Perbedaan brand dan branding: brand adalah merk sebuah produk, sedangkan branding adalah cara memperkenalkannya. Selain untuk memperkenalkan produk baru, branding juga bisa digunakan untuk mengingatkan kembali sebuah brand agar orang-orang tidak melupakannya. Ada delapan aspek penting dalam branding, yaitu produk, logo, indentitas, tagline, pengiklanan, maskot, servis, dan janji. Dari semua aspek tersebut, yang terpenting adalah produk, logo, dan identitas.
Ada tiga jenis logo, yaitu logo yang hanya berupa gambar, hanya tulisan, dan gambar sekaligus tulisan. Yang paling baik untuk digunakan adalah gambar sekaligus tulisan. Dalam membuat logo, yang terpenting adalah menggambarkan apa yang dijual dari merk tersebut. Logo juga bisa diambil dari nama produk, seperti huruf M yang diambil dari brand McDonald’s. Nama brand tersebut diambil dari nama belakang dua pendiri restoran tersebut, yaitu Richard McDonald dan saudaranya Maurice McDonald.
Maskot digunakan untuk memperkenalkan produk melalui karakter yang disukai banyak orang. Maskot juga bisa digunakan sebagai ciri khas suatu brand. Desain maskot harus mencerminkan kepribadian dari brand yang diwakilinya.
Janji juga bisa digunakan untuk mendukung branding, seperti misalkan di restoran KFC tertulis, ‘Kami akan selalu melayani pelanggan dengan senyuman dan keramahan’, dan sejenisnya. Selain itu produk ini juga harus dapat menyediakan berbagai layanan.
Bentuk kemasan suatu produk haruslah menggambarkan isi dan manfaat dari produk tersebut. Kemasan produk juga bisa digunakan untuk menentukan sasaran pelanggan. Karena itu, bentuk dan kemasan produk pun harus berbeda-beda agar orang juga dapat memilih. Sebagai contoh, laki-laki membeli parfum dengan kemasan berwarna hitam dan perak.
Pengiklanan dapat dilakukan dengan media cetak dan media elektronik. Sekarang ini orang lebih banyak melakukan pengiklanan di media elektronik, mengingat sekarang orang selalu membawa gadget kemana-mana. Tagline merupakan salah satu contoh bentuk periklanan yang ditujukan untuk orang yang tidak bisa melihat. Setelah mendengar suatu tagline, orang-orang akan teringat pada suatu produk. Namun, tidak seperti dulu, sekarang kita tidak bisa hanya mengandalkan iklan saja agar produknya laku, mengingat banyaknya brand yang menjual produk yang sama. Karena itu kita harus bisa memaksimalkan delapan aspek yang ada.
Untuk memaksimalkan delapan aspek tersebut, tentunya kita memerlukan sebuah tim. Tim ini juga bisa membantu dalam pembuatan logo. Dalam membuat logo, kita harus membuat banyak pilihan. Hal tersebut dilakukan agar kita bisa mendiskusikannya juga dengan tim, mana logo terbaik yang akan digunakan. Selain itu, delapan aspek dalam branding tersebut bisa dapat menjamin kesetiaan pelanggan dalam membeli suatu produk.
To my sister, my soulmate, I love you. My family's here, I love you, Mom and Dad.
Bradley, there is not a single person on the planet that could've sang this song with me but you. Thank you for believing in us. Thank you so much.
And if you are at home, and you're sitting on your couch and you're watching this right now, all I have to say is that this is hard work.
I've worked hard for a long time, and it's not about, you know...it's not about winning.
But what it's about is not giving up.
If you have a dream, fight for it.
There's a discipline for passion.
And it's not about how many times you get rejected or you fall down or you're beaten up.
It's about how many times you stand up and are brave and you keep on going. Thank you!
