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  • Integrate MGD - GOJEK - Pasti Ada Jalan

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    Ila
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    This document provides guidance on developing an effective brand value proposition. It explains that a brand value proposition should articulate the unique functional and emotional benefits a customer derives from the brand. It also stresses that the big idea around a brand is more important than marketing campaigns. The document outlines a process for building a brand value proposition that includes understanding the product, mission, customer insights, and identifying the proposition. It also discusses how to maintain the proposition through personality, consistency across touchpoints, and standing out on social media.

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    -Integrate MGD- GOJEK - Pasti Ada Jalan

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    This document provides guidance on developing an effective brand value proposition. It explains that a brand value proposition should articulate the unique functional and emotional benefits a customer derives from the brand. It also stresses that the big idea around a brand is more important than marketing campaigns. The document outlines a process for building a brand value proposition that includes understanding the product, mission, customer insights, and identifying the proposition. It also discusses how to maintain the proposition through personality, consistency across touchpoints, and standing out on social media.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    103 views14 pages

    Integrate MGD - GOJEK - Pasti Ada Jalan

    Uploaded by

    Ila
    This document provides guidance on developing an effective brand value proposition. It explains that a brand value proposition should articulate the unique functional and emotional benefits a customer derives from the brand. It also stresses that the big idea around a brand is more important than marketing campaigns. The document outlines a process for building a brand value proposition that includes understanding the product, mission, customer insights, and identifying the proposition. It also discusses how to maintain the proposition through personality, consistency across touchpoints, and standing out on social media.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 14

    Hi Everyone!

    Full Time Social Media Manager | Food


    Entrepreneur | Mother of Two | Devoted Wife
    “Dengan Gojek,
    #PastiAdaJalan”

    Emang iya?
    THE CONCEPT:
    Brand value proposition is a statement that articulates the
    unique key benefits (functional + emotional) that YOUR
    customer derives out of your brand.

    Consist of:

    Brand Promise Consumer Insight Brand Features

    BRAND VALUE Gojek always Human Insight:


    innovates to “Sekecil apapun GoRide, GoCar,

    PROPOSITION eliminate
    inefficiencies in
    people’s lives by
    progressnya, itu adalah
    kemajuan”
    GoFood, GoSend,
    GoPay, GoBox,
    GoMart, GoShop,
    providing many GoPlay,
    options of smart Cultural Insight: GoGames,
    solutions to “Orang Indonesia itu GoTagihan, GoTix,
    overcome daily kreatif, banyak Go… Go… Go...
    challenges. akalnya.”

    Brand Value Proposition

    Gojek selalu memberikan cara pintar untuk


    menghilangkan kerepotan yang menghambat kemajuan.
    Karena dengan Gojek, #PastiAdaJalan!
    THE OUTPUT:
    Customer will see the assets and messages as form of
    expression from brand proposition, that is used in
    communicating the products.

    Examples:

    Tagline & Tone of Voice & Brand

    BRAND VALUE Campaign Line Design Principle Associations

    PROPOSITION
    The BIG IDEA around the brand is
    MORE IMPORTANT than the big idea
    around marketing campaign

    It helps your customer to:

    WHY IS IT ● Remember your brand


    ● Distinguish your brand from competitor

    IMPORTANT? ● Resonates with your brand


    THE GUIDELINE:

    HOW TO BUILD AUTHENTIC - Ownable, inspired by brand’s vision, purpose,


    beliefs, products.

    BRAND RELEVANT - Real consumer insight (emotional, functional


    and cultural)
    PROPOSITION? DIFFERENTIATED - Distinctive from other brands

    CONSISTENT- amplification across products, touchpoints,


    advertising, campaigns, PR / brand narratives.
    THE PROCESS:

    HOW TO BUILD KNOW YOUR PRODUCT - List your products

    THROWBACK TO YOUR MISSION - Remember why you build


    BRAND your brand

    PROPOSITION? GATHER INSIGHTS - Emotional, Functional, Cultural insight

    IDENTIFY PROPOSITION - Find your value, stress test


    BUILD PERSONALITY
    The purpose of using Social Media is to connect with people.

    HOW TO People have a character, and so does your brand.

    Gojek mimin is known as your trusted buddy with a strong spirit of

    MAINTAIN IT? #PastiAdaJalan that will give resourceful information on how to hack life
    based on experience and knowledge in a witty and playful way that is
    relatable to Indonesian people.

    Archetype: THE MAGICIAN!


    DEFINE YOUR
    ARCHETYPE
    www.visionone.co.uk
    BE CONSISTENT….

    PLAY YOUR
    CHARACTER
    Gojek is a Magician,
    a Cerdikiawan
    DON’T STOP HERE...
    1. LISTEN TO WHAT IS GOING ON
    HOW TO 2. JOIN THE HYPE
    STAND OUT ON 3. MAINTAIN YOUR IDENTITY
    4. CATCH THEIR ATTENTION
    SOCIAL MEDIA 5. GIVE ADDITIONAL VALUE
    QUESTION &
    ANSWER
    THANK YOU.

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