Bambang Sukma Wijaya

Bambang Sukma Wijaya is a brand scientist, strategist and culturalist at Bakrie University School of Communications, Jakarta, Indonesia. He created and proposed several concepts of branding and communication such as: AISDALSLove Model (hierarchy of advertising effects), Ambient Creation Model, Komunikasi Berasa (Experiential Communication Model), Communication Corruption (corruption dimensions and behaviours in communications), Branderpreneurship (brand development-based enterpreneurship) and AKIELS Model (hierarchy of branding) was a copywriter, creative group head and strategic brand planner in local and multinational advertising agencies. He is also known as a columnist and author of articles in the various newspapers, magazines and several scientific journals and proceedings both national and international.
AISDALSLove Model
Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA’s hierarchy of effects model has been used by many researchers, both academicians and practitioners. The model is used to measure the effect of an advertisement. However, the deve-lopment of information technology has radically changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing. Therefore, the variables in the hierarchy of effects model needs to be updated in respond to the latest develop-ments in the notice of public power as consumer audience. This new developed concept of hierarchy of effects model that was adopted from AIDA’s hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/hate).
Communication Corruption
Corruption is the proceed of minimizing or eliminating part or whole of public rights using the authority, power and opportunity, for personal or group interest. In communications, public right or the public is receiving the message communicators in full accordance with the facts, both normative and contemplative facts by referring to the principle of conscience. Thus, the corruptive communication is the communication that uses the opportunity to harness the power, the power or the authority is to meet the needs and goals of individuals or groups, by reducing the public's right to receive the message or audience completely and correctly fit the facts. Various dimensions of corruptive communications, from the dimension of the message, media, context to behaviors that are often encountered in various spheres of communication activities such as political communication, educational communication, marketing communications, corporate communications, mass media communication, even within the scope of interpersonal communication. To measure and reduce the level of corruptive communication, this concept offers a formula consisting of corruptive communication elements N (communication Needs) plus P (Power) rank O (Opportunity) less Ar (Audience right) are multiplied by Cs (Conscience) plus R (Moral Responsibility).
Branderpreneurship
Branderpreneurship is an application of targeted and integrated brand development strategy by maximizing existing resources to support business development so that provides added value to entrepreneurship. As attitude model, branderpreneurship also can be defined as a tendency of the mental attitude to synergize the entrepreneurial spirit with the branding mindset by optimizing values development to support ‘high-impact’ business performance. Branderpreneurship concept refers to the stages as set out in the ‘circle of values development’: starting from identifying values, creating values, delivering values, communicating values, maintaining values, evaluating values to upgrading values. Branderpreneurship concept is very useful for novice entrepreneurs or SMEs that are developing their business so that the business brand more quickly recognized by the public, which would have an impact on increasing business profits.
Bibliography
BOOKS
* Iklan Ambient Media: Konsep, Strategi Pesan dan Implementasi (Ambient Media Advertising: Concept, Message Strategy and Implementation), 2011. Jakarta. UB Press ISBN 978-602-99243-3-6, 158p
* The Voices of Consumers, 2011. Bandung. BookSoWow! Publishing ISBN 978-602-19583-1-5, 134p
* Etika Periklanan (Advertising Ethics), 2012. Jakarta. UB Press
* Identitas yang Terjepit: Krisis Komunikasi Sosial Jemaat Ahmadiyah Akibat Konflik Ideologis MUI-Ahmadiyah (The Sandwiched Identities: A Social Communication Crisis among Ahmadiyya Community Members caused by The Ideological Conflicts between Indonesian Ulemas and Ahmadiyya) in H. Budianto (ed). Komunikasi dan Konflik di Indonesia, 2012. Jakarta. Puskombis, Untar & Aspikom, pp.59-72.
* Komunikasi yang Koruptif (The Corruptive Communications) in F. Hamid & H. Budianto (eds). Komunikasi & Permasalahan Korupsi di Indonesia, 2012. Jakarta. Puskombis & Aspikom ISBN 978-6-0218666-0-3, pp.81-100
* The Patient (a tetralogy novel), 2009. Jakarta. Kutubuku
* Getar Cinta Pantai Losari (The Beated Love in the Losari Beach -short stories), 2011. Bandung. BookSoWow
SCIENTIFIC ARTICLES
Journals
* Dimensions of Brand /proceedings/</ref>
* How Social Network Media Influences University’s Brand Image, 13th Malaysia-Indonesia International Conference on Economics, Management and Accounting (MIICEMA), Palembang, 18-20 October 2012
* Analisis Branderpreneurship pada UKM Perawatan Kecantikan: Kasus Salon Waxing Corner (The Branderpreneurship Analysis of SME’s Beauty Care: A Case of Waxing Corner Salon) (co-author: M Hanathasia), Seminar Nasional Kewirausahaan dan Inovasi Bisnis (SNKIB) II, Jakarta, 18 September 2012
* Branderpreneurship: A Brand Development-Based Enterpreneurship, International Conference on Business and Communications (ICBC), Jakarta, 23-24 November 2011
* New Model of Hierarchy of Effects in Advertising, International Seminar on Scientific Issues and Trends (ISSIT), Yogyakarta, 22 October 2011
* Persuasive Communication within the Organization: A Study about the Role of Experiential Communication in Gaining Audience’s Trust, International Conference on Management, Hospitality & Tourism, and Accounting (IMHA), Jakarta, 12-13 November 2010
PUBLIC ARTICLES
* Menikmati Salju Terakhir di Bruson, Koran Tempo Daily, 16 Mei 2010
* Balada Prita dan Nestapa Konsumen (The Ballad of Prita and The Plight of Indonesian Consumers), 'Kontan Daily', December 2009
* Brand & Me, ADOI Magazine, May-June, 2009
* Tarif Murah Setengah Hati (The Half-hearted Low Tariff), Kontan Daily, 2008
* Iklan dan Kebangsaan (Advertisement and Nationality), Media Indonesia Daily, 2007
* Nasionalisme Iklan (The Nationalism of Advertisement), Business Indonesia Daily, 2007
* Ekor Pertarungan ‘3’ on 3 (The Impacts of Telco Battle ‘3’ on 3 in Indonesia), Marketing Magazine, 2007
* Fatwa yang Tidak Komunikatif (The Uncommunicative Fatwa), Cakram Magazine, 2007
Scientific Reviewer
* International Journal of Communication (IJOC), USA. ISSN:1932-8036 Indexed: Thomson Reuters Social Sciences indexing to include SSCI, SCI, ISI - EBSCOhost (EBSCO) - Elsevier - Genamics Journal Seek (GJS) - Directory of Open Access Journals (DOAJ) - Google Scholar - International Association for Media & Communication Research (IAMCR) - IGT Knowledge Center - Scholarly Exchange - Univerciencia.
