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Is Your Brand Strategy Keeping Up with the Changing Times, in Indonesia and Asia?

illustration of chess formation, black and beige chess, red color background.
Brand Strategy in Asia represented in chess formation

In the relentless tide of the global business ecosystem, the importance of having a strong brand and an equally strong brand strategy cannot be underestimated. With the dynamics of "Brand Strategy with Changing Times in Indonesia." every brand, no matter how small or large, has a story - the brand story. Each brand's success lies in how well it narrates that story to its target audience. As a marketer, your marketing efforts need to be flexible and adaptable. The type of brand you create and the brand relevance you build largely hinge on how well you understand market changes and make adjustments to your brand strategy with these changing times.

Notably, the significance of having a resilient and adaptive brand strategy was recently brought into sharp focus for me while watching the movie "Blackberry" (2023). The film strikingly portrayed the journey of two socially awkward friends, Mike Lazaridis (played by Jay Baruchel) and Doug Fregin (directed by Matt Johnson), who co-founded Research in Motion (RIM). Their creation, the BlackBerry, was a revolutionary device that transformed mobile communication, making RIM a powerhouse in the tech world.

However, the advent of Apple's iPhone in 2007 marked a critical turning point for BlackBerry. The iPhone, with its user-friendly interface and broad application suite, captivated consumers worldwide. In contrast, BlackBerry, once a titan of innovation, failed to adapt and evolve, sticking to its traditional strengths while the world around it moved forward.

This striking narrative served as a powerful reminder of the perils of not keeping up with the changing times. It underscores the gravity of staying attuned to shifts in technology and market dynamics, especially in the fast-paced world of the 21st century. It is a compelling example of how a rigid brand strategy can lead to a brand's downfall, even when it once seemed invincible. The story of BlackBerry emphasizes the importance of having a comprehensive brand strategy that is flexible and adaptable to meet changing consumer needs and technological advancements.

In light of these insights, this article aims to explore the critical importance of agile brand strategies in Indonesia and the wider Asian market. We will delve into why brands must stay flexible and adaptable in the face of changing consumer preferences and technological advancements, or risk a fate similar to BlackBerry's.

The Evolution of Marketing: A Strategic Dance with Time

It's no secret that the marketing landscape has been revolutionized over the past few decades, shaped and reshaped by relentless advances in technology. In fact, the very core of how we conceptualize marketing strategies and the way every brand connects with potential customers has seen dramatic shifts.

Traditional marketing campaigns once dominated by print media, TV, and radio, are now seen as only part of a complex network of channels that marketers use to reach out to their target audience. Today's marketer must be adept at navigating these diverse channels, whether they're managing a master brand or a new product launch. In the modern age, the style of brand messaging has transformed significantly. From the faceless, corporate tone of voice, we've transitioned towards a more human, conversational, and friendly tone of voice that establishes a genuine connection with the audience.

One key reason behind this shift is the rise of digital platforms and social media. These platforms enable brands to connect and engage with their audience directly, opening doors for more interactive and personalized marketing efforts. Brands in the world today leverage these platforms to build a strong online presence, connect with their customers, boost brand awareness, and reinforce their brand messaging.

According to a study by McKinsey & Company, businesses that embrace digital marketing see a 20% increase in their sales compared to those that stick with traditional marketing methods. Therefore, as a marketer, your marketing efforts need to evolve with the changing times, embracing digital transformation and leveraging its potential to the fullest.

The type of brand you create and the brand relevance you build largely depend on how well you understand these changes and make adjustments to your brand strategy. Brands need to stay attuned to market trends, technological advancements, and shifts in consumer behavior. It is crucial for every brand to constantly reassess their marketing strategies, keeping them aligned with these changes.

In the digital age, maintaining brand consistency across all channels - online and offline - is paramount. This requires a comprehensive brand strategy that encapsulates your brand's mission, core values, and unique selling proposition, among other things. With a well-executed brand strategy, you can ensure that your brand message remains consistent across all touchpoints, thereby establishing a strong brand identity that resonates with your customers and stands out in the crowded market.