Mungkin masih ada segelintir orang yang mengenal Virgin Group namun tidak mengetahui orang yang telah mendirikan lebih dari 300 perusahaan dibawah nama tersebut. Richard Branson. Salah satu sosok pemimpin yang memiliki mental baja. Siapa yang sangka bahwa sosoknya adalah pria sukses yang tidak menyelesaikan studi SMA namun memiliki kegigihan yang luar biasa hinga dapat mencapai titik seperti sekarang ini. Titik dimana dirinya telah mempunyai kekayaan senilai US $3.9 miliar, mempunyai 360 perusahaan dibawah nama Virgin Group, diangkat menjadi salah satu orang terkaya di dunia, bahkan memiliki gelar Sir dari tempat asalnya yaitu Britania Raya. Lelaki kelahiran tahun 1950 ini telah menjadi seorang wirausaha dari umur 16 tahun. Pada awalnya Ia membuat sebuah majalah dimana dirinya yang menjadi pemilik sekaligus editor dari majalah tersebut yang bernama “Student”. Ia juga sempat mendirikan Student Advisory Center, yang merupakan layanan cuma-cuma untuk membantu kalangan muda saat berumur 17 tahun. Semakin banyak anda membaca artikel tentang dirinya anda mungkin akan semakin mengagumi pendiri dari Virgin Group ini. Pemilik mental baja ini membuat majalah “Student” ketika dirinya ingin membuktikan bahwa dirinya dapat menulis majalahnya dengan baik ketika Ia dikenal tidak dapat membaca dan menulis dengan baik oleh orang-orang disekitarnya saat dirinya menginjak jenjang pendidikan SMA. Selain memiliki mental baja, hal lainnya adalah dirinya yang memiliki prinsip-prinsip kuat dalam menjalani dan memimpin perusahaan-perusaahaannya.
1. Kerjakan saja
Menurut beberapa sumber, Richard Branson adalah sosok yang memiliki banyak alasan untuk melakukan sesuatu daripada tidak. Ia dijuluki sebagai Dr. Yes oleh pegawainya di Virgin karena dirinya hampir tidak pernah mengatakan tidak. Segala sesuatunya akan dicoba terlebih dahulu dan jika terdapat rintangan didepannya akan dihadapi. Bahkan dirinya tidak percaya bahwa “Tidak bisa” harus menjadi suatu kendala karena apabila kita tidak memiliki pengalaman yang tepat untuk meraih suatu sasaran maka kita harus mencari cara lain.
Bersenang-senanglah, tapi dengan kerja keras, maka uang akan datang. Itu adalah salah satu prinsipnya dalam menjalankan sesuatu. Dirinya tidak menyangkal bahwa Ia telah bekerja dengan baik bahkan orang mengatakan apa yang Ia sentuh akan berubah menjadi emas dan ditanyakan apa rahasianya. Semua orang pastilah ingin menjadi miliarder. Namun dirinya selalu mengatakan bahwa Ia tidak memiliki rahasia. Tidak ada aturan dalam menjalani bisnis. Dirinya hanya bekerja keras dan menikmati semua prosesnya.
3. Hargai teman dan keluarga
Teamwork adalah sebuah gagasan yang telah Ia kenal dari masa kanak-kanaknya. Ia mengatakan bahwa orang yang bersahabat pun dapat mempunyai pendapat yang berbeda namun dengan menghargai pastinya segala perselisihan dapat diselesaikan dengan baik. Salah satu dari bentuk menghargai adalah berbicara secara terbuka sehingga perselisihan akan terselesaikan. Selain dalam berbicara, Branson juga berpikiran terbuka dan menjadi pendengar yang baik sebagai pemimpin. Dirinya mengatakan bahwa kita perlu tahu pikiran diri kita sendiri tetapi tidak ada gunanya memaksakan pandangan kita pada orang lain. Branson juga mengatakan bahwa tidak seorang pun memiliki monopoli atas ide atau nasihat yang baik. Maka dari itu Ia menghargai cara pandang orang lain yang berbeda dan mendengarkan aspirasi selain dari dirinya sendiri.
4. Berburu peluang baru
Tidak heran Richard Branson memiliki lebih dari 300 perusahaan dibawah Virgin Group karena dirinya selalu berburu peluang baru. Ia juga mencari gagasan dan peluang baru yang akan memungkinkan dirinya lebih unggul dari para pesaingnya.
5. Mengambil resiko yang telah diperhitungkan
Branson memahami bahwa sebuah keterbatasan pasti ada, tetapi bukan berarti dirinya harus bersikap nekat dan ceroboh dalam menjalani usaha dan memutuskan sesuatu. Bergerak dan membuat kemajuan secara cerdas setahap demi setahap melalui masa-masa awal usaha yang penuh pergolakan adalah yang dirinya lakukan dalam menjalankan segala sesuatunya.
============================================ Richard Branson's Quotes ==========================================
There are several leadership points that Steve Jobs implement to his company Apple, and indicates his perspective towards people around him.
The first one is Simplify. For example, Jobs set his sights on redesigning the mobile phone. He would grab a competitor's phone and rant the functions were incomprehensible and the address book was indecipherable. His iPhone set a new standard for smartphones, making them into miniaturized computers. The iPhone's small touch screen was the test case for the iPad, Apple's tablet computer, and proved there was a big market for teeny mobile computers.
