{"id":458,"date":"2021-02-03T12:10:16","date_gmt":"2021-02-03T12:10:16","guid":{"rendered":"http:\/\/61works.com\/onda\/?page_id=458"},"modified":"2021-02-03T13:32:20","modified_gmt":"2021-02-03T13:32:20","slug":"yedi-bilge-ve-marka-derinligi","status":"publish","type":"page","link":"https:\/\/onda.com.tr\/tr\/yedi-bilge-ve-marka-derinligi\/","title":{"rendered":"Yedi bilge ve marka derinli\u011fi"},"content":{"rendered":"
\n

(Bu makale Sabah Gazetesi \u0130\u015fte \u0130nsan’da yay\u0131nlanm\u0131\u015ft\u0131r.)<\/h3>\n

Bilgelikten nasibini almayan marka t\u00fcketicisinin g\u00f6z\u00fcnde nas\u0131l kahramana d\u00f6n\u00fc\u015febilir ki\u2026<\/p>\n

Marka bir kahramand\u0131r ya da olmal\u0131d\u0131r. T\u00fcketicinin g\u00f6z\u00fcnde bir kahramana d\u00f6n\u00fc\u015fmelidir. Kahramanl\u0131k, al\u0131c\u0131n\u0131n g\u00f6z\u00fcnde de\u011fer uyand\u0131racak bir karakteri gerektirir. Bu y\u00fczden de her markan\u0131n mutlaka bir karakteri olmal\u0131d\u0131r. Markalar\u0131n ki\u015filik tan\u0131mlar\u0131 da bu noktadan hareket ile ortaya \u00e7\u0131km\u0131\u015ft\u0131r.<\/p>\n

Tarihteki yedi bilge de asl\u0131nda bug\u00fcn markaya y\u00fckledi\u011fimiz anlamlara \u00f6nc\u00fcl\u00fck etmi\u015f\u2026 Yedi bilgenin ilki olan Thales, zekas\u0131n\u0131 pratik yarar i\u00e7in kullanan bir bilgedir. \u201cEn b\u00fcy\u00fck ho\u015fnutluk, istenileni elde etmektir\u201d der Thales. Markan\u0131n ula\u015ft\u0131\u011f\u0131 g\u00fc\u00e7 an\u0131, marka yarat\u0131c\u0131s\u0131 ile tercih eden al\u0131c\u0131 aras\u0131ndaki ho\u015fnutluk noktas\u0131nda da metaforik anlamda Thales\u2019in bahsetti\u011fi a\u015famaya eri\u015fmektedir.<\/p>\n

Bir di\u011fer bilge Lesbos h\u00fck\u00fcmdar\u0131 Pittakos\u2019un \u201cSana uyan\u0131 kazan\u201d s\u00f6z\u00fc de tarihten gelen bir mesaj niteli\u011findedir. Marka-m\u00fc\u015fteri ili\u015fkisinde kar\u015f\u0131l\u0131kl\u0131 bir uyum ve kazan\u0131m her zaman s\u00f6z konusu olmu\u015ftur.<\/p>\n

Prieneli Bias acele etmemenin \u00f6nemini her zaman \u015fu s\u00f6zler ile vurguluyor: \u201cYapt\u0131\u011f\u0131n \u015fey \u00fczerinde d\u00fc\u015f\u00fcn. Bir i\u015fe giri\u015fmek i\u00e7in a\u011f\u0131rdan al, fakat o i\u015fe ba\u015flad\u0131\u011f\u0131nda da s\u0131k\u0131 s\u0131k\u0131 sar\u0131l.\u201d \u0130\u015fte bir markan\u0131n do\u011fu\u015f hikayesi \u00f6ncesindeki o yarat\u0131c\u0131 beynin derin d\u00fc\u015f\u00fcnce sistemini harekete ge\u00e7irdi\u011fi d\u00f6nem. Bu d\u00f6nem de bize markan\u0131n temelinin sa\u011flam kayalardan in\u015fa edilmesi gerekti\u011fini bir kez daha hat\u0131rlat\u0131yor.
\nLindoslu Kleobulos t\u00fcm s\u00f6zlerinde ve yakla\u015f\u0131mlar\u0131nda dinlemenin \u00f6nemine de\u011finmi\u015ftir. Bilgenin \u201c\u00c7ok dinlemek ve yerinde konu\u015fmak\u201d s\u00f6z\u00fc markay\u0131 ortaya \u00e7\u0131kar\u0131rken yap\u0131lmas\u0131 gereken derin ara\u015ft\u0131rmalar\u0131 ve payda\u015flar\u0131n fikirlerine verilmesi gereken \u00f6nemi de ifade ediyor.<\/p>\n

