRATE ON THINGS IT DOES BEST, like manufacturing operations or service operations, and leaving the marketing aspect to them. BRANDING AGENCY: THE ADVANTAGE Branding strategy firms can help you in coming up with THE APPROPRIATE BRANDING SOLUTIONS for your company. Your company’s branding issue is no easy task. It involves time and the use of funds and this holds true whether you should decide to do this internally in your company, or if you get the services of a branding strategy firm. The advantage though with having branding strategy companies to do this specific aspect of your business is that they have under their belts the SPECIALIZED KNOWLEDGE on branding concepts and the VALUABLE EXPERIENCE in coming up with successful branding strategies. Branding strategy firms will be able to provide you with the best way to take a COMPREHENSIVE APPROACH to your branding and marketing needs. You wouldn’t want your strategy to be uncoordinated and without focus not only will the consumers be lost on the main position you are trying to establish in the market eventually you will be lost as well on the direction you are taking. Branding strategy firms know the value of every detail involved and will provide for an integrated and comprehensive approach that will be able to COMMUNICATE YOUR BRANDING MESSAGE EFFECTIVELY to the consumers’ minds & hearts, and subsequently resulting to your company being positioned appropriately in the market. YOU NEED MORE INFORMATION? Visit our website: http://www.webrandagency.com http://www.brandmgi.com Or email us at info@webrandagency.com WEBRAND™, SIMPLY INGENIOUS STRATEGIC BRAND CONSULTING AND TACTICAL CREATIVE AGENCY WEBRAND™ – INGENIOUS BRAND AGENCY WeBrand™ Agency is a dynamic strategic brand consulting and tactical creative agency under the umbrella of Brand Management Group Indonesia. Established in 2007 by Alexandro Wibowo, joining forces with his father, the management guru Eddy Wibowo, WeBrand™ is the extension of his passion which started in 2000 with Promethium Group Australia®. In hindsight, WeBrand™ differentiate itself by being a hybrid brand agency focusing in both strategic and tactical brand marketing, bridging the gap between management and creative executions. Complemented with our Infinity Methodology©, we bring a new style towards branding from end to end through our plethora of award winning capabilities. Furthermore, being an Australasian company, WeBrand™ possess a unique perspective and balance between western approaches and eastern values which reflects in our approaches, management and deliveries. WeBrand™’s vision is to become the preferred branding partner to manage and leverage Indonesian brands towards international success. We value our accessibility to not only big corporate but also small and medium enterprises. Our mission is to provide real, accountable, profitable and simplified branding solutions. “We deal with management of differences” WeBrand™ is ‘THE’ Brand Marketing agency, we deal with management of differences, not as they exists on papers and sales figures, but as they exist in minds of people, we do it fresh, distinctive, extraordinary and emotional each time, and our deliveries are effective, accountable and personal. DEFINING BRAND You have heard the word “brand” a million times, and you will hear them a million more with WeBrand™, to eliminate any misconceptions about brands, let’s talk about what matters, the definition of a brand. WHAT BRAND ISN’T BRAND IS NOT A LOGO Logo or trademarks is symbol, monogram, type, or shapes that represent a company. They are all trademarks but they are not brands, but a symbol of it. BRAND IS NOT CORPORATE IDENTITY Corporate identities are a guidelines and rules created to control the usage of trademarks, such as in advertisement, signage, collateral, etc. It is used to dictate sizes, colors, and visual consistency, but visual consistency does not create brands. BRAND IS NOT A PRODUCT Most brand managers say that they are managing their brands, while in fact they are usually managing the product’s sales, distribution and quality. In reality brand managers manage something less tangible, a perception, meaning and aura that represent the product. WHAT BRAND IS: AN EMOTION Brand is a person’s feeling and emotion about a product, service or a company. It is each person’s own vision, perceptions and definition of it, which can’t be neither dictate, nor set by companies. Branding is about influencing these individuals. At the end of the day, brands are not what we say, but what they say it is. “Brands are not what YOU say it is, but what THEY say it is” WeBrand™ is fanatics about emotions, we live, breathe and passionate about it, our approaches and our methodology are tuned to it. WHY US? WHAT WE ARE NOT We are not an ADVERTISING AGENCY that also does branding If so, they are not a true branding agency. An advertising agency has a hidden agenda, to sell advertising. A branding company does not favor one tactic over another so they should not and would not promote advertising unless it is the right direction to go in. We are not a WEB DESIGN COMPANY that says they do branding Web design companies are well, web designers. They are not strategic branding experts by any stretch of the imagination. Ask them simple branding questions like what is positioning or explain the difference