In the market update that held on 28 November 2022, the topic of this event is “Creating Brand Love Through Brand Publishing”. Binus Business School Master Program invited Deriz Syarief, MM., Head of Performance & Digital Trading Havas group Indonesia to be a speaker that shares his view and experiences in managing Brand Love with Brand Publishing. Deriz also gives some fresh insights and case study to open our perspective about marketing strategy through brand publishing.

The reason why Mr. Deriz choose raising Brand Love as a topic, because we must create a meaningful difference to brands, or businesses and people that we meet and interact with them. The meaningful brand is important, because the brand is so easy to lose. As part of a meaningful media study, in 2017 Havas conducted a survey of thousands of brands, the results showed that 81% of the brand would disappear and people would not care about the brand, and the brand has just disappeared. So, building a brand is very important and that brand is communicated through the media, so we have to create media that is meaningful too. So meaningful media is like trusted, engaging, and influential. Many companies cannot escape price competition because they forget to develop their brand. So performance cannot be separated from the branding, because branding will lead people later. Meaningful Brands needs Meaningful Media to increase Meaningful Growth.

The brand has attributes that has characters to measure, there are 3 pillars, first pillar is Functional, it’s about how the product or service delivers, the second pillar is personal, which means how Brands improve people’s live, the last one is collective, it is a brand role in society.

Brands can be built with media, the media framework is divided into 3 types:

1. Earned Media

The effect of owned and paid media, when he conveys a message, what kind of engagement is it. It includes Sharing, Mentions, shares, repost reviews, and bloggers.

2. Paid Media

Delivering a brand message at a cost. Advertising. Including Social Ads, Display Ads, Paid Influencers, Paid content promotion, and Search Engine Marketing.

3. Owned Media

Media that is 100% owned by brands. Includes Web Properties, Website, mobile site, blog site, social media channels, and E-commerce.

In the future, all brands cannot rely solely on earned media, in the future, paid media will become expensive, so what must be focused on is owned media.

One of them is Brand publishing, is a marketing strategy where brands treat themselves not as advertisers, but as content publishers. So the position is the same as media such as Kompa, detik.com, and so on. The lesson must be learned when we make brand publishing is because of our role as a publisher, we must place ourselves in the eyes of the target audience who publish appropriate and credible information. For example, Redbull, which sells energy drinks, promotes its products by publishing accompanied by popular sports topics in their website, so that many of its target audience can see it.

Another example is Adobe, because the target market is creative people or marketing officers, Adobe created Brand Publishing, namely CMO, as an example of editing tips and inspiration. So the importance of building brand publishing is to tell what the target audience needs but linked to the unique selling proposition of the brand.

Mr. Deriz also sharing 4 Key Factors to be a winner in implementing Brand Publishing:

1. Establish Value and Purpose of the Brand
   Start with establishing core values: ethics or ideals that serves as guidance when making decision, building relationships and solving problem. And start finding a brand purpose with “Why? Our products or business exist besides for making revenue”
2. Articulate goals and objective
   Any Company engaged in brand publishing should be able to articulate what it intends to achieve and why with making road map.
3. Define a Target Audience
   Writers and content teams should be capable of articulating whom their content is designed for and why. Attempting to create engaging and interesting content without a specific audience in mind is a recipe for failure. Establish a clear editorial mission. Every brand publishing operation should carefully established an editorial mission statement that succinctly describes what it strives to deliver to its audience and why its content matters.

In the market update held on 5th September 2022, with the topic “B2B Marketing in Digital Marketing Era”, Binus Business School (Creative Marketing) invited Rhendy Purwadi Indradjaja,MM. To share about his experiences in B2B marketing in the digital era, he had over fifteen years experience in marketing and business development initiatives. Rhendy is the Country Manager in DCH Auriga, and he had many B2B marketing experiences in Southeast Asia. Why is this topic important for Rhendy? Because when covid-19 happened in quarter one of 2020, it accelerated any company’s needs to go digital, including the world of B2B.

