1. The
Secret
of
Copywri-ng
Subiakto
July
9,
2010
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2. 5/15/12
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3. this is a product
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4. this
is
a
logo
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5. this
is
a
brand
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6. A brand is
a person s gut feeling about
a product, service or organization
– Marty Neumeier
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7. 5/15/12
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8. A brand is what
people say, feel and think about
a product, service or organization
– ©2008 Paul Isakson
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9. Commodity
Rp 8.000 Rp 40.000
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10. A Strong brand is
a collection of coherent ideas
and experiences with
a product, service or organization
… overtime
– ©2008 Paul Isakson
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11. 5/15/12
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12. A Great Brand is
a great story
– ©2008 Paul Isakson
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13. Commitment:
1. Stop
Campaigning
Start
CommiDng
2. Campaigning
is
MarkeHng
for
SHORTERM
gain
3. CommiHng
is
MarkeHng
for
LONGTERM
growth
4. Commitment
create
Brand
Loyalist
©2008
Paul
Isakson
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14. Stop Campaigning
Start Committing
– ©2008 Paul Isakson
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15. Campaigning is
Marketing for SHORTERM gain
– ©2008 Paul Isakson
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16. Commiting is
Marketing for LONGTERM growth
– ©2008 Paul Isakson
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17. Commitment create Brand Loyalist
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18. Matrix
1
Awareness
Knowledge
Liking
Preference
Convic-on
Loyal
Need
(NEW)
Brand
Promise
(BIG)
PRODUK
Tangible
BRAND
Intangible
Proof
Call
to
acHon
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19. Matrix
1
Awareness
Knowledge
Liking
Preference
Convic-on
Loyal
Need
(NEW)
Brand
Promise
(BIG)
Proof
Call
to
acHon
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20. Matrix
2
Personal
Family
Face
to
Reference
Social
Sub
Na-on
face
group
Class
Na-on
Ini-ator
Influencer
Decider
User
Buyer
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21. Hierarchy of Need
Exist
Esteem
Social
Secure
Physical
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22. Matrix
1
Awareness
Knowledge
Liking
Preference
Convic-on
Loyal
Need
(NEW)
Brand
Physical
Secure
Esteem
Social
Exist
Promise
(BIG)
Proof
Call
to
acHon
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23. Consumers
today
Geography
Urban,
sub
urban,
rural
Demography
Pria/wanita,
Usia,
Pendidikan,
Pekerjaan,
Family
size
Psychograph
Layman
vs
expert
Loner
vs
gregarious
Behaviors
Usage
rate
:
Light,
Medium,
Heavy
Media
habit
:
TradiHonal
vs
Digital
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24. Consumers
today
Passive
Media
Ac-ve
Media
One
way
communica5ons
Two
ways
communica5ons
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25. Let’s
discuss.
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