{"id":100672,"date":"2025-04-28T17:52:50","date_gmt":"2025-04-28T10:52:50","guid":{"rendered":"https:\/\/www.its.ac.id\/news\/?p=100672"},"modified":"2025-04-29T12:03:11","modified_gmt":"2025-04-29T05:03:11","slug":"advancing-humanity-menguatkan-brand-dan-positioning-its","status":"publish","type":"post","link":"https:\/\/www.its.ac.id\/news\/advancing-humanity-menguatkan-brand-dan-positioning-its\/","title":{"rendered":"Advancing Humanity: Menguatkan Brand dan Positioning\u00a0ITS"},"content":{"rendered":"<figure id=\"attachment_100673\" aria-describedby=\"caption-attachment-100673\" style=\"width: 1221px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\" wp-image-100673\" src=\"https:\/\/www.its.ac.id\/news\/wp-content\/uploads\/sites\/2\/2025\/04\/WhatsApp-Image-2021-02-10-at-19.50.21-1024x499-1.jpeg\" alt=\"ITS Advancing Humanity\" width=\"1221\" height=\"595\" \/><figcaption id=\"caption-attachment-100673\" class=\"wp-caption-text\">ITS Advancing Humanity<\/figcaption><\/figure>\n<blockquote><p><strong>Kampus ITS, Opini <b>\u2014\u00a0<\/b><\/strong>Saat halal bihalal Ikatan Alumni (IKA) <a href=\"http:\/\/its.ac.id\" target=\"_blank\" rel=\"noopener\">Institut Teknologi Sepuluh Nopember (ITS)<\/a> hari Sabtu (26\/04), Gus Ulil Abshar Abdalla menyampaikan ditengah derasnya arus perkembangan teknologi terutama teknologi informasi sekarang ini seharusnya kita jangan lupa bahwa kita ini adalah manusia. Dalam banyak hal mesin atau teknologi selalu benar, sementara manusia bisa berbuat salah, tetapi justru karena belajar dari kesalahan itulah peradaban manusia bisa sampai sejauh ini.<\/p><\/blockquote>\n<p>Pembahasan Gus Ulil tentang sisi manusia dan teknologi di halal bihalal IKA ITS tadi ternyata nyambung dengan slogan ITS, Advancing Humanity.<\/p>\n<p>Tahun 2021, ITS memperkenalkan slogan baru, Advancing Humanity, sebagai bagian besar dari transformasi <em>brand<\/em> dan identitas ITS. Melalui transformsi ini ITS ingin menunjukkan kepada publik bagaimana inovasi teknologi seharusnya hadir bukan semata untuk kemajuan industri, tetapi juga untuk menyelamatkan, melindungi, dan meningkatkan kualitas hidup manusia.<\/p>\n<p>Makna slogan Advancing Humanity jauh melampaui pesan simbolik. Ini merupakan pernyataan arah strategis ITS, yang ingin dikenal bukan hanya sebagai penghasil insinyur dan teknokrat, melainkan sebagai institusi yang berkontribusi langsung pada kemajuan umat manusia.<\/p>\n<p>Slogan ini juga menegaskan bahwa meski ITS adalah kampus <em>science<\/em> dan teknologi tapi tetap menempatkan manusia sebagai epecintrum setiap arah strategi dan kebijakannya. Sekaligus juga untuk mengintegrasikan teknologi modern dengan nilai-nilai kemanusiaan, etika, dan tanggung jawab sosial. Dalam dunia pendidikan tinggi yang semakin kompetitif, pendekatan ini menurut saya sangat menarik, relevan, dan futuristik, karena masyarakat semakin menuntut inovasi yang etis dan berpusat pada manusia.<\/p>\n<figure id=\"attachment_98795\" aria-describedby=\"caption-attachment-98795\" style=\"width: 1100px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-98795\" src=\"https:\/\/www.its.ac.id\/news\/wp-content\/uploads\/sites\/2\/2025\/02\/ITS-berhasil-meraih-posisi-pertama-pada-bidang-Marine-Engineering-Product-and-Industrial-Design-Operation-Research-dan-Supply-Chain-Management-versi-EduRank.jpg\" alt=\"Institut Teknologi Sepuluh Nopember (ITS) \" width=\"1100\" height=\"733\" srcset=\"https:\/\/www.its.ac.id\/news\/wp-content\/uploads\/sites\/2\/2025\/02\/ITS-berhasil-meraih-posisi-pertama-pada-bidang-Marine-Engineering-Product-and-Industrial-Design-Operation-Research-dan-Supply-Chain-Management-versi-EduRank.jpg 1100w, https:\/\/www.its.ac.id\/news\/wp-content\/uploads\/sites\/2\/2025\/02\/ITS-berhasil-meraih-posisi-pertama-pada-bidang-Marine-Engineering-Product-and-Industrial-Design-Operation-Research-dan-Supply-Chain-Management-versi-EduRank-300x200.jpg 300w, https:\/\/www.its.ac.id\/news\/wp-content\/uploads\/sites\/2\/2025\/02\/ITS-berhasil-meraih-posisi-pertama-pada-bidang-Marine-Engineering-Product-and-Industrial-Design-Operation-Research-dan-Supply-Chain-Management-versi-EduRank-1024x682.jpg 1024w, https:\/\/www.its.ac.id\/news\/wp-content\/uploads\/sites\/2\/2025\/02\/ITS-berhasil-meraih-posisi-pertama-pada-bidang-Marine-Engineering-Product-and-Industrial-Design-Operation-Research-dan-Supply-Chain-Management-versi-EduRank-768x512.jpg 768w, https:\/\/www.its.ac.id\/news\/wp-content\/uploads\/sites\/2\/2025\/02\/ITS-berhasil-meraih-posisi-pertama-pada-bidang-Marine-Engineering-Product-and-Industrial-Design-Operation-Research-dan-Supply-Chain-Management-versi-EduRank-355x237.jpg 