Pemateri
Alif Hudanto
Brand Analyst at \\' Branding ConsultantAlif Hudanto was a journalist with over seven years of experience with plenty of investigative content that explored the intersection of food, culture, and economy across Indonesia’s diverse culinary landscape. His work spotlighted the combination of storytelling and cultural insight from grassroots to connoisseur lifestyles. As a brand analyst, Alif leverages his deep understanding of consumer behaviour, narrative strategy, and cultural trends to help brands build authentic connections with their audiences. His background in food media sharpens his analytical lens, especially in projects related to F&B, lifestyle, and sustainability. Alif is passionate about bridging cultural relevance with data-driven brand storytelling. He worked closely with several brands, such as the Ministry of Public Works and Public Housing of Indonesia, Kammo, SEA Today, Feastin’, and more.
Deskripsi
Commodity Branding in Indonesia: Wealth left unbranded
"Commodity branding has changed the way we interact with products that used to be invisible. Take pistachios. The boom we’re seeing is no accident. It’s the result of The Wonderful Company’s bold and playful branding — turning a neglected nut into a fun, healthy, and desirable snack. That’s a real breakthrough.
But let’s not forget, Wonderful wasn’t the first. Brands like Chiquita and Sunkist, and here at home, Sunpride, were the early pioneers. Their focus was on trust, quality, and consistency. Then came Blue Diamond, a cooperative that made almonds jump from the kitchen shelf into everyone’s snack bowl. And now we see Avocados from Mexico building a whole cultural moment around guacamole.
The lesson? It’s about creating new experiences and universes around the commodity, beyond quality and trust which is fostered by certification or geographical indication. And with academic work on this still emerging, the possibilities ahead are wide open."
Disclaimer—As our first BAD Conference focused more on the offline experience, we didn’t put much emphasis on recording. The quality may be slightly compromised. While you may notice minor audio or visual imperfections, we chose to share these sessions to keep the insights and conversations accessible.
Recording from BaD Conference, 27 November 2025.