In this market update, Rhendy brings up the real case that DCH Auriga Indonesia was working on with its partners, Unilever Professional. Unilever works with DCH Auriga to build new divisions/B2B professional Model. That is because Unilever thinks that retail segments are something that they have a power over, but they need to growth even bigger, that is why Unilever wants to build B2B professional Model, because the scope of B2B market is very wide. To be able to enter this sector, Unilever needs some experts who knows inside and outside about retail/expertise working in the B2B world. The way to provide solutions to the B2B world is to understand the existing working situation and conditions which will be the benchmark in designing solutions to the B2B world, because the intensity is different from the existing personal situation.

Unilever penetrates the market approach in three segments/pillars, there are hospitality, food services, and commercial laundry. The segments of hospitality are Non stars hotel, 2-3 stars Hotel, and 4 starts Hotel above. In Food Services pillar, there are three segments, full service, quick service, and medium/large operations. And the last pillar, commercial laundry has three segments, there are Laundry kilos, Laundry & Dry Cleaning, and Medium/large franchise.

After the market is defined, They need to make market strategy. In this step, Unilever dan DCH supply the products to any channels like e-commerce, but Any wholesaler, cash and carry, and also before that, they still do direct sales, but they focus to what do they do in B2B digital era on e-commerce especially in the professional segments for accommodate demand in e-commerce before and after covid-19. As a company, they should adapt to the changes like Covid-19, for the real case is that E-Commerce highly important to help the company sales to survive and sustain in pandemic era so Unilever could serve customer needs.

The important one to do B2B marketing in Digital Era is Building Digital Ecosystem. The things needed in digital ecosystem are:

• Dynamic website, because most buyers will start their due diligence through a website fot building credibility. Unilever Professional Website contains the type of business, product, sharing session (virtual usage guide), and cleaning expert. Next they serve the menu for retail, and also The website and e-commerce must be connected, so that buying and selling transactions can still be done. The last menu is Virtual tools, in this step Unilever will give consumers what is the best product solution to your problems/needs

• Social media Presence, a brand need to build some presence in social media platform. Unilever Professional is active on instagram @unileverprofessional_id, the brand approach includes laundry, restaurant, cleaning products, etc. The goal is to share their brand story and awareness. The Instagram approach is important, because nowadays people have more screen time on Instagram than on the website.
• Sales force application, sales call planning and analytics with geo tagging and real time inventory visibility.
• Availability in Key marketplace It’s hard to build website, so they can start from small things like selling products in E-Commerce. Unilever must exist in various marketplaces. To be able to manage all these marketplaces, Unilever must install detailed stock if they have multiple marketplaces. To avoid stock errors in various E-commerce applications, namely API (application programming, interface) which is a program that can handle multiple marketplaces at once so that inventory is controlled, promo settings are controlled, all in one interface.

B2B is a wide business sector, the marketing of B2B must transform and adapt with the newest Digital Era. To explore the B2B Marketing in digital era, we must clearly do the market overview to know the right segment to our business, make market strategy, and build digital ecosystem.

Pada program kali ini Binus Business School mengajak para pelaku UMKM untuk mengikuti program ini karena nantinya mereka akan mendapatkan pendampingan agar bisa menuju ke digitalisasi yang baik dan benar. Pendampingan akan dilakukan oleh team dosen dan mahasiswa yang berdurasi selama kurang lebih 4-5 bulan. Di program ini para pemilik UMKM akan dibina dan diberikan metode untuk menjalankan bisnis dengan lebih tepat dan efisien. Selain itu mereka juga akan mendapat materi mengenai digitalisasi yang menjadi base dari program ini.

