{"id":7919,"date":"2024-01-17T06:54:16","date_gmt":"2024-01-17T06:54:16","guid":{"rendered":"https:\/\/burcuates.com.tr\/?p=7919"},"modified":"2024-02-21T12:08:17","modified_gmt":"2024-02-21T12:08:17","slug":"aktivist-ve-toplumsal-markalarin-buyudugunu-gorecegiz","status":"publish","type":"post","link":"https:\/\/burcuates.com.tr\/index.php\/2024\/01\/17\/aktivist-ve-toplumsal-markalarin-buyudugunu-gorecegiz\/","title":{"rendered":"Aktivist ve Toplumsal Markalar\u0131n B\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fc G\u00f6rece\u011fiz\u2026"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7919\" class=\"elementor elementor-7919\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f596840 e-flex e-con-boxed e-con e-parent\" data-id=\"f596840\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\" data-core-v316-plus=\"true\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-907c963 elementor-widget elementor-widget-text-editor\" data-id=\"907c963\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Pazarlama ileti\u015fimi \u00e7al\u0131\u015fmalar\u0131n\u0131n olmazsa olmaz ara\u00e7lar\u0131ndan bir tanesi sosyal sorumluluk faaliyetleridir. Bahsetti\u011fim sosyal sorumluluk kampanyalar\u0131 yapmak de\u011fil \u00e7ok daha \u00f6tesi. Gelin hikayeye en ba\u015f\u0131ndan ba\u015flayal\u0131m.<\/p><p>1800 l\u00fc y\u0131llarda \u015firketler \u00fcretim odakl\u0131yd\u0131. Bir \u015firket bir \u00fcr\u00fcn\u00fc \u00fcretiyor ve piyasaya sunuyordu. T\u00fcketici piyasaya sunulan mala ihtiyac\u0131 ya da merak\u0131 \u00f6l\u00e7\u00fcs\u00fcnde talepte bulunuyordu. Sonras\u0131nda sanayi devrimi, rekabet gibi unsurlarla beraber standardizasyon geldi.<\/p><p>Markalar art\u0131k a\u015fa\u011f\u0131 yukar\u0131 birbirlerine benzer standartlarda \u00fcr\u00fcnler \u00fcretmeye ba\u015flad\u0131lar. \u0130ste tam burada rekabetten farkl\u0131la\u015fabilmenin de yo\u011fun etkisiyle ki\u015fiye kuruma \u00f6zel hizmetler markalar\u0131n hayatlar\u0131na girdi. \u00dcr\u00fcn ortalama ayn\u0131 olmakla beraber pazarlama, markala\u015fma, m\u00fc\u015fteri sadakati gibi kavramlar ve bu kavramla\u0131n alt\u0131n\u0131 doldurabilmek i\u00e7in yo\u011fun\u00a0 \u00e7al\u0131\u015fmalar yap\u0131lmaya \u00f6nem verildi. \u015eimdi art\u0131k bu da yetmiyor. T\u00fcketici diyor ki topluma ya da \u00e7evreye zararl\u0131 bir hareket yapamazs\u0131n hatta bu da yetmez t\u00fcketici olarak senin yan\u0131nda olmam\u0131 istiyorsan marka olarak ta\u015f\u0131n alt\u0131na elini koyacaks\u0131n. \u00c7evreye, k\u00fcresel \u0131s\u0131nmaya, kad\u0131n haklar\u0131na, \u0131rk ayr\u0131m\u0131na dair bir duru\u015fun olacak. Hatta sadece duru\u015fun da olmayacak ger\u00e7ekten t\u00fcm iradenle ve varl\u0131\u011f\u0131nla bu i\u015fe destek olup toplumsal olaylara bir fayda sa\u011flayacaks\u0131n. Aktivist ve Toplumsal Marka haline geleceksin. Bu ve bunun gibi marka yakla\u015f\u0131mlar\u0131n\u0131 hali haz\u0131rda g\u00f6rmeye ba\u015flad\u0131k. Nike Amerika\u2019daki olaylarla ilgili \u2018For once, Don\u2019t Do It\u2019 kampanyas\u0131n\u0131 ba\u015flat\u0131rken, Adidas ezeli rakibinin kampanyas\u0131na kendi hesaplar\u0131nda yer verdi.<\/p><p>Dondurma markas\u0131 Ben &amp; Jerry k\u00fcresel \u0131s\u0131nma, LGBT haklar\u0131, g\u00f6\u00e7menler gibi e\u015fitsizli\u011fe dair yo\u011fun reklam yapan bir marka.