Spartal\u0131 Khilon\u2019un \u201cKendini bil\u201d s\u00f6z\u00fc Delphi\u2019deki Apollon tap\u0131na\u011f\u0131na yaz\u0131larak \u00f6l\u00fcms\u00fczle\u015fmi\u015ftir. Bir markan\u0131n hedefini bilmesi, ula\u015fmak istedi\u011fi noktay\u0131 g\u00f6rmesi, hayal etmesi ve bu yolda kararl\u0131l\u0131\u011f\u0131n\u0131 s\u00fcrd\u00fcrmesi, ayn\u0131 zamanda bu eylemleri de fark\u0131ndal\u0131kla y\u00fcr\u00fctmesi, Khilon\u2019un bilgelik mesajlar\u0131na uzanan yolun birer kilometre ta\u015f\u0131d\u0131r.<\/p>\n

B\u00fcy\u00fck politikac\u0131 ve d\u00fc\u015f\u00fcn\u00fcr Solon fikirleri ile ticaret erbaplar\u0131n\u0131n \u00e7ok dikkatini \u00e7ekmi\u015ftir. \u201cHi\u00e7bir \u015feyde a\u015f\u0131r\u0131 olma\u201d s\u00f6z\u00fc ile markan\u0131n bug\u00fcn oda\u011f\u0131ndan uzakla\u015fmamas\u0131, sadelik ve basitlik ile g\u00fcven sa\u011flamas\u0131 noktas\u0131na bug\u00fcn\u00fcn d\u00fc\u015f\u00fcnce sistemi ile ula\u015f\u0131lmaktad\u0131r.<\/p>\n

Korintoslu Periandros ticareti ve sanat\u0131 te\u015fvik etmi\u015ftir ve rekabette etik olman\u0131n \u00f6nemini vurgulam\u0131\u015ft\u0131r. Periandros\u2019a g\u00f6re \u201cTenkit edilecek insanlar ile bir s\u00fcre sonra ayn\u0131 platformlar\u0131n payla\u015f\u0131laca\u011f\u0131 ihtimali de d\u00fc\u015f\u00fcn\u00fclmelidir\u201d. Bu a\u00e7\u0131dan bakt\u0131\u011f\u0131m\u0131zda marka kavram\u0131 ticarete temel olu\u015fturmakla beraber bile\u015fenlerinde bir sanat\u0131, sanatsal bak\u0131\u015f\u0131, yarat\u0131c\u0131l\u0131\u011f\u0131 ta\u015f\u0131mal\u0131d\u0131r. Marka g\u00fcc\u00fcn\u00fc yarat\u0131c\u0131l\u0131ktan al\u0131r.<\/p>\n

***
\nG\u00fcn\u00fcm\u00fczde pazarlama uzmanlar\u0131 t\u00fcm bilgelikleri, kahramanl\u0131klar\u0131, t\u00fcketicinin alg\u0131s\u0131n\u0131, de\u011ferlerini incelemi\u015f ve markan\u0131n asl\u0131nda canl\u0131 oldu\u011fu fikrine varm\u0131\u015flard\u0131r. Ara\u015ft\u0131rmalar\u0131 sonucu fikirler geli\u015ftirmi\u015fler, bu fikirler sonucunda da markalar\u0131n ki\u015filik tan\u0131mlar\u0131na ula\u015fm\u0131\u015flard\u0131r.<\/p>\n