Pada program kali ini Binus Business School mengajak para pelaku UMKM untuk mengikuti program ini karena nantinya mereka akan mendapatkan pendampingan agar bisa menuju ke digitalisasi yang baik dan benar. Pendampingan akan dilakukan oleh team dosen dan mahasiswa yang berdurasi selama kurang lebih 4-5 bulan. Di program ini para pemilik UMKM akan dibina dan diberikan metode untuk menjalankan bisnis dengan lebih tepat dan efisien. Selain itu mereka juga akan mendapat materi mengenai digitalisasi yang menjadi base dari program ini.

On 16 march 2022, Professor Dr. Lim Sanny, S.T., M.M. legally confirmed as Great Teacher at Bina Nusantara University. This ceremonial event is live broadcasted at BINUS TV. The ceremony starts at 13.30 WIB. even though the ceremony is held offline at Binus Anggrek, a strict health protocol is applied, such as antigen swab before the attendee come inside the venue and a mandatory check-in with PeduliLindungi. And during the event, all guest must keep their mask on at any time. All this protocol In order to keep the safety off all guest.

The ceremony started with prayers in catholics and officially opened by Prof. Dr. Ir. Harjanto Prabowo. MM. he also gives an opening speech to congratulate Professor Dr. Lim Sanny, S.T., M.M.. and after the speech comes the letter of confirmation from Kemendikbudristek. The process of Professor Lim’s inauguration is done by Prof. Dr. Ir. Harjanto Prabowo. MM.. and the help from Prof Lim Sanny’s husband, Tony Sutarso. And after the process of inauguration is complete, comes the photo session with all the senate member and Prof. Lim Sanny’s family member.

Professor Lim Sanny also deliver a speech about the Condition and Growth of UMKM in Indonesia. She believes that with the right support, with the right management UMKM in Indonesia will grow massively and help people’s economy in advance.

In the end of the ceremony, is filled with congratulation speech and introduction to the previously inaugurated great teacher, such as Prof. Fergiyanto E. Gunawan Dr. Eng., Prof. Ir. Made Suangga, M.T., D. Eng, Prof. Dr. Meyliana, S.Kom., M.M., CDMS, CBDMP., Prof.Toto Rusmanto, M.Comm, PhD., CAPM., CMA. And Prof. Dr. Sfenrianto, S.kom., M.Kom.

Once again congratulations to Professor Dr. Lim Sanny, S.T., M.M. for the inauguration for Great Teacher. Great year and future awaits.

One of Binus Business School lecturer Prof. Lim Sanny will be confirmed as great teacher in Binus university. The ceremonial event will occur at auditorium kampus Binus Anggrek on march 16 2022. The ceremony will start at 13:00 to 15:30 WIB. Attendees must to a mandatory antigen swab test before entering the ceremonial venue. and also do a check in on PeduliLindungi. In order to maintain strict health protocol. And registration starts at 12This is a very great achievement not only for Prof. Lim Sanny but also for Binus University.

Kali ini kelas menghadirkan klien dari Lembaga Advokasi Hak Anak (LAHA), sebuah organisasi non-profit yang bergerak dalam pengembangan berbagai program dan layanan sebagai bentuk advokasi terhadap hak-hak anak, khususnya anak yang membutuhkan perlindungan khusus. LAHA telah berpengalaman selama 20 tahun dalam memberikan bantuan hukum dan menjadi satu-satunya lembaga yang memiliki program pembinaan untuk Anak Berhadapan dengan Hukum (ABH) membuat LAHA menjadi opsi pertama bagi penegak hukum untuk memberikan advokasi kepada ABH.

Namun, perjalanan 20 tahun tidaklah selalu mulus. LAHA kesulitan mendapatkan donasi untuk menjalankan program pembinaan ABH. Ini disebabkan terdapat persepsi negatif di masyarakat terhadap ABH dan kurangnya komunikasi publik LAHA yang mengakibatkan sulitnya mendapat bantuan baik materiil maupun non-materiil. Di sinilah tantangan yang harus dijawab oleh mahasiswa untuk membawa LAHA menjadi lebih berdaya.