<\/p><p>Aktivist markalar\u0131n ba\u015f\u0131nda ise outdoor giyim markas\u0131 Patagonia geliyor. Herkesin al\u0131\u015fveri\u015f yapmaya ko\u015ftu\u011fu Black Friday\u2019de New York Times\u2019a \u2018Don\u2019t Buy This Jacket\u2019 (Benim \u00fcr\u00fcn\u00fcm\u00fc almay\u0131n) diye reklam veren marka i\u00e7in d\u00fcnya ve \u00e7evre konusu finans, sat\u0131\u015f, sat\u0131nalma, muhasebe ve IK kadar \u00f6nemli bir konu. Bu a\u00e7\u0131dan \u00e7evresel aktivizmden sorumlu ba\u015fkan yard\u0131mc\u0131l\u0131\u011f\u0131 pozisyonunu b\u00fcnyesinde bar\u0131nd\u0131r\u0131yor.<\/p><p>Kendisi de bir da\u011fc\u0131, s\u00f6rf\u00e7\u00fc ve tutkulu bir aktivist olan \u015firketin sahibi Yvon Chouinard \u00e7\u0131kard\u0131\u011f\u0131 kitaplarla da bir \u015firketin hem \u00e7evreci hem de nas\u0131l ba\u015far\u0131l\u0131 olabilece\u011fini anlat\u0131yor.<br \/>\u00c7evreci aktivist \u00f6zellikleriyle \u00f6ne \u00e7\u0131kan Patagonia, normal \u00fcr\u00fcn sat\u0131\u015f\u0131n\u0131n yan\u0131nda art\u0131k ikinci el olarak sat\u0131lamayacak \u00fcr\u00fcnlerin par\u00e7alar\u0131n\u0131 birle\u015ftirerek \u2018recrafted serisi\u2019 ad\u0131nda yeni bir seri haz\u0131rl\u0131yor.<\/p><p>K\u0131saca 2020 y\u0131l\u0131 art\u0131k markalar\u0131n ta\u015f\u0131n alt\u0131na elini koydu\u011fu, -m\u0131\u015f gibi sosyal sorumluluk projeleriyle de\u011fil ger\u00e7ekten aktivist ruhla s\u00f6yledi\u011fi ile yapt\u0131\u011f\u0131n\u0131n paralel oldu\u011funu t\u00fcketiciye kan\u0131tlad\u0131\u011f\u0131 markalar i\u00e7in b\u00fcy\u00fcme zaman\u0131n\u0131n ba\u015flang\u0131c\u0131 olacak.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e6354d6 elementor-widget elementor-widget-image\" data-id=\"e6354d6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"520\" height=\"272\" src=\"https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/01\/aktivist-ve-toplumsal-markalar.jpg\" class=\"attachment-large size-large wp-image-7920\" alt=\"\" srcset=\"https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/01\/aktivist-ve-toplumsal-markalar.jpg 520w, https:\/\/burcuates.com.tr\/wp-content\/uploads\/2024\/01\/aktivist-ve-toplumsal-markalar-300x157.jpg 300w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Pazarlama ileti\u015fimi \u00e7al\u0131\u015fmalar\u0131n\u0131n olmazsa olmaz ara\u00e7lar\u0131ndan bir tanesi sosyal sorumluluk faaliyetleridir. Bahsetti\u011fim sosyal sorumluluk kampanyalar\u0131 yapmak de\u011fil \u00e7ok daha \u00f6tesi. Gelin hikayeye en ba\u015f\u0131ndan ba\u015flayal\u0131m. 1800 l\u00fc y\u0131llarda \u015firketler \u00fcretim odakl\u0131yd\u0131. Bir \u015firket bir \u00fcr\u00fcn\u00fc \u00fcretiyor ve piyasaya sunuyordu. T\u00fcketici piyasaya sunulan mala ihtiyac\u0131 ya da merak\u0131 \u00f6l\u00e7\u00fcs\u00fcnde talepte bulunuyordu. Sonras\u0131nda sanayi devrimi, rekabet gibi [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[74],"tags":[],"_links":{"self":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7919"}],"collection":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/comments?post=7919"}],"version-history":[{"count":4,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7919\/revisions"}],"predecessor-version":[{"id":7924,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/7919\/revisions\/7924"}],"wp:attachment":[{"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=7919"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/categories?post=7919"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/burcuates.com.tr\/index.php\/wp-json\/wp\/v2\/tags?post=7919"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}