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Bambang Sukma Wijaya
Bakrie University
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Journal : Journal Communication Spectrum: Capturing New Perspectives in Communication

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BRAND ACTIVATION AS THE EXTENSION OF MARKETING EVENT Wijaya, Bambang Sukma
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 4, No 1 (2014): February - July 2014
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v4i1.2119

Abstract

Brand activation strategy is currently a vehicle for many brands to get closer to consumers. Long before this phenomenon appeared, marketers were familiar with BTL or Below the Line as a complement to ATL or Above the Line activities, dominated by advertising in mainstream media. Then, creativity emerged by using events as a marketing tool. Why is the marketing event identified with brand activation? Why do brands need to be activated? What is activated? How to activate? This article examines the metamorphosis of the concept of brand activation. It explains how to implement an integrated brand activation (IBA) strategy, the types and spectrum of brand activation, as well as design, to turn on creativity so that brands are always active in consumers' minds using the T5 Strategy: Touch, Tease, Trap, Turn On, Tail and M-Triangle Capital: Message, Moment, Money. AKTIVASI MEREK SEBAGAI EKSTENSI AJANG PEMASARANStrategi brand activation atau aktivasi merek saat ini menjadi senjata andalan banyak merek untuk mendekatkan diri dengan konsumen. Padahal, jauh sebelum fenomena ini muncul, para pemasar mengenal istilah BTL atau Below the Line sebagai pelengkap kegiatan ATL atau Above the Line yang didominasi periklanan di media-media arus utama. Kemudian, kreativitas muncul dengan memanfaatkan event sebagai alat pemasaran. Lalu mengapa marketing event atau ajang pemasaran diidentikkan dengan aktivasi merek? Mengapa merek perlu diaktifkan? Apanya yang diaktifkan? (Message, Meaning, Reality, Sensation). Bagaimana mengaktifkan? Artikel ini mengkaji metamorphosis konsep aktivasi merek dan menjelaskan bagaimana strategi aktivasi merek yang komprehensif dapat dijalankan, jenis dan spektrum aktivasi merek, serta strategi menghidupkan kreativitas agar merek selalu aktif selamanya di benak konsumen dengan menggunakan T5 Strategy: Touch, Tease, Trap, Turn On, and Tail dan M-Triangle Capital: Message, Moment, Money. To cite this article (7th APA Style): Wijaya, B. S. (2014). Brand Activation as the Extension of Marketing Event. Journal Communication Spectrum: Capturing New Perspectives in Communication, 4(1), 13-23 
VILLAGE AND RURAL BRANDING: Strategies for Developing Distinctive Values in Rural Areas Wijaya, Bambang Sukma
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 7, No 2 (2017): August 2017 - January 2018
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v7i2.2125

Abstract

The development of geographical branding has made any place and space valuable if it is well communicated. This is no exception in the context of village and rural branding. Countries with rich villages and rural areas, such as Indonesia, should consider village and rural branding as a distinctive strategy in increasing the value of an area both economically, socially, culturally, and politically. Some research on village branding and a little on rural branding shows that there are complications and vagueness about the meaning of both. Moreover, the two terms' concepts are almost indistinguishable from other geographical branding concepts, such as place branding, city branding, destination branding, nation branding, or even tourism branding. Using self-reflectivity and in-depth literature review methods, this article clarifies the differences and similarities between the village and rural branding concepts. The seven strategic dimensions for developing village and rural distinctiveness are locality, rurality, spatiality, cultural identity, communality, naturalness, and homeliness. The difference between village branding and rural branding is related to the region's scope, the character of the space, and governmental administration.   PEMEREKAN DESA DAN PEDESAAN: Strategi untuk Mengembangkan Nilai-nilai Khas di Area PedesaanBerkembangnya geographical branding menjadikan tempat dan ruang apapun menjadi bernilai jika dikomunikasikan dengan baik. Tak terkecuali dalam konteks village dan rural branding. Negara-negara yang memiliki desa dan pedesaan yang kaya, seperti Indonesia, patut mempertimbangkan village dan rural branding sebagai strategi distingtif dalam meningkatkan nilai suatu wilayah baik secara ekonomis, sosial, budaya, dan politis. Beberapa riset tentang village branding dan sedikit tentang rural branding menunjukkan adanya komplikasi dan kompleksitas tentang makna keduanya. Bahkan, konsep kedua istilah itu hampir tak dapat dibedakan dengan konsep-konsep geographical branding lain seperti place branding, citybranding, destination branding, nation branding, atau bahkan tourism branding. Menggunakan metode self-reflectivity dan in-depth literature review, artikel ini mengklarifikasi perbedaan dan kesamaan konsep village dan rural branding, sehingga peneliti dapat mengidentifikasi yang mana yang paling tepat untuk menjadi kerangka teoretik riset mereka. Beberapa dimensi strategis untuk mengembangkan potensi kekhasan desa dan pedesaan adalah locality, rurality, spatiality, cultural identity, communality, naturalness, dan homeliness.  Perbedaan village branding dan rural branding terletak pada cakupan wilayah, karakter ruang, dan administrasi pemerintahan. To cite this article (7th APA Style):Wijaya, B. S. (2017). Village and Rural Branding: Strategies for Developing Distinctive Values in Rural Areas. Journal Communication Spectrum: Capturing New Perspectives in Communication, 7(2), 261-272. http://dx.doi.org/10.36782/jcs.v7i2.2125
GOVERNMENTAL BRANDING AS STRATEGY TO BUILD PUBLIC'S TRUST, LOYALTY, AND PARTICIPATION Wijaya, Bambang Sukma
Journal Communication Spectrum: Capturing New Perspectives in Communication Vol 8, No 2 (2018): August 2018 - January 2019
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v8i2.2152