“Konsep project-based learning ini dalam rangka menghasilkan lulusan yang siap pakai atau “hands on” dalam bidang marketing. Mahasiswa mendapat klien Lembaga Advokasi Hak Anak (LAHA) Bandung yang perlu dibantu dalam strategy marketing communication dalam rangka memperkenalkan LAHA dan membantu penggalangan dana untuk meningkatkan kegiatan pendampingan anak di penjara. Diharapkan dengan mengambil topik anak di penjara, mahasiswa selain dapat meningkatkan keahlian analisa, riset, kreatifitas, juga mempertajam empati mahasiswa sehingga mereka bisa menjadi empathetic leaders di kemudian hari. Dari sisi klien diharapkan ilmu yang didapat di kelas bisa membantu organisasi yang belum mengenal ilmu marketing dengan tepat dapat meningkatkan kemampuannya,” ujar Ina A. Murwani, Deputy Head of MM in Creative Marketing BINUS BUSINESS SCHOOL sekaligus pengampu kelas mata kuliah Creative Marketing Communication.

Bentuk kegiatan pembinaan dan pemberdayaan masyarakat (Fostering and Empowering) yang dilakukan oleh para mahasiswa ini selaras dengan  visi BINUS yaitu ‘A World-class university, fostering and empowering the society in building and serving the nation’. Diharapkan project ini memberikan dampak positif dan menjadi solusi atas permasalahan yang terjadi di dalam masyarakat untuk membangun Indonesia menjadi lebih baik.

Show-casing kampanye Lembaga Advokasi Hak Anak oleh mahasiswa MM in Creative Marketing BINUS BUSINESS SCHOOL akan ditampilkan selama sepekan ke depan di media sosial BINUS BUSINESS SCHOOL. (ERIN)

JAKARTA – American billionaire Jimmy John Liautaud earned more than $ 2 billion in profits from his sandwich shop, Jimmy John’s Sandwich Chain. The success that he has now, does not just happen. There is a process that is long enough to be like this.

Liautaud had experienced a very turbulent situation for most of his life. At the age of 12, his mother immigrated to Illinois to teach elementary school there, and his father was a veteran of the army who turned into an entrepreneur who had experienced bankruptcy twice.

“My early years lived in total failure,” he said, as reported by Forbes, Thursday (01/03/2019). But finally, his father started success with a plastic maker company.

Liautaud himself was given USD 25 thousand to start a business, provided he would join the Army. Eventually he began setting up Jimmy John’s Sandwich Shop near East Illinos University in 1983, when he was 19 years old. He and his father shared ownership of the sandwich business, 52% and 48% respectively.

Liautaud works 18 hours a day to send sandwiches to university dormitories, also serving customers in his shop. In addition, he also learned about basic finance quickly. In the first 12 months he made a profit of USD 154 thousand.

Later, he opened his second store in 1986, and in 1994 had 10 stores with income of USD 4 million. Jimmy John began selling franchises in the same year, which mostly in large countries to grow faster.

In 2005, Liautaud decided to diversify its wealth by selling a portion of the company. “If I sell USD 2 million per year, I can still live life,” he said.

Finally, a private equity firm in Boston bought the company. He sold 28% of his business and generated USD 130 million.

For 6 years, the business has grown rapidly. But at a certain moment he experienced a less pleasant situation. Liautaud struggled to keep up with the growth of his company. In 2014, Jimmy John’s sandwich chain had branches in 2000 locations, and Liautaud could not control all parts.

“I feel like losing bandwidth. In the marketing department I have an advertising fund of USD 100 million and I am confused about how to run the fund effectively? “Said Liautaud who later appointed president James North, an old employee to become the first CEO.

Later, Liautaud bought most of the shares of Roark Capital, a large company based in Atlanta in 2016. It has a 35% ownership of the company worth USD 1.7 billion thanks to agreements made and other investments, such as farms in Illinos and shares of electric producers Juul cigarettes.

