Archive for Komunikasi Kreatif

Wijaya, B.S., Suharyanti, M. Hanathasia & D. Kania (2016). Synergizing Entrepreneurial Spirit and the Mindset of Branding Through Branderpreneurship: Evidences from Indonesia. The Social Sciences, 11 (2), 129-138. DOI: 10.3923/sscience.2016.129.138

TSS Synergizing Entrepreneurial Spirit and the Mindset of Branding through Branderpreneurship: Evidences from Indonesia

*Bambang Sukma Wijaya, Suharyanti, Mirana Hanathasia, Dessy Kania

DOI: 10.3923/sscience.2016.129.138

Abstract: This paper examines the current research on the phenomena of Branderpreneurship, a brand development-based entrepreneurship. Using comparative case studies, the authors analyze two SME brands in Indonesia from the lens of the Circle of Values Development as the core of Branderpreneurship. Evidently, the brand that applies the most of elements in the Circle of Values Development is more successful and developing faster. Branderpreneurship is an application of targeted and integrated brand development strategy by maximizing existing resources to support business development so that provides added value to entrepreneurship. To activate the branderpreneurship, at least there are seven steps and elements should be considered in developing brand values, that are, identifying values, creating values, distributing values, communicating values, maintaining values, evaluating values, and updating values. Branderpreneurship model can be used as a strategic tool to review business brand performance through self-reflexivity method, as well as the parameter of measuring the mental set in synergizing entrepreneurial spirit and the mindset of branding.  

Keywords: Brandepreneurship, entrepreneurial spirit, mindset of branding, circle of values development

*Department of Communication Science, Faculty of Economics and Social Sciences, Bakrie University, Jl. HR Rasuna Said, Kav. C-22 Kuningan, Jakarta, Indonesia

DOI: 10.3923/sscience.2016.129.138

See the full-text paper here: Synergizing Entrepreneurial Spirit and the Mindset of Branding through Branderpreneurship: Evidences from Indonesia

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Wijaya, B. S. (2015). ‘Desire and Pleasure in the Branded Reality Show as a Discursive Psychoanalysis’, Jurnal Humaniora, Vol. 27 No. 1, pp. 27-41. DOI: 10.13140/RG.2.1.4491.5365

HumanioraDesire and Pleasure in the Branded Reality Show as a Discursive Psychoanalysis

Bambang Sukma Wijaya*

DOI: 10.13140/RG.2.1.4491.5365

ABSTRACT

The study of branded reality show is still very limited, especially in the perspective of discursive psychoanalysis. In fact, the phenomenon of reality show is currently growing in the television industry, so brands are inspired to create similar programs. This paper aims to analyze the desire and pleasure of success that are presented and disclosed by branded reality show ‘Diplomat Success Challenge’ on a national TV channel in Indonesia. Using discursive psychoanalysis approach in the Lacanian perspective, author found that participants in the ‘Diplomat Success Challenge’ saw competitors (other participants) as ‘other’ in imaginary phase which is the object of desire in having the pleasure of success, while the audience used ​​the participants as reflection of their desire and pleasure of success. There are two tendencies of the spectatorship style in responding to the discourse. In one hand the audiences tend to be more emphatic and figural, on the other hand they tend to be more logic, analytical and systematic. In addition, the desire and pleasure of success in the ‘Diplomat Success Challenge’ becomes a powerful discourse that alienated negative issues related to the Diplomat as a tobacco product brand. Thus, the politics of reality through a discourse of success in the branded reality show has successfully infiltrated into the subconscious and control the public consciousness.

Keywords: Desire and Pleasure of Success, Branded Reality Show, ‘Diplomat Success Challenge’, Discursive Psychoanalysis, Spectatorship

* Brand scientist, strategist & culturalist at the Department of Communication Science, Bakrie University, Jakarta, e-mail: bswijaya98@yahoo.com

DOI: 10.13140/RG.2.1.4491.5365

See the full-text paper here: Desire and Pleasure in the Branded Reality Show

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Wijaya, B. S. (2013). ‘Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication’, European Journal of Business and Management, 5 (31), p. 55-65. DOI: 10.13140/2.1.2519.7607

Cover EJBMDIMENSIONS OF BRAND IMAGE: A Conceptual Review from the Perspective of Brand Communication

Bambang Sukma Wijaya

DOI: 10.13140/2.1.2519.7607

Abstract: Currently almost all products have the brand, and all companies strive to develop and maintain their brand reputation. Brand is a mark left on the minds and hearts of consumers, which creates a specific sense of meaning and feeling. Thus, brand is more than just a logo, name, symbol, trademark, or label attached to a product. Using theoretical review and reflective method, this conceptual paper aims to review the dimensions of brand image as one stage in the hierarchy of branding or brand communications, so it can be a guide for future studies related to the brand image. Brand image plays an important role in the development of a brand because the brand image associated with the reputation and credibility of the brand which later became the “guidelines” for the consumer audience to try and use a product or service then creating a particular experience that will determine whether the consumer will be into brand loyalist, or simply an opportunist (easy to move to another brand). The dimensions of brand image in this study include brand identity, brand personality, brand association, brand attitude & behavior, and brand benefit & competence.

