At BASIC|LUDO we conceive and live by this; #RebrandingBrand. Redefine what is actually called a brand and make it a spirit for the brand construction work that we do. We shifted from an understanding of brand construction such as preparing brand names, logos, taglines, and visual features. Become an understanding that growing a brand is more than just a series of activities by the generic brand.

A brand is a process of living the (brand) genuine story of a business. Making the brand alive and interacting with the market and its customers, also gives color to the surrounding business ecosystem. This is what is called a strategic brand.

It is not enough for a Brand Manager to only have a generic brand. Brands need to be distinctive. That is, it has a unique value offered, so it is not only focused on product excellence. A Brand Manager is responsible for developing his brand. Becoming more influential and spreading value for the target market and customers.

Or in other words, affix a variety of added value brands that encourage a brand to be able to stand out in the market and among competitors. There are many factors needed by a strategic brand: target audience knowledge, strong unique value propositions, passion is observable, out-of-the-box thinking, consistency, the brand's objective comes first, and provides value & great exposure.

Target Audience Knowledge
The customer now is a critical audience who can determine for themselves which brand is appropriate for their character. The critical power and habits of comparing with other brands have also increased. By knowing the character and preferences of a dynamic audience, we more quickly determine the genuine story of the strategic brand that we are compiling.

Strong Unique Value Proposition
It can distinguish between sincere brands and fake ones. Not only is the product now the goal of customers but the value and consistency of the characters carried by the brand.

Passion is Observable
Every brand must have the main story and a passion for business. Genuine passion derived from a brand is conveyed through various branding and marketing activities with delivery tools that can be received on target by the target.

Out-of-the-box Thinking
In line with the distinctive character that is the main characteristic of a strategic brand, having an out-of-the-box thinking culture is needed to maintain the consistency of distinction that has been built.


The process of brand building from the introduction stage to customer loyalty requires consistent brand delivery. It does not mean monotonous or closes the possibility for the development of creativity, but people can always easily notice it.

Brand Objective Comes First
Every successful strategic brand must be human-centered; because a brand is like a human who has the will and purpose of his life's work. By always prioritizing the brand objectives that have been set in the blueprint brand, brand managers have a direction for the process of brand derivation and delivery.

Providing Value and Great Exposure
As a derivative and delivery, bringing value and ease of exposure for customers is the estuary of the realization of a strategic brand.

When we build a brand and are still in the generic brand stage, then slowly those seven factors need to be applied to be ready to start your brand journey as a strategic brand.

Not in order to dichotomize or contrast generic brands versus strategic brands, this paper is here to invite Brand Managers to look back on the brands that are being managed. It also determines when the generic brand will turn into a strategic brand.

The advantage of being a strategic brand is that the brand will achieve sustainability and growth. The following benefits will be obtained by Brand Managers who want to immediately switch to building a strategic brand.

  1. Paying attention to a market that can change, products can be copied, and competitors can be cheaper, strategic brands with DNA (distinction, novelty, attributes) have a stronger chance to be a market reference and choice on purpose.
  2. Effectiveness on helping the market to solve their problems. Distinction owned by strategic brands answers the needs of audiences who increasingly want a brand that suits their character and preferences.
  3. Good marketing doesn't feel like marketing. A strategic brand is more integrated with the target market because it hears, understands and becomes part of the target market's culture and daily life.
  4. Noise and interruption is not an innovation. Make an interesting and varied campaign don't end up being noise. Innovation must be in the form of creativity that brings the brand closer to the target.

As Brand Managers, we can start thinking about when the best time to evaluate is where our brand is, the generic brand stage or the strategic brand stage. If you have been in the generic brand phase long enough and the competition feels tighter, now is the time to start moving slowly towards a strategic brand.