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v8.0 – Brand Image
Thursday, 2 December 2010 – #StartupLokal meetup v8.0 is being held at Microsoft Indonesia(thanks a lot!). This monthly event from and for the startups,investors and media is getting bigger indeed. At least 200 people attended the event.
There’s something interesting for this meetup, there’s a Kinect demo(well, we’re at Microsoft Indonesia). Kinect is a very interesting add-on from Xbox 360 console because it’s using the motion-sensor to the full extent unlike Wii.
After the participants tried out the Kinect and enjoyed the dinner, there’s an opening speech by Irving Hutagalung from Microsoft Indonesia. He’s stating that Microsoft is 100% supporting local products through their programs such as BizSpark which support the use of legal software by giving the startups free legal development software.
Fimela.com announced their startup, and there’s a presentation from Kudos where they talked about use case they’re doing for a startup in New York, they also shared about new fresh ideas from the New York’s startups such as idea-sandbox.com, partybooths.com, goalmine.com, dailybooth.com and pointed out to startup founders like Caterine Fake(Flickr) & Jake Dorsey(Twitter,Foursquare,Square), startup is their passion that’s why they’re successful.
Some interesting points from Kudos:
- Facebook is using blue as the main colour because Mark Zuckenberg is colour blind.
- Startup should start from the heart/as our passion.
- .It doesn’t have to be original to start a startup, just try to be good.
Two speakers gave and shared their knowledge of branding last night, Dian Noeh Abubakar came first. Dian is PR Consultant at Weber Shandwick which is a famous PR firm. She explained quite a lot of PR 101, comparison of PR and marketing, showcasing real effect of PR and implementation of PR in the startup scene.
There’s one case study that we found interesting to know what is PR. A crisis hit a beverage brand that rumoured to have dangerous substance in it, and people were starting to be scared to buy the product. If the problem were handled by an Advertising guy, he would make an Ad that won’t get much credibility and belief out of the people. Instead, a PR would contact a doctor and let the doctor said that it’s okay to consume the beverage.
Here’s some interesting points from Dian Noeh Abubakar:
- PR relies on credibility.
- Advertising talked about brand to consumers, PR made consumers talk about our brand.
- PR works takes time, as well as building brand.
- PR is linear. One story leads to another. Don’t keep blasting the same thing.
- Instead of spending bigger amount to advertise on media, better to let PR pitch to media.
- What made a brand written in a media? Aspiration dan trust to the brand
- Trust level grows along with reputation and it takes time to build one.
Last presentation came from Daniel Surya, South East Asia Chairman from DM-IDHolland, he’s an expert in Branding and already made logos for renowned brands in Indonesia.
At this meetup, he talked about how branding can make your product seen as a better choice compared to other products that actually is the same as your product. He’s using a case study as an example. There is three car specifications that have same standards, the difference is only on the price. When there’s no brand on the cars, customers will choose the cheapest one, but once the brand is shown, customers will be more selective and choosy in choosing the car. For example, a customer would buy BMW because it’s sporty, Mercedes Benz because it’s classy, and Jaguar for its exclusiveness.
Daniel Surya also pointed out these things:
Brand is not about logo
Brand is something people talk about, not the brand owners who push the story
The best branding is when people start to talk about us
Differentiation is important.Similar companies, employing similar people, with similar educational backgrounds, similar jobs, similar ideas, similar product, similar prices, similar quality. Don’t focus on things that should be there, focus to the differentiation
Building a brand starts from mind identity, behaviour identity, visual identity. Mind identity should be delivered through behaviour and visual attribute.
Visual is the most expensive identity investment! Change your logo and you will change the whole identity, starting from your mail header onto every little things.
That’s pretty much sum our 8th meetup, and this meetup registration is supported and helped by eEvent. Thank you very much! We’ll be back on the #StartupLokal meetup v.9!
Credits : TeknoJurnal
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