Branding VS Dialogue

by Ghani Kunto

Kata dialog berasal dari bahasa Latin dari kata-kata “dia” dan “logos” yang ketika digabungkan berarti “pertukaran makna” (setidaknya begitulah menurut Wikipedia). Dari sini saja sudah jelas kan bahwa branding itu lawannya dialog. Branding asal katanya dari bahasa Norse yang artinya “membakar.” Itu cara koboi dulu menandai ternak mereka. Mereka cap sapi mereka dengan besi panas. Saya rasa tidak ada pertukaran makna di sana. Sapi melenguh minta berdialog? Nyosss! Besi panas respond brandingnya.

Lantas bagaimana bila suatu brand ingin berubah, ingin menjadi lebih manusiawi, dan–lebih penting lagi–ingin tetap jaya di jaman internet sekarang?  Tulisan di bawah ini bisa jadi awal yang baik:

For Your Company To Last, The “Brand” Must Die. But Stories Should Survive

Aided by the web, a new generation of consumers began to dig a little deeper. Consumers discovered that Michael Jordan was telling them to wear his shoes, while kids in sweatshops were making them. We began to respond to the disconnect between products and brands. People began to see straight through the surface of brands to the profit-driven actions that produced the products underneath. And some of the worst offenders began to change what their process with real, measurable, and positive change — not perfect, but real change.

People began to see the profit-driven motives underneath.

A new force has emerged. “Brandless” companies like Muji are celebrated. Jeff Bezos, CEO of Amazon.com, talks about a return to the primacy of the product and the need for brands and the products that they represent to be more closely connected. Even the most successful advertising agencies, like Crispin Porter + Bogusky, are shifting toward a new view. The book Baked In argues that value should be baked into the product itself.

artikel lengkapnya di FastCoDesign

Atau, bisa juga coba jawaban nyeleneh saya:

Dialogue kalau dipecah-pecah jadi “dia”, “lo”, dan “gue”.  Jadi, kalau brand mau sukses, brand harus memfasilitasi pembicaraan antara “dia” dan “lo”, dan berikan kesempatan agar mereka bisa bicara tentang brand anda, tentang si “gue.”

 

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