Tarihin en zorlu d\u00f6nemlerinde ayakta kalan markalar\u0131n ortak bir s\u0131rr\u0131 var: seslerini k\u0131smamalar\u0131. Ekonomik daralma, markalar i\u00e7in yaln\u0131zca finansal de\u011fil, ayn\u0131 zamanda varolu\u015fsal bir testtir. Kriz d\u00f6nemlerinde ileti\u015fimi kesmek, sahneyi g\u00f6n\u00fcll\u00fc terk etmek; konu\u015fmay\u0131 s\u00fcrd\u00fcrmek ise rakiplerin b\u0131rakt\u0131\u011f\u0131 bo\u015flu\u011fu doldurmak anlam\u0131na gelir.<\/p>\n\n\n\n
Bir markay\u0131 ayakta tutan yaln\u0131zca satt\u0131\u011f\u0131 \u00fcr\u00fcn ya da hizmet de\u011fil; insanlar\u0131n o markaya duydu\u011fu g\u00fcven ve bilinirliktir. Kriz d\u00f6nemlerinde halkla ili\u015fkiler ve reklam \u00e7al\u0131\u015fmalar\u0131ndan \u00e7ekilen bir marka sessizli\u011fe g\u00f6m\u00fcl\u00fcr. T\u00fcketici zihninde sessizlik unutulmakla e\u015fde\u011ferdir. Kriz bitip toz duman da\u011f\u0131ld\u0131\u011f\u0131nda, ilk hat\u0131rlanan ve tercih edilen markalar her zaman konu\u015fmaya devam edenler olur.<\/p>\n\n\n\n
\u0130leti\u015fim \u00e7al\u0131\u015fmalar\u0131 \u015firketler i\u00e7in bir marka yat\u0131r\u0131m\u0131 ve gelece\u011fin sigortas\u0131d\u0131r. Bu yat\u0131r\u0131m\u0131 bug\u00fcnden yapmaman\u0131n maliyeti, yar\u0131n \u00e7ok daha y\u00fcksek pazar pay\u0131 kayb\u0131 olarak geri d\u00f6ner.<\/p>\n\n\n\n
Ekonomik kriz d\u00f6nemlerinde g\u00f6r\u00fcn\u00fcr olmak pahal\u0131 bir tercih de\u011fil, s\u00fcrd\u00fcr\u00fclebilirli\u011fin bedelidir. Bu noktada \u00f6nemli olan sadece konu\u015fmak de\u011fil, do\u011fru tonda konu\u015fmakt\u0131r. Kriz d\u00f6nemlerinde mesajlar; empati, g\u00fcven, s\u00fcrd\u00fcr\u00fclebilirlik ve de\u011ferler \u00fczerine kurulmal\u0131d\u0131r.<\/p>\n\n\n\n
Tarih boyunca bu ger\u00e7e\u011fi en iyi kavrayan markalar \u00f6ne \u00e7\u0131km\u0131\u015ft\u0131r. \u00d6rne\u011fin, 1929 B\u00fcy\u00fck Buhran d\u00f6neminde paketlenmi\u015f tah\u0131l \u00fcr\u00fcnleri pazar\u0131n\u0131n lideri Post reklam \u00e7al\u0131\u015fmalar\u0131n\u0131 durdururken, Kellogg’s b\u00fct\u00e7esini ikiye katlam\u0131\u015f ve radyo reklamc\u0131l\u0131\u011f\u0131na \u00f6nc\u00fcl\u00fck etmi\u015ftir. 1933’e gelindi\u011finde Kellogg\u2019un k\u00e2r\u0131 %30 artm\u0131\u015f, pazar liderli\u011fi kal\u0131c\u0131 hale gelmi\u015ftir.<\/p>\n\n\n\n
Benzer \u015fekilde, 2001 y\u0131l\u0131nda teknoloji sekt\u00f6r\u00fc reklam harcamalar\u0131n\u0131 %90 azalt\u0131rken, Intel “Intel Inside” kampanyas\u0131n\u0131 s\u00fcrd\u00fcrm\u00fc\u015f, rakipleri sessizle\u015firken i\u015flemci pazar\u0131ndaki dominans\u0131n\u0131 peki\u015ftirmi\u015f ve kriz sonras\u0131 d\u00f6nemde pazar\u0131n %80’ini kontrol etmi\u015ftir. 2008 k\u00fcresel krizi s\u0131ras\u0131nda ise, End\u00fcstriyel dev GE (General Electric) “Ecomagination” kampanyas\u0131yla ye\u015fil teknoloji yat\u0131r\u0131mlar\u0131n\u0131 \u00f6n plana \u00e7\u0131karm\u0131\u015ft\u0131r. Kriz ortam\u0131nda uzun vadeli vizyon mesaj\u0131 vererek m\u00fc\u015fteri g\u00fcvenini korumu\u015f ve enerji sekt\u00f6r\u00fcndeki konumunu g\u00fc\u00e7lendirmi\u015ftir.<\/p>\n\n\n\n
