Never Make Ads

When marketing people goes to hell

2009-07-13T11:17:00.004+07:00

I heard my friend once shouting that marketing is all about lies, about making bullshit and making things incorrectly seen by the audience. I also believe that all lies making us unworthy to go to heaven. So, is it hell that will be our destination?
First, before we go and discuss about the religion and any translations that you would get on the conclusion of the above topic, let us question our most inner heart and our conscience. Are we doing that? Are we full of lies and shit?
In my thoughts and believes about what this company in heading onto, I always have a line that was carried so much in my heart: I believe so much about branding and how it could create value to the product we sell. What we need to do is just to find a strong relevance from the product and turn it into a magnificent value.
I always believe that without a value, you don't have a brand. A product is just a product.
A cold physical nonsense, and you wouldn't like to buy a rolex worth of 30 mio rups then. It's nothing better than a 1 mio seiko.
Because the fact is both watches are the same shit. The same function and the same physical steel made, nothing more and nothing less.
But this world sees that differently. The nature of human that make it different.
People want to be different. People need to be different.
They will always find a way to make himself a different kind.
The special kind.
Some label it as rich, some as intellect, some as strong, some as pure, some as cool.
That is somebody's dream. Everybody has it. Everybody lives on it.
Without it nobody has a goal to grow to in everyday in their lives.
It's what a brand feeds into.
A brand is a dream that people want to be with.
The label that they put in their hands, the label that they want everybody else to judge them into, and the label that make them believe in life.
Well, that is a brand.
And by understanding that, please do one thing.
Analyse your product thoroughly about the one thing that could make the product has a relevance towards the needs of the consumer, on what could make them somebody.
The one thing could make it more than just a product.
It could turn it into a vivid dream.

Example: when we first sell The Pakubuwono Residence, we don't believe on selling an apartment. Instead, we are selling a perfect environment for life.
When I turned the axe positioning around, I believe I am not selling a deodorant, but a magnet to charm a woman.
When we service metro, deep in my mind I am not servicing a department store, I am serving a promotion oriented store, a fun store for women to browse.

It keeps the brand alive. It makes the brand breathe, and walk, and running.
So, look into the brand you are working now. Big or small. Start with a mind that focus into the consumer's need. And find the one thing that could make the product become a brand.
Do not lie.
I am not asking you to lie.
But find the symbolic relevance that all people are trying hard to find in the product to make it suitable in their life.
Something they will be proud to live with.
Something different.

Beginning a brainstorming

2009-07-06T12:15:00.002+07:00

Usually a brainstorming a wild process, that consume hours of concentration, and a blind expectation towards where you might end.
You would not know and understand where the road of mind from the team will take you and usually you would just do what you can and pray that it is on the right track.
Hopefully the process of the review will end on some lime light of approval, at some point of the idea and you would say "sigh.. glad some things workout".. and if not it would be a big sigh...
Actually it wouldn't have to be that way.
Expectation is always mounted on the board, all the time.
Here, let me remind us all again: for whatever you are doing, big or small, get used to the habit of creating it as the biggest work of your life, and try to have the mentality of winning an award out of the job you are doing.
Again, big or small.
You used to walk, even blindfoldedly. You can do everything, if you have the habit of doing it.
So..
Always have a reference, a solid reference and a target, on each and everything that you do.
Before going into a brainstorming, dig up some references.
References such as: collection of award winning ads, the great competition ads, or some ads that make you thrilled and make you alive, because you want to do the ads.
Put it in your face.
Breath on it. Live on it. Dream on it.
If needed, make a poster on it, and stick it on the wall where you are brainstorming.
Remember: even a great idea would not be anything, when you are not nailing it right if you are not execute it correctly.
You are what you dream of and how strong you work on it.
You will be short, when you dream short, and work short.
So, pick up your mind.
Build your dream.
Have the most outrageous ideas and execution that might exercise your ability to create.
What is the use of your creativity when you are not exercising it and take a chance on how you would grow?

Please, never stop growing!

2009-05-13T23:04:00.003+07:00

To admit that we are in this business means that we have to admit that the world is keep on growing and evolving. Sometimes revolving too. A lot of times, I encourage everyone I meet to not stop growing.
I said it with strong reason, because the world is not stopping. Your consumers are younger and younger with everyday passing by. Your clients are getting smarter. Your products are getting prettier and more efficient and more innovative. The only negative is we are getting older and slower.
If we are only able to keep up a bit with those that are presented in this world, how could we expect to catch up with all the losses that we should have?
Never stop because of anything, it's for your own sake. Never stop because of sentiments, emotions or feeling contented. Never. It will only break you and make you even slower.
Wake up everyday with the same eagerness, with the same curiosity, with the same efforts, with the same strong will to make it the best day you will ever have.
Have the will to close the day with some great surprise for yourself from what you could do.
We are the business where spirit, will and leadership is required.
We are demanded to create something new, innovate something better, and think out-of-the-box. Everyday. Every time a project comes in.
So, never stop growing!
Gave yourself everything you got, and I promise that you will not be dissapointed.
Remember: you never know what you can do, until you do it.
First thing you do is just to believe that you can do it.
Like Einstein, like Edison, like Columbus.
Like you.

