MARKA 2002

BJ Cunningham
Conference Director

The constant director of the MARKA Conferences. He studied design at Middlesex University. He is the founder and owner of the Enlightened Tobacco Company… He conceptualized the idea to market cigarettes under the brand "Death" and succeeded… Known for his provocative marketing and communication style, BJ has become a brand genius that is constantly talked about in the media and the public. He lives in London and acts as the strategic consultant to many brands. He wears shoes designed by his wife Georgina, and wears clothes custom-made by his tailor. He adores his little girl Silva Coco, named after famous couturier Coco Chanel.

Retail Branding

An internationally acclaimed expert in the field of retail, Jim DION shared his nearly 40 years of experience in store management with the MARKA 2002 audience. DION talked about how the changes occurring in recent years in the world of retail and the trends that will shape the near future, all impact brand formation. DION approached brand formation from a strategic perspective, and pointed out successful practices of the most powerful brands, as well as any mistakes made.

Jim Dion
Retail Consultant - DIONCO Inc. General Manager

DION studied Industrial Psychology and Marketing. Working at global giants like Sears and Levi Strauss, he accumulated unique experience in retail. He lectured on store management at the Academy of Fashion Merchandising and Design, as well as various other universities. Nowadays, consulting firm DIONCO guides many retail companies in the US, Canada, and many different places across the world. DION reaches wide audiences with his bestselling books, and is one of the regular speakers of the National Retail Federation. He loves Istanbul.

A Re-Branding Story - WORLDCARD

Even the oldest and strongest brands can sometimes feel the need to renew their brands in order to adapt to the changing conditions of the market and gain competitive edge. At the basis of the massive advances that Yapi Kredi Bank made in the credit card segment, lies the creation of a brand-new brand. A world leader guided them along their path to renewing their brand: INTERBRAND. The giant brand-consulting firm that has 27 offices and over 1,000 employees worldwide, shared with the audience how the WORLDCARD brand was born.

Jeremy Scholfield
Creative Director / INTERBRAND

He studied Graphic Design at the London College of Printing. In 1990, he joined Interbrand as a Member of the Administrative Board. He managed projects for Boots, Schweppes, Dillons, Sears Group, Coca-Cola, P&G, Seagram, Bristol Myers, and Astra Zeneca. The DBA Design Effectiveness, two CLIO awards, and the International Global Award are only a few of the honors he has received.

Susanne Acreman
Consultant, Project Manager / INTERBRAND

She studied Business Management at the University of Melbourne. She joined Interbrand in 1994. She has managed brand projects for Astra Zeneca, FIFA, Eurostar, and Toyota.

YO! Sushi

YO! Sushi boasts a restaurant style where eating becomes great fun… YO! has now expanded beyond the borders of London, and become a brand that challenges other markets. A lifestyle brand, YO! is also a good example of brand stretching, which has now successfully been implemented in the hotel business with YOTEL! and the health club industry with BODY YO! Simon WOODROFFE, the creator and driving force of YO! told his story with conviction and brought a new perspective to the concept of success!

Simon Woodroffe
Founder of the YO! Companies

After leaving school at 16, he worked in the entertainment industry for 30 years. One day, a Japanese friend gave him an idea. He thought of nothing else for two years! The first YO! Sushi opened on Poland Street became the starting point of a streak of success. He was chosen Entrepreneur of the Year in London in 1999, and Restaurateur of the Year in 2000. Simon, the creator of the YO! brand rides horses with his daughter Charlotte in his free time. He lives on the West side of London, and refuses to buy a television for his home…

Brand Value - Creating, Managing, and Measuring It

Each brand has numerous points of communication with its customers. When all points of communication are managed well, large and permanent benefits result for companies, customers and investors. How can brand value be created, managed, and measured while adhering to the principles of holistic branding? Based on his experiences in the retail industry, TORELLA talked about the necessary stages to go through to become a world class brand.

John Torella
Consultant, Author, JC Williams Group Company Partner

He studied Communication Strategy at Northwestern University and the Kellogg Graduate School of Management, then completed the Brand Value Management Program at Harvard Business School. TORELLA was the General Manager of two leading advertising agencies in Canada. In 1993, he joined the JC Williams Group as company partner. He is brand consultant for clients including Coca-Cola, 3M, Kmart, Visa, Microsoft, and The Body Shop, and lecturer at the Fashion Department of the Ryerson Institute. Stop Talking Start Doing Retail Branding is his latest book that broke sales records.

PR and Brand Development

According to CUNNINGHAM, PR is a crucial tool that must be a part of the brand development process. He is of the opinion that PR ideas and activities have the power to significantly boost the success of communication campaigns. In his presentation, he pointed out that PR might be one of the fundamental pillars of any communication strategy. He argues that this would enable the creation of both efficient, and economic options. While proving the strategic significance of creative PR management with effective, interesting, and imaginative examples, he also put PR on the agendas of brand managers as an indispensable tool in integrated brand communication.

