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Tony Daniloo works exclusively with high-end clients to match them with their dream vacations.
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Ini Rahasia Cara Membedakan Brand Consultant dan Agency
Apa Saja Perbedaan Brand Consultant dan Advertising Agency?
Bagi orang awam, tentunya tak pernah mendengar apa itu brand consultant dan apa itu advertising agency. Kedua hal tersebut memang tak biasa dijadikan topik pembicaraan di tengah masyarakat dan memang bukan hal yang menjadi urusan bagi mereka. Akan tetapi, jika membicarakan iklan, promosi, diskon belanja yang banyak serta sponsor untuk acara sosial, masyarakat pasti tak asing lagi. Kedua bidang profesi yang telah disebutkan sebelumnya memiliki peranan yang sangat penting untuk iklan dan promosi atas sebuah brand.
Di Indonesia, sudah berdiri banyak sekali agen iklan dan juga consultant untuk brand, dari mulai jasa amatir atau newbie, sampai dengan jasa profesional yang sudah malang melintang di dunia branding dan advertising. Sekalipun memang tak ada hubungannya dengan proses jual beli barang di kalangan konsumen, namun tak ada ruginya jika kita mengerti makna dari brand consultant dan advertising agency. Apa saja perbedaannya?
Untuk penjelasan dari advertising agency kurang lebih untuk mendefinisikan dan mengontrol berbagai pesan yang diberikan oleh brand ke dalam iklan. Mereka akan mencari cara untuk menyampaikan pesan tersebut pada konsumen dengan memanfaatkan berbagai cara untuk berkomunikasi. Setelah itu mereka akan membanjiri calon konsumen dengan berbagai iklan yang mengandung berbagai pesan yang telah diamanatkan oleh perusahaan.
Media untuk menyampaikan pesan tersebut bisa berupa iklan di televisi dan berbagai media elektronik, di majalah, billboard, sampai dengan iklan pop up yang biasa muncul dalam ponsel pintar kita. Sekalipun terkadangmembosankan karena terus menerus muncul, tetapi tujuan dari iklan-iklan yang intens itu adalah untuk meraih target audiens yang maksimal melalui berbagai macam platform yang efektif.
Kemudian sebuah brand consultant memiliki pengertian sebagai pihak yang membuat rencana pengembangan atau membuat brand blueprint yang akan nantinya akan digunakan untuk mendorong strategi brand tersebut, baik dari sisi internal maupun sisi eksternalnya.
Selain itu, adanya pendekatan holistik nantinya akan membahas berbagai elemen utama dari proses pembuatan brand, consultant akan membantu membuat elemen visual perusahaan, juga masalah rekrutmen karyawan sampai dengan berbagai pelatihan bagi semua departemen yang bidangnya berhubungan langsung dengan masyarakat atau pasar, gunanya untuk membentuk karakter brand di depan konsumen.
Singkatnya,
brand consultant
ini adalah pihak yang akan berkerjasama dengan kita untuk memaksimalkan sumber daya yang dimiliki perusahaan untuk membangun brand yang sesuai dengan rencana awal yang telah dibuat sebelumnya. Melihat seriusnya hasil yang sedang dituju bersama dengan
consultant
, maka kita tak bisa sembarangan mempercayakan projek branding kita pada pihak yang salah. Lakukan riset terlebih dahulu untuk menetapkan konsultan brand mana yang paling sesuai dengan visi misi yang kita usung.
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Quand ton manager t'annonce enfin " T'as une mission ! GG ! " (Non, en vrai, il a pas dit "GG"...)
No, You Can't Pick My Brain. It Costs Too Much
Via: posted by Adrienne Graham, Contributor, 3/28/2011 at Forves.com
I love giving advice. I write blogs, articles and a newsletter. I host a radio show. I tweet, Facebook and share nuggets of advice almost daily. So what is it in all of that, that would make anyone think they can still have the right to “pick my brain”?
I can’t tell you how flattering it is to be approached by representatives from major companies seeking my wisdom and advice. It shows they are listening, and like what I have to say.
But often I find the road ends when they are just on a fact finding mission. That mission is to pick my brain to gather as much free intel and knowledge they need to make their jobs easier.
Not gonna happen, sorry. My brain costs money to maintain. There’s training, classes to attend, reading (I have to buy books), gaining certifications, costs of memberships so I can network, attending conferences and mastering my skills that all cost me money.
I have to protect my investment. How fair is it to me to give away all the knowledge I have acquired that I use to make my living, pay my bills and eat?
Now, don’t get offended. If you do, maybe you deserve to be offended because you’re one of those aforementioned brain pickers.
There have been many articles written and discussions formed around this very subject. With the Internet being so widely available loaded with free information, people automatically assume that you too have to provide information for free.
My response to that is go ahead and read the free stuff. But when you still find yourself lacking answers, then apparently the FREE stuff doesn’t work. You can’t come to a professional and ask them to work for free. In essence, that is what you’re doing when you ask to pick someone’s brain.
How would you feel if your boss came to you and said, Hey since we can get this done from information from the Internet, I won’t be paying you today. Go ahead, let it sink in. Got that visual yet? Good. That’s exactly how I feel whenever someone wants to take me to lunch or call me to pick my brain.
If you’re like (how I used to be) you’ve given away tons of valuable information. I never once minded helping people out. It’s the ones who keep coming back for more freebies and those who take my ideas, implement them, find success, then never offer to repay me for my time.
And no, a turkey sandwich is not payment for something that helped you overcome an obstacle and either created value or additional revenue for your company. I charge my paying clients very good money for my expertise and results. How would they feel to know that I’m giving out free advice? Not too swell I would imagine. In fact I hope they don’t call me demanding refunds!
The most prevalent question I get is how do you draw the line? Deciding the point where you begin to charge is tough, especially if you’re just starting out.
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