The usual image of how creativity happens: A composer inadvertently hears a melody rising from a babbling brook, or an ad agency creative director crumples page after page of aborted ideas ripped from the typewriter until the right one lands. But creativity, some claim, can come from a far less elusive muse — from a structured process, one that opens up the ranks of the creative to a wider swath than the Steve Jobs, Jonas Salks and Franz Schuberts of the universe. “I think there are individual differences in our propensity to be creative,” Twitter says Wharton marketing professor Rom Schrift, “but having […]
CEO Summit Baku
At the CEO Summit in Baku, I talked about the changing dynamics of customer behavior and personality and how it shapes brands and corporate cultures.
Stratejik İletişim’e Pozitif Psikoloji Temelli Yaklaşımlar
“In the factory we make cosmetics. In the store we sell hope”“Fabrika’da kozmetik ürünler üretiyoruz. Mağazada ümit satıyoruz.”(Charles Revson, founder of Revlon). Türk insanı olarak dramayı pek severiz. Öyle severiz ki, iletişim kampanyalarında hep damardan gireriz. Birkaç bebek, anne-çocuk, fakir hayatlar, göz yaşı da döktürttük mü… deymeyin keyfimize. Bu damarı yakaladık mı bırakmayız. Birbirinin aynısı kampanyalar, reklam filmleri ve sadece fikir bazlı hazırlanmış iletişim çalışmalarına maruz kalıp dururuz. Kuralları yıkmaya, iletişim alanında yenilikler yaratmaya, kurumsal iletişimi canlandırmaya biraz cesaretiniz varsa, buyrun o halde, iletişimde pozitif psikoloji laboratuarına… Stratejik İletişim’e Geleneksel Yaklaşımlar Reklam çalışmaları temelde bireylerin “mutsuzluğunu” hedef alır. Ürün ve […]
TEDxYouth: Geleceği Yaratanlar, Geleceği Anlayanlar
ippaworld.com | İletişim Stratejisti | IPPA Communications | Fatmanur Erdogan | Geleceği Yaratanlar, Geleceği Anlayanlar | Tedx
Building Trust Through Transparency
There is a crisis of public trust in business, institutions, government and non-governmental organizations (NGOs)–global study finds. CEOs’ trust has plummeted, too. Do they really care? Most executives understand that trust is key for business growth. But to gain trust, they do very little and in baby steps. So, it makes us wonder: Do they really care? Because if they did care, solutions are abundant. They either don’t know how to go about building trust and loyalty or they really don’t care. Which is it? Here is one solution to companies who care: Let’s take transparency. Demands for “transparency” carry […]
The Science of Swaying Choices
One barrier to climate change is bad choice architecture. If we frame a fee as a “carbon offset” instead of a “carbon tax,” we could move people to make more environmentally friendly decisions. This term “choice architecture” was coined by Thaler and Sunstein (2008) and refers to the practice of influencing choice by changing the manner in which options are presented to people. For example, this can be done by setting defaults, framing, or adding decoy options. Default options are pre-set courses of action that take effect if nothing is specified by the decision maker (Thaler & Sunstein, 2008), and […]