As part of the realization of SDG Number 4, the Media and Cultural Studies (KBM) Universitas Gadjah Mada organized a workshop with branding practitioner as part of the Branding and Promotion Culture course taught by Ratna Noviani, S.IP., M.Si., Ph.D., and her team. With the theme “Persona: Seeing Humans Through the Lens of Branding,” Nisaul Aulia, M.A., commonly known as Lia, an alumna of KBM and a senior brand strategist at Basicludo, delivered the material at the workshop held on Tuesday (14/5). The workshop, guided by Grace Christina Yunita L. Tobing, a master’s student in KBM, proceeded smoothly.
In her presentation, Lia explained that branding is not just about advertising. Advertising is merely a tool to introduce a product to consumers. Additionally, the branding world now recognizes that consumers are not passive and are starting to target subcultures as part of their identity-building efforts.
During the discussion session, an audience member asked what strategies could be employed if the target market comprises urban or rural communities that are not yet familiar with the internet and technology, while current branding efforts are largely conducted through social media. “First, study the market, then study the media,” Lia responded.