Peristiwa2 bisnis di tahun 2021 (mulai dr mau bangkrutza wdwwe. nya Garuda, merger GoTo, hingga repositioning Facebook mjd Meta) membawa pelajaran2 berharga bagi sy.
Lesson #1.
BIG IS NOT ALWAYS AN ADVANTAGE
Terperosoknya Garuda Indonesia di ambang kebangkrutan menyadarkan sy bhw aset yg besar, karyawan yg byk, or infrastruktur yg memadai bukanlah jaminan sukses di era VUCA
Lesson #2.
ECOSYSTEM BRAND
IS MORE POWERFUL
THAN PRODUCT BRAND
Merger GoTo (Tokopedia x Gojek) menyadarkan sy bhw pemain di era digital saling BERKOMPETISI n BERKOOPETISI utk memperebutkan penguasaan ekosistem.
Lesson #3.
EVERY BUSINESS
WILL BE A DIGITAL BUSINESS
Covid-19 memicu migrasi massal konsumen ke ranah digital. Tren besar ini akan memaksa setiap brand utk bertransformasi mjd DIGITAL BRAND. Be a digital brand, or you’ll die!
Lesson #4.
METAVERSE WILL BE
THE NEXT DEADLY DISRUPTOR
Repositioning Facebook mjd Meta menandai kebangkitan kripto, NFT, n Metaverse sbg GAME CHANGER bisnis, sekaligus mjd PRIME DISRUPTOR abad 21
Lesson #5.
NOW,
“OUT OF THE BOX” THINKING
IS A USUAL!
Transformasi AirAsia dr “Airline” mjd “super app” (Juli 2021) menyadarkan sy bhw “OUT OF THE BOX” thinking/action bukan lg kemewahan, tp sdh mjd keharusan utk bs lolos dr TRIPLE DISRUPTION.
Lesson #6.
CUSTOMER EVANGELIST
IS THE MOST IMPACTFUL
MARKETER ON EARTH.
Kolaborasi McD x BTS (Juni 2021) meyakinkan sy bhw HORIZONTAL (customers to customers) MARKETING adl pendekatan marketing yg paling ampuh.
Lesson #7.
BEHAVIORAL MARKETING
GETS IMPORTANT
Panic buying yg terjadi di masa2 kritis gelombang kedua menyadarkan sy pentingnya pendekatan PSIKOLOGI n BEHAVIORAL ECONOMICS dlm membaca gejala perubahan konsumen.
Lesson #8.
MILLENNIAL BRANDS ATTACK
BE ALERT!
Bersinarnya brand2 milenial: RANS, MS Glow, startup digital, n terakhir Kopi Kenangan mjd new unicorn kian menandai berakhirnya era kejayaan “brand Boomers/Gen-X” yg DIBILAS oleh “brand milenial”.
Welcome 2022
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