between brand identity and brand image. Most will not even know the answer. Then you can ask them a trick question like define brand equity (currently there is no definitive answer). We are not a MARKETING COMPANY that says they do branding Marketing Companies will talk strategy and integration but they know little about internal branding. They typically promote external branding tactics like direct marketing, logo design, advertising etc. Marketing companies do marketing not branding. We are not a DIRECT MARKETING COMPANY that says they do branding Direct marketing can be a great tactic but branding it is not. True branding companies only promote direct marketing when the return on investments warrants it. The average return on investment with a direct mail piece is a half to a full percent, which is why direct marketing is typically used as image building with branding companies. We are not a SEARCH ENGINE OPTIMIZATION or INTERNET COMPANY that says they do branding Internet marketing is one of the most effective returns on investment in the business today. Search engine optimization is probably the best single tactic for building brand awareness and sales however when it comes to branding they will fall very short in planning, strategy, creative and many other areas. THEN, WHY WEBRAND? Business large and small should consider hiring a professional branding company. A branding company brings a lot to the table. First and foremost they bring a third party objective point of view that a business is unable to obtain. But how do you choose the right branding company? Ask yourself these questions. "WE CANNOT SOLVE OUR PROBLEMS WITH THE SAME LEVEL OF THINKING THAT CREATED THEM." (ALBERT EINSTEIN) Creating a brand is more than just having a name and an identity, more than just having a trade mark and having a catchy phrase it is about putting all of these components together and making them work for you. STRATEGIC BRAND AGENCIES PUTTING EVERYTHING IN PLACE Knowing the branding concepts available for your use is a good thing, but its application to your specific case is another story. The key in any branding strategy is in KNOWING WHAT SOLUTIONS APPLY TO YOUR CASE, and eliminating those other approaches that may just add to your expenses with less return in the end. Branding strategy firms provide you with services that free you from the hassle of gathering company and market data, analyzing results, and studying better ways to make your branding solutions work. With branding strategy firms, your company can CONCENTRATE ON THINGS IT DOES BEST, like manufacturing operations or service operations, and leaving the branding aspect to them. WEBRAND IS ON YOUR SIDE Branding strategy firms can help you in coming up with THE APPROPRIATE BRANDING SOLUTIONS for your company. Your company’s branding issue is no easy task. It involves time and the use of funds and this holds true whether you should decide to do this internally in your company, or if you get the services of a branding strategy firm. The advantage though with having branding strategy companies to do this specific aspect of your business is that they have under their belts the SPECIALIZED KNOWLEDGE on branding concepts and the VALUABLE EXPERIENCE in coming up with successful branding strategies. Branding strategy firms will be able to provide you with the best way to take a COMPREHENSIVE APPROACH to your branding and marketing needs. You wouldn’t want your strategy to be uncoordinated and without focus not only will the consumers be lost on the main position you are trying to establish in the market eventually you will be lost as well on the direction you are taking. Branding strategy firms know the value of every detail involved and will provide for an integrated and comprehensive approach that will be able to COMMUNICATE YOUR BRANDING MESSAGE EFFECTIVELY to the consumers’ minds & hearts, and subsequently resulting to your company being positioned appropriately in the market. WeBrand provides these services, and more importantly WeBrand give you options that you might not have considered. WeBrand is on your side, taking care what is best for you, protect your interest, and primarily, leavin you to CONCENTRATE ON THINGS YOU DO BEST, your business. THE INFINITY CONCEPT The word infinity comes from the Latin infinitas or "unboundedness." It refers to several distinct concepts (usually linked to the idea of "without end") which arise in philosophy, mathematics, and theology. (Wikipedia) Why Infinity? In our contexts it represents an endless of cycles of improvement, progressions and standards. WeBrand™ adopts our infinity concept and follow them fanatically to ensure accurate and meticulous deliveries in fulfill your branding and create endless cycles of growth and maturity of your brand. FIRST METHOD: SENSE TO REASON SENSE WeBrand™ believes that in order to create s successful brand for our client, we have to create a bond and relationship with the client’s brand. We have to intimately understand the brand’s message, feel, perceptions and most importantly; the emotional identity. Once we ‘sense’ the brand, we can absorb the emotional foundation and essence of the brand, so we can be the brand, see brand and think for the brand. REASON Understanding the brand, we have to digest the basic logical and emotional existence of the brands. WeBrand™ will grasp the aura of the brand’s identity and create a sensible reason on the brands existence, thus providing us with core competencies, capabilities, scope, objectives, aims, goals, strength and weaknesses for the brands. SECOND METHOD: EXPRESS THE IDEA EXPRESS Absorbing the brand’s senses and reasons, WeBrand™ will then be able to consult, devise, plan and manage the brand’s marketing goals and objectives. WeBrand™ in partnership with our clients collaborates, define and express the correct brand marketing aims, objectives and positioning. IDEA Having a deep emotional understanding and accurate aim and positioning of our client’s brand, WeBrand™ will be able to inspire creative ideas which are potent, real and in synergy with the brand’s identity. WeBrand™ will craft and uncover new ways to fulfill your brand’s message across creative communication disciplines to create that one holistic integrated solution and strategies. THIRD METHOD: CREATE AN EFFECT CREATE With a creative guide, WeBrand™ will be able to produce, create, design or fabricate brand collaterals or activities that truly represent your brand. WeBrand™ will direct these brand directions in lieu with the brand strategy to ensure correct positioning and attain the objectives. EFFECT To ensure a maximum effect and exposure of the brand, we understand the importance on how the brand message is delivered. WeBrand™’s relentlessly updates its management style to use the best innovation, technologies, and system to ensure optimum deliveries that is on the spot, according to plan and effective. FOURTH METHOD: WATCH AND FEEL WATCH Like letting go your children for the first time, WeBrand™ will observe, guard and watch over the brand to protect its existence, validity and legitimacy. Employing various auditing strategies and method, we will ensure a strong, trouble free and swift growth of our client’s brand, whilst track and pursue any infringement. FEEL Completing the brand positioning and implementations, WeBrand™ understands the necessity to check, evaluate and analyze your brand, through our various process and methods we can weigh, verify and confirm your brand positioning, loyalty and saturation in the market, creating benchmarks and value of your brand portfolio KEY PERSONNEL ALEXANDRO ENDY WIBOWO Creative Director / Brand Architect With over six years in event production and brand management experience with Promethium Group, he has been trusted to manage and drive corporate and consumer brands like Sydney Kings, Bowie, Fortrust, Infusion and the Indonesian Government to the fullest potential with his expertise, passion and energy. Having bachelor degree in technical applications and dual master degree both in management and marketing, Alexandro is more than capable in servicing WeBrand™’s client in the field of brand marketing, creative design, business management, corporate communications, crisis management, and event management. “Jack of all trades, master of all” His proficiency in not limited to branding strategies and creative design but to producing high profile events from the inaugural launching of Indonesian Summer with Sydney Kings (Sydney Kings, Sydney), Indonesian EXPO (Indonesian Govt Sydney), West Java Tourism Board Promotion (West Java Regional Govt), Shine Awards (Novotel, Sydney), Hyundai A-League Launch (Sydney), KFC-Tricon (Tricon, Sydney), Audy and Delon concerts (Sydney), to pro-bono work for Tsunami Fund Raising (Sydney), FCC Andre Hehanusa Concert and Central Coast Mariners Fund Raising (Central Coast). Branded as “Jack of all trades, master of all” by his peers, and award winning personal expertise and experience, Alexandro is confident to become your partner in bringing your brand to the next level through the means of strategic brand marketing and tactical creative communication. EDDY HARYANTO WIBOWO Executive Advisor / Commissioner With over 30 years of experience in the automotive industry under the banner of Astra International Group, Mr. Eddy H Wibowo was and is an unsung legend among the management and executive ranks of Astra, both in Indonesia and in Japan. “A man with strong principles” Keeping a low profile, he is renowned as a management and marketing guru where his extensive expertise have been tried and proven in leading major companies such as Astra International’s Motor Vehicle Division, Kayaba Indonesia, GS Battery and advising corporations such as Puninar Group and Nyiur Mas Group. His portfolio includes building and strategically managing brands like Toyota, Auto 2000, Isuzu, BMW, GS, and Kayaba to impressive success. Known as a man with strong principles among his peers, he is rarely seen without his confidence and wits. Combining his son’s modern and controversial methods and his conventional, management centric but proven approach, Mr. Wibowo joined forces with his son to again repeat his creative and distinctive managerial talent in evolving the brand and business management industry with first class leadership, REZADIAZ WINARDI Executive Relationship Manager Graduated with a marketing degree from the prestigious Atmajaya university in Indonesia, He has personal ambitions to become the sought after experts in marketing and customer services. With his unique talents, bubbly personality and WeBrand™, he will be able to express his passion, and pursue this ambition