Some words for the words maker

2009-05-13T22:12:00.004+07:00

There's a good words put on the desktop of my friend, a line that I always use to encourage copywriters to begin their approach on their mind when they begin to make a writing.

"Always pretend that you're sitting besides a woman at a dinner party, and she asks you advice about which product she should buy and where to buy it. Give her facts, facts, and only facts. Try to make them interesting, fascinating if possible, and make it personal - never write to the crowd. Try to write from on human being to another human being in second person, singular. And try not to bore the poor woman to death, and make it as real and as personal as you possibly could."

The fact is: writing is not a hard job, but being a good writer is damn difficult.
Especially if you try harder to write. I have mentioned in my previous writing, some tips to write in a good way. May be now I will add one more advice.
Use your heart. Try to write from one heart to another. Make it as sincere as possible, make it as simple as possible, just like if you are talking with your heart. To your love one.
Make it as short as possible, as positive as possible, and as personal as it possibly could.
If you like, you could use your imagination and emotion, set the mood and situation as per the quote I mention above. Set the music. Set the heart. Set the mind.
And there you go.. and while you go.. one piece of advice: never let anything, I mean anything, disturb the process!
Good luck!

Who are we?

2009-04-13T12:02:00.003+07:00

Please let me put a question in your mind for today: who are you? what are you actually doing in your job?
If some of you says: we create ads, then let me follow it up by asking: what is an ad actually? and ask yourself continuously until you find the end of it, the basic element of the question of what is actually you are doing. Hopefully you would find the core of the answer and understand the way your job works.
When I look at it my way.. in my very personal way, I think that I am actually an actor of life.

Sometimes, I write as a woman, then I should know the thought that a woman should produce, the feelings that they embrace, the character that they are building in life, the difficulties that they face, their preferences in their social circles. I'm still learning though..
Sometimes, I art direct an ad as a father, then I should know what is the meaning of a father, the priorities that they are making, the choices of life that they choose everyday, the language of life they choose to carry, the headache they face daily, the love they carry. I'm still learning too..
Sometimes, I become steve jobs, what would he be thinking if he put to face the similar situation? I become neil french, how should I solve the problem? I become jim aitchison, what will he see when he faces the same problems? I definitely still learning..

Be empathical, listen, see, understand every part of life as possible. Open your mind and heart to embrace every different part of life that require your learning. Beacuse life keeps on changing, keeps on evolving and we should keep up.
Find all the different point of view and make it your own library to use it when you need it.
Make sure you record every part of life.
Everything.
From the things that you think is not relating with you at all, until every great thoughts that I think you will not miss..
Be the observer, be the watcher, and when you work, be the actor..
Now, who are you?

A concept, a vision and an argument

2009-04-13T11:06:00.001+07:00

Let me put myself as a creative person.
If I'm gonna ask you right now, what is a concept, there would be thousand of answers but nothing is clear of what it's all about. Personally, I believe that a concept is actually a blurry thing, a concept is a conception.. a beginning of thoughts.. the origin of a vision.. a beginning of an idea, the breathe of life of life.
And it will certainly not clear. It's just a scribble of thoughts. A sketch of visuals and some faze line of words that may be or may not be right, but more or less, on a certain direction..
But as days pass me by, I begin to realize, that a concept could be clearer..
It is as clear as a solution to a certain problem.
The presentation of the concept is however, require another trick.
You will face either a creative or account director when you present the concept.
Here's some tips:
- Prepare your concept well enough. Begin with the actual problem that agreed within the team.
- Use your logic to pull the connection between your problem to the concept. If somebody asks you: why the concept could answer the problem? Use your logic well, answer the question by building a strong argument.
- Every part of the problems should be answered well by the argument. Check and check it out again. Make sure the argument is strong enough, either to answer the common logic of the problem and the marketing point of view of the problem.
- Present the argument clearly. As clear as possible, so the concept would suit well to answer the problem.