The Importance of a Strong Brand Strategy

A solid brand strategy serves as the blueprint that aligns your business goals with your brand development, leading to effective brand management. In today's ever-changing business landscape, it is crucial to have a brand strategy that adapts to the changing times in Indonesia. A well-defined brand strategy guides how you communicate your brand and your brand identity, helping you to create a brand that is a perfect representation of your business's core values and mission. It not only helps you build a strong brand but also shapes the overall brand experience, influencing how your brand is perceived and interacted with by your target market. Building a strong brand strategy requires a thorough understanding of your target audience. According to a publication by Harvard Business Review, brands with a strong brand strategy tend to have higher brand equity. This is primarily because a well-crafted brand strategy considers the needs, desires, and challenges of the target audience, which results in more effective brand positioning and marketing campaigns that resonate with potential customers.

A robust brand strategy is essentially a roadmap that outlines how you will create a unique brand identity, differentiate your brand from competitors, and communicate your brand message in a way that attracts and retains loyal customers. It includes every aspect of the brand, from the brand name and visual identity to tone of voice and style guide.

Further, it is your brand guidelines, your brand style guide that shapes every marketing campaign. This consistency across all marketing efforts strengthens your brand recognition, making it easier for customers to remember and choose your brand over competitors. A successful brand strategy keeps your brand consistent and relevant, driving customer loyalty and, in turn, business growth.

Moreover, building a strong brand is the first step towards brand awareness. A great brand strategy aims to increase brand awareness by making your brand memorable. It leverages unique brand elements and storytelling to create a brand that stands out, builds a connection with customers, and triggers emotional responses. It understands that the power of a brand lies not just in its product or service but in the perception and experience it offers to its customers.

With the rise of digital platforms, the importance of having a strong online presence has become paramount. A strong brand strategy considers this and incorporates strategies for online platforms, making your brand accessible and relatable to a wider audience.

Branding in the Digital Age: Navigating the Digital Landscape to Connect with Your Audience

In the digital age, brand strategy goes beyond traditional marketing. It calls for a comprehensive brand strategy that embraces the digital landscape to build brand relevance and foster a strong connection with the target audience. As marketers, our brand-building efforts must recognize the profound impact of digital transformation on customer behavior and expectations.

A report by Nielsen brings to light the pivotal role that a comprehensive brand strategy plays in building customer loyalty. Brands with a well-executed brand strategy, the report noted, see a 23% higher rate of customer loyalty compared to those without. It's clear that crafting a strong brand, one that offers an exceptional customer experience and resonates with your target market, is a proven method to foster customer loyalty. This, in turn, translates into repeat business, positive word-of-mouth, and ultimately, stronger brand equity.

Moreover, in the digital era, a well-planned brand strategy significantly affects how your existing customers perceive and interact with your brand. With the plethora of platforms available, each offering unique ways to engage, every business needs to map out a clear brand strategy that integrates all digital channels. This will help maintain brand consistency across platforms, enhancing brand recognition and making it easier for customers to connect with your brand.

Digital platforms provide a unique opportunity to engage and interact with customers in real-time, enabling you to make your brand more personable and relatable. Leveraging these platforms for customer engagement not only makes your brand more accessible to potential customers but also helps to create brand ambassadors - loyal customers who voluntarily advocate for your brand, contributing to your brand's organic growth.

Effective branding in the digital age also demands attention to the rapidly evolving social media landscape. Recognizing your brand's presence on social platforms and crafting tailored brand messages for each platform is an integral part of a successful brand strategy. With billions of active users across various social platforms, understanding where your ideal customer spends most of their time and targeting those platforms is crucial for your brand's visibility and growth.

Furthermore, in the age of personalization, customers seek brands that understand their unique needs and preferences. Your brand strategy should reflect this by offering personalized experiences. Data analytics can provide valuable insights into customer behavior, preferences, and trends, allowing you to tailor your brand message and offerings for a more personalized customer experience.

Risks of Outdated Brand Strategy: The Danger of Falling Behind

The pace of change in the modern business landscape is breathtaking, and your brand strategy must evolve accordingly to remain relevant. Brand strategies that do not adapt to the changing times risk becoming outdated, which could lead to diminished brand relevance and a loss of customer loyalty.

An effective brand continuously innovates, keeping abreast of new product launches and service updates. It recognizes every new customer as an opportunity to reiterate its brand mission and values, continually reinvigorating its core message. Successful brand strategies ensure brand consistency across different brand touchpoints, from product packaging to customer service. This consistency creates a strong brand identity, making it easy for customers to recognize your brand, leading to enhanced brand equity.

