Brandstory and Indigenous Value For Millenial

Abstract

Indonesia is in a demographic bonus phase. Millennial as the largest population, become a very potential market. Many brands are starting to try to fight for pieces of cake in this segment. But it is certainly not easy for brands to do it because the millennial have unique and diverse characters. The thickness of indigenous values in Indonesia is one of the factors that influence the uniqueness and diversity of these millennial. Therefore, brands need to align these values with their values. One way is through storytelling. Through storytelling, narratives about the brand are built and communicated nicely. The hope is to create a common field of experience to increase engagement. This strategy is then known as the brand story. The story chosen or created by a brand must be relevant to the target audience so that it is strong enough to be able to attract them into the conversation and increase their interaction. To be able to build a strong and precise brandstory, many branding practitioners have adopted generation theory to explore insight. Brandstory must be able to present personal impressions and feelings for its consumers, and understanding indigenous values is the key. The more relevant the brand character with the value raised, the more real the impression and personal feeling that is built. Indigenous values
contained in the brandstory will strengthen the character and personality of the brand, which of course strengthens its positioning in the minds of consumers