QUESTION:
When we say brand, we all have an idea or perception. But you define the brand quite unusual. Can you tell it for us?
ÖMER NASUHİ ÖZTÜRK:
Brand is a dream. It is a fiction. For both sides. So both for the user and the producer. The manufacturer brings out a product by realizing what he dreams of. For this reason, he researches, examines, works and thus embodies what he has in mind. In fact, this dream state goes the same way for the user. Sometimes the consumer turns to the product that he imagines and feels trust because he needs it sometimes because he likes it.
QUESTION:
So, at which stage of these dreams are you in?
ÖMER NASUHİ ÖZTÜRK:
Actually at every stage. Because in order to create the right brand, it is necessary to understand the brand owner very well. In fact, it is necessary to be “He“.Because the brand we will create is out of that dream.It is one of the first and most important steps to analyze this starting point very well and enter the road from the right turn.If we look at the general definition of the brand, it is the signs that distinguish one product from the others and make it different.However, almost every product is different.Because it comes out of a different mind. Catching this difference that’s we do and show it to the user in the most memorable way.
Brands that have proven their worth
QUESTION:
But there is a part of the work that requires scientific studies, right?
ÖMER NASUHİ ÖZTÜRK:
Absolutely yes. One of the most sensitive parts of the work in branding studies is to be able to read scientific data correctly. To be able to dominate the logic of the work. What needs to be done is to bring the idea and science together. In other words, enriching the professional branding process with creative ideas as much as possible. In this way, to be able to create brands that are distinctive, permanent and proven their worth...
QUESTION:
According to Ömer Nasuhi ÖZTÜRK, what should be the connection between Brand and Marketing?
ÖMER NASUHİ ÖZTÜRK:
Brand and Marketing... Of course, the similarity between them is not only phonetic. They are bound by an organic bond. Performing both branding and marketing in the same acceleration and right gives the brand the value and place it deserves. A brand designed with the right strategy and a market focused on the right target is the only key to the right result ...
QUESTION:
What do you think about the digital world? Especially for Brands and the digital world...
ÖMER NASUHİ ÖZTÜRK:
The power of traditional media is still undeniable but the digital environment has made a fast entry into the world of brands by pushing the limits. Today, even the significant brands of the world are building their marketing strategies on the digital world. And they are right. It is very attractive for both consumers and brands. It has removed borders of the world in shopping and commerce. In this way, regions, continents and even cultures are all become solid in terms of marketing and accessibility. Thus, there is also a marketing management that is economical in many areas and where costs are reduced.
QUESTION:
Well, the decrease in costs is good for brands but what about employment? Isn't this a bit unsettling for employees?
ÖMER NASUHİ ÖZTÜRK:
In fact, it may not even be more comfortable. Consider, you will be able to do the same or even more of what you can do on long business trips that used to take your days, and even more on your computer. Moreover, the digital world brings with it new business lines. Personnel who have trained themselves in this field are needed for the correct reading, correct interpretation and correct application of all these digital data. There is a need for experts who can manage digital perceptions correctly.
QUESTION:
Back to you, is this your different perspective the secret to your success? Just because you are not quite active in the world's different regions in Turkey.
ÖMER NASUHİ ÖZTÜRK:
You’re welcome. There are many good results we have achieved up to now. But success is a very ambitious word. Let's say we are on that path. If we come to the secret of the work, we are actually going back to where we started. I mean to dreams. Because the starting point of brands and branding is the same in all geographies. The important thing is to understand that dream very well. The rest are creative ideas and facts revealed...