Marketing World's "Cracking" Gurus at Work!

flashing guru

It has been quite often the beginning of the marketing lately to meet the gourmets. But no wonder, these "knock-out" gurus can go beyond being a group that diverges according to their skills and abilities. This group, which in particular can not produce any scientific data emerging from marketing as a science, as far as I can observe in general, can not go beyond what they can not do.

Start with a warm example. Actually TV viewing rates are risingMus and advertising on TV is more important than ever.

For God's sake, I look at this chart and watch TV rates in young people seems to fall a bit, but in fact it is growing.

I will write without giving a name, but you will understand that it is so. I start by typing some of them.

"Brand loyalty is nothing"

Hoot! Tens of thousands of people have Harley-Davidson tattoos on their bodies. Do these people ever get another chopper?

Or without brand loyalty concept Harley-Davidson festivals How will you explain it? How will you explain the Vespa clubs or world tours? The biggest examples are Nokia. Everyone who lived Nokia 10 years ago was very loyal, iPhone turned out, Nokia finished. Then they say where loyalty is. The answer is that the brand is categorized, but what is interesting is that they reject the brand categories.

"Markets do not separate into categories in the eyes of the consumers"

If we were to talk over the same example, if it was not broken down into categories, no one would have gone to the smartphone over the phone. With smartphones, iPhone has succeeded in creating a new category. In the same way, Sony has been able to sell it because of a different category of waterproof phones. With its domestic and national approach, Vestel can sell. If people did not put products into different categories in their heads, there would not be a marketing thing anyway. The only competing area would be the price. Or in the world where Samsung's processors are manufactured by the iPhone, who would go and pick up the iPhone?

"Positioning Does not Have Anything"

I read this with my mouth open in amazement. If trademarks are not in the eyes of people, then the crime is that you can not manage the brand you are directing. Why are you putting all the marketers into a liar for things you can not do yourself? Pepsi tasting tests do not exactly prove this? As long as people do not know the name of the brand, Pepsi loves Pepsi more and if he chooses Coca-Cola for his name, will he not show that the brand is different in his mind?

"The Products Can not Be Different"

You tell him to go to Absolut Vodka! I go to Absolut's collectors who take their bottle designs up to art galleries, and in fact this vodka is no different from other vodka. It tells you both your loyalty and your differentiation.

"Not Positioning Is Essential"

If you live in the 1950s, of course. Which product do you not find in this internet age? From Etsy, Alibaba, I have already heard from Amazon, and now even 3-4 employees in Anatolia have e-commerce sites. People are not going to take you because you are not in a supermarket chain in a world where you can easily find every product you want. But if you do not have a positioning strategy, then that is the customer who will get the other product you see on the supermarket shelf. Or why am I just ordering the worn-out Höşmerim glass case from the internet? I do not prefer other hoscheries in the markets. Because the glass bowl gives me a sense of freshness, change in taste.

"Competitive marks are the names of one another"

Yes, someone who is going to get technology markete iPhone can get Samsung to go to that day knowing that he is not staying on the iPhone. Of course you are. No, if people can not find the brand they are looking for in the shop, they usually do not buy it or look at another shop. Most likely they buy from the internet. I have finished the baby cloth at home and run the markete yes I do not look at any other brand, I alternate between these alternatives, but who is buying 10 parcels from the internet suddenly take a baby cloth and stock it? I passed all of you, your baby does not want to leave the brand you are even getting used to!

"Marks do not look like human beings, Writing Similarities"

The outcome of this thinking comes from the fact that people assume that they will not interact with brands. The person who says this has not yet met social media as far as I can tell. If he had probably been working in Kadıköy Municipality, he said, "What about municipalities that communicate with the public? What do you need? " Please, we are in the communication age. If the brand can not contact the customer, if the mirror neurons can not move, then it becomes a brand with plenty of substitutes. That's what we've been trying to do to keep our marketers alive!

"Online Advertising Calls Are Not Effective"

To be able to say this once, you have to be able to measure directly how effective offline actions are. I do not know how much real money they can reach with Santim column metrics or meaningless TV viewing reports, but they do not know we can see clearly how many sales it is as a result of a digitally broadcast banner or video ad. On the other hand, they do not know which of our election power we have in which circulation our ads are broadcast, so they shake it abruptly because of lack of information.