Abstract

Increasing public expectations requires government institutions to improve themselves. Like a brand, the government needs a unique, structured, and integrated strategy to focus more on the target. However, the main problems in communicating government-related values ​​are trust, loyalty, and participation. This challenge is usually due to the perception, reputation, and credibility constraints of the parties involved in government affairs. Thus, Governmental Branding is an effort by the government or government-related institutions to gain and increase public trust, participation, and loyalty through communication, activation, and amplification of governmental values related to citizens' needs, aspirations, problems, and interests. This article proposes how governmental branding can be systematically built to form a good perception, affection, and impression of government and its attributes to help communicate governmental values ​​well and reduce constraints and adverse effects. There are various dimensions and aspects related to governmental branding, namely 1) Behavioral Dimensions (ranging from public awareness to loyalty), 2) Managerial Dimensions (ranging from governance to efficiency), 3) Physical Dimensions (ranging from distinctive identity signifiers to resources and environmental issues), 4) Relational Dimensions (ranging from public relations to the private sector), 5) Sociocultural Dimensions (ranging from philanthropic efforts to community development), 6) Representational Dimensions (ranging from communication and dialog to constructive narratives), 7) Financial Dimensions (ranging from investment perception to debt), and 8) Political Dimensions (ranging from policies to political trust). GOVERNMENTAL BRANDING SEBAGAI STRATEGI UNTUK MEMBANGUN KEPERCAYAAN, LOYALITAS, DAN PARTISIPASI MASYARAKATEkspektasi publik yang semakin meningkat terhadap kinerja pemerintah saat ini membuat lembaga-lembaga pemerintahan dituntut untuk berbenah diri. Layaknya sebuah merek, pemerintahan pun membutuhkan strategi yang unik, terstruktur, dan terpadu agar lebih fokus dan tepat sasaran. Namun, problem utama dalam mengomunikasikan nilai-nilai terkait pemerintahan kepada publik adalah kepercayaan, loyalitas, dan partisipasi. Hal ini biasanya dikarenakan adanya kendala persepsi, reputasi, dan kredibilitas dari pihak-pihak yang terlibat dalam urusan pemerintahan tersebut. Karena itu, Governmental Branding dapat didefinisikan sebagai upaya yang dilakukan pemerintah atau lembaga terkait pemerintahan dalam meraih dan meningkatkan kepercayaan, partisipasi, dan loyalitas publik dalam menjalankan program dan aktivitas pemerintahan melalui komunikasi, aktivasi, dan amplifikasi nilai-nilai pemerintahan yang berkaitan dengan kebutuhan, aspirasi, problem, dan kepentingan warga. Artikel ini mengusulkan bagaimana governmental branding dapat dibangun secara sistematis untuk membentuk persepsi, afeksi, dan kesan atau tanda jejak yang baik terkait pemerintahan dan atribut-atributnya sehingga membantu dalam mengomunikasikan nilai-nilai governmental dengan baik dan mereduksi kendala-kendala dan efek negatif. Ada berbagai dimensi dan aspek terkait governmental branding, yakni 1) Dimensi Perilaku (mulai dari kesadaran publik hingga loyalitas), 2) Dimensi Manajerial (mulai dari  governance hingga efisiensi), 3) Dimensi Fisikal (mulai dari penanda identitas distingtif hingga sumberdaya dan isu lingkungan), 4) Dimensi Relasional (mulai dari relasi-relasi publik hingga sektor swasta), 5) Dimensi Sosiokultural (mulai dari upaya-upaya filantrofis hingga pengembangan masyarakat), 6) Dimensi Representasional (mulai dari komunikasi dan dialog hingga narasi-narasi konstruktif), 7) Dimensi Finansial (mulai dari persepsi investasi hingga pengelolaan utang), dan 8) Dimensi Politis (mulai dari pengembangan produk-produk kebijakan hingga amanah politik). To cite this article (7th APA style):Wijaya, B. S. (2018). Governmental Branding as Strategy to Build Public's Trust, Loyalty, and Participation. Journal Communication Spectrum: Capturing New Perspectives in Communication, 8(2), 232-255. http://dx.doi.org/10.36782/jcs.v8i2.2152
BRANDMORPHOSIS THEORY: How Brands Evolve and Adapt Wijaya, Bambang Sukma
Journal Communication Spectrum : Capturing New Perspectives in Communication Vol 2, No 2 (2012): August 2012 - January 2013
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v2i2.2161