However, the risk of maintaining an outdated brand strategy is far too high. Brands that fail to innovate and adapt risk losing touch with their customers' changing needs and preferences. In a rapidly evolving business landscape, what worked a few years ago might not resonate with today's consumer. Brands that stick to old strategies risk becoming irrelevant, similar to BlackBerry's case, which once failed to innovate and adapt in the face of competition.

Adapting to Changing Times: Building a Brand that Resonates

Creating a strong brand in these changing times is about taking a good brand strategy and making it great. It means understanding the key elements that make your brand unique and expressing them in a way that your ideal customers can resonate with. According to a report by Deloitte, businesses that develop a comprehensive brand strategy experience a higher rate of customer acquisition - 62%, to be precise. This statistic underscores the importance of continually reassessing and refining your brand strategy, making necessary adjustments to ensure your brand remains in tune with your target audience.

Adapting to changing times involves closely monitoring market trends and staying updated with technological advancements. It also means actively seeking customer feedback and using it to refine your product or service offerings and brand messaging.

In essence, adapting to changing times requires brands to be flexible and willing to change. It means staying open to new ideas and being ready to pivot your brand strategy when necessary. In doing so, you not only maintain brand relevance but also strengthen your brand's connection with your customers, fostering long-term customer loyalty and driving business growth.

Remember, a brand that doesn't innovate gets left behind. Stay ahead by consistently evaluating your brand strategy and making adjustments that align with the changing times.

Leveraging Technology to Boost Brand Relevance

The advent of the internet and social media platforms has revolutionized the way brands connect with their customers. A well-defined and executed brand strategy must take advantage of these platforms to build brand awareness and connect more intimately with the target audience.

Digital platforms provide an opportunity for brands to create an interactive and personalized customer experience. For instance, utilizing social media platforms for marketing campaigns enables you to make your brand more accessible to your customers, fostering stronger relationships. Moreover, digital platforms offer invaluable analytics that provide insight into your customers' behavior, enabling you to make data-driven decisions in your marketing efforts.

However, leveraging technology isn't just about maintaining an active presence on social media platforms. It's also about adapting to the new customer expectations shaped by these platforms. Brands must strive to offer the same level of personalized, on-demand service that customers have come to expect in the digital age.

A Call to Action: Assessing and Improving Your Brand Strategy

The ever-changing business landscape demands that brands be adaptable and forward-thinking. A stagnant brand strategy that fails to evolve with the changing times could spell disaster for even the most established brands, as the BlackBerry story poignantly illustrates. So how does your brand fare in this aspect?

Start building a brand assessment strategy, taking an in-depth look at your brand's current status. Identify areas of strength and areas requiring improvement. Seek feedback from customers and staff - after all, they interact with your brand regularly and can provide invaluable insights.

Once you've gathered this information, you can start developing a brand strategy that aligns with your brand values and resonates with your customers. Remember, the goal of your brand strategy should be to build a strong, recognizable brand that connects with your customers, meets their needs, and exceeds their expectations.


A strong brand strategy is no longer a luxury; it's a necessity in the fast-paced, "Brand Strategy with Changing Times in Indonesia" and the ever-evolving global business landscape. As brands vie for customer attention in an increasingly crowded marketplace, a well-defined and executed brand strategy could very well be the difference between success and failure. Don't let your brand be another BlackBerry - start building a brand strategy that can withstand the test of time. Understanding and creating a resilient and innovative brand strategy is paramount for any brand - new or established, local or international. As the landscape continues to change rapidly, your brand's adaptability to these shifts can make or break its success. The story of BlackBerry serves as a potent reminder of this. Bedrock Asia is committed to assisting you navigate this complex journey of adapting to changing times in Indonesia. Our expert branding and marketing consultants are at your disposal, helping you craft a brand that stands strong amidst changing times, one that consistently resonates with your customers, thus building brand loyalty and ensuring long-term brand relevance.

If you aim to build a brand that doesn't just survive but thrives amidst the ebb and flow of market dynamics, reach out to us. Together, we can make your brand not only recognizable but truly memorable.


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