MARKA 2010

MARKA Conference heralded the start of a new decade!

With respect to the need for mission and strategy renewal for Turkey at a time when the country leverages its influence around the world, the MARKA Conference has also renewed its vision. This year the 11th MARKA Conference heralded the start of a new decade and the MARKA team offered a totally refreshed conference with a new, rational and realistic perspective to global affairs. MARKA 2010 Conference, provided an unforgettable experience and gave its attendees and all their brands  inspiration, power and direction with brandnew ideas and implementations.

BJ Cunningham

BJ Cunningham, the man who has been moderating MARKA Conferences, is also an indispensable brand himself, with his peerless style, wittiness, jokes and character. After a vibrant preparation for MARKA Conference, to which he looks forward each year, BJ was happy to see some familiar and new faces. A MARKA Conference without him is unimaginable now! BJ, who has become an addiction among MARKA participants, lent his unique flavour to MARKA 2010.

Josh Spear

Dijital Marka Ütopyası

As one of the youngest and most influential marketing strategists in the world, Josh Spear is sought out for his intelligent, no-holds-barred insight on everything from design to authenticity and 'word-of-mouth'. Josh's New York based consultancy applies a digital worldview to the challenges and ambitions of complex corporate organizations.

Spear creates strategies for deeper, lasting online relationships – including new models to measure performance in emerging environments. As well as advising some of the world's biggest brands, his company also works as a think-tank on the influence of technology on all aspects of human behavior.

During Josh Spear's MARKA 2010 presentation he explored the far reaches of the internet to uncover an undercurrent of changing behavior exhibited by a staggering number of people around the globe. On the other hand Spear, also given the position of conference co-moderator, gave the audience a fun time with his interesting videos at the end of the sessions.

TEKE TEK MARKA 2010 SPECIAL

Fatih Altaylı

Part 1

Kemal Kılıçdaroğlu

CHP Brand And Political Branding

Part 2

Cem Yılmaz

To Be A Brand Name

One of the most important surprises of MARKA 2010 was TEKE TEK MARKA 2010 Special session hosted by Fatih Altaylı, Chief Editor, Habertürk Newspaper. Attention-grabbing subjects and guests were invited to the TEKE TEK session, being held outside its usual TV format for the first time.

With his first guest, CHP Chairman Kemal Kılıçdaroğlu, Altaylı discussed the transformation in CHP brand and brand-building in Turkish politics.

The second guest Altaylı invited to MARKA 2010 TEKE TEK, was indisputably the strongest name in Turkish popular culture: famous comedian and actor Cem Yılmaz. With his distinctive style, Cem Yılmaz commented on the influence of personal brands on the popular culture in MARKA 2010.

Prof. Dr. Recep Akdağ

Figen İsbir

Yavuz Oğhan

THE END OF A BRANDED PERCEPTION: "SMOKING LIKE A TURK"

>The public has discovered the power of communications and it will soon have its impact on social change and tranformation. The synergy created jointly by the public and the communications industry is leading its way to a positive social impact. The importance of communication in social transformation, which has been equal to that of education, culture and economy, was illustrated in this presentation, which was unique to MARKA 2010, by the example of the Smoke FreeAir Zone campaign

This Project, seen by the rest of the world as an examplary case of communications carried out jointly by the public and the communications sector, was presented to the MARKA 2010 audience together with its strategic framework and all its details. Contributors to the session included Minister of Health of the Republic of Turkey Prof. Dr. Recep Akdağ, Figen İsbir, President of Excel Communications Consultancy, the agency running the campaign and CNN Turk News Coordinator Yavuz Oğhan as the session moderator.

Zeynep Yalım Uzun

Akın Öngör

OUR CHILDREN DESERVE TO LIVE ON BETTER PLANET

Having completely changed mothers' outlook on bringing up children with its "Dirt is Good" philosophy, OMO is now inviting us to change our consumption habits in order to leave our children a better planet. This is because our children deserve to have fun, to learn and to explore as they get dirty in the vibrant nature.

Vice President Brand Building and Board Member for Unilever Turkey Zeynep Yalım Uzun, and Member of the board of Trustees of WWF Turkey Akın Öngör told the MARKA 2010 audience the impressive story of how OMO joined forces with millions of consumers to strengthen their understanding of informed consumption, as well as informed production.

Jason Taylor

Breaking the Habit: Plan B

Lifestyle philosopher Jason Taylor is a strong believer in the need for breaking old habits, chaging our routines and being open to changes. He takes all brands and brand teams about the strengths of being open to surprises, and the value and beauty of being able to amaze people!