Launching from the CNBC website on Sunday (07/08/2018), Nadiem said the initial intention of establishing Go-Jek was more to the desire to improve transportation in Indonesia. However, within a period of 6 years, the graduate in the Harvard administration business recorded himself in history, namely as the first unicorn in Indonesia.

The Harvard graduate claimed to want to create more efficient and effective motorcycle taxi transportation. Not only that, he hopes motorbikes can apply as business professionals in the future.

“I think many people who used to not believe that motorcycle taxis can be as professional now and are also trusted today,” said Nadiem.

“This is quite frustrating for me, because I also have to know exactly the ojek riders in Indonesia. By knowing them personally, I quickly realized that this sector is truly truly valuable,” he added.

FUTURE PLAN

This strategy continues with Go-Jek expanding in the Southeast Asian market. Go-Jek currently only operates in Indonesia, but next month, Go-Jek will also be released in Vietnam and Thailand. Not only that, the company also plans to launch Go-Jek in Singapore.

The rapid growth of Go-Jek is seen as competing with Grab, a Singaporean company founded by Nadiem’s ​​friend, Anthony Tan. But Nadiem said that the existing pressure made him now more advanced.

“This is really difficult when you are in phase, being in this competition, when everything collides, is competing nowadays,” said Nadiem.

“But when you go more, you will realize that indeed it takes a competition to create scale and bring change,” he added.

Finally, Nadiem hopes that the existence of Go-Jek can inspire Indonesia and other large regions that technology can improve the lives of many people.

“I want that Go-Jek 10 years from now, or 20 years from now, will be discussed as a company that proves that technology can have a big influence on the economy, which is to have a large evolutionary impact on society,” he said.

Motivation is a pushing spirit or energy change in a person that is characterized by the emergence of feelings and reactions to achieve goals. That is, in this life we ​​will always need motivation to do various things in achieving our goals.

Motivation is divided into various forms, there are people who are passionate and motivated because of money, there are also because of praise, there are also those who really want to share benefits and goodness. People can also be motivated because they want to follow the steps of achieving someone he likes for example like Mark Zuckerberg.

Usually, people who are always motivated will keep trying to step even run to pursue their dreams. Unfortunately, motivation is sometimes not present in us. Finally, negative things arise in everyday life, such as feeling lazy, sad, afraid, feeling inadequate and various other negative things. So we need a Motivator in our lives.

During this time we know a variety of motivators who can lead to a spirit of motivation in themselves with various semiar and training. The question is how long will the motivation arise in us? Is it forever? Only a moment is not it. Well, then who is the best Motivator who will always be able to motivate us at any time?

If you’re upset, for example because of love, what is usually done? Without realizing it, usually we will look for motivation from various motivators around us. There are those who confide in friends and hope to get a solution, there are also those who confide in Twitter hoping that someone is paying attention. When we meet with our friends, then confide in telling us how upset and sad we are to him. Then our friends usually will suddenly be wise and say, “Never mind, I’m sure you can get better”. Then suddenly there was motivation and enthusiasm to move on.

When finished venturing, there is usually a feeling of relief. But of course, our friends cannot be present beside us forever. When he comes home or separates from us. Does motivation stay alive? Apparently it began to fade and disappear, finally upset again. Because you want to get a feeling of relief again, usually continue to vent on the phone. Finish phone, feeling back relieved. One minute two minutes, ten minutes, feeling upset again appears. Finally, various ways we do to get motivation from our friends and still not make our hearts really calm. It actually makes us addicted to keep venturing wide everywhere, but it doesn’t really provide a solution.

So, if we only rely on motivation from the outside, while we are still confused, it will only be able to motivate us for a few moments. But if the motivation really really comes from within ourselves. So whenever we are sad, upset, upset, we can motivate ourselves whenever we want. Because the Best Motivator is Ourself.