On Tuesday, May 14, 2024, the Cultural and Media Studies Program (KBM) of the Graduate School of Universitas Gadjah Mada held a Branding Class in the form of a workshop with theme “Persona: Seeing Humans Through the Lens of Branding.” This event took place in Meeting Room A, 5th Floor, Graduate School Building, inviting practitioner Nisaul Aulia, M.A., commonly known as Lia.
Lia is an alumnae of the KBM program from 2012 and is now an active brand strategist consultant and founder of Basicludo. Lia shared her 12-year experience as a brand strategist. Through Basicludo, a branding company based in Sleman, Yogyakarta, Lia has assisted many brands, especially new ones, in determining the right branding strategy.
The Branding Class was attended by more than 50 participants from the KBM program students and was open to the public with limited slots. Grace Christina Yunita L. Tobing, a Master’s student of the KBM Program, acted as moderator of the event.
During the discussion session, Lia revealed that brands no longer promote themselves but rather promote subcultures. A subculture is defined as a group of people with specific (unique) behaviors and manners. Brands can create what is needed by people in that subculture. Building a strong emotional connection with consumers is also key to maintaining long-lasting relationships between brands and consumers.
One of the participants, Asmi Nur Aisyah, asked whether the emergence of new subcultures is something positive for all of us or something that should be reflected upon. Lia explained that it all depends on our view on a phenomenon. If it is viewed from a business perspective, it certainly becomes a good opportunity.
The workshop was successful, and students actively engaged in asking questions to the attending practitioner. Lia advised students not only to be active in attending classes but also to venture outside the classroom to seek networking opportunities and exchange experiences with fellow professionals. The KBM program will continue to hold similar events to facilitate students in expressing their critical thoughts in line with SDG Goal 4 of achieving quality education.
Author: Asti Rahmaningrum
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Photo: Asti Rahmaningrum