The second one is Control the Experience. Apple took full responsibility for the product from end-to-end. Every aspect of the hardware was analyzed carefully, from each component to the overall look. Likewise, he considered the user experience in every line of code and each salesperson in the Apple stores. Apple's model of a closed and proprietary system was consistent with his controlling personality and set Apple apart from open-source competitors.
The third one is Innovate. Innovators change the game rules to reinvent industries. Jobs noticed people were burning CDs on their personal computers from content on-line. The Mac could manage videos and photos but it could not record CDs. Jobs thought he had missed an opportunity in on-line entertainment. But, he rethought the concept and developed an ecosystem that transformed the entertainment industry with iTunes software and the iTunes Store. He made it simple to buy and manage music from one website and store it on an iPod or computer.
The fourth one is Team with Winners. Jobs could be so direct, it bordered on rude. But his high aspirations spilled over onto Apple employees who believed they too could accomplish anything. Jobs said, “Maybe there’s a better way—a gentlemen’s club where we all wear ties and speak in this Brahmin language and velvet code words—but I don’t know that way, as I'm just middle-class.”
The fifth one is Vision + Details. Jobs’ passion was applied to issues both large and small. Some CEOs are great visionaries while others know that God is in the details. In 2000, he came up with a grand vision that the personal computer should become a hub for managing user content. With the hub in mind, he developed different kinds of nodes, launching personal devices. In 2010 he came up with the successor strategy—the hub would move into the cloud—and Apple built huge server farms to upload and sync content. Here, it indicates that a leader should have a clear vision of what the leader wants in order to really make it happen.
The most successful entrepreneurs share the same trait: They are passionate about what they do. Zuckerberg has always been passionate about using technology to connect people, but he has also put in the hard work to achieve it. Having passion for something means that you don’t give up. It gives you energy to work through difficulties. Where some people see failure, a passionate entrepreneur sees only a learning experience, a stepping stone to keep moving forward.
The really great companies have a sense of purpose at the root of all that they do, from hiring employees, to attracting the right investors, to their marketing and their customer service. By always keeping his purpose in mind, Zuckerberg has been able to focus on creating the best product for achieving this.
No business leader can run a company all by themselves. Success is a team sport. At Facebook, Zuckerberg provides the imagination, while Sheryl Sandberg, Facebook’s chief operating officer, provides the execution around his vision., Zuckerberg and Sandberg share the same values, complementary strengths, commitment, mutual trust and the mutual respect needed to continue to drive the company forwards.
No one is doubting the intelligence of Mark Zuckerberg. Starting from young age, investing his own software programs, and getting into IVY League University and last but not least, investing the Facebook. This all show the very strong intelligence in Mark Zuckerberg
Mark Zuckerberg has shown flexibility in his character.He always been open to change and never been afraid of taking new steps and doing something new. Though not all of his changes have been successful, majority of them have stood the test of time and boosted Facebook's following
Being the one who had built Apple into the world’s most valuable company, also helped to transform seven industries: personal computing, animated movies, music, phones, tablet computing, retail stores, and digital publishing making many wanted to know how he lead. His personality was integral to his way of doing business. He acted as if the normal rules didn’t apply to him, and the passion, intensity, and extreme emotionalism he brought to everyday life were things he also poured into the products he made. His petulance and impatience were part and parcel of his perfectionism. Many said that he tend to be rough to people, but people didn't leave him even if they feel brutalized, they still deliver and work with him. The product that they make together is perfect. here's some of the key of Steve being a Steve Jobs:
- he always focus
Steve Jobs always choose to focus on several things rather than thinking of "billions" idea that need to be execute in such a long period and somehow it make Apple, Apple.
- always try to simplify
as the first Apple brochure said "Simplicity is the Ultimate Sophistication". Steve loves for simplicity had been growing since before he entered Apple company. in making new product, he would always ask to Apple's worker/designer what the purpose of things in the product. example, screw that could be simplify. with the attitude that love simplicity brought Apple with simple design yet elegance to the world.
- products before profit
it is important lesson for Steve Jobs for prioritize the products itself than profit. when profit is prioritize, people tend to lost its interest/ not motivated enough to produce great product
- not being a slave on a focus group
sometimes it only needed one focus group to made a product. example, on how you or your friend would wanted as a product. in Steve Jobs case, it is music player (iPod) that he made based on what he or his friends wanted. A simple music player that we would carry around happily.
- always push yourself to perfection
Gates was fascinated by computers when he was young and spent most of his time learning how to program. Although he wasn’t a model student, Gates decided it was important to pursue what he was passionate about. That led to many breakthroughs in computers, including the programming language BASIC and, later the MS-DOS program for IBM. It was only a matter of time until his love for computers became the foundation for Microsoft.
