1. The Changing Business
Landscape,
Is There a Brand Solution?
Yahoo! Proprietary and Confidential. © 2007. All Rights Reserved.

2. RADICALLY BRANDING
Media Business Landscape
When The World is FLAT
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3. Kentucky

4. Djarum

5. What is a BRAND?
Why is BRANDING important?
What does BRANDING mean for MEDIA?

6. What is a
BRAND?

7. What is a BRAND?
name
logo
association

8. Why?
Water + Sugar + Tea (put it into a
bottle) = Costs less than Rp125
WRITE Teh Botol Sosro ON THE
BOTTLE AND YOU CAN CHARGE
Rp 3000

9. Why?
Take cheap fabric (the cheapest)
make pants using a 100 year old
design = production cost Rp
25,000,-
PUT THE NAME LEVI’S ON THESE
ORDINARY PANTS : AND CHARGE
Rp 725,000,- (no problem)

10. Do We have opportunities to leverage spark
events to engage target market with an
amplified message?
 General Sites
 Official Sites
 TV Program
 Radio Program
 Magazines
 Newspapers
 Search
 Cell Phone Alerts
 Email
SIZE OF  RSS Feed  Streaming
?
AUDIENCE  Radio Talk show  Blogs
 Photo Sites
 Video Sites
 Instant Messaging
RIGHT
 Message Boards AUDIENCE
 User Created
 Community Sites
ENGAGEMENT
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11. Thank You
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