Marka; kahraman, asi, sihirbaz, masum, \u015fekil de\u011fi\u015ftiren, ka\u015fif, yarat\u0131c\u0131, bak\u0131c\u0131, bilge, maceraperest ve h\u00fck\u00fcmdar olabilir. \u00c7\u00fcnk\u00fc marka davran\u0131\u015f\u0131, tutumlar\u0131, de\u011ferleri, fark\u0131ndal\u0131klar\u0131 vazge\u00e7ilenlerin oran\u0131n\u0131, stilleri ya\u015famakta ve ya\u015fatmaktad\u0131r. Marka al\u0131c\u0131 ile t\u00fcm bu kavramlar\u0131 i\u00e7inde \u00f6zde\u015fle\u015ftirmektedir.
\nGerald ve Lindsay Zaltman bu konuda uzun y\u0131llar incelemeler yapm\u0131\u015f ve insanlar\u0131n sat\u0131n alma karar\u0131 verirken hangi kriterleri dikkate ald\u0131klar\u0131n\u0131, beklentilerini, yarg\u0131lar\u0131n\u0131, ka\u00e7\u0131nd\u0131klar\u0131 ve yakla\u015ft\u0131klar\u0131 noktalar\u0131 segmente etmek ad\u0131na metaforlar\u0131 kullanm\u0131\u015flard\u0131r. Asl\u0131nda metaforlar bir konunun alg\u0131lanmas\u0131n\u0131 birka\u00e7 saatten birka\u00e7 dakikaya indiren bir itici g\u00fc\u00e7, bir enerji kayna\u011f\u0131, bir h\u0131zland\u0131r\u0131c\u0131d\u0131r.<\/p>\n

Gerald ve Zaltman yakla\u015f\u0131k 34 \u00fclkede 12.000 derin g\u00f6r\u00fc\u015fme ger\u00e7ekle\u015ftirmi\u015f ve t\u00fcketici alg\u0131s\u0131n\u0131n temelini te\u015fkil eden ve markalar\u0131n karakterlerini yans\u0131tan yedi temel metaforu ortaya \u00e7\u0131kartm\u0131\u015flard\u0131r. Bu metaforlar \u201cdenge, d\u00f6n\u00fc\u015f\u00fcm, yolculuk, kap, ba\u011flant\u0131, kaynak ve kontrol\u201dd\u00fcr. Bu ilgin\u00e7 ara\u015ft\u0131rma sonucu \u00fcr\u00fcn grubu beklentileri de ortaya \u00e7\u0131km\u0131\u015f ve bir hastane b\u00fcnyesinde d\u00f6n\u00fc\u015f\u00fcm ve kap metaforlar\u0131 incelenerek, hastanenin tasar\u0131m unsurlar\u0131 olumlu bir deneyim sunmas\u0131 i\u00e7in yeniden tasarlanm\u0131\u015f.<\/p>\n

Marka belki de her g\u00fcn alg\u0131m\u0131z\u0131n bir alan\u0131na yans\u0131yan, t\u00fcketim al\u0131\u015fkanl\u0131klar\u0131m\u0131z\u0131 \u015fekillendiren bize \u00e7ok a\u015fina bir kavram. Asl\u0131nda ge\u00e7mi\u015fi de \u00e7ok eskilere dayan\u0131yor.<\/p>\n

Tarihi a\u00e7\u0131dan bakt\u0131\u011f\u0131m\u0131zda; Pompeii\u2019de bulunan Vesunium \u015farap kavanozlar\u0131 gibi ticari markalar\u0131n k\u00f6keni 19\u2019uncu y\u00fczy\u0131la kadar dayan\u0131yor. Sanayile\u015fmenin ba\u015flamas\u0131 ile \u00fcretimin \u00e7e\u015fitlenip farkl\u0131 yerlere ta\u015f\u0131nmas\u0131yla birlikte \u00fcretilen mallar\u0131n gemilerle veya ba\u015fka \u015fekilde nakledilmesi s\u0131ras\u0131nda \u00fcreticiler varillerin \u00fczerine kendi logo ve amblemlerini yap\u0131\u015ft\u0131rmaya ba\u015flad\u0131lar. B\u00f6ylelikle, bug\u00fcnk\u00fc anlamda kulland\u0131\u011f\u0131m\u0131z \u201cmarka\u201d kavram\u0131 ortaya \u00e7\u0131kt\u0131.<\/p>\n