Okay. There's the route of the thought.
If we are thinking backwards to seek for a concept, then this route could be used as well to find a concept.
First, by asking to understand the problem, second, ask yourself on how to solve the problem? What is the part of the problem that is that so absolute that cannot be ignored (make it a must to be solve, even if the answer to the problem is not making the visual look beautiful, do not undermine it, have it, embrace it, and make it a must. Because it is part of the problem, and you cannot ignore it.).
The last part, create an argument, how can the problem be solved?
Use your imagination, create a vision. Make the vision comes true.

Simplify: An Exercise

2008-10-03T21:24:00.002+07:00

Writing in continual of the previous comment asking for an exercise of the topic, here I try to present sample of the simplifying a problem to a simple human life.

The principle underlying the thought is that a brand is acting like human, because it is actually relating to human in humane way. So it definitely has the human element in the mix, and there is birth, growth and death of a brand. The length is differ from one brand to the other, from one category to the other, and it could be killed or healed. Just like human.

So, it is wonderful if we can see the problem over the brand in the very human way, in the brainstorming or concepting stage, or upon searching on ideas, trying to attract audiences and create perception to the final objective that we are looking for.

Exercise no 1:

Gudang Garam Signature.
When we are briefed, we first has to understand that in this country, to find the perfect brief with all the element of the brand put in the perfect way is really rare and really like trying to find an oasis in the desert. We just bring what we could bring and move our asses forward to find the puzzle by ourselves and crack the problem.
We don't have any good brief. It is just the same brief, a simple brief.
We have to create a tagline since the product is new, and create a launch campaign.

So, the background is that GGS is a new cigarette from gudang garam that will carry the most expensive price tag, even higher that Dji Sam Soe. The first comment of mine is My God! Ridiculously crazy people! But indeed it just creates the best interest I have ever heard. A new premium cigarette trying to find the way into market, but not through the natural ladder of life, but through its birth. What a challenge it would be.

But, I have to be honest. The brief is too simple then. Nothing.

Let's have a head start. Gudang Garam is a well known company that is known for its good GG International cigarette. Yes, it is not smoked by the haves. But who doesn't know about its being? So, Gudang Garam is a good base that we have to begin the campaign. So, its like a father whom has the family name, and Signature is its birth name.

Now how could we create a positioning line to be able to link its expected value to the audience. The value is taste very good and very premium.

From the research shown that the buyer doesn't really understand about taste. They are easily confused and they are mostly stupid. They are easily forgetting the taste of the cigarette they smoked and what is actually is the brand. So, the brand and its premium image is about everything. Let's smoke them then...

The search then begin. The talk between rich and premium image and human nature of being rich is getting hotter and hotter. What they like and how they like it become important. They like to looked important and they like strong absolute claim. They like self esteem and they like to be sure. So, it's all about talking to the haves about something good they should believe.

And don't forget that we have to skate around the rules of goverment of not be able to claim about the taste of the product. But the interesting case is nobody has ever claim anything about taste yet. Except the long perceived image of Dji Sam Soe. So, we have similarity: if we can claim about taste, it will definitely get both of them closer. (The logic of human relationship happens here. Not only analytical but exercising it in the manner of positivity).

So, the rules of engagement is clearer now: we need to find some vision and principle of the haves that could give birth to the self esteem and class that needed by this GGS, and if possible something related to taste.

Then, we ended up in the bowl of thoughts that what makes the haves rules in the self esteem and class is because they can and have experience the things that others can't, the power, the luck, the moments, the rarity. It all ends up to the thought: What an absolute taste it would be, if you can experience the "thing" that other can't have. So, it comes the tag: Gudang Garam Signature, Satu Kenikmatan Absolut. (The presentation of the line comes in the exercise, and thinking that how could you make it different. Satu is rarely put as the beginning, it would be interesting. And we understood that the meaning of each word is kinda redundant but it gives a stronger meaning, and feels good. Anyway, the "kenikmatan absolut" itself is to vague to be explained. But the impression is great. I imagine talking to a girl and how to impress a girl with a bit of difficult line).

Okay, it's skating on the thin ice if you look at the goverment rules, but we never mention it taste good, it's merely a perception you got from reading it. (Smile a bit, but we make it).

Exercise no 2:

When Adamas came to me, the owner doesn't know anything to do, what to expect from me, and what actually I can do to help her. Some long explanation finally give her the thoughts, and she want me to create something for her store.

Adamas is a jewellery store at plaza senayan that dream to be a class of benteng jewellery store. They claim that their jewellery is better because theirs is all made in singapore not like benteng. And their stone is all good cuts.

Now, that's the only brief. Nothing else. Really nothing else. What a problem, what a challenge!

I keep thinking that this is a female world. It's all about female, their beauty, their fashion, their eccentricity, their fear and their fun. Ah, yes, women also like fun! Look at pink, madonna, christina aguilera, they certainly have fun but also acceptable in the way they portray themselves.