In his wonderfully stimulating MARKA 2010 lecture, Taylor offered first hand experience on why we need to break habits. Ensuring that his presentation is talked about for years, Jason Taylor suddenly began to sing an aria. Jason and his surprise guests presented the effects of breaking habits in a joyful show.

MARKA 2010 Inspiration Parade Day 1

Co-Hosted by BJ Cunningham Josh Spear

Aiming to present inspiring brand examples from various fields in Turkey, this section was directed with contributions by BJ Cunningham and Josh Spear. Day 1 of the MARKA 2010 Inspiration Parade featured two special speakers with two talks of 15 minutes each.

INSPIRATION – 15 minutes

Alican Ulusoy

 INTEGRITY: HERITAGE, IDENTITY & BRAND

In the first session of the MARKA 2010 Inspiration Parade, Alican Ulusoy questioned the personal significance of the brand and corporate culture that he inherited, and how, as the representative of an established family company, the brand identity shaped his own leadership style. Ulusoy shared with MARKA 2010 his honest thoughts on the advantages and disadvantages of family companies relating to the issue of continuity.

INSPIRATION – 15 minutes

Mehmet Aksel

A STORY OF AN ICEBREAKER: MSA

In the second presentation of this section, winner of the 2010 International Endeavor "Entrepreneur of the Year" Award Mehmet Aksel told MSA's story of entrepreneurship, which proved itself as an example for success on many platforms. Aksel also talked about on how he institutionalized occupational training in the field of professional culinary arts, moving, as he himself has put it, "like an icebreaker boat". MARKA 2010 attendees were inspired by Aksel's story which was full of determination.

MARKA QUIZ by AVEA

There was no change in MARKA QUIZ tradition! 20 lucky people who pursued knowledge and were the quickest to provide the correct reply in a race against time won a BlackBerry Torch.

Matthew Dodd

BRAND LIFT: UNDERSTANDING THE VALUE OF THE SOCIAL MEDIA IMPRESSION

Social and digital media should now be an ingredient in every brand activity. As buying social media is different than buying standard online media, it is also critical to understand how each media contributes to a campaign's success.

In this presentation Nielsen talked about an application developed with Facebook called Brand Lift, an highly effective partnership exclusively for advertising. Matthew Dodd, the Senior Vice President of Nielsen Online, revealed how being a part of social media offers brands significant advantages.

MARKA 2010 Inspiration Parade Day 2

Co-Hosted by BJ Cunningham Josh Spear

This section targeting to present inspiring brand samples from different fields in Turkey was facilitated with the contributions by BJ Cunningham and Josh Spear. At the MARKA 2010 Inspiration Parade Day 2, two valuable speakers each made 15-minute presentations.

INSPIRATION – 15 minutes

Engin Oytaç

ATTENTION! DO NOT TRY CRM ALONE AT HOME!

Today, you've got a chance to obtain competitive advantage in the marketing world through data management. How about giving this chance to your brand? Oytaç shows that it is possible to obtain almost 1 billion TL in additional turnover a year through a correct and deep CRM, but more importantly, with a coalition marketing program which enables the firms to come together in their customer-oriented operations. Engin Oytaç, revealed the fine secret of achieving this at MARKA 2010.

INSPIRATION – 15 minutes

Özgür Özel

The Weapons Of Mass Persuasion

Car is the most exciting machine that man has ever created. Choosing a car is one of the most important purchasing processes in people's lives. Brands are investing millions of Euros to stand out from the crowd. Thus, it is of utmost importance to touch the right points in the human psychology in order to persuade the consumers. At MARKA 2010, Özgür Özel described how they adopted the main principles of persuasion into the weapons of mass persuasion at Fiat.

Liam Jeory

McDonald's – Behind the Brand

Jeory talked about how McDonald's had grown from a single restaurant in California 55 years ago to 33 thousand restaurants in 118 countries today. He shared some of the secrets of that growth, and talked about the challenges of how the McDonald's team is refreshing their brand so that they continue to be relevant to modern consumers.

In MARKA 2010, Liam Jeory also talked about the challenges of operating in so many different economies, religions, races, languages and geographies – and how they still manage to operate the same McDonald's despite all this.

Matthias Horx

Future Optimism and Future Megatrends

Matthias Horx, Frankfurt born in 1955, is considered one of the most influential trend analysts and futurists in Europe. In 1993, he founded the Trendbüro Hamburg and five years later he founded the Zukunftsinstitut. The Zukunftsinstitut's main mission is the analysis and presentation of fundamental future developments in society, the economy and everyday culture.

