By : Taufik
(Chief Business Officer of MarkPlus.Inc)


Marketeers Juni 2010

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.

A number of brands, actually, have used the transformation period in Indonesia as a pivotal point towards a new position that they didn’t quite expected before.

We have to admit that a large number of brands have started their transformation process towards a stronger brand since a decade ago, as Soeharto lost his leadership in May 1998. It’s not a surprise if they have become stronger than before after adapting with the great transformation that has happened to Indonesia.

Coincidentally, Indonesia’s transformation period happened at the same period as Apple Computers (Apple) is improving its brand, as Steve Jobs returned to Apple to take back his position as CEO of Apple in the middle of 1997. With the many failures experienced by both Steve Jobs personally and Apple as a company, Apple is able to not only reshape the future of the communication, hi-tech and media industry, but it was also successful in revolutionizing the business world. Apple and Steve Jobs are not only producing unique products with great designs, but they are also able to change the direction of the music industry that was once bleak with the appearance of the many file sharing software, such as Napster, by creating a new distribution channel for music.

Globally, Internet is playing the role as the main change driver for the past decade that gave birth to new strong players, such as Google, as well as opening the road to the revival of old players that were once hit hard, such as Apple. Meanwhile in Jakarta, the political transformation after Soeharto’s reign that opened the doors to various changes in economy, social cultural, technology and market have made a number of brands that were once unnoticed in the 90’s change into strong players in the past 10 years.

A full version of this article in Bahasa Indonesia can be read in our June 2010 edition of Marketeers.