These "flashing" marketing gurus from the Byron Sharp school tell us that what we have said so far is that everything we learn is a lie and that the only real knowledge is in them. But they do not have enough information to prove it, nor do they say it is in digital form, without the information.

With the hope of creating a marketing strategy that you avoid from "crawling" shots ...

It's Time to Be a Flawsome Brand! Why Flawsome?

flawsome brands

In recent times a new term has entered our life, Flawsome Brands. This is one of the most recent trend definitions, and I think it was one of the most important branding instruments for a brand. What is this Flawsome? How to be?

Human Brands Human Marks are now in our lives. Flawsome Brands, a subdivision of Human Brands, acknowledges the fact that brands are not perfect, as brands are supposed to have feelings like humans and should have approaches in the face of events.

A brand with a Flawsome Brand is just like a human being. It is not perfect. People are already expecting it from brands. When you see that everything in a commercial you see is quadruple, are you not afraid of your eyes? The first thing that comes to mind in your mind is that while the perfect features of the product you buy will line up in succession, you will hear how expensive an item is,what is the fault they did not tell me?" is not it working?

Mirror neuronsAccording to the working principle, it is more possible than we like things that resemble ourselves. We, as people, like brands that can make mistakes just like people do. Markers with defects and defosses. Of course, the brand is a lot of defossi good, I do not want to take it. The brands that accept this mistake are in the eyes of the people who like it. One of the first rules of crisis management is accepting an error. Otherwise people are more superior.

Let's go with a recent example. Burger King, Arby's, Popeyes brand as the representative of Turkey TAB big events happened in hiring a candidate's interview in Food pulled out. TAB has not made any statements despite the fact that the hours passed. Because the old type of brand management says to stay silent in such situations, and ultimately people will calm down and forget. However, it is not known how effective the initiated boycott is, but in the eyes of people TAB Food is no longer a company that can be willing to work. Another reason why they probably did not make a statement is that they did not fall into the newspaper and news sites. News sites continue to prove every time they are very money-savvy in this area. Marks do not see such incidents growing too much by the thought that they will stop advertising me. But there is something that brands have forgotten, communication ageWe nd.

United Breaks Guitars is the first example that comes to mind when it comes to crisis management in digital age. After the video, the company suffered tens of millions of dollars in damage, and the first passers of the victim did not appear on the news channel. Until people share this video. In the case of TAB food, if the people make up their voices, the company will make a statement. Because it seems that TAB Food is not a Flawsome Brand. The typical old head is now in the view of an uncompromising family business. I hope they embarrass me by posting a nice message of apology in the coming hours.

The first rule of sanctification and immunity is lack of communication. In ancient China, you had to leave the emperor to get special permission to speak to the throne hundreds of meters. Between each of the thousands of protectors, you lean on each new meter, you can not look at your face. On this view the emperor showed to the people that he had the power of the god. Because it has a divine gentle inaccessible. Thousands of years ago, this tactic was working, and now it's a bit difficult. Now communication is very strong, substitution products are much more. Now they are earning accessible brands, reachable people.

I never forget, because of a project I had to email a few names. Although the world's largest 10 companies have been answered from one CMO at the same company always mail in one day I threw the ball deputy director of the Turkey office with a staff of 20 people were unanswered mail. Guy Kawasaki and Seth Godin answered the same mail in 10 minutes. We are in a world where accessible people gain more and more ahead, companies are not so different.

Research shows that most people will not be affected as much as 70% of the brands on the earth are lifted tomorrow (Source: Havas Media, November 2011).

In the new world, the reputation, loyalty and credibility of all companies now depend on cotton yarn. Like the original of the brand, I do not have the luxury of producing, selling with the produce I produce so I am not supposed to be with anyone. Now, brands need to make themselves prominent just like a human being.

We are in the age of transparency. When we look at a product from Hepsiburada and see that it is positive in the 150 comments it received, do we not say "come on out there"? Do not you think that when you see brands that have only one bad comment about Şikayetvar or Ekşisözlük, "this brand has been depressed with money / printed content with money"? With each passing day, the number of such thinkers is increasing. The important thing is not that you have a complaint, but you can resolve the complaints. Each brand's unquestionable complaints will be long-running complaints. Negative things about each brand will be written. That's what's natural. The bosses who spend hundreds of thousands of pounds to get rid of the complaint about it do not understand it! Those complaints are very valuable to you. These complaints show that you are a brand that can make mistakes, that is, a human brand. The important thing is not to remove it, but to solve it. Even if you can not solve it, the main issue is that the positive content is twice as many as the negative. Each of these complaints is an opportunity for you. It is an opportunity for you to make up for the mistake and make the customer a loyal customer. There is no investment in your mark as much as a complainant to reclaim the customer.