Potatoes and Advertising

The British Potato Council approached advertising expert BJ CUNNINGHAM to increase potato sales in Britain by 10 percent. The report they presented included this sentence: We aim to increase British public awareness about potatoes. CUNNINGHAM and colleagues answer the authorities with a question: Is there anyone in Britain who is not aware of potatoes? We heard the interesting story of the ad campaign that was created for this unusual product, from its creator.

Is Turkey and Turks a Brand?

What needs to be done to build a Turkey or Turkish brand based on a synthesis of the distinct qualities of Turkish society, its potentials, and its adequacies and inadequacies? The number of people concerned with Turkey and the Turkish image is growing rapidly. In his presentation, Tinaz TITIZ was able to help those who realized there was interaction between Turkey and the Turkish brand with their own brand, but felt undecided as to what they had to do about it, focus their thoughts properly.

Tınaz Titiz
The White Point Foundation - President Former State Minister, Former Minister of Culture and Tourism

A graduate of Istanbul Technical University's Department of Electrical Engineering, he was a top level executive in the public and private sector for many years. His political life began in 1983. He became an MP three times, as a representative from Istanbul, Zonguldak, and Ankara, respectively, and was appointed State Minister and Minister of Culture and Tourism from 1985 to 1989. After leaving politics, he dedicated himself to the advancement of Turkish society. He enjoys writing, talking, and scientific organizations. He is a published author, including Sorun Nasil Cozulmez [How Not to Resolve a Problem], and Farzedin ki Hindiyiz! [Just Assume we are a Turkey!].

Dice Kayek: A Parisian Turkish Brand

Eleven years ago, two sisters embarked on an adventurous journey. They decided to make space for themselves in Paris, the center of fashion, the lion's den where fashion brand giants rule. And they made it! Dice and Dice Kayek are now a global brand whose products are sold in leading stores in the Far East, Europe, and the US, whose garments are enthusiastically awaited at the most prestigious fashion shows across the world… A Parisian Turkish Brand that succeeded in becoming a global brand without losing its essence… The vivid brand stories told by its creators, enlightened Turkish brands that aim to go global.

Ayşe & Ece Ege

Both were born in Bursa. As daughters of a dizzyingly chic mother and a father who had a well-developed sense of aesthetic and composition, their education in fashion began at birth. Designer of the brands Dice and Dice Kayek, Ece graduated from the leading fashion school in Paris, Esmode. And Ayse, who is responsible for brand management and leads the business, undertakes positioning efforts in all world markets, and guides strategic work and business development.

The Role of Brands in the Change and Development of Turkish Society

Social development impacts the formation of brands. Is the reverse potentially possible? How influential might brands be in the formation of society? KONGAR examined brand formation during various phases in the history of the Turkish Republic, and drew attention to the impact of well-known brands on Turkish society. Within this context, he assessed Turkey not only through its commercial brands, but political brands as well. His presentation investigated the relationship between brands and social change, and also shed light on our future.

Prof. Emre KONGAR
Sociologist, Educator, Writer

Prof. Emre Kongar graduated from the Finance and Economics Department of the School of Political Sciences and Michigan University's School of Social Work. He became a professor at Hacettepe University in 1981. He provided consulting services to the newspaper Hurriyet and was the manager of Kamar Public Opinion Research Center. He was Undersecretary to the Ministry of Culture from 1992 to 1995. He was awarded various medals and orders from Federal Germany, Italy, and Poland. His important works include Turkiye'nin Toplumsal Yapisi, Toplumsal Degisme Kuramlari [Turkey's Social Structure, Theories of Social Change], Turkiye Gercegi [Turkey's Realities], and 21. Yuzyilda Turkiye [Turkey in the 21st Century].

Corporate Brands that Enter New Markets

Globalization has added a new dimension to the world of business. The fact that corporations must exist in competitive markets boosted the significance of corporate brand identities. While sometimes adapting the corporate identity of a company to this change is sufficient, sometimes a brand-new corporate brand must be forged. During the process of scaling the walls of the European Union, what processes should the corporate brands of Turkish companies go through? In his presentation, UEHLING shared with the audience the prerequisites of entering European markets with effective corporate brands, and examples of corporate brand formation processes that have been successful.

James Uehling
KassUehling - Company Partner

He graduated from the New York Pratt Institute, and studied Graphic Design at Atelier 17 in Paris. He worked at high level positions at leading design and communication consulting firms. In 1972, he established KassUehling together with Milton Kass. KassUehling has renewed the corporate identities of hundreds of firms to the present. The brilliant images of global giants, many of which are Fortune 500 companies such as IBM; Morgan Stanley, Chase Manhattan, Merrill Lynch, and Hilton all have benefited from the KassUehling touch.

People as Brands - Writers of the Newspaper Hurriyet Who Have Become Brands

Brand experts argue that people can also become powerful brands. This people-focused approach adds value to the individuals becoming brands, as well as enhancing the brand value of the job. HURRIYET is a company that takes advantage of this synergy by turning its writers into brands. In this presentation, brands we are all familiar with were examined: Emin COLASAN, Serdar TURGUT, Ayse ARMAN, Fatih ALTAYLI, Oktay EKSI, Pakize SUDA...
In his presentation, OZKOK employed an informative and humorous style to explain the significance of HURRIYET's brand writers for the main brand.