Gates knew success doesn't happen overnight but is, and always will be, the culmination of a lot of hard work. Fueled by his passion, he spent years working from his garage, developing coding and programming, and learning how to create a solution with global reach. This took seemingly endless hours.
No matter what happens, a legendary leader continues to look forward, unfazed by any barriers or missteps along the way. Despite Gates’ phenomenal success, he did have to contend with anti-trust litigation claiming that Microsoft was a monopoly. In 2011, after a 21-year battle in the court system, the case was finally put to rest after numerous threats to break the company up. Throughout the battle, Gates continued to pursue the strategy that he had laid out and stayed the course, preferring to focus on the future rather than be distracted by present challenges.
Gates has never been someone to simply be satisfied with the success he has achieved to date. As he has pointed out, “It's fine to celebrate success, but it is more important to heed the lessons of failure.” He also reminded others: “Your most unhappy customers are your greatest source of learning.”
in our opinion, Bill Gates succeeded in bringing Microsoft to a fantastic success on the basis of his passion for computer equipment, so he really knows what to do for the future. He is a tireless worker and he believes that success will not come very soon. Therefore, the law of karma will run where we will get results in accordance with what has been issued. his fondness to always see the future that makes Microsoft as an IT company that has always been a benchmark of a technological sophistication in an era.
Starting from only 18 people including him and his wife, now Jack Ma is the leader of a big company in china that employs thousands of people, reducing unemployment and poverty rate and has a charity foundation of his own. Surprised by the wonders of internet, Jack Ma saw an opportunity to build a business trade of chinese products through the internet. Although his attempts to convince investors failed, he didn’t give up with his brilliant ideas until softbank agreed to fund the business, he succeeded to create the biggest e-commerce in china. Jack Ma intends to use the internet and Alibaba’s influence to facilitate more globalized trade across borders beyond China and to help SMEs (Small and Medium Enterprises) across the world. Jack Ma vows that helping SMEs to succeed is much like a religious calling for him. Jack Ma learned the incredible power of connectivity, especially how the internet can greatly impact global trade, especially for SMEs. Jack Ma believes that customers always come first, employees second and investors come third. He quoted this “If Alibaba doesn’t get bigger and more successful than Walmart or Microsoft, I will regret it for the rest of my life. Our predecessors invested in us, it is therefore our (this generation’s) responsibilities to do better than them.”What we can learn from Jack Ma is that if you see an opportunity, then you should take it and don’t give up on it easily. He also stated to have values to live by and don’t kill competitors but empower them, only then we can be successful.
Basically both of them have a similarity, Dream and Goal have something good in their head, have something wonderful imaginations that there isn't real yet. But the difference is the Dream have no action, it stays in our head, it's very wonderful and perfect, and of course we enjoy our dream. in Dream there is no FAILURE, but THERE IS in Goal. In goal we have PLAN, there is action, step by step, Failure will be our best teacher to reach our goal.
We are Podomoro University Students should have our own GOAL to REACH, no matter how old you are, sooner you start, sooner you turn into the next level. Time flies so fast, there is no time for "later". DO NOT be afraid to fail.
It's the time to change your Dream into Goal. If you afraid to fail, if you too lazy to take an action, just lie down on your bed and enjoy your beautiful dream. Of course while you enjoy your dream there is a lot of people who steal it from you in a real life.
PUCEL as the center of entrepreneurship of Podomoro University has taken the role as the mentor in Wonderful Startup Academy (WSA). Wonderful Startup Academy is a program of startup business development which focuses on the tourism sector in Indonesia, as the result of collaboration between the Ministry of COoperatives and Small and Medium Enterprises, Galeri Indonesia WOW, Ministry of Tourism, and ICSB Indonesia .
Wonderful Startup Academy has already at the final stage since its initiation in the end of 2016. Finalists of ten selected startups, among others, were Goers, Kosthunt, Geotours, Place+, Thingstodoo, Kili-kili Adventure, Dineary, Oemah Etnik, Kiribang, and Maqna. Dr. Wisnu Dewobroto (Head of PUCEL) was in tandem with Mr. Indra Utoyo, who is curently the Director of BRI and appointed to escort one of the 10 finalists of startup company, the digital Place+.
In the mentoring session at BRI Building 1 (8/17), Wisnu said Place+ as the application which focused on video, is a start up with lots of potential and capable of answering the millennial generation requirement today, however, the challenge is how this startup can monetize the product. One of the easiest way is to bring big company as one of the partners and use Place+ as the promotion campaign media, so that it will increase the awareness of public to the product, Indra Utoyo said.
