Jakarta – Student Executive Board of Bunda Mulia University hosted an event. The first annual talk show and a concert were held at the Bunda Mulia University’s auditorium on May 17, 2023. The talk show invited Sansan Lie, co-founder of local Saff & Co. perfumes, and Asti, the PR consultant or Miss Corkcicle as the guest starts, to share the ways for a brand to be known by people. And then at the end of the show, the “Breathtaking” ended with a concert by Okaay.
The opening of “Breathtaking” was opened by a lecturer of the Bunda Mulia University, Sir Doan Monang Yan Hero Sihombing,. S.Ikom, M.Ikom., or Sir Dodo told that learning to know the way of branding a brand is important. As the program progresses, the guest stars of the talk show, Sansan Lie and Asti. As a result of yesterday’s talk show, according to Sansan Lie said “in the development of a brand, it is important to make sure that the quality of the product to be sold is a good one.” In addition, she felt that a brand should focus on how to make the packaging looks attractive since the packaging of the product is an important point. Sansan as the Co-founder of Saff & Co. also applies in her brand not to introduce their perfume as a duplicate product of a product that has a level above. The co-founder of Saff & Co emphasizes that a brand really needs to be able to find out what is special or characteristic of the product it wants to sell to its target market so that the product from that brand is easy to remember.
According to Sansan, another way to be able to do branding for a brand is to invite collaborations with other brands. Especially if the brand that is invited to collaborate is a brand that has a different market segment from our brand. In fact, Sansan said that collaboration with brands with different market segments could open up new market segments such as the collaboration with Saff & Co. with Chatime Atelier, and Saff & Co. with Crayon Shinchan and Tahilalats. Likewise, working with KOL (Key Opinion Leader) such as social media influencers also needs to be done. In the case of the first local perfume brand in Indonesia, Sansan prefers to work with KOL, who really love the products from Saff & Co. Sansan also targets KOLs who really like to share the experience of using an item with their followers so that can make the trusts from the public.
Asti, who also works in the field of PR Consultant, also has the same point of view as Sansan. From yesterday’s talk show, there are two important points that according to him a brand must hold. The first point, according to him, is that a brand must create a name that is easy for the public to remember. Then the second point is the same as what Sansan thinks that a brand must know very well what product they want to sell and what makes their product different from the others.
Okaay performance
The event ended with an exciting music concert hosted by Okaay. They performed their songs which lasted for one and a half hours. (Deffa Aufar Wira Pratama/Alivia Ichsania Yuanani)