Ertuğrul Özkök
HURRIYET - Senior Editor, CEO Dogan Media Group - Vice President Writer

OZKOK graduated from Ankara University's Department of Political Sciences, School of Journalism. He received a PhD in Communication Sciences in France. After he became an Associate Professor at Hacettepe University, he began to work at HURRIYET. He worked as the Ankara and Moscow representative of the newspaper. Currently, he holds executive positions at Hurriyet and the Dogan Media Group. He continues to write political pieces on a daily basis. The MARKA 2002 Conference offered the first ever opportunity to hear about the relationship between the HURRIYET brand and its brand writers, from a noteworthy name from the media world.

The Positioning of the CNN Brand in Turkey

The story of how CNN, a giant brand in the media world, was positioned in Turkey was followed by an illustration of how the positioning of the Turkey brand within CNN was influenced as well. How did the brand become regionalized with the product, while main brand-local brand unity and differentiation was ensured? What were the primary effects of the CNN brand during the development of the CNN TURK brand? What role did CNN TURK play in the objective presentation of the Turkey brand on CNN? Encountered difficulties and their solutions… ONBILGIN shared with the audience the story of this merger, unique in its field in Turkey.

Efe Önbilgin
CNN TURK - Vice President

He graduated from Bilkent University's Department of Economics in 1993. He began his career at Arthur Andersen, as a Management Consultant. Next, he assumed managerial positions at numerous media organizations, including Show TV, the Dogan Media Group, Kanal D, and Bravo TV. He conducted the founding work of Dijital TV. ONBILGIN also conducted the joint-venture discussions between Turner and the Dogan Media Group; he is among the first creators of the CNN TURK brand. A member of the Association of Television Broadcasters (TYD), Young Managers' and Businessmen's Association (GYIAD), and the International Advertising Association (IAA), ONBILGIN is currently the Vice President of CNN TURK.

Youth Branding

A rapidly growing market… An arena coveted by brands all over the world: youth and their brands. What values are endorsed by the winning brands? What identities do brands use to make a place for themselves in the world of today's youth? How do the trends that attract young people in droves come about; what is cool, what is not? What are the characteristics of communication with young people? Are there any qualities that differentiate Turkish youth from their European counterparts in their choice of brands? Serdar ERENER shared his views and experiences on the subject, backed with interesting examples, with the MARKA 2002 audience.

Serdar Erener
Young & Rubicam/Reklamevi - CEO

He graduated from Robert College Istanbul and Bogazici University. In 1985, he began working at Reklamevi as a copy writer. In 1995, he became the CEO of Young & Rubicam/Reklamevi. In Turkey, we have grown used to finding his signature on the most successful ad campaigns. ERENER was chosen Ad Creator of the Year in 1997 and 1998 by Istanbul University's School of Communication. Y&R/Reklamevi is the largest advertising agency in Turkey and the recipient of the most creativity awards; ERENER has been running it since 1995.

Unstoppable Brand Leaders:

In brand development, leader's driving force is of crucial importance. In this section, GILPIN talked about the decisive role leadership qualities play in brand management, and defined the role that falls to individuals in uncovering leadership potential. While questioning the former models of leadership used in business and brand management, he offered practical and inspiring options to help manage the rapid change in the world of marketing. The most spectacular part of the presentation was the multi-vision show that supported the Unstoppable People philosophy.

Adrian Gilpin
Institute of Human Development - President

He is one of the best-known experts in Europe on leadership development. He is the President of the Institute of Human Development. He is also the author of the best-selling Unstoppable People. Through capacity building programs he conducts with top level management, he helps companies make significant differences in the future. He argues that everyone can uncover their secret strength and become unstoppable people. He believes that brand leaders in Turkey, can successfully implement the development model that increases personal motivation as well.

I am a Brand!

She became Miss Turkey 19 years ago. It did not take long for her to be discovered by the entertainment world. Since then, she has constantly been renewing and improving herself, adding new value to herself every single day. She is a phenomenon, a trendsetter emulated by Turkish women… Was the Hulya Avsar brand a coincidental occurrence? Or did the smart, strategic steps she took and emotional IQ add strength to her strengths? Hulya Avsar shared with the Turkish business world and the MARKA 2002 audience; how she views her own brand, how the brand was created, and how she sees its future, in her usual intimate and natural style.

Hülya Avşar

Born in Edremit, she graduated from Cumhuriyet High School, in Ankara. Her cinema career commenced in 1983. She has been in approximately 50 movies and made-for-TV films. The Best Female Actor Award she won in 1993 at the Moscow Film Festival for her role in Berlin in Berlin was proof of her acting prowess in the international arena. A film and stage actor, television personality, singer, athlete, magazine owner, wife, and mother, Hulya Avsar is a star who uses her various talents in myriad areas.