It seems that analyzing a brand through four fundamental elements is not only sufficient but also crucial. These elements are:
- Management and Organization
- Quality Product
- Marketing Network
- Advertising and Promotion
These components are constantly interconnected. Decades ago, companies and organizations believed that producing a good product was the ultimate goal and focused solely on product development. Over time, they realized the importance of strategic management and organization. Management, in turn, recognized the need for marketing to reach more people.
A perfect example is Henry Ford. In the 1950s and 60s, Ford famously declared, “I’ll continue producing black cars until the world runs out of black paint.” Yet, by 1965, he launched the iconic red Mustang, understanding that the market had changed and product diversity was essential for effective marketing.
Advertising and communication, especially between 1960 and 2000, gained extraordinary momentum, continuing to captivate both brand owners and consumers to this day.
The Current State of These Four Elements
Despite the fact that these processes unfold openly for everyone to observe, there is a lack of brands in Turkey that can successfully integrate these four elements. Globally, we see brands like Coca-Cola, Adidas, and Nike mastering this balance. However, in Turkey, the scarcity of brands achieving this is due to limited investment in knowledge and weak R&D capabilities.
In Turkey, many businesses focus on their strengths within the first three elements. Managers pride themselves on effective operations, companies emphasize product quality, and unique marketing strategies are common. Yet, the fourth element—Advertising and Promotion—often disrupts their efforts. This is because advertising requires creativity, strategic thinking, emotional engagement, and visual storytelling—skills that many businesses struggle to integrate effectively.
The Role of Management
The onus falls heavily on Management and Organization. If leadership can harmonize the fourth element with the other three, they will witness exponential growth and success. A standout example in Turkey is Cem Boyner, whose approach to advertising during the creation and launch of T-Box showcased the power of well-integrated promotional strategies.
The Global Shift
Running a business is challenging. Creating a product is difficult. Marketing is tough. And yes, advertising is equally demanding. But in today’s globalized and rapidly evolving world, failing to embrace all four elements means falling behind. Shortcuts and impulsive decisions will not lead brands anywhere significant. If Turkey fails to grasp the significance of advertising and promotion as the fourth power, it risks remaining stuck in a cycle of dependency on imported brands.
Final Thoughts
In conclusion, a brand’s strength can often be identified by how well it executes the fourth element: Advertising and Promotion. Here’s hoping that more businesses recognize this and evolve to include it effectively in their operations.
May those still focusing only on the first three elements soon embrace this vital fourth.