So, I need to make a launch ad that keeps their store moving and pop up their brand.

If I put myself as a human, if I am nobody, how can I be noticed? I want to be noticed and in a strong way, creating a perception that I am good in jewellery. All in 1 piece of ad.

How if I become fun, eccentric, fashion, and loud? Haha.. it will certainly make it seen and stop people. (I argue that nobody is actually a loyal buyer to a certain jewellery store, so we have to keep creating passion and difference to be remembered)

So, there I am, not needing a tagline, and act the brand as a fashion brand, making an ad that needing fun, eccentricity, fashion oriented and loud. The first series is then, a very close up of a very good looking girl, and I put a great design 2 carats diamond solitaire ring at her nose (like a bull, you know?), next is I put a great necklace made of diamonds but not on her neck, but like a hair dropped from the top of her head down to her nose.

I just put the things not on the place it should be, creating focus and difference, attraction and show. It's like a fashion show. If some may call it freaks, but the ad creates its function. Attraction to jewellery that will be bought in the terms of fashion.

I also need to understand too: there's an old belief amongst the community that there's several people you cannot trust: car salesman, property salesman, and jewellery salesman. Because they are all cheaters.

So, I need to add another things: a very clear information on the side of the product. 9 points font typed on the side of the jewellery explaining the detail of the product: e.g. 2,23 carats white diamond, v color, v clarity, wrap a 4 legged crown in 204 grams white gold.

The information will create a feel of transparency and belief amongst audience. I hope.

When the ad launch and the store is crowded, they are happy. So was I.

SO,

These are merely exercise. In every case there will be problems. First, I still believe the mental set up is totally important. Have the belief that you can solve it. And then, simplify. And this simplification comes different each time, each case carry different matter and different nature. We just have to be able to be positive and keep simplifying.

I hope this writing could inspire your need on simplification.

Good luck! GL! (Simplify?)

Simplify: an answer to one of the comment.

2008-10-01T12:59:00.003+07:00

Either it's a brainstorming problem, a marketing problem, or another problem. Simplifying the whole matters will ease your brain and clarify your thoughts and create ability to move on.

I really understand that brainstorming and creating ideas is really not an easy task to carry. Indeed it is a very interesting process and if we are able to crack those problems, it is one glorious moment to carry and it will amplify the meaning you are being in the industry.

One thing that I know, the horizontal spread of knowledge that I carry, help me a lot on creating ideas and build on a solution.

But, what I really understand about the brainstorming clog, and how could I get out of those moments alive, is basically the ability to simplify problems and to seek for an answer from another point of view which is coming from the simplifications of the problems.

The brainstorming process that I tell, like in the TPR brainstorming process, is exhausting but interesting, but if you are able to see it carefully, it's all about simplification of the process that was carried through the way.

First: Do you understand the problem? Do you know what are you looking for?
Second: Do you have the team mate who are ready to pull it through like how you are ready for?
Third: Do you have the self esteem needed? Are you fresh enough?
Four: Start to simplify.

One little example that I try to portray here, life is full of problems. But somehow you are able to solve it. You know all the answer of it. You exactly know where to stand.

You know how to make an impression, how to create a point of entry to attract your spouse, if you make mistake then you know how to make it up, you know how to create a necessary first image about yourself to get your first kiss, you know how to get a candy out of your friend, you make friends, you solve conflicts. Now you can solve your problem.

Unless you are still see all these things is just about making an ads! Then, I suggest you to go back to the first writing I made, and start again.

This whole thing is not about making ads, this is about solving a problem of a brand, and a brand is about a lively thing that act exactly like human. So, it's like solving a problem in a human life. But the term and condition is only to create one interesting solution and as interesting as possible.

If you could only simplify, and make it not a brand problem, instead a human problem and it is for the one you love (may be?), then things would be much more easier.

What I know now, is disbelieve. But please try, and if you can't, please ask. Because it is all about simplification of a problem. If you learn how to see it, it will definitely make you see more. Because it will all go back to absolute principle of life, and if you can see a more positive way, then add fun in it. Be naughty and be lively. You would solve your problems.

Nothing new in this writing. But you haven't tried it.

Please try.

What happenned when the brain is clogged?

2008-09-30T11:30:00.002+07:00

You must have experienced a time when the problem seems unsolved, the brain is not moving and all the way that you are looking for is closed. And nothing that you do previously is satisfying enough to be called a solution to your problem.

Desperate. Is it the thing that you are experience?

To my experience, brain clogging and inability to continue solving the problem is the most common enemy to every job. Happen all the time. All the moment.