Abstract

The journey, change, evolution, and metamorphosis of a brand's life can be read through a biographical narrative approach called Brandmorphosis. Thus, Brandmorphosis is a description of the journey, evolution, and metamorphosis of a brand's life which is studied from three important dimensions, namely narrative, transformative, and retrospective. In every story, there is always a dynamic plot, setting, characters, conflict, and climax/anti-climax. Several aspects in the narrative dimension, including Brand Story, Brand Genre, Brand Settings, Brand Characters, Brand Conflicts, and Brand Climax/Anti-Climax. From this story (narrative dimension) we can read the romance of a brand's life struggle from surviving, dodging, rising, falling, sliding smoothly to tripping over various obstacles, rising again, succeeding, failing, and other stories. From a change (transformative dimension) we can know when, how, and why the change occurred or was carried out, what new value is offered from the change, and how its impact. For that, aspects in the transformative dimension are Brand Reformation (rejuvenating, re-branding/rebranding, reincarnating, and revitalizing) and Brand Expansion (extending, proliferating, corporatizing). Meanwhile, from a reflection (retrospective dimension), we can reflect on important, historic, influential, and unforgettable moments in life. Therefore, aspects in the retrospective dimension include Historic Moments, Heroic Moments, Dramatic Moments, and Turning-point Moments. Of course, those moments carry a special meaning, awaken, remind, and give new energy for the next life journey.  TEORI BRANDMORFOSIS: Bagaimana Merek Berevolusi dan Beradaptasi Perjalanan, perubahan, evolusi dan metamorfosis hidup merek pun dapat dibaca melalui pendekatan naratif biografis yang dinamakan Brandmorphosis. Dengan demikian, Brandmorphosis adalah gambaran perjalanan, evolusi dan metamorfosis hidup merek yang dikaji dari tiga aspek penting yakni narasi, transformasi, dan retrospeksi.  Dalam setiap cerita, selalu ada plot, latar, karakter, konflik dan klimaks/antiklimaks yang bersifat dinamis. Maka beberapa aspek dalam dimensi naratif, di antaranya Brand Story, Brand Genre, Brand Setting, Brand Characters, Brand Conflicts, dan Brand Climax/Anti-Climax. Dari cerita (narasi) ini kita dapat membaca romantika perjuangan hidup merek dari bertahan, berkelit, naik, turun, meluncur mulus hingga tersandung berbagai rintangan, bangkit lagi, sukses, gagal, dan  kisah-kisah lainnya. Dari perubahan (transformasi) kita dapat mengetahui kapan, bagaimana dan kenapa perubahan itu terjadi atau dilakukan, nilai baru apa yang ditawarkan dari perubahan itu, dan bagaimana dampaknya. Untuk itu aspek-aspek dalam dimensi transformative adalah Brand Reformation (rejuvenating, re-branding/rebranding, reincarnating, revitalizing) dan Brand Expansion (extending, proliferating, corporatizing). Dari renungan (retrospeksi), kita dapat bercermin pada momen-momen penting, bersejarah, berpengaruh dan tak terlupakan dalam hidup.  Sehingga aspek-aspek dalam dimensi retrospektif mencakup Historic Moments, Heroic Moments, Dramatic Moments, dan Turning-point Moments. Momen-momen itu tentu membawa makna khusus, menyadarkan, mengingatkan, dan memberi energi baru untuk perjalanan hidup selanjutnya. To cite this article (7th APA style):Wijaya, B. S. (2012). Brandmorphosis Theory: How Brands Evolve and Adapt. Journal Communication Spectrum, 2(2), 215-225 
FRAGRANCE COMMUNICATION THEORY: How Scent Speaks Wijaya, Bambang Sukma
Journal Communication Spectrum: Capturing New Perspectives in Communication Vol 8, No 1 (2018): February - July 2018
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v9i2.1958