The involvement of PUCEL in WSA mentoring that will give birth new entrepreneurs in the tourism sector is one of the visions of Podomoro University to make every graduate the leader with entrepreneurship soul and spirit. Using PUCEL, the program is expected to boost the spirit of Podomoro University’s students to keep becoming problem solver and giving the business solution from their expertise.
The Business Model Canvas or BMC model is a graphic representation of a number of variables that show the values of an organization. The Business Model Canvas can be deployed as a strategy tool for the development of a new organization. Furthermore, it also analyses the (business) situation of an existing business. The Business Model Canvas was developed by the Swiss business model guru Alexander Osterwalder and management Information Systems professor Yves Pigneur. They defined nine categories for the Business Model Canvas which they refer to as the building blocks of an organization.
The building block are: Key partners Key activities Key resources Value propositions Customer relationships Channels Customer segments Cost structure Revenue streams The performance of an existing organization can easily be improved using the Business Model Canvas. All company aspects are made clear at a glance because of the visual aspect. By looking at the developments per category, an organization can fine-tune its value proposition and structurally improve its strategy. When setting up a new company clear decisions can be made in advance using the Business Model Canvas.
1. Key partners : For both start-up organizations and existing organizations it may be important to create alliances with partners. For instance when fighting the competition and combining knowledge and specialization. Essential information will be acquired by knowing in advance which partners may constitute a valuable relationship.
2. Key activities: By having a good knowledge of the core activities of a company, a good understanding of the value proposition of the organization will be obtained. It is not just about production, but also about a problem-solving approach, networking and the quality of the product and/or service. When the organization knows what the added value for the customer is, a better relationship may develop with existing customers, which may be helpful in the canvassing of new customers therefore, and which makes it easier to keep the competition at bay.
3. Key resources : Resources are means that a company needs to perform. They can be categorized as physical, intellectual, financial or human resources. Physical resources may include assets such as business equipment. Intellectual resources include among other things knowledge, brands and patents. The financial resources are related to funds flow and sources of income and human resources comprises the staffing aspect.
4. Value propositions : The value proposition is about the core of a company’s right to exist, it meets the customer’s need. How does an organization distinguish itself from the competition? This distinction focuses on quantity such as price, service, speed and delivery conditions on the one hand, and on the other hand it also focuses on quality including design, brand status and customer experience and satisfaction.
5. Customer relationships : It is essential to interact with customers. The broader the customer base the more important it is to divide your customers into different target groups. Each customer group has specific needs. By anticipating the customer needs, the organization invests in different customers. A good service will ensure good and stable customer relationships that will be ensured in the future.
6. Channels: An organization deals with communications, distribution and sales channels. It is not just about customer contact and the way in which an organization communicates with their customers. The purchase location and the delivery of the product and/or services provided are decisive elements in this. Channels to customers have five different stages: awareness of the product, purchase, delivery, evaluation& satisfaction and after sales. In order to make good use of the channels and to reach as many customers as possible, it is advisable to combine off-line (shops) and online (web shops) channels.
7. Customer segments: As organizations often provide services to more than one customer group, it is sensible to divide them into customer segments. By identifying the specific needs and requirements of each group and which value they attach to this, products and services can be better geared towards these needs and requirements. This will lead to greater customer satisfaction, which in turn will contribute to a good value proposition.
8. Cost structure: By gaining an insight into cost structure, an organization will know what the minimum turnover must be to make a profit. The cost structure considers economies of scale, constant and variable costs and profit advantages. When it is obvious that more investments must be made than the organization is generating in revenue, the costs will have to be adjusted. Often an organization will opt for deleting a number of key resources.
9. Revenue streams: In addition to the cost structure, the revenue streams will provide a clear insight into the revenue model of an organization. For example, how many customers does an organization need on an annual basis to generate a profit? How much revenue does it need to break even? The revenue streams are cost drivers. In addition to the revenue from the sale of goods, subscription fees, lease income, licensing, sponsoring and advertising may also be an option.
- Osterwalder, A. (2004). The business model ontology: A proposition in a design science approach.
- Osterwalder, A., & Pigneur, Y. (2013). Designing business models and similar strategic objects: the contribution of IS. Journal of the Association for Information Systems, 14(5), 237-244.
- Veyrat, P. (2017). Lean Business Model Canvas: For every type of oranization.
- Osterwalder, A., & Pigneur, Y. (2010). Business model generation: a handbook for visionaries, game changers and challengers. John Wiley & Sons.
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