Here's my tips on working to your brain to stop the brain clogging:

1. Understand the situation and take it. Without your big heart to say that your brain is clogged and your admittance that you are on your limit, and you keep continue your effort at the moment is totally will never get you anywhere. Your brain has limits and if you keep moving on the same direction towards the problem, it will not get you anywhere.

2. Take a fun break, really fun break, get out and do not touch your problem. Let it go and have some fun. The point is to recharge and to regain your relaxation and self esteem. Don't push. Just enjoy a fun. Set for a couple hour break that really fruitful.

3. When you are relax, come back again, but this time, look into the problem in a new way. Do not ever bring the point where you stop the last time. Just have a new point of view, just look at the problem like the 1st time you do. Force yourself to seek from the other new angle.

4. Always simplify the problem. If you think that the marketing and advertising jargon is killing you, why can't you transform into a simpler day to day language that will make you understand the problem better? It definitely will make you able to solve the problem better.

5. Remember: if you understand that an idea is just a solvent to a problem, then everything will be much easier. Find the problem, define it into simpler language and find the solution, and try to relate the solution into some different and unique thoughts that will spark the mind and heart of the audience.

6. I hope it works, cause it works for me.

Writing is the easiest most difficult job I know

2008-09-26T15:00:00.005+07:00

I have to admit that I am not born as a copywriter and my career is not developed on copywriting. My career starts as an art director whom through time is forced to write by the situation and gain my own learning as what to write, where to start and what to do.

So, there, here's a little tips in my learning that I would like to share:

1. Writing is talking.
If you know how to talk properly, if you know how to speak out your mind in the most vivid and clearest way so others would respond as per what you expect, then you know how to write. Keep the writing in the talking way, and when you are writing always perceive it as if you are talking to the audience that you would like to do. It would make it simpler. Because talking is always simple. You can easily convert the problem as you talk.

2. Writing is reading.
If you can appreciate reading a good writing, then actually you can write a good writing. Just simply put your state of mental and mind as if you are reading a good material, not writing. So you could find a better mind and mental while you are writing. A focussed and great mental and mind condition is definitely a must while you are writing. Write like a good writer, write like inspired writer. Writing good need confidence, so have confidence.

3. Writing is not for yourself.
Put the ego aside. Never have it, it's really killing you and what you write. Unless, you are writing about your ego. Always be someone who as objective as you can to criticize your writing. Always be the reader. Always be the 3rd person. That way, you can always enjoy what you write as you would like it to be read. To be understood.

4. Writing is to inspire.
A good writer could inspire the reader to change his perception. Almost about everything. Have always the positive mental and point of view when you are writing. The mood and the set up is totally important because when the words are so inspiring, it could lift up every energy that the reader has to make your writing worth more. In simpler thoughts, a writer is kinda like a motivator.

5. Writing is to surprise.
Surprising element is great to be had in the writing. A little twist and turn when people reading your writing will keep the interest and mystery alive. It will not bore the reader. Because the biggest enemy of the reader is boredom and casuality. Don't enter into that trap. Focus your mind and think about some great ending or unexpected turns. Keep your writing alive.

6. Writing is to transfer a vision.
You cannot write anything without a vision. That's blabbering. Always know what to write before you write. How? Think about a general thought and ideas first before you write. Let it flow according to your mind. Do not stop. You stop when you are ready to analyze what you have write. With a vision you could achieve a sharper mind and thought about what actually you are going to give the reader. A vision is like an outline to your work and with a clear ideas.

7. Writing is a fun thing.
Create fun in it. Either witty jokes, witty thought, sharp argument, irony, hyperbola, etc. There's thousand way to write a thought. Find the fun way to approach your thought. Enjoy it. And share the enjoyment to others so they could got it the way it was expected.

8. Writing is finding who you are.
You are what your mind is. Never be somebody else. Everybody has their own way to write and share things they have in their life. Some has the ability to look and tell through detail. Some like the big thoughts. Some prefer to dance around. Some choose to shoot it straight. Some like to be precise. But choose who you are. Never be someone else.

Writing is great experience. To share what your mind has and be able to be perceived the way you want it to be. But remember, writing is a one way medium, the reader cannot argue about right or wrong, instead they choose to continue or stop. So always talk about the absolutivity and be objective, unless you are writing about something subjective that doesn't require argument.

Enjoy your writing. Find your path. Be a reader that write.

The Way I Do Brainstorming

2008-09-24T15:30:00.004+07:00

Brainstorming seems to be a mystery these days. Everybody seems to be confused with the meaning and what actually we should be doing and what actually we are searching.

First, before the technique, I would like to discuss about the "brainstorming" itself.

What is that animal?