Bass&Company, \u0130ngiliz Birac\u0131l\u0131k kendi k\u0131rm\u0131z\u0131 \u00fc\u00e7gen markalar\u0131n\u0131n d\u00fcnyan\u0131n ilk logolu markas\u0131 oldu\u011funu, yine ayn\u0131 \u015fekilde 1885\u2019ten beri ye\u015fil ve alt\u0131n ambalaj\u0131n\u0131 hi\u00e7 de\u011fi\u015ftirmeyen Lyle\u2019s Golden Syrup \u015firketi ticarette ortaya \u00e7\u0131kan ilk markalardan biri oldu\u011funu iddia ediyor.<\/p>\n

Bir de tarihte ve g\u00fcn\u00fcm\u00fczde ortaya \u00e7\u0131kan \u201cki\u015fisel marka\u201d ile \u201cki\u015fiyle \u00f6zde\u015fle\u015fen \u00fcr\u00fcn marka\u201d kavramlar\u0131 vard\u0131r.<\/p>\n

Ak\u0131l Haritalama Y\u00f6ntemleri ile t\u00fcm d\u00fcnyada bir marka olarak kabul edilen Tony Buzan, \u201cHer \u015fey bir markad\u0131r\u201d kavram\u0131n\u0131 i\u015f literat\u00fcr\u00fcne kaydeden Philip Kotler, pazarlama dehas\u0131 Jack Trout, Madonna, Michael Jackson, Elton John gibi pop m\u00fczik ikonlar\u0131 ve m\u00fczik markalar\u0131, \u00f6l\u00fcms\u00fczle\u015fen Beatles grubu, spor d\u00fcnyas\u0131ndan \u00e7\u0131kan bir marka olan David Beckham, Tom Ford, Michael Kors, Giorgio Armani gibi moda markalar\u0131, show d\u00fcnyas\u0131n\u0131n marka isim Oprah Winfrey, film olarak markala\u015fan Star Wars, E.T, Avatar; Peter Pan, Wall-e, Mickey Mouse gibi sanal karakterler, Walt Disney, bir bilim adam\u0131 olarak ki\u015fisel marka seviyesine ula\u015fm\u0131\u015f olan Kaptan Jack Gusto ki\u015fisel marka olarak verilebilecek \u00f6rneklerden sadece birka\u00e7\u0131. Ki\u015fisel marka olman\u0131n en \u00f6nemli kriterlerinden biri global olarak t\u00fcketicinin alg\u0131s\u0131nda, fikirlerinde ve ifadelerinde bu \u00f6d\u00fcle lay\u0131k g\u00f6r\u00fclmektir.<\/p>\n

Leonardo da Vinci gibi \u00fcnl\u00fc sanat\u00e7\u0131lar\u0131n eserlerine imza koymas\u0131 da marka arac\u0131 olarak kabul edilebilir.
\n(devam edecek…)<\/p>\n

Mehmet Acar\n<\/p><\/div>","protected":false},"excerpt":{"rendered":"

(Bu makale Sabah Gazetesi \u0130\u015fte \u0130nsan’da yay\u0131nlanm\u0131\u015ft\u0131r.) Bilgelikten nasibini almayan marka t\u00fcketicisinin g\u00f6z\u00fcnde nas\u0131l kahramana d\u00f6n\u00fc\u015febilir ki\u2026 Marka bir kahramand\u0131r ya da olmal\u0131d\u0131r. T\u00fcketicinin g\u00f6z\u00fcnde bir kahramana d\u00f6n\u00fc\u015fmelidir. Kahramanl\u0131k, al\u0131c\u0131n\u0131n g\u00f6z\u00fcnde de\u011fer uyand\u0131racak bir karakteri gerektirir. Bu y\u00fczden de her markan\u0131n mutlaka bir karakteri olmal\u0131d\u0131r. Markalar\u0131n ki\u015filik tan\u0131mlar\u0131 da bu noktadan hareket ile ortaya \u00e7\u0131km\u0131\u015ft\u0131r. […]<\/p>","protected":false},"author":1,"featured_media":472,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-458","page","type-page","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages\/458"}],"collection":[{"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/comments?post=458"}],"version-history":[{"count":1,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages\/458\/revisions"}],"predecessor-version":[{"id":459,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/pages\/458\/revisions\/459"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/media\/472"}],"wp:attachment":[{"href":"https:\/\/onda.com.tr\/tr\/wp-json\/wp\/v2\/media?parent=458"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}