Bank Mandiri's achievement during the past decade is indeed a success story in itself. This bank that resulted from the merging of four government banks, which were dissolved due to the economic crisis in 1997/1998, is able to keep moving forward and create an entirely new and sophisticated institution.

From decade to decade, marketing has evolved through three stages. Most marketers today are still practicing Marketing 1.0, some have started to apply Marketing 2.0, and only a small number of marketers are practicing Marketing 3.0. Little do we know that the greatest opportunities lie in abundance for those who practice Marketing 3.0.

Indonesia’s journey in the past ten years is not only about multi-dimensional transformations towards a modern democratic country, but it is also about the ability for brands that exist in Indonesia, both product brands and corporate brands, to adapt to survive and become even stronger.

In Indonesia, we are familiar with legendary products, such as Dji Sam Soe, Puyer Bintang Toedjoe No. 16, Bank BRI, etc. These brands were born far before the 1950's decade, and has been successful at that time due to the great marketers and visionaries, who probably have never read one single marketing book.

Garuda Indonesia is a pioneer in Indonesia’s aviation industry, it is even a part of the history of this republic, with a company age that is as old as the Republic of Indonesia. In the more than 60 years of its existence, we can see that Garuda Indonesia experienced a number of changes that are in line with the ever changing business environment. It’s quite interesting to analyze Garuda Indonesia in greater depth, considering that it is a state-owned company and - as already known by the majority of the community - not all state-owned companies are able to show a noteworthy performance.