The markers that can make mistakes and make lessons from this mistake and make up for the mistake are the most valuable ones. People go after these brands, defend them. Is not it much easier to be a lawyer of a brand that accepts when you make a mistake?

The FLAWSOME trending example is probably the best example of how Domino's Pizza was launched in 2009 by its employees following a negative video on YouTube Domino's Pizza Turnaround (Recovery / Return) campaign. In 2011, the brand proved its continued transparency by reflecting customer feedback (good and evil) throughout its July 2011 giant digital advertising charts that it hired in New York Times Square.

One of my favorite examples belongs to the Red Cross. When an employee accidentally threw his tweet into the Red Cross's account, I wiped the Red Cross tweet and pretended that nothing had happened. He made a mistake and accepted his mistake. "I just squeezed the last tweety tweet. Please do not doubt that the Red Cross is sober "

We have seen hundreds of similar examples. "My cousin has written, my account is hacked, I do not have such an account" explanations that remove us from the mark enough, irritating approaches.

Let people make negative comments about you. You can even lead people to write negative thoughts about you, and you can get great insights. Everyone will see the negative comments that people write about you in the end. Perform crisis management and complaint management with people who truly believe in Flawsome. In the world of communication there is now no place for those who look at the brand with their old head.

How does a local car become a world brand?

Science, Industry and Technology Minister Fikri Işık shared photos of the prototype of the domestic car today. The prototypes were camouflaged as usual during the first launches. So the design of the vehicle is not yet complete.

As soon as the photos came out in print, the information spread that the car was the same as the Cadillac BLS model. This model is a model that is not produced in the world at present and probably sold to Saab and we bought it from there. According to Shuan, the difference between Cadillac and Saab seems to be that the engine is working as a hybrid.

The debate began when we saw that the case design was taken from Cadillac, domestic how the car would be the same as Cadillac. Here is a preliminary important question. Renault is a French brand. There is a factory in Bursa that has been operating since 1969. Shuan Clio, Megane, Fluence are produced in this factory. OYAK owns 49% of the plant. Vehicles are produced here from the engine to the truck. However, when we look at the end of the work, Renault continues to be a French brand. For example, Mercedes' E, C and S series are being produced in Vietnam. However, Mercedes continues to be referred to as the German brand.

I think of Mercedes Metrobus purchases made by Istanbul Metropolitan Municipality came to mind. He was told how much money he would be paid for those months by buses. Şuan İETT's fleet has 1569 Mercedes brand buses. There are 50 buses from Phileas brand Holland. There are 1440 buses produced by Otokar and Karsan. All of these buses were produced after Mercedes purchases. Bus A.Ş. has 951 buses of Turkish goods. (I do not think you know how many buses the Public Bus operators have even.) At this point the know-how is entering the circuit. If you could not produce a proper bus before, you would have to get into the production of the bus called lömp before it was taken from the outside and then produced.

Technical status on the subject Olcayto Cengiz explain. At this point, we need to move towards "Brand" perception. The cars that will already be produced will generally appeal to the interior. Because we buy more cars than almost all of Europe. In the inner market, Otokat, BMC, Güleryüz, Temsa, Tezeller and even brands are not entirely domestic producers. But we all know when Ikarus is called.

You do not produce all the parts that your brand has in your side-by-side production facilities. This is a point of view from the times of the Industrial Revolution. Brand awareness, patent / copyrights are important. Or the iPhone 6S produces the same in China before they even go to the market. It's 100% native.

Another point of view is that I am totally against this idea that the applications should be directed to big data instead of automobile applications. From this point of view, you were told to Hungary that you only produced buses, and the above Ikarus came out to the market. For the buses, Ikarus' IK 127V model is produced in-house instead of getting it from Hungary again. Just like it is in domestic cars. In a country where about 100,000 new automobiles are registered for traffic per month, it has been a step that should be supported in order to reduce external dependency.

What we need to pay attention to is that the domestic automobile adventure does not share the same fate with the Revolutionary Cars or that it does not fall victim to amateurs. As a result, before the release of Angry Birds, the same company ran a full 51 games. We should not expect global branding in one day.

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