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Erlin Sitinjak
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erlights is built on over 15 years of professional experience in journalism, research, and marketing, including branding, across industries, including banking, financial services, and artificial intelligence.

Episodes

  1. 07/20/2025

    Sore: Isteri dari Masa Depan & Romansa Tak Terucap dengan Tropicana Slim

    Sebagai marketer dan brand strategist, gw bisa bilang bahwa kehadiran Tropicana Slim di film ini, atau justru ketidakhadirannya, merupakan bentuk cerdas dari brand association. Di versi web series-nya yang berlatar Italia, logo Tropicana Slim muncul di pojok layar (disebut “logo bug”) dan produknya sempat di-zoom out. Ini disebut passive product placement. Strategi ini sah-sah saja, bahkan sering digunakan brand besar seperti Heineken di Skyfall, Facebook di The Social Network, dan Apple di Sex and the City. Tapi versi filmnya beda. Kali ini, Tropicana Slim seperti menghilang. Nggak ada logo. Nggak ada produk. Nggak ada satu pun adegan yang menyinggung merek tersebut. Tapi ketika film tayang, Tropicana Slim justru aktif di media sosial. Di Instagram mereka, sudah lima kali membahas Sore: Isteri dari Masa Depan. Salah satu unggahannya bahkan dipin di pojok kiri atas profil mereka. Apakah Tropicana Slim salah satu sponsor? Nggak ada pernyataan resmi. Tapi ini bisa jadi bentuk indirect brand integration, bahkan bisa juga disebut brand piggybacking. Istilah kerennya, ambush marketing. Ketika sebuah brand "numpang momen" demi memperkuat asosiasi, tanpa benar-benar terlibat dalam produksinya.

  2. 07/13/2025

    Tom Lembong & AI Use Case di Ranah Hukum

    Dalam pembelaannya di Pengadilan Tindak Pidana Korupsi Jakarta, Tom Lembong menekankan bahwa AI bersifat objektif dan bebas dari bias pribadi maupun emosional. Ia bahkan menyebut bahwa AI bisa berperan sebagai pengacara. Really?

  3. 07/12/2025

    Felicia Putri, Akseleran & High Risk Investment

    Pernah bekerja di platform P2P, I think I need to highlight bahwa semua investasi yang menjanjikan imbal hasil tinggi tidak pernah lepas dari risiko tinggi. Mayoritas platform P2P memberikan pinjaman ke segmen yang memang berisiko: seperti UMKM, bisnis-bisnis baru seumur jagung, bahkan yang tidak punya agunan jika terjadi gagal bayar. Saking berisikonya, segmen ini kadang dilabeli sebagai segmen buangan perbankan.

  4. 07/10/2025

    Rebranding: From Bank DKI to Bank Jakarta

    On my way home from a yoga session in West Jakarta, I noticed several large banners that said “Bank Jakarta.” I had never heard of it before, so once I got back to my room, I did some digging. It turns out Bank Jakarta is the new name for Bank DKI, the regional bank owned by the Jakarta provincial government. As someone new to Jakarta, my impression of the bank so far has been far from positive. I’ve only seen the messy side—system glitches that made transactions difficult, reports of fund embezzlement involving Satpol PP members with estimated losses of IDR 50 billion, and even a corruption case linked to a shady loan to PT Sritex, allegedly done without proper analysis and involving top former bank officials. That case alone is estimated to have cost the bank over IDR 3.5 trillion. Despite these issues, on 22 June 2025, during Jakarta’s 498th anniversary, the bank officially rebranded itself as Bank Jakarta. It’s been almost three weeks since then. The new name and logo might be fresh, but the institution behind it carries a 64-year history—and a lot of baggage. It makes me wonder: What exactly is Bank DKI trying to achieve with this rebrand? They say it marks the beginning of a new transformation phase—more modern, professional, and ready to compete nationally and regionally. I’ve read that they’re even preparing for an IPO in early 2026, hoping to raise around IDR 3 trillion. But will people buy into this new identity? After nearly a decade of working with brands, including in brand research and marketing, I know that in theory, rebranding can help reset public perception. But in practice? It’s a different story. A new image is one thing, regaining trust is another—and that doesn’t happen overnight, especially when the wounds are still fresh. Takeaway?Rebranding can be a powerful tool to signal change and a new beginning, but it’s not a magic fix—especially when public trust has been damaged. A new name and logo mean little if the underlying issues remain unresolved. For a rebrand like Bank DKI’s shift to Bank Jakarta to succeed, it must be backed by real improvements in governance, transparency, and customer experience. Trust takes time to rebuild, and people judge brands not just by what they say, but by what they do.

  5. 07/07/2025

    Poor Customer Service in Indonesian Telecommunication Industry

    Painfully slow internet connections, failed payment, spams, misleading homepage message, unresolved issue, multiple calls, frustrated user Should it be so complicated to resolved the issue or actually there is a better way of managing this?

  6. 07/06/2025

    Spatial Frames of Reference

    Cara orang menggambarkan posisi atau arah suatu objek sangat dipengaruhi oleh budaya dan bahasa. Tapi, kerangka ini nggak kaku. Dalam satu komunitas, sistem bisa bergeser karena pengaruh luar. Yogya, misalnya, mulai terasa lebih “relative” dibanding dulu. Mungkin karena makin banyak wisatawan dari kota-kota besar yang terbiasa pakai arah kiri-kanan, masyarakat lokal pun menyesuaikan, demi mempermudah komunikasi. Dan, ini bukan cuma soal cara menunjukkan arah, tapi juga gambaran dari dinamika bahasa dan budaya yang saling memengaruhi. Bahasa hidup bersama penuturnya, dan terus bergerak mengikuti siapa yang diajak bicara.

  7. 06/01/2025

    Pembiayaan UMKM di Filipina

    This episode shares a bit of glimpse into MSMEs financing the Philippines.

  • 7 Episodes

About

erlights is built on over 15 years of professional experience in journalism, research, and marketing, including branding, across industries, including banking, financial services, and artificial intelligence.

Information

  • Creator
    Erlin Sitinjak
  • Years Active
    2021 - 2025
  • Episodes
    7
  • Rating
    Clean
  • Copyright
    © Erlin Sitinjak
  • Show Website
    erlinsights