At the 1st time when I enter this industry 17 years ago, I always thought that brainstorming is a discussion we do to make ads and searching ideas. I always sit amongst the crowd, listen to undefined topic of discussions, jokes and blabber, and suddenly they try to develop ideas out of those ridiculous talks. Then, there are scribbles on the paper and talks about headlines: what could the headlines be? and - it's either silence or another jokes and blabber again.

Frankly, I was confused by the process and confused by those questions: where do the ideas comes from? and why the ideas form that way? how is it possible that we are not talking about anything relevant of the brief and problems and suddenly there is ideas? They must be genius and may be I am not belong to this industry because I don't know shit about the how to.

When time goes by, I realize and found something significant when I start to be able to mold something good enough to be called ideas, that the whole process that I saw before is actually a crap.

Understand the nature: if there is no problem on the client side, there will be no us. There will be no need of us at all. The sales person could do all the job. But the fact of the need of either: awareness, a stronger positioning, a shift of positioning, more sales to be gained by promotion, regeneration of target audience, a stronger competition, a pressure of the national economy situation, a new competition that enter the market, and et cetera (if you don't know or even question any of those problems, you are not ready to brainstorm) is justified by the presence of us. And we are called for an answer.

The problems are not jokes. It involves lots of money and it involves lots of lives.

So begin the brainstorming by understanding the problem, and state it very clearly in your mind about the actual problem.

By understanding the problem, usually comes the answer. Since the problem is always marketing, have the answer in marketing way. Simple. Marketing solved by marketing.

That answer is called vision. Without a vision then you could not answer any of the problem needed.

Now, you know why I am asking you all to understand about marketing, the terms, the cases, and to read more about all aspect surrounding marketing.

If you don't believe it, it will not harm you to understand marketing, but believe me, when you start to see it in marketing way, your ability to solve clients' problem will be much clearer and it will be a great start to enter brainstorming.

Let's continue:

When you carry a vision into brainstorming room, you also need counterpart that have may be another vision too. That way, you could argue and discuss about all the available possibilities and talk about the answer there, directly.

And ideas will flow and headlines and visual will follow. Fast and quickly.

There. That is brainstorming. Easy. You might find it difficult if you are not following the path and questioning the needs. Just follow the path, and trust me, it will be as easy as when the famous Columbus egg question.

Let me throw my simple example of my experience when we are brainstorming The Pakubuwono Residence (TPR).

First, the team understand the fact that TPR has promised to build the apartment to be the most luxurious apartment. We also know the fact that TPR is not the 1st apartment in town, so there is no surprise in the market about an apartment, in fact the market just drop into a recession that make a lot of developer freeze the development of building and some of them cannot pay the investment that some customer already have. That situation creates crisis in trust amongst the customer that will harm the chance of TPR to gain some believe in the mind of the consumer. Not to mention that the developer behind this development is agung podomoro whose track record is just finish making cheap apartment in sunter, how could they have the credibility to build such an expensive place, it's like if a brand like suzuki builds a limousine, who would believe that? (Sigh, tough!) But we have to understand the market situation.

Second, finding an answer: We know that we couldn't use the agung podomoro name. It will definitely kill the luxurious image that we should be carrying. We also know that we need a good entrance for the brand to be perceived luxurious, good and expensive. If we learn from expensive brands, we know that when we buy a rolex, we are not buying a watch, we are buying another value, some for its luxury, some for its strength. When we buy a mercedes, we are not buying a car, we buy status, image. So, we definitely should be able to create a value for TPR, it's not just an apartment, it is a "some place". A what? Discussion follows to a conclusion that TPR should be sold as a home, a life. A dream home, a perfect home and a perfect life.
We got a positioning now!

Third, how to present the entrance we need (in your language may be a launch ad)? We need to surprise the audience and present a line that define the perfect home and life. (A tag line for you). Now, the brainstorming begins.. The talk of brainstorming comes to a question what do rich people dream about a perfect home and life? Luxury.. boring. Greatness.. boring. Then comes the cling! The thought begins from.. The thought that after a man have a car, they want a luxury car, a luxury home, a more luxurious home, a more and more, more power, more life.. eternity.. why? Greed may be.. but they want one.. endless happiness.. mmmm.. happily ever after? It reminds me about HC Andersen and all his stories that end with happily ever after. And all those people who are rich at that moment should know about HC Andersen for all of them must grow with his stories. Ok, great clues. Go on: But its all predictable. But wait, let's think again.. Let's think a bigger scope, the whole pattern of HC Andersen is correct. He starts always with "Once upon a time..." and always end with "..they happily life ever after". The 1st line seems more unique and interesting than the latter. Once upon a time is great. It describe only once happening, which is giving you a presence of being ultimate. And it's about life. It could be alter to the audience life. Great thought! Go on: Ok, since there is no rule, I would like to put the tag line on top of the brand and make it a "topline" let's say: Once upon your lifetime.. The Pakubuwono Residence.. how does it sound? Perfect. Because happily ever after then will just rhyme in the readers heart following what I say before. Perfect. Good connection. The audience follow my line without effort, make them interconnect with my brand and not only creating a definite great luxury brand but also a perfect interconnection. Got it!