Matthias Horx today is consultant to many leading companies in Frankfurt and Vienna, helping them to have a true understanding of future trends and to align their business with these changes.

In MARKA 2010 Horx explored the reality behind future optimism and explained the megatrends that are going to shape the future.

MARKA 2010 AWARD CEREMONY

Internationally acclaimed in his own field, an intellectual with numerous achievements to his name…Somebody who inspires with his powers of thought and expression, whose name is a brand in itself… One of the most inspiring and prestigious awards in the Turkish business world… The famous author Elif Şafak won the MARKA 2010 Award this year. Her emotional speech earned her a standing ovation.

Ross Lovegrove

Lovegrove Supernatural

Ross Lovegrove is a designer and visionary who's work is considered to be at the very apex of stimulating a profound change in the physicality of our three dimensional world.

Inspired by the logic and beauty of nature his designs possess a trinity between technology, materials science and intelligent organic form, creating what many industrial leaders see as the new aesthetic expression for the 21st century.

At the MARKA 2010 conference, Lovegrove talked about a deeply human and resourceful approach embedded in his designs, which project an optimism, and innovative vitality in everything he touches.

Eyüp Can Sağlık

Has Print Journalism Died? The Battle of Pen and Ink Against Digital

With an undergraduate degree in communications from İstanbul University, Sağlık gained his graduate degree at Harvard University on US foreign policy and Middle East Relations. He was a reporter, and a journalist for TRT, TGRT, Anadolu New Agency, Referans, Zaman and Hürriyet; and worked at several management positions in these corporations.

The Editor in Chief of Radikal since September 2010, Eyüp Can Sağlık gives us a broad perspective on the future of journalism. At MARKA 2010, Sağlık examined the affects of the rapid expansion in digital media; and gave outstandingly genuine insights as to whether conventional media has the flexibility to accomodate these changes.

Jean Bousquet

Success Story of Cacharel Brand

It all began in 1958 when Jean Bousquet from Nimes and fresh out of technical college with a tailoring qualification, decided to travel up to Paris. After working as a stylist for two years he started a small-scale tailoring business. His success prompted him to found a small company, which he called "Cacharel" after the name of a bird in the Camargue.

In MARKA 2010 Jean Bousquet, the founder and president of Cacharel told the story of the brand which started years ago with a blouse.

BJ Cunningham

Josh Spear

How is Fashion Business Changing by Digital Technology?

Josh Spear is a cool hunter pursuing fashion and trends with an unequalled sense of what is new, up and coming. He designs digital media solutions to fashion brands who need to establish effective communication with young consumers. The audience at MARKA conference knows and has great respect for BJ Cunnigham; the founder and director of Georgina Goodman, the fast growing luxury shoe brand.

This year's conference featured a stunning debate between Cunningham, who believes the essence of branding is "integrity & love" and Josh Spear, who believes that fashion should rid itself of conventional communication methods and surrender to a young generation born into digital media. The two explored the impact of digital media on the fashion industry in that unique session.

Alan Mitchell

Responding to Consumer Voice and Choice

Mitchell, is the Director of the Journal of Brand Management, former editor of Marketing Magazine, a leading commentator and author. He has set up a business, researching and advising organizations on the implications of "consumer empowerment ."

In his presentation exclusive to MARKA 2010, Alan explored the difficulties companies face when they try to combine their response to globalization and new technologies with the need to put the human factor at the heart of their business. In one-to-one marketing, which 'one' comes first? Is it helping sellers to sell, or helping buyers to buy? Mitchell answered these questions with the full force of his dynamism.

A.C. Grayling

The Changing Society and Future of Brand Ethics

Anthony Grayling is Professor of Philosophy at Birkbeck College and a Fellow of St Anne's College, University of Oxford.Whether addressing business ethics, international relations or the difference between true leadership and manipulation, he is one of the most influential thinkers of our times – and a compelling speaker for corporate audiences.

Anthony believes in philosophical debate that deals with real issues, not least when it comes to the need for companies to be profitable. He shows how business ethics challenges us to ask who we are, and what standards we share.For several years he wrote the Last Word column for the Guardian and he also writes for The Economist. Grayling has published numerous books and articles.

Grayling, appointed as the Closing Speaker of MARKA 2010, reflected the surprising realities behind the changing dynamics of the society as well as its impact on the future of brand ethics, with a speech which he specifically developed for the MARKA 2010 audience.