{"id":925,"date":"2023-03-02T13:27:00","date_gmt":"2023-03-02T13:27:00","guid":{"rendered":"https:\/\/akanabdula.com\/guven-olmadan-ask-markasi-olunur-mu\/"},"modified":"2023-03-02T13:27:00","modified_gmt":"2023-03-02T13:27:00","slug":"guven-olmadan-ask-markasi-olunur-mu","status":"publish","type":"post","link":"https:\/\/akanabdula.com\/en\/guven-olmadan-ask-markasi-olunur-mu\/","title":{"rendered":"G\u00fcven olmadan, \u201cA\u015fk Markas\u0131\u201d olunur mu?"},"content":{"rendered":"\n

Son haftalarda ba\u015f\u0131m\u0131za gelen her \u015fey, k\u00fcm\u00fclatif olarak g\u00fcven duygumuzu sarst\u0131. Evimize, medyaya, yard\u0131m kaynaklar\u0131na bile olan g\u00fcvenimiz derinden sars\u0131lm\u0131\u015f durumda. \u0130\u00e7inde ya\u015fad\u0131\u011f\u0131m\u0131z hayat\u0131 kapsayan ulusal atmosfer, toplumsal g\u00fcvene bir sald\u0131r\u0131 gibi hissettiriyor.<\/strong><\/p>\n\n\n\n

Ve ne yapsak iyi hissedemiyoruz.<\/p>\n\n\n\n

Kendi g\u00fcven yaram\u0131z\u0131 kendimiz saram\u0131yoruz; \u00e7\u00fcnk\u00fc g\u00fcven, bizim \u00e7ekirdek hayat\u0131m\u0131z\u0131n bitti\u011fi yerden ba\u015flamas\u0131 gereken bir duygu.<\/p>\n\n\n\n

B\u00f6yle bir g\u00fcven erozyonuyla kar\u015f\u0131 kar\u015f\u0131yayken, insanl\u0131\u011f\u0131m\u0131za dair her \u015fey k\u0131rm\u0131z\u0131 alarmla de\u011fi\u015fiyor.<\/p>\n\n\n\n

Deprem sonras\u0131nda T\u00fcrkiye\u2019de motivasyon s\u0131ralamas\u0131nda \u201cg\u00fcven\u201d yine zirveye t\u0131rmanm\u0131\u015f durumda.<\/p>\n\n\n\n

Pandemi sonras\u0131nda hayat\u0131m\u0131z\u0131 domine eden motivasyonlardan \u201cspontanl\u0131k\u201d ve \u201csosyalle\u015fme\u201d depremden sonra d\u00fc\u015f\u00fc\u015fe ge\u00e7ti ve yeniden \u201cg\u00fcven\u201d ve \u201ckontrol\u201d aray\u0131\u015f\u0131na geri d\u00f6nd\u00fck.<\/p>\n\n\n\n

Markalar genelde bu deprem s\u00fcrecinin ba\u015flar\u0131nda iyi s\u0131nav veremediler.<\/p>\n\n\n\n

Hatalar olur, insanl\u0131k hali.<\/p>\n\n\n\n

Ancak hatalar olunca, markan\u0131n bu kadar h\u0131zl\u0131 zarar g\u00f6rmesi, ondan \u00f6nceki s\u00fcre\u00e7leri de do\u011fru y\u00f6netemedi\u011fimizin g\u00f6stergesi.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Peki nerede hata yapt\u0131k?<\/h2>\n\n\n\n

Sa\u011fl\u0131kl\u0131 bir marka ve insan ili\u015fkisi in\u015fa edemeden, \u201clovemark\u201d olmay\u0131 \u00f6nceliklendirdik.<\/p>\n\n\n\n

\u0130lk krizde de t\u00fcketici \u201ca\u015fk\u0131n yalanm\u0131\u015f\u201d dedi. \u00c7\u00fcnk\u00fc kurmaya \u00e7al\u0131\u015ft\u0131\u011f\u0131m\u0131z a\u015fk ili\u015fkisi sa\u011fl\u0131ks\u0131zd\u0131, herhangi bir temeli yoktu.<\/p>\n\n\n\n

\u00c7ok say\u0131da markam\u0131z ge\u00e7mesi gereken s\u00fcre\u00e7lerden ge\u00e7meden, direkt a\u015fk markas\u0131 olmaya y\u00fcr\u00fcm\u00fc\u015ft\u00fc. \u0130\u015fte o markalar bu depremde en \u00e7ok sars\u0131lan markalard\u0131.<\/p>\n\n\n\n

A\u015fklar\u0131 y\u00fczeysel oldu\u011fu i\u00e7in, derin bir g\u00fcven ili\u015fkisine dayal\u0131 olmad\u0131\u011f\u0131 i\u00e7in bug\u00fcn de ciddi bir kimlik kriziyle kar\u015f\u0131 kar\u015f\u0131ya kald\u0131lar. A\u00e7\u0131k konu\u015fmak gerekirse, bile bile lades oldular.<\/p>\n\n\n\n

Edelman\u2019\u0131n 2 y\u0131l \u00f6nce pandemi d\u00f6neminde yapt\u0131\u011f\u0131 ara\u015ft\u0131rma, t\u00fcketicilerin marka se\u00e7erken, g\u00fcvenin duygusal ba\u011fdan daha \u00f6nemli oldu\u011funu s\u00f6yledi\u011fini ortaya koyuyor.[1]<\/a><\/sup><\/p>\n\n\n\n

Yani a\u015fk markas\u0131 seviyesine ula\u015fmak i\u00e7in, \u00f6nce bir g\u00fcven s\u00fcrecinden ge\u00e7meniz gerekiyor.<\/p>\n\n\n\n