* Journal Communication Spectrum (JCS), Indonesia. ISSN: 2087-8850 Indexed: Google Scholar - Garuda Dikti - Pilnas Ristek
Source for Media Articles
Some of the media in their coverage, often featuring BSW in the analysis related branding and communications such as: Pemasaran Efektif Tinggalkan Persepsi, Pasar Kian Realistis (Effective Marketing Left Out the Perception, Market is More Realistic), in Cover Story Majalah MIX Marketing Communication No. 09/X/September 2013, Iklan Harus Menjadi Penyelamat Bagi Konsumen (Ads Must Become An Angel for Concumers), in Majalah MARKETING Edisi 09/XIII/September 2013, Belum Menggarap Meaningful Marketing (They Doesn't yet Explore Meaningful Marketing), in Marketing Case Study: “Soyjoy versus Fitbar”, Majalah MIX Marketing Communication No. 05/X/Mei 2013, Jaga Relevansi dan Konsistensi Merek (Keep the Brand Relevance and Consistency), in Marketing Case Study: “Aroma Terapi, Kategori Baru yang Seksi”, Majalah MIX Marketing Communication No. 12/IX/ Desember 2012, Komunikasi Vertikal yang Kurang “Membumi” (The Vertical Communication that Doesn't Down-to-Earth), in Public Relation Case Study: “Pro Kontra Kampanye “Kami Setuju” Chevron”, Majalah MIX Marketing Communication No. 03/IX/Maret 2012, Maicih Perlu Membuat Fondasi Merek (Maicih Needs to Strenthen Its Brand Foundation), in Digital Marketing Case Study: “Kisah Maicih Menundukkan Pasar Anak Muda Urban”, Majalah MIX Marketing Communication No. 12/ VIII/Desember 2011, Penting, Batavia Memperkuat Ekuitas Merek (It's Important for Batavia Air to Strenthen Its Brand Equity), in Marketing Case Study: “Strategi Batavia Air Menggarap Jalur Indonesia-Saudi”, Majalah MIX Marketing Communication No. 08/ VIII/Agustus 2011, Marketing Case Study: “Revitalisasi Cololite: Kampanye Repositioning Dengan Activation”, Majalah MIX Marketing Communication No. 01/VIII/Januari 2011, Marketing Case Study: “Evolusi Kampanye M-150”, Majalah MIX Marketing Communication No. 01/VIII/Januari 2011
Jury
* Marketing Talent Search 2013 (Debates, Speakers, Motivation), hosted by Marketing Magazine, Jakarta, 18-19 February 2013
* Ad Review “Daihatsu Xenia & Suzuki Karimun”, Majalah MIX Marketing Communication Edisi 12/X/December 2013
* Ad Review “Garnier Light Complete, Ponds BB+ Cream, Suzuki, dan Toyota”, Majalah MIX Marketing Communication Edisi 08/X/Agustus 2013
* Ad Review “BNI, Danamon, KakaoTalk, dan Line”, Majalah MIX Marketing Communication Edisi 05/X/Mei 2013
* Ad Review “AXA, Prudential, Epson, dan Hewlett Packard”, Majalah MIX Marketing Communication Edisi 12/IX/Desember 2012
* Ad Review “Telkomsel, XL Axiata, Bank BJB, dan CIMB Niaga”, Majalah MIX Marketing Communication Edisi 11/IX/November 2012
* Ad Review “Ciptadent, Sensodyne, Metro Dept Store, dan Pondok Indah Mall”, Majalah MIX Marketing Communication Edisi 8/IX/Agustus 2012
* Ad Review “Minute Maid Pulpy Orange, Tropicana Twister, Asuransi AIA, dan Zurich”, Majalah MIX Marketing Communication Edisi 4/IX/April 2012
* Ad Review “Gudang Garam Djaja, Sampoerna Hijau, Smartfren, dan XL”, Majalah MIX Marketing Communication Edisi 11/ VIII/November 2011
* Ad Review “Lampu Hori, Osram, Esia, dan Indosat”, Majalah MIX Marketing Communication Edisi 06/VIII/Juni 2011
Associations
BSW is tracked as member of:
* International Communication Association (ICA)
* International Branding Association (IBA)
* International Association of Business Communicators (IABC)
* Indonesian Communication Scientists Association (ISKI)
* Indonesia's Communication Higher-Education Association (ASPIKOM)
* Indonesian Writers Association (ANITA)
* Creative Circle Indonesia (CCI)

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