Abstract

One of the sensors that plays a vital role in communication is the sense of smell, which transmits nasal messages. A form of nasal communication that is widely used in everyday and professional activities is fragrance communication. This article focuses on dissecting the six dimensions of fragrance communication: Message (a special message sent by the communicator to the communicant regarding the fragrance), Memory (fragrances that lead someone to specific memories), Mood (fragrances that can create or change the mood of the wearer or people surroundings that capture the fragrance), Me (fragrance as the identity and personality of someone or something unique), Mate (fragrance as an attractant and binding social relationship between actors and communication reactors), and Myth (fragrance as a signifier of myths that develop in a particular culture and society). Fragrance communication is the process of constructing and interpreting meaning through the sense of smell involving sensation stimuli and nasal perception. To cite this article (7th APA style): Wijaya, B. S.. (2018). Fragrance Communication Theory: How Scent Speaks. Journal Communication Spectrum: Capturing New Perspectives in Communication, 8(1), 94-113. http://dx.doi.org/10.36782/jcs.v9i2.1958
THREE WORTHINESSES OF THE PRESS RELEASE COMMUNICATION Wijaya, Bambang Sukma
Journal Communication Spectrum: Capturing New Perspectives in Communication Vol 12, No 1 (2022): February-July 2022
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v12i1.2365

Abstract

Amid the development of an increasingly complex and dynamic media and communication ecosystem, press release communication also faces significant challenges. This article shows three aspects and parameters of worthiness in creating and distributing press release communications for maximum impact. First, Newsworthy --how worthy the information is to be reported, includes proximity, recency, humanity, exclusivity, and shareability. Secondly, Storyworthy is how appropriate the information and events presented in the media release are to be told and made viral. It includes theming, plotting, messaging, characterizing, and dramatizing. Lastly, Brandworthy --how worthy a press release is as a branding strategy. Hence, the press release should be distinguishable, soundable, representable, talkable, and marketable. This article is helpful for public relations and corporate communications practitioners and an essential reference for researchers to study the suitability of content, the impact, and the effectiveness of press release communications. How to cite this article (7th APA Style):Wijaya, B. S. (2022). Three Worthinesses of the Press Release Communication. Journal Communication Spectrum: Capturing New Perspectives in Communication, 12(1), 40-48. https://doi.org/10.36782/jcs.v12i1.2365
REREAD THE PUBLIC: The New and Future Public Relations Wijaya, Bambang Sukma
Journal Communication Spectrum: Capturing New Perspectives in Communication Vol 9, No 1 (2019): February-July 2019
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v9i1.2482

Abstract

The communications revolution, marked by developments in information technology, changes in the media ecosystem and audience habits, and an increasingly open communications culture and climate, is forcing public relations (PR) and corporate communications professionals to change their mindsets and work patterns. Public relations leadership requires a rereading of the meaning of 'public.' How companies and organizations run also requires adjustments to new paradigms, which has consequences for how PR leadership adapts. This article examines changes in professional organizations and public relations strategies. Some of them include a paradigm shift from corporate brand image to corporate brand engagement, from corporate identity to corporate behavior, superiority to equality, snobbery to humbleness, from regular to adaptive and creative PR, from insensitive to empathetic PR, from objective to subjective PR, from mechanistic/normative to humanistic PR, and from digital to digital-humanistic PR. How to cite this article:Wijaya, B. S. (2019). Reread the Public: The New and Future Public Relations. Journal Communication Spectrum: Capturing New Perspectives in Communication, 9(1), 79-93.
HORIZONTAL CSR AND GOTONG ROYONG COMMUNICATION Wijaya, Bambang Sukma
Journal Communication Spectrum: Capturing New Perspectives in Communication Vol 2, No 1 (2012): February - July 2012
Publisher : Department of Communication Science, Bakrie University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jcs.v2i1.2483

Abstract

In an era of increasingly horizontal, equal, and communal communication, new models are needed to develop corporate social responsibility (CSR) programs that are more effective and relevant. Indonesia has a rich culture that can contribute to the development of new models of corporate communication, one of which is Gotong Royong communication. This article elaborates on horizontal models of CSR and their relationship to the culture of Gotong Royong in Indonesia. Horizontal CSR carries 3Cs: Community, Collaboration, and Cooperation. This study inspires companies and professional organizations to explore new forms of CSR programs based on social capital, social relations, and local wisdom that are equal and less selfish. To cite this article:Wijaya, B. S. (2012). Horizontal CSR and Gotong Royong Communication. Journal Communication Spectrum, 2(1), 43-62.
Co-Authors Dessy Kania Dianingtyas M. Putri Dianingtyas M. Putri Eli Jamilah Mihardja Faruk, Faruk Hermin Indah Wahyuni Ika Nur Fitriani Suharyanti Suharyanti Suryaman, Inge Salsabila Tuti Widiastuti Yuliarosa, Riska