Keywords: brand image dimensions, brand communication, hierarchy of branding, brand development

 

Abstrak: Saat ini hampir semua produk memiliki merek, dan semua perusahaan berusaha mengembangkan dan menjaga reputasi merek mereka. Merek adalah tanda jejak yang tertinggal pada pikiran dan hati konsumen, yang menciptakan makna dan perasaan tertentu. Dengan demikian maka merek lebih dari sekadar logo, nama, simbol, merek dagang, atau sebutan yang melekat pada sebuah produk. Melalui penelusuran pustaka dan metode reflektif, makalah konseptual ini bertujuan mengaji dimensi citra merek (brand image) sebagai salah satu tahap dalam hirarki komunikasi merek, sehingga dapat menjadi panduan untuk penelitian-penelitian berikutnya yang berkaitan dengan citra merek. Citra merek memegang peranan penting dalam pengembangan sebuah merek karena citra merek menyangkut reputasi dan kredibilitas merek yang kemudian menjadi “pedoman” bagi khalayak konsumen untuk mencoba atau menggunakan suatu produk barang atau jasa sehingga menimbulkan pengalaman tertentu (brand experience) yang akan menentukan apakah konsumen tersebut akan menjadi loyalis merek atau sekadar oportunis (mudah pindah ke lain merek). Dimensi-dimensi citra merek dalam kajian ini adalah identitas merek, kepribadian merek, asosiasi merek, sikap dan perilaku merek, serta manfaat dan kompetensi merek.

Kata kunci: dimensi citra merek, komunikasi merek, hierarchy of branding, pengembangan merek

DOI: 10.13140/2.1.2519.7607

See the full-text paper here: Dimensions of Brand Image

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Wijaya, B. S. (2011). ‘Kajian Produksi Pesan Iklan Ambient Media’ [An Examination of the Message Production of Ambient Media Advertising], Jurnal Ilmu Komunikasi [Indonesian Journal of Communication Science], 9 (3), p. 344-359. DOI: 10.13140/2.1.3732.1768

Kajian Produksi Pesan Iklan Ambient Media (An Examination of the Message Production of Ambient  Media Advertising)

Bambang Sukma Wijaya

DOI: 10.13140/2.1.3732.1768

Abstract:  This study aims to uncover the knowledge used by creators in producing the message of ambient media ad and compare it with Action Assembly Theory, a message production theory by John Greene who revealed that a message is formed from several knowledges possessed and managed by communicator. By using exploratory-qualitative method through an interpretive approach, the researcher interviewed in depth some subjects or informant namely ambient media ad creators from various backgrounds, ranging from executive creative director to Visual Communication Design student who ever win an ambient media ad competition. Researcher found that the creators of ambient media ad use subjective knowledge derived from personal experience and objective knowledge derived from creative brief as content knowledge in producing the message of ambient media ad. Beside that, researcher found that in addition to ‘content knowledge’ and ‘procedural knowledge’ as mentioned in Action Assembly Theory, ambient media ad creators also use ‘context knowledge’ in producing the message. This context knowledge even has a crucial role in shaping consumer audience’s experience towards the message as a typical characteristic of ambient media ad.

 

Abstrak

Penelitian ini bertujuan mengungkap pengetahuan-pengetahuan yang digunakan kreator dalam memproduksi pesan iklan ambient media dan membandingkannya dengan teori produksi pesan Action Assembly Theory dari John Greene yang mengungkapkan bahwa pesan dibentuk dari pengetahuan-pengetahuan yang dimiliki dan diorganisasikan oleh komunikator. Dengan menggunakan metode kualitatif-eksploratoris melalui pendekatan interpretif, peneliti mewawancarai secara mendalam beberapa subyek atau informan yakni kreator iklan ambient media dari berbagai latar belakang, mulai dari pengarah kreatif eksekutif hingga mahasiswa Desain Komunikasi Visual (DKV) yang karya iklan ambient media-nya pernah memenangkan lomba. Dari hasil penelitian, peneliti menemukan bahwa kreator iklan ambient media menggunakan pengetahuan subyektif yang berasal dari pengalaman pribadi dan pengetahuan obyektif yang berasal dari taklimat (brief) kreatif sebagai pengetahuan isi (content knowledge) dalam memproduksi iklan ambient media. Selain itu, peneliti menemukan bahwa di samping content knowledge dan procedural knowledge seperti yang terdapat dalam Action Assembly Theory, kreator iklan ambient media juga ternyata menggunakan context knowledge dalam memproduksi pesan, bahkan pengetahuan ini memiliki peran sangat penting dalam membentuk pengalaman khalayak konsumen terhadap pesan yang merupakan ciri khas iklan ambient media.

