1. ADVERTISING A BRAND
A WHOLE NEW
STRATEGY OF CSR
lia s. Associates

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Branding Basics

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Values + Influences
Tangible + Intangible + Trademark
Brand

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WHY BRANDING?
BRAND = a promise of satisfaction.
BRANDING = defining the promise.
The best brands are those
that communicate their promise
of a unique experience
in a clear and compelling way.

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International Scale CSR
Today, GE is about
caring & quality rather than lightbulbs.

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A great brand
can be applied to any category
in which it finds its larger truth
reflected.
(including CSR events)

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Visual Branding

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A brand can be:
+ A name product or service
METROPOLIS APARTMENT

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A brand can be:
+ A trademark

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A brand can be:
+ A customer’s beliefs about a product or service

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A brand can be:
+ A customer’s beliefs about a product or service

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#1 Know Your Product
Research the current situation

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#2 Imagine An Ideal Future
Coming up with a key insight.

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#3 Combine Strategy & Creativity
Come up with strategy to promote your brand; it must be
accompanied by a creative identity and enough publicity
and advertising.

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#4 Learn Your Design …Then Do #1 Again
Design, test, redesign, retest.

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Case Study 1:
Museum Nasional Indonesia

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A logo is not a brand,
a name is not a brand, nor is a product design, a
package design, a visual identity, an advertising
jingle, or a shopping experience.
These things are all merely
the tangible aspects whose goal is
to put an intangible --but powerful--
brand idea or insight into
the mind of a customer.

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The discipline of ‘branding’:
+ Graphic design (Visual brand identity)
+ Advertising
+ Marketing
+ Public Relation
+ Corporate Identity
(Design, Communication, & Behavior)
Creating a successful brand means knowing how your customers
perceive elements of the brand identity, and helping them connect
those to grasp the brand insight.

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CSR Event

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An INSIGHT is a grasp of the fundamental truth
that sets one brand apart from its competitors.
It must be simple, focused, & truthful.

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An IDEAs is the innovation that keeps a product
relevant to a customer’s life and keeps the
customer involved with the brand.
It illustrate the insight so that everyone else can
grasp it too. It is the visual motif that drives the
campaign.

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Case Study 2:
Metropolis Apartment CSR Events

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INSIGHT
Proofing the product as the real Student Apartment.
GOAL
Give back to the surrounding society.
Welcoming new attendants.
Reaching interest and loyalty.
CSR
Celebrating Independence Day with local community kids and
attendants: Book Expo, Free Lunch, Free Internet
and several competitions with edu-gifts.
Exposed at targeted audience only.
Used as 2009 ad campaign material.

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Case Study 3:
EMCO Lebaran CSR Campaign

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INSIGHT
The behavior of sharing and cleaning during Lebaran.
GOAL
Sharing with poor during Ramadhan. Boosting retail sales.
CSR
Giving back several Rupiah to the poor for every 1kg purchase.
Posters and stickers are distributed to every retail shops via
distributors.

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Case Study 4:
ANXI, CSR of the big-bosses

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INSIGHT
As a reunion of old-friends.
GOAL
Teaching history and values of the ancestors to the next generation.
Sharing to the community.
CSR
Developing an organization which established events for everyone,
from Sunday Social Lunch, Ping Pong Club,
up to Play Station Tournament.

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Case Study 5:
lia s. Associates CSR

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INSIGHTS
Happy = Balanced Life.
GOAL
Sharing professional experiences.
Sharing knowledge.
CSR
Special Design Price for social events.
Library – Book Club – Saturday Class for all team member.
Soon: Educational Online Portfolio
Sharing knowledge at educational organizations, also design events.

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lia s. Associates