Bug\u00fcn T\u00fcrkiye\u2019de ya\u015fanan ekonomik s\u0131k\u0131\u015fma da ayn\u0131 testi tekrarl\u0131yor. Artan maliyetler ve daralan pazarlar firmalar\u0131 temkinli davranmaya zorluyor. Oysa ki bu d\u00f6nem, \u201cvar olan\u0131 koruma\u201d de\u011fil, \u201cg\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc g\u00fc\u00e7lendirme\u201d d\u00f6nemidir.<\/p>\n\n\n\n
\u0130leti\u015fim \u00e7al\u0131\u015fmalar\u0131n\u0131 sekteye u\u011fratmak markan\u0131n gelece\u011fini ipotek alt\u0131na almakt\u0131r. Unutmamal\u0131y\u0131z ki, ekonomik dalgalanmalar olabilir ancak yat\u0131r\u0131mc\u0131lar\u0131n, m\u00fc\u015fterilerin ve di\u011fer payda\u015flar\u0131n g\u00f6z\u00fcndeki marka itibar\u0131n\u0131 yeniden in\u015fa etmek \u00e7ok zordur.<\/p>\n\n\n\n
Ekonomik g\u00f6stergeler de\u011fi\u015febilir, ancak sessizli\u011fin faturas\u0131 kal\u0131c\u0131d\u0131r. Bug\u00fcn konu\u015fan markalar yar\u0131n\u0131n pazar liderleri olacakt\u0131r. \u00c7\u00fcnk\u00fc bir marka ya konu\u015fur ya da tarih olur.<\/p>\n","protected":false},"excerpt":{"rendered":"
Tarihin en zorlu d\u00f6nemlerinde ayakta kalan markalar\u0131n ortak bir s\u0131rr\u0131 var: seslerini k\u0131smamalar\u0131. Ekonomik daralma, markalar i\u00e7in yaln\u0131zca finansal de\u011fil, ayn\u0131 zamanda varolu\u015fsal bir testtir. Kriz d\u00f6nemlerinde ileti\u015fimi kesmek, sahneyi g\u00f6n\u00fcll\u00fc terk etmek; konu\u015fmay\u0131 s\u00fcrd\u00fcrmek ise rakiplerin b\u0131rakt\u0131\u011f\u0131 bo\u015flu\u011fu doldurmak anlam\u0131na gelir. Bir markay\u0131 ayakta tutan yaln\u0131zca satt\u0131\u011f\u0131 \u00fcr\u00fcn ya da hizmet de\u011fil; insanlar\u0131n o…<\/p>\n","protected":false},"author":1,"featured_media":239,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-238","page","type-page","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/livzatemel.com\/index.php\/wp-json\/wp\/v2\/pages\/238","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/livzatemel.com\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/livzatemel.com\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/livzatemel.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/livzatemel.com\/index.php\/wp-json\/wp\/v2\/comments?post=238"}],"version-history":[{"count":2,"href":"https:\/\/livzatemel.com\/index.php\/wp-json\/wp\/v2\/pages\/238\/revisions"}],"predecessor-version":[{"id":243,"href":"https:\/\/livzatemel.com\/index.php\/wp-json\/wp\/v2\/pages\/238\/revisions\/243"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/livzatemel.com\/index.php\/wp-json\/wp\/v2\/media\/239"}],"wp:attachment":[{"href":"https:\/\/livzatemel.com\/index.php\/wp-json\/wp\/v2\/media?parent=238"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}