Oysa bizim markalar\u0131m\u0131z\u0131n bir k\u0131sm\u0131nda b\u00f6yle bir s\u00fcre\u00e7 yok.<\/p>\n\n\n\n

Hatta daha da ilginci, \u00e7ok say\u0131da markam\u0131z baz\u0131 temel marka esaslar\u0131n\u0131 tamamlamadan, anlam markas\u0131 olmaya bile giri\u015ftiler. G\u00fcven oturmadan, a\u015fk markas\u0131 oldular, sonra bu da yetmedi, daha da b\u00fcy\u00fck b\u00fcy\u00fck \u015feylerin pe\u015fine d\u00fc\u015ft\u00fcler \u201canlam markas\u0131\u201d olaca\u011f\u0131z dediler.<\/p>\n\n\n\n

Bir dur nefeslen, ruhunun geride unuttun ey marka<\/strong><\/h3>\n\n\n\n

\u201cTrust brand\u201d olmak i\u00e7in \u00f6ncelikle markan\u0131n geni\u015f \u00f6l\u00e7ekte hayata nas\u0131l yans\u0131d\u0131\u011f\u0131n\u0131 tan\u0131mlaman gerekiyor.<\/p>\n\n\n\n

Ancak insanlar\u0131n hayat\u0131ndaki izd\u00fc\u015f\u00fcm\u00fcm\u00fcz kategorinin \u00f6tesine ge\u00e7ti\u011finde ve g\u00fcndelik hayatta fark yaratmaya ba\u015flad\u0131\u011f\u0131nda g\u00fcven verebilirsin.<\/p>\n\n\n\n

Sadece i\u015fini iyi yapman da g\u00fcven vermeni sa\u011flam\u0131yor.[2]<\/a><\/sup><\/p>\n\n\n\n

\u0130\u00e7inde bulundu\u011fun k\u00fclt\u00fcr\u00fc ileri ta\u015f\u0131may\u0131 kendine dert etmen gerekiyor. Tutarl\u0131 olman gerekiyor. \u015eeffafl\u0131k ve hesap verebilirlikle aksiyon ald\u0131\u011f\u0131n\u0131 hissettirebilmen de \u015fart.<\/p>\n\n\n\n

\u0130leti\u015fime pazarlama eforu, markan\u0131n var olu\u015f amac\u0131na sosyal sorumluluk projesi gibi bakmaya devam edersek, i\u00e7inde bulundu\u011fumuz g\u00fcven krizinde t\u00fcketicilerin bizlerden bekledi\u011fine yana\u015fmamaya devam edece\u011fiz.<\/p>\n\n\n\n

\u015eu an i\u00e7inde bulundu\u011fumuz durum al\u0131nacak derslerle dolu.<\/p>\n\n\n\n

Ad\u0131m ad\u0131m in\u015fa edece\u011fiz. G\u00fcveni de. A\u015fk\u0131 da. Anlam\u0131 da.<\/p>\n\n\n\n

Her \u015feye sab\u0131rla yakla\u015faca\u011f\u0131z.<\/p>\n\n\n\n

\u00c7\u00fcnk\u00fc \u201c-m\u0131\u015f\u201d gibi yapt\u0131\u011f\u0131m\u0131z her \u015fey eninde sonunda y\u0131k\u0131l\u0131yor.<\/p>\n\n\n\n

\n\n\n\n

[1]<\/sup> https:\/\/www.edelman.com\/trust\/2021-brand-trust\/new-brand-truth<\/a><\/p>\n\n\n\n

[2]<\/sup> https:\/\/www.edelman.com\/trust\/2021-brand-trust\/new-brand-truth<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Son haftalarda ba\u015f\u0131m\u0131za gelen her \u015fey, k\u00fcm\u00fclatif olarak g\u00fcven duygumuzu sarst\u0131. Evimize, medyaya, yard\u0131m kaynaklar\u0131na bile olan g\u00fcvenimiz derinden sars\u0131lm\u0131\u015f durumda. \u0130\u00e7inde ya\u015fad\u0131\u011f\u0131m\u0131z hayat\u0131 kapsayan ulusal atmosfer, toplumsal g\u00fcvene bir sald\u0131r\u0131 gibi hissettiriyor. Ve ne yapsak iyi hissedemiyoruz. Kendi g\u00fcven yaram\u0131z\u0131 kendimiz saram\u0131yoruz; \u00e7\u00fcnk\u00fc g\u00fcven, bizim \u00e7ekirdek hayat\u0131m\u0131z\u0131n bitti\u011fi yerden ba\u015flamas\u0131 gereken bir duygu. B\u00f6yle […]<\/p>\n","protected":false},"author":1,"featured_media":926,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[33],"tags":[],"class_list":["post-925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-turkiye"],"_links":{"self":[{"href":"https:\/\/akanabdula.com\/en\/wp-json\/wp\/v2\/posts\/925","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/akanabdula.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/akanabdula.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/akanabdula.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/akanabdula.com\/en\/wp-json\/wp\/v2\/comments?post=925"}],"version-history":[{"count":0,"href":"https:\/\/akanabdula.com\/en\/wp-json\/wp\/v2\/posts\/925\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/akanabdula.com\/en\/wp-json\/wp\/v2\/media\/926"}],"wp:attachment":[{"href":"https:\/\/akanabdula.com\/en\/wp-json\/wp\/v2\/media?parent=925"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/akanabdula.com\/en\/wp-json\/wp\/v2\/categories?post=925"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/akanabdula.com\/en\/wp-json\/wp\/v2\/tags?post=925"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}