with no constraint and limits. His total commitment in client satisfaction and with his witty smile, will guarantee that WeBrand™ services its clients fanatically and intimately whilst working close as partners towards the objectives. JOHN SHI Business Development Manager Graduated from London School of Public Relations with a degree of Marketing Communication, John is keen to practice his skill to the fullest extent through WeBrand™. Being an expert in analyzing John is capable of dissecting problems with high degree of accuracy and with full attention to details. His corporate experiences includes Citibank and WOKA international in the fields of finance, marketing and corporate communications. Easy to adapt and with constant degree of calmness, he can confidently overcome any problems. OUR CAPABILITIES WeBrand™ is a Hybrid Brand Marketing and Creative agency, we unifies and bridges the gap between our two main capabilities, strategic brand marketing and tactical brand marketing. WeBrand™ is the ultimate agency that handles all your branding needs, and leaving you to concentrate on what you do best, your business. “Leaving you to concentrate on what you do best, your business” STRATEGIC BRAND MARKETING Strategic Brand Marketing answers the WHO, WHERE, WHEN and WHY questions. Heavily in consulting and research, WeBrand™ will define company reviews, brand audit, trend analysis, market research, competitive reviews, workflow analysis, and marketing objectives. Furthermore, WeBrand™’s is capable in taking the concept development roles and creates, brand positioning strategies, promotion strategies, and marketing strategies. To complement the frontline strategies, WeBrand™’s also consult in management strategies, workflow management, technology deployment, sales force management and internal communication strategies, while through BrandWatch™, we protect, audit and reinforce your brand and shield it from infringement and legal issues. In summary, WeBrand™ is able to advise, consult, protect and create a strong marketing and business foundation for a successful activation and rejuvenations brand strategies. “Failing to plan is planning to fail” TACTICAL BRAND MARKETING Tactical Brand Marketing answers the how and what questions. WeBrand™ possesses an array of tactical marketing tools to create that one integrated and holistic marketing solution. WeBrand™ is the “Agency” for all your creative brand marketing needs. Our core tactical competency lies in the development of brand identity, creative graphic services, online marketing and event management. WeBrand™’s Direct Tactical services are: ? Identity design and naming ? Corporate brochures ? Corporate Stationary ? Multimedia Presentation ? Product design and packaging ? Marketing collateral ? Advertising design ? Poster, Flyers, Pamphlets ? Catalogs ? Company Profiles ? Calendar ? Corporate Gifts ? Banners, Baliho, Mirages ? Website ? Microsite ? E-Commerce ? E-Catalog ? E-Flyer ? Email marketing ? Viral Marketing ? CMS and Portal And many more brand agency, digital agency, creative agency, web design, web development, brand consulting, marketing, promotion, public relations, brand marketing, simply ingeneous, infinity concept, infinity methodology, strategic consulting, business consultion, strategic agency, tactical agency, promosi, event management, eo, event production, exhibitions, expo, webrand, brandmgi, brand management group indonesia, Public Relations and Strategic Communication Consultancy, PPC campaign, Search Engine Optimisation, Advertising, design, graphic design, * Corporate Identity, Crisis Management: providing advisory and consultancy services to formulate Public Relations concepts in holistic form, through image building programs * Public Issue Handling: creating and introducing programs to define market presence, through socialization or campaign programs and community programs * Internal Communications Training/Course: providing a communication-training program among employees and management, including employee panels and in-house magazines Media Management * Press Conference * Press Gathering * Press Tour * Press Release Management * Information management (News Monitoring, analysis and advisory) * Media Placement Special Events Management * Conference, Seminar, Workshop, Talk Show, Product Launch * Concept Design * Organization and Invitation (speakers and audience) * Evaluation Report TV and Radio Program Productions * Concept & Creative Design * Technical Production * Expert Supply * Logistic Coordination In-house Productions (Company Profile, Web Design, Books) * Concept & Creative Design * Writing/Lay out * Technical Production * Printing Coordination Here are a list of the services offered by WEBRAND * Street level branding * Promo Models guys and girls over 400 promotions staff on our books * Brand awareness campaigns * Company branding * Logo and corporate identity * Brochures and stationary * Copywriting * Sales and promotional material * Promotional products printing * Media design and advertising applications * Trade show presentations * Signage * Website design * Template design * Content management systems (CMS) * Permission marketing campaigns * Search engine optimisation * PPC (Pay Per Click) search optimisation * Website / Blog hosting * Domain name registration * Email hosting * DNS solutions