Browsing articles from "December, 2010"

Jump out of the box (from Swimmer to Photographer)

Dec 19, 2010   //   by arthurandesya   //   Podcasts  //  No Comments

For this one, Your Daily Life picked one person from our “daily people” who clearly has some achievements in his life that can be proud of. He’s not a hero nor the #1 smartest guy in a class, But it’s true he has something more than others and dare to decide jump out of the box as made such a huge decision. He’s the one, He’s the cutting edge, He is Rusdi Sanad (Check out his online gallery! ) shares his stories, study and working experiences from an Indonesian National Swimmer becoming a “Raam Punjabi’s shot Photographer”.

*This being broadcast on Radio PPI Dunia,

Please visit:

*courtesy of: RadioPPIDunia

 

New Era when People ‘do not need Ads’ no more!

Dec 2, 2010   //   by arthurandesya   //   Vomits and Thoughts  //  No Comments
it is scary isn’t it when people do not need advertising no more..


Hello Guys..

Alrite straight to the point..  Surprisingly this morning I had two videos posted on my facebook wall concerning about how cruel having job in an advertising world, one comes from my friend Anjani:

And another more shocking but somehow people said the story tells the truth, comes from Daron who is already worki in this advertising industry:

However these video triggered me to post another video that I found before yet it might be useful to brighten up the view for us and those who still dreaming having a job in advertising world.

This is the video posted by  Leo Burnett. A big advertising agency that I believe you all in this industry knows this agency well. They clearly explain the changing era of world from time to time. First era once upon a time everything just focused on Product Feature. Then Later on we move to Branding era, where advertisers extremely create logos,  boost brand positioning, identify target audience, study/research consumer behaviors and any other branding things. But now Leo Burnett defines that we already move to another new era which they called it as “People Era“,  it’s the era where more focusing on people or human behavior  and create “human brand purpose“.  it’s a new phrase human brand purpose (Leo Burnett defines this phrase as a purpose that make a difference in people’s life).

A good example threw from them is Starbucks Coffee ->

  • Human behavior is “people need daily mood booster everywhere they go!”
  • while Human brand purpose is “Starbucks exists to provide the place to relax and feel like home everywhere in the world” (wait.. yes if you study about advertising you’ll find out that Human brand purpose is actually kind a similar as Positioning statement!)

But the different is the formula, in the new people era we must start from study the Human behavior then next we create Human brand purpose! That’s why Leo Burnett asked us to erase our old school formula which started from brand – positioning statement – target audience or consumer (it’s interesting for us who still study and applying this formula in university life, even this formula must be applied for my final year project.  ) however just remember if we want to break the rules we must know and understand the rules first.

Yet in this video Leo Burnett also states that in the people era, people don’t need ads but they need something more tangible which is acts! just like people could took part in designing a taylor made car of new fiat or feel the comfort home-mood of starbucks.

So let’s see the video:

 

New era – New challenging – another necessary needs to boost up our creative thinking eh?

Cheers fellows!
Happy Mid-break holiday for those MMU students!

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