355w\" sizes=\"(max-width: 1100px) 100vw, 1100px\" \/><figcaption id=\"caption-attachment-98795\" class=\"wp-caption-text\">Institut Teknologi Sepuluh Nopember (ITS)<\/figcaption><\/figure>\n<p>Dari sisi <em>branding<\/em>, Advancing Humanity memiliki kekuatan emosional yang kuat. Ia berbicara dalam bahasa universal yang dapat diterima di berbagai budaya. Ini membuat ITS memiliki landasan komunikasi yang kuat untuk memperluas reputasi baik di nasional maupun global. Namun demikian, ada tantangan besar yang juga harus dihadapi, yaitu memastikan bahwa makna slogan tersebut tidak berhenti pada tataran konsep. ITS perlu terus membangun narasi nyata dan bukti konkret bahwa inovasi yang dihasilkan memang membawa dampak positif dan manfaat bagi umat manusia.<\/p>\n<p>Dalam hal <em>positioning<\/em>, slogan ini mencoba untuk memposisikan ITS keluar dari kompetisi tradisional antar kampus teknik yang kerap hanya berfokus pada capaian-capaian teknis atau akademis. ITS kini menempatkan dirinya sebagai kampus yang memadukan keunggulan teknologi untuk kemanusian. Ini membuat positioning ITS lebih dekat dengan model kampus masa depan yang dicita-citakan banyak pemikir pendidikan: kampus yang berperan aktif dalam <em>solving real-world problems<\/em> secara berkelanjutan dan inklusif.<\/p>\n<p>Jika dibandingkan dengan slogan-slogan kampus besar lain, Advancing Humanity memiliki keunikan dan berbeda dengan kampus-kampus lain. Mari kita coba lihat beberapa slogan kampus lain. Universitas Indonesia (UI) mengusung motto klasik Veritas, Probitas, Iustitia yang berfokus pada nilai kebenaran, kejujuran, dan keadilan. ITB menggunakan In Harmonia Progressio yang menggarisbawahi pentingnya harmoni dalam kemajuan. UGM mengedepankan slogan Locally Rooted, Globally Respected, yang sering juga ditasfirkan dalam bahasa Indonesia Mengakar Kuat, Menjulang Tinggi.<\/p>\n<p>Slogan Advancing Humanity dari ITS membawa pesan yang lebih inklusif dan humanistik. ITS tidak hanya berbicara tentang keunggulan teknis atau prestasi akademis, melainkan tentang kontribusi nyata terhadap kemajuan peradaban manusia secara luas. Ini adalah <em>positioning<\/em> yang sangat strategis di era ketika keberlanjutan, etika teknologi, dan inovasi sosial makin hari semakin menjadi kebutuhan umat manusia.<\/p>\n<p>Sebagai catatan sejarah historis, sebelum Advancing Humanity, ITS memiliki beberapa slogan internal, seperti ITS CUK! (Cerdas, Ulet, Kreatif) dan ITS Cak! (Cerdas, Amanah, Kreatif). Namun semua slogan itu hanyalah ekpresi kreatifitas internal kampus<\/p>\n<p>Akhirnya, meski slogan Advancing Humanity terdengar bagus, namun slogan hanyalah akan menjadi slogan saja apabila tidak tereflesikan dalam berbagai program kerja. Slogan tersebut haruslah menjadi nafas setiap arah strategis ITS sebagai kampus teknologi masa depan yang berani menempatkan kemanusiaan di pusat inovasi. Dengan menjaga konsistensi antara nilai, program, dan komunikasi publik, ITS bisa menjadi <em>role model<\/em> kampus teknologi humanistik bagi kampus-kampus lain.\u00a0<strong>(*)<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Ditulis oleh:<\/strong><br \/>\n<strong>Hasanuddin Ali<\/strong><br \/>\n<strong>Departemen Statistika<\/strong><br \/>\n<strong>Angkatan 1994<\/strong><br \/>\n<strong>CEO and Founder <\/strong><strong>Alvara Research Center<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kampus ITS, Opini \u2014\u00a0Saat halal bihalal Ikatan Alumni (IKA) Institut Teknologi Sepuluh Nopember (ITS) hari Sabtu (26\/04), Gus Ulil Abshar Abdalla menyampaikan ditengah derasnya arus perkembangan teknologi terutama teknologi informasi sekarang ini seharusnya kita jangan lupa bahwa kita ini adalah manusia. Dalam banyak hal mesin atau teknologi selalu benar, sementara manusia bisa berbuat salah, tetapi [&hellip;]<\/p>\n","protected":false},"author":397,"featured_media":100673,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[1951],"class_list":["post-100672","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opini","tag-ann"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Advancing Humanity: Menguatkan Brand dan Positioning\u00a0ITS - ITS News<\/title>\n<meta name=\"description\" content=\"Manusia bisa berbuat salah, tetapi justru karena belajar dari kesalahan peradaban manusia bisa sejauh ini.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.its.ac.id\/news\/advancing-humanity-menguatkan-brand-dan-positioning-its\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advancing Humanity: Menguatkan Brand dan Positioning\u00a0ITS - 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