Fabrika’dan Marka’ya | Hulusi Derici | TEDxDenizli

Branding Principles:

• Unexpectedness: Surprising elements capture attention and make information more receptive.
• Concreteness: Brands should be tangible and easy to understand.
• Trustworthiness: Building trust is crucial for brand success.
• Emotions: Brands should evoke emotions and connect with consumers personally.
• Stories: Storytelling creates a deeper connection between brands and consumers.
• Simplicity: Brands should be easy to understand and remember.

Examples of Successful Branding:

• Absolut Vodka, Body Shop, and Virgin Airlines successfully applied branding principles.
• Audi's campaign in Turkey used unexpected headlines and visuals to change brand perception.
• Audi challenged distribution and media taboos in the US, increasing brand awareness.
• Cadillac's pricing strategy positioned it as the top luxury brand in the US.
• Cirque du Soleil's unique format gained global popularity.
• Algida challenged seasonal consumption by promoting ice cream as a winter treat.
• Axe's simple and impactful campaign led to significant growth.

The Importance of Concreteness:

• Concrete messages are more memorable, understandable, and less prone to misinterpretation.
• Specific numbers or comparisons to familiar objects enhance concreteness.
• Adding details and specifics increases believability.

Building Trust and Credibility:

• Use persuasive and reliable sources, such as authorities, celebrities, or customer testimonials.
• Anti-authority figures or personal recommendations can be effective.

The Power of Emotional Appeals:

• Emotional appeals capture attention and drive action more effectively than logical appeals.
• Personalizing messages enhances their impact.

The Effectiveness of Stories:

• Stories convey messages effectively and make them memorable.
• People remember stories and anecdotes more than isolated facts.

The Value of Simplicity:

• Simplicity is not synonymous with cheap, ordinary, or easy but rather the opposite of complex.
• The human mind prefers simplicity, as evident in the effectiveness of simple proverbs and sayings.
• Simple and meaningful expressions provide clear direction and resonate with customers.
• Simplicity is crucial in marketing and branding for easy understanding and recall.

Key Takeaways:

• Unexpected approaches capture attention.
• Understandable and memorable messages become trustworthy.
• Emotion makes messages important.
• Stories allow people to apply messages to their lives.
• Simplicity makes messages enjoyable.