Valuable branding isn’t born from fleeting virality, but rather from strategic clarity, product strength, and the brand’s ability to connect with culture. This is according to Ilham Subandoro, CEO of Joomba and consultant at Analyst.id—while sharing his experience building a brand amidst business challenges. He spoke at the Krenexpo Symposium 2025 talk show organized by the MBA Student Association of the Bandung Institute of Technology (ASOMBA) at the East Hall of ITB, Bandung, on Saturday (12/13).
During the talk show, Ilham emphasized the importance of clear segmentation and positioning as the foundation of branding. Ilham also highlighted the role of a framework for more focused business decisions. He stated that a strong brand cannot stand alone; a solid core product must support it for long-term sustainability.
The second talk show featured Priyo Ajie, Senior Global Brand Manager at Unilever and an alumnus of SBM ITB, with the topic “Bringing Brand into Culture.” Priyo emphasized that virality is temporary, while long-term value is built through meaning and cultural connection. Through a case study of Rexona, he explained the brand innovation process for maintaining relevance amid the changing needs of the younger generation. Priyo urged Indonesia’s youth to boldly create an impact and face challenges with confidence and fearlessness.
The discussion proceeded with a question-and-answer session that examined the challenges of maintaining branding consistency. Speakers highlighted the importance of focusing on brand strengths, understanding loyal consumers, and embracing innovation, including collaboration to optimize resources.
Krenexpo Symposium 2025 is an annual event of the ITB MBA and part of the series commemorating the anniversary of SBM ITB, with the theme “Viral, Visual, Valuable: Branding with the Power of Youth.” The event series also included a business expo and a personal branding workshop titled “Go Within to Go Beyond.”
Written by Student Reporter (Mikayla Caesari Azalia, Management 2027)