Kata kunci: produksi pesan, iklan ambient media, action assembly theory, pengetahuan isi (content knowledge), pengetahuan prosedural (procedural knowledge), pengetahuan konteks (context knowledge)

DOI: 10.13140/2.1.3732.1768

See full-text paper hereAn Examination of the Message Production of Ambient Media Advertising

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Wijaya, B. S. (2011). Iklan Ambient Media: Konsep, Strategi Pesan dan Implementasi [Ambient Media Advertising: Concept, Message Strategy and Implementation]. Jakarta: UB Press

Title: Iklan Ambient Media: Konsep, Strategi Pesan dan Implementasi (AMBIENT MEDIA ADVERTISING: CONCEPT, MESSAGE STRATEGY & IMPLEMENTATION)

Author:  Bambang Sukma Wijaya

Publisher:  UB Press

2011

1st Edition

183 pages

Book Paper

Soft Cover

SINOPSIS

Semakin padat dan ramainya pesan-pesan komunikasi pemasaran di media-media konvensional, membuat banyak pengiklan kini mulai melirik cara-cara berkomunikasi  melalui media yang tidak biasa. Salah satunya melalui iklan berbentuk ambient media. Iklan ambient media memiliki ciri khas yaitu mampu menyinergikan pesan dan pengalaman khalayak konsumen, sehingga khalayak dapat langsung ‘merasakan’ kebenaran pesan yang disampaikan. Karena unik,  iklan ambient media juga dapat menimbulkan word-of-mouth dan publisitas yang luas.

Buku ini memaparkan bagaimana perkembangan iklan ambient media, bagaimana para kreator memproduksi pesan iklan ambient media yang unik, dan bagaimana pola komunikasi iklan ambient media.

Selain bermanfaat bagi para praktisi sebagai jendela untuk melihat cara-cara alternatif dan kreatif dalam mengomunikasikan pesan-pesan merek produk, buku ini juga dapat menjadi referensi bagi para akademisi dan peneliti sekaligus menjawab kelangkaan literatur mengenai iklan ambient media.

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Wijaya, B. S. (2011). ‘Model Komunikasi Berasa dalam Komunikasi Pemasaran: Studi mengenai Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen’ [Experiential Communication in the Marketing Communication], Journal Communication Spectrum, 1 (1), p. 55-74. DOI: 10.13140/2.1.2159.3124

comm spectrum vol 1Model Komunikasi Berasa dalam Komunikasi Pemasaran: Studi tentang Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen

(Experientially-Meaningful Communication Model in the Marketing Communication: The Study about Ambient Media Advertising in Gaining Consumer Audience’s Trust)

Bambang Sukma Wijaya

DOI: 10.13140/2.1.2159.3124

Abstract: The more cluttered and intense of marketing communications messages in conventional media had turned many advertisers to take a glance at ways of communication through unconventional media. One of them is through ambient media advertisement. This paper is to review the advantages of ambient media ad as one of marketing communication strategy in gaining the audience/consumer’s trust. By using qualitative case study method, writer found that one distinct characteristic of ambient media ad is its capable of synergizing a message and message proofing through consumer’s experience with a conducive ambience, thus consumers are able to sense directly the truth of the presented message. This kind of communication model is called Komunikasi Berasa or Experientially-Meaningful Communication or Ambient Communication. Unlike ‘experience’ concept in marketing which is more oriented to experience of a “product”, ‘experience’ concept within Experientially-Meaningful Communication is more oriented to experience of a “message”. Therefore, with direct or instant experience (without delay) of a message which is presented synergically, consumers will tend to directly accept the truth of that message. Experientially-Meaningful Communication model which is a pattern of this ambient media ad communication becomes one of the solutions in the midst of the lessening of consumers trust to promises or advertisement message in the conventional media. To optimize communication result of ambient media ad, writer suggested creators to mix it with public relation strategy by creating word-of-mouth and publicity.

Key Words: Experientially-Meaningful Communication (Komunikasi Berasa), Ambient Media Ad (Iklan Ambient Media), Consumer Audience (Khalayak Konsumen)

DOI: 10.13140/2.1.2159.3124

See full-text paper here: Experiential Communication Model in the Marketing Communication

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