Page 96 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

SECTION 03
BRANDZTM TOP 50 MOST VALUABLE INDONESIAN BRANDS 2015
ffffUnderstanding how a particular society thinks and behaves is vital
to creating successful brand communications.
Indonesians are naturally open-minded and trusting, certainly
in comparison to Western consumers, and are therefore highly receptive to brand messaging. They have a strong belief in the collective good, and their desire for togetherness translates into a willingness to share information. Therefore,
in today’s highly connected digital
world, it comes as no surprise that Indonesia is at the very forefront of social media usage.
Only those brands which truly understand how to leverage Indonesia’s cultural traits – from inhabitants’ traditional values to their use of new media - and can translate them into engaging, relevant communications programmes, will be able to achieve strong, sustainable growth in Indonesia.
THE ROLE OF CULTURE IN BUILDING INDONESIAN BRANDS
Ed Thesiger
CEO GroupM Ed.Thesiger@groupm.com
Indonesian consumers look to advertising for
information about brands, which makes
the product truth – how it’s made, its core features and
benefits – a valuable component of effective advertising. But focusing solely on product attributes can lead to advertising that’s generic and uninspiring, reducing a brand's ability to catch the audience’s attention and build positive brand memories.
The key to success? Build a resonant, human story around the product truth that brings to life not only what the brand offers people, but also what this means for them. Milo is a strong example of this, becoming a market
leader in chocolate drinks with
communications that celebrate the victories and successes enabled by the product’s energy claims. This platform transcends channels,
translating easily from Milo’s annual sponsored 10km run, to their TV commercials
and Facebook activity; all touchpoints showcase the sporting success achieved with Milo energy.
Telling an emotionally compelling brand story that’s rooted in a product truth helps brands to build a meaningful connection with consumers that sets them apart from the competition.
In a market where meaningful difference is increasingly important for decision-making, this can be a great way to accelerate brand-led growth.
THE BEST ADS SHOWCASE HUMAN OUTCOMES AS WELL AS PRODUCT TRUTHS
ffffEmma Mussell
Account Director
Millward Brown Emma.Mussell@millwardbrown.com
96 BrandZTM Top 50 Most Valuable Indonesian Brands 2015