Fourth: Now comes to the trick to present it. After another discussion about layout and probability, comes a thought: The client cannot use agung podomoro as a driving vehicle to present its capability to build such a place. But they definitely needs a credibility to become somebody who could build and have money. How to make such an impression?
There's the ideas comes from: How about if they show that they can spend money like crazy? Just book 3 consecutive pages in Kompas which priced like crazy and all the rich people know it, and spend it like crazy because we have money and fill it only with one line of sentence on each page:
1st page: Once upon your lifetime...
2nd page: The Pakubuwono Residence presents you all the finest things in life...
3rd page: and you may life happily ever after.
Perfecto!

In conclusion, the process of brainstorming is clear if we understand the problem and have a vision of direction of what we are searching for. As clear as possible!

And focussing our brains, and time, and knowledge.. all knowledges. And a little luck!

Good luck!

Still talking about Taste

2008-09-17T12:39:00.002+07:00

If you have read about The Power of Taste, then this is the continuity, if not please refer first to my previous writing about The Power of Taste.

Now, if you have been able to switch your personality and turning on your courage and richness, well.. the next thing I want to say is about "being fine and looking for the finest".

It will be a journey to walk on and a never ending search, looking a better things and situations, assessing what is fine and not fine.

Being fine is all about looking at the detail. No product that is labelled the finest, has no perfect detail, so being absolutely detail is a must to become fine.

A question once appeared when I was sharing about my pattern of thinking while looking onto a problem. Say it is Mr.Tasik:" Do you mean that we have to know all the aspect of life and knowledge such as psychology, economy, macro and micro, sociology, media, brand, creativity and others to be able to solve the problem in the correct way? I am just graduated to be an art director, and here I am, an art director."

The answer is going back to the quest of your life. If you see life that way, then it will be it. That simple. If you are looking to be one of the best in this field, then I encourage you to learn more.

For me, life is a learning process. My learning is and will not be finished. I read everything in my sight, I try to understand every bit that happenning in this life, and my curiosity is that huge, I just need to fulfill it and learn from what other people know.

I may not have a degree on each of the subject, but I believe that you should know about the general matter, either it's about psychology, sociology, brand, economy, culture, and anything about this life.

Because I believe a brand is alive. And brand is exactly the same with human, because human relates to brand the same way human relates to each other. Human is looking for an inspiration, trust and likability through and to the brand.

So, we are not advertiser, we are not art director or copywriter or account executive or media planner or researcher, we are simply a problem solver to seek an answer on how could a certain brand (human) gain more likability and popularity to increase more trust and believability.

Back to taste again, the knowledge we have through all these aspects of life will enable us to connect the dots between the subjects to find the finest condition that needed to be achieve when we solve a problem.

Do you understand now, why taste is needed to be a huge part of skill for you to be in this business?

Another example: A food will not be called the finest if the cook cannot serve the food in a great taste. That would include the taste of the food, the taste of the presentation, the taste of the view when you sit on the table, the taste of language on the menu, the taste of the language of the waiter, the taste of their clothes. It's all about taste.

So how about your taste?

The Power of Taste

2008-09-16T09:27:00.007+07:00

This earth is full of a lot of good things that if we can value that, it would be a such wonderful things that is available for us to enjoy and appreciate. But there is no 2 persons in this world would agree on all aspects of this world and life about what is the best of things that is available.

But everybody agree that diamond is precious stone. And everybody agree that mercedes benz is an excellent car. And nadine is pretty. And The Pakubuwono Residence is a luxury home to stay.

How can they be what they become?

Capitalism and the borjuis has created the difference from long time ago and from their power and money, they created a community and they choose the selected items of life to be categorized good or bad. The color they like, the things they collect, the food they prefer and the fashion they choose to wear, and the face they call pretty. They are the beginner, they are the innovator of lifestyle, the beginner of what we follow with in the name of taste.

The daring that they have in their heart to break all the rules and "society choosen path" is the cause of they power over the money that they have on their pocket, and with such condition they earn the power to say and the power of thought that they create for themselves to be different from the rest of the world of commoners.

They create what called taste. The power of difference. The power of good against bad.

Now, let's get back to us. Today the world has evolve into a place where good and bad has existed. But does it mean that we can only sit down and rest to what the world has offered? Or do we want to be the one who have the taste?

