By implementing the Kantar Framework, a brand can identify its core strengths and align its messaging with the needs and expectations of its audience. The Kantar Framework, widely used in branding, highlights three key elements contributing to brand strength.
The first is meaningful—brands must connect with consumers on an emotional level, fostering deep and lasting relationships. The second is different—a unique brand identity that sets it apart from competitors is crucial. Finally, salient—the brand must be relevant and easy for the target audience to recall.
These insights were shared by Adhie Harahap, Strategy Director of Dentsu Indonesia, during a visit by students from the Entrepreneurship Study Program, Class of 2025, at SBM ITB on Thursday (11/21) in Jakarta. Dentsu Indonesia, part of the global Dentsu network, is renowned for its expertise in advertising, public relations, data analytics, and creative solutions.
Dentsu offers many services to help clients build and strengthen their brands. The visit, part of the Brand Development course, provided students with a practical understanding of branding and marketing concepts they had explored in the classroom.
“Media is a bridge between art and science,” Adhie remarked.
During the visit, Adhie emphasized that research forms the foundation of any successful campaign. With precise research, the creative process becomes more focused and impactful.
“Sometimes, even small details, like an index, can play a pivotal role in decision-making,” he noted.
Adhie’s career journey also served as an inspiration for the students. A graduate of ITB’s Geological Engineering program, he initially had no plans to work in the creative industry. However, a simple yet profound realization shifted the trajectory of his career.
This perspective motivated Adhie to understand and master the complexities of media communication, bridging art and science. His career journey underscored the value of open-mindedness, adaptability, and interdisciplinary approaches—essential skills for aspiring entrepreneurs.
The visit left a lasting impression on the students. Beyond gaining practical insights, they learned how to connect academic theory with real-world applications.
This experience highlighted the importance of cross-disciplinary learning, research-driven decision-making, and creativity in entrepreneurship. For the 2025 Entrepreneurship Class of SBM ITB, the visit to Dentsu Indonesia was an invaluable opportunity filled with lessons and inspiration for building impactful brands in the future.
