In the market update that held on 28 November 2022, the topic of this event is “Creating Brand Love Through Brand Publishing”. Binus Business School Master Program invited Deriz Syarief, MM., Head of Performance & Digital Trading Havas group Indonesia to be a speaker that shares his view and experiences in managing Brand Love with Brand Publishing. Deriz also gives some fresh insights and case study to open our perspective about marketing strategy through brand publishing.

The reason why Mr. Deriz choose raising Brand Love as a topic, because we must create a meaningful difference to brands, or businesses and people that we meet and interact with them. The meaningful brand is important, because the brand is so easy to lose. As part of a meaningful media study, in 2017 Havas conducted a survey of thousands of brands, the results showed that 81% of the brand would disappear and people would not care about the brand, and the brand has just disappeared. So, building a brand is very important and that brand is communicated through the media, so we have to create media that is meaningful too. So meaningful media is like trusted, engaging, and influential. Many companies cannot escape price competition because they forget to develop their brand. So performance cannot be separated from the branding, because branding will lead people later. Meaningful Brands needs Meaningful Media to increase Meaningful Growth.

The brand has attributes that has characters to measure, there are 3 pillars, first pillar is Functional, it’s about how the product or service delivers, the second pillar is personal, which means how Brands improve people’s live, the last one is collective, it is a brand role in society.

Brands can be built with media, the media framework is divided into 3 types:

1. Earned Media

The effect of owned and paid media, when he conveys a message, what kind of engagement is it. It includes Sharing, Mentions, shares, repost reviews, and bloggers.

2. Paid Media

Delivering a brand message at a cost. Advertising. Including Social Ads, Display Ads, Paid Influencers, Paid content promotion, and Search Engine Marketing.

3. Owned Media

Media that is 100% owned by brands. Includes Web Properties, Website, mobile site, blog site, social media channels, and E-commerce.

In the future, all brands cannot rely solely on earned media, in the future, paid media will become expensive, so what must be focused on is owned media.

One of them is Brand publishing, is a marketing strategy where brands treat themselves not as advertisers, but as content publishers. So the position is the same as media such as Kompa, detik.com, and so on. The lesson must be learned when we make brand publishing is because of our role as a publisher, we must place ourselves in the eyes of the target audience who publish appropriate and credible information. For example, Redbull, which sells energy drinks, promotes its products by publishing accompanied by popular sports topics in their website, so that many of its target audience can see it.

Another example is Adobe, because the target market is creative people or marketing officers, Adobe created Brand Publishing, namely CMO, as an example of editing tips and inspiration. So the importance of building brand publishing is to tell what the target audience needs but linked to the unique selling proposition of the brand.

Mr. Deriz also sharing 4 Key Factors to be a winner in implementing Brand Publishing:

1. Establish Value and Purpose of the Brand
   Start with establishing core values: ethics or ideals that serves as guidance when making decision, building relationships and solving problem. And start finding a brand purpose with “Why? Our products or business exist besides for making revenue”
2. Articulate goals and objective
   Any Company engaged in brand publishing should be able to articulate what it intends to achieve and why with making road map.
3. Define a Target Audience
   Writers and content teams should be capable of articulating whom their content is designed for and why. Attempting to create engaging and interesting content without a specific audience in mind is a recipe for failure. Establish a clear editorial mission. Every brand publishing operation should carefully established an editorial mission statement that succinctly describes what it strives to deliver to its audience and why its content matters.