Does it mean we have to have the money to have the taste? Poor soul it is for the one who think such a condition. Poor soul.

The rule of this world is fortunately bigger and wider than our mind.

Taste is not related to how much money we have in our pocket and how much power we earn from the money we have in our pocket.

Taste is driven from the courage we have from our heart, the courage to innovate and become different and with the believe and experience we have of all the good things we ever taste in this life (either with eyes, ears, mind, lips, stories, and else) to create the believe in our heart to start a new different face of every thought and look and experience so everyone else could see.

Taste is driven because we are rich. But rich does not relate with money. Rich is a state of mind, rich is a self believe. A situation where we believe that we are full of something that make us someone not a no one. That we are better.

In simpler words, taste is a part of personality, value of life, and about how we act on life itself.

So, the learning of taste which are very important in creating a brand is:

1. Are you rich?
2. Do you believe you are better?
3. Do you have the courage to stand amongst the crowd and be judge that you are different?
4. Are you ready to share all your experience?

Make a change now. Start to be different. Begin with your taste.

A better taste will enable you creating a better layout, a better copy, a stronger concept, a more excellent idea, an innovation that makes you the one this industry is looking for.

I urge you all to begin to change your mind. Now.

I like idea with wings to fly

2008-09-10T11:21:00.002+07:00

When I think about ideas, I like it when it could flow to thousand of ways, thousand of routes and people could even think about it and make any alteration that it could be.
That is the ideal of idea that should be appreciated.

Why?

If what we are building is a brand campaign, then it would be a long term project that would last a long time with several corner to turn and grow into. No campaign will last forever, but a good idea would have a longer time to last, because the excitement will grow to lots and lots of variant and will create the brand to more angle and may be personality to help it grow as a person.

Example:
When a kid is growing, if it is a boy, you would like him to grow not only to be clever, but strong, but fast, and smart, and handsome, and cute, and nice personality, and cool, and may be lots of other things.

The same with a brand. But the kid and the brand don't change, the element of life that surround it should grow along side of it.

And there is where the good idea should cater.

Like The Pakubuwono Residence, through its lifetime, TPR has shift its positioning, from the luxurious living place to where the peace of life is. The shift will be happening everywhere, but the good idea will stay and should be able to cater its need.

So what is the form of a good idea?

Look at your idea.. could it be easily transformed into another form?
Could your idea be easily executed into thousand of execution ideas?
Could the entertainment element of the idea also entertain you in the most possible way?

Could you say that the idea is the current "most innovative argument or thought or concept" that you ever find or think in your life?

Could you say to your client that your idea is worth $ 1000000?

Could you face me and say that I would take your seat with this idea?

Because I love to, if somebody could challenge me like that.

Serious. Anybody?

Do you make ads?

2008-09-09T11:47:00.004+07:00

I believe that the first rule of making an ad is by not thinking about it.
I often tell my boys: never make ads. Frankly I don't know if they got it or not. Most of the times, they actually let me see that we are all human, and it is hard not to think the way the old way of thinking actually conquer us and kill the whole options that we actually has.
They are all still thinking about making ads.

Then let me ask: what is an ad?

Could we go through the whole meaning of an ad to actually realize the meaning of its being?
I believe that it is first come from the need to sell something. "TO SELL" is the first objective it carries. Then by time, it comes as to differentiate the product that we are putting on the ads. "TO DIFFERENTIATE" comes second. Then as the educations and intellectuality comes and conquer the world, we understand the needs of branding, perceptions, positioning and humanizing the brand and building it. "TO BUILD A PERCEPTION ABOUT A BRAND" comes as the final approach that it might carry.

So, to recap: Ad is a tool for selling, differentiate and building a perception about a brand.

Apparently, we call it an ad. (We actually can call it anything we want, but now we call it an ad, do you agree?)

Why don't we start to see it as a blank page that we can draw and type anything we want, any size we want and any look we could build. And without a template or a jot of thinking that we have from another book and references, even with any ad that win awards format. Because we are not aiming for awards. We are aiming to sell, differentiate and build a perception about a brand.

A blank page is interesting, because we can start with any problem and comes to any solutions, and since our aim is to communicate. Then communicate. And solve the problem.

Does it have to have visuals? Does it have to have copy? Does it have to have a logo? Does it have to be moving? Does it have to have a voice? Does it have to be understood? Does it have to have a name?
The answer is whatever, as long as it solve the problem, communicate, sell, differentiate and build a perception about the brand.

Then begin with blank paper. Think different. Outside the box (different than any reference and ads that you have ever seen). Make it really different.

Really different.

But solve the problem.

So, are we still making ads?