Strategic Brand Management

A strong brand strategy is the cornerstone of long-term success. It doesn’t just define how you want to be seen in the marketplace; it shapes how your customers emotionally connect with your brand. By aligning your brand’s purpose, values, and personality with the needs of your audience, it becomes a powerful tool for standing out, creating loyalty, and driving meaningful growth.

Experts

Haluk Sicimoğlu

Marketing Consultant, Brand & Communication Strategist, Lecturer

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Rahşan Karan

Strategic Consultant, Mentor & Coach | Expert in Growth, Sales Strategies, Change & Team Development

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Brand Positioning

We work closely with you to define how your brand stands out in the market, identifying your unique value proposition and ensuring that your brand resonates with your target audience.

Brand Value Engineering

By assessing your brand’s current market value, we help enhance and optimize its perceived value through strategic messaging and brand identity alignment, ensuring it grows with your business goals.

Brand Personality Assessment

We evaluate the emotional and psychological traits of your brand, ensuring it communicates the right personality and connects deeply with customers on an emotional level.

Setting Your Brand Purpose

We guide you in defining a clear and compelling brand purpose that aligns with your core values and creates an emotional bond with your audience, driving long-term loyalty.

Devising Your Communication Strategy

We create a tailored communication plan that ensures your brand message is consistent across all channels, reaching the right audience with the right tone and impact.

Brand Audit

We conduct a comprehensive analysis of your brand’s performance, evaluating its strengths, weaknesses, and opportunities in the market to offer actionable insights for continuous growth.

Haluk Sicimoğlu

Haluk is a man of many firsts. The first member of an engineering family to pursue a career in advertising, the first advertiser to establish a strategy department in a local agency, and the first person in the country to found a brand consultancy firm. Growing up in Istanbul, studying in the historical city of Exeter in Southern England, the charming cities of Akron and Miami on the East Coast of the U.S., and working in the fast-paced heart of Catalonia, Barcelona, made him a fascinating individual shaped by diverse cultures.

He earned his bachelor’s degree in Marketing from the University of Akron in Ohio and completed his MBA at the University of Miami in Florida. In 1988, he began his marketing communications career in the research department of JWT in Istanbul, where he gained valuable experience in account management. By 1991, he had joined BBDO Turkey as the Director of Strategic Planning and established Turkey’s first strategic planning company within the same group. His passion for education took him to Barcelona in 1998, where he served as the Joint Head of Strategic Planning at BBDO University for two years. Since then, Haluk has become an enthusiast of FC Barcelona and an official member of the club.

After 24 enjoyable years at BBDO, Haluk allowed the entrepreneur within him to ignite, bringing together friends who are as passionate about storytelling brand experiences and understanding the consumer as he is, and launched the THAAT’S IT brand, a group of new-generation companies providing training, brand consultancy, and insight-hunting services.

Haluk’s passion for education, dedicated to nurturing the next generation of communication professionals, has led him to roles such as Co-Chair of Strategic Planning at BBDO University, Chairman of the Turkish Advertising Foundation from 2013 to 2015, and Advisor to the Marketing Communications School at Istanbul Nişantaşı University, he also teaches at İzmir University of Economics, and serves as a guest lecturer at the University of Ljubljana.

Haluk and his team worked on major projects for both global and local brands bringing home many creative and effectiveness awards for brands such as Bosch, Pepsi, Levi’s, Citroen, Subaru, Lay’s, Doritos, Ruffles, Mercedes-Benz, Miele, Harvey Nichols, Tommy Hilfiger, Whiskas, Pedigree, Snickers, Marks&Spencer, 7UP, Aspirin, Yapı Kredi, Arzum, Karaca, Erikli, Biscolata, Yedigün, Teknosa and many others. 

Rahşan Karan

Rahşan Karan brings over 25 years of leadership and strategic expertise in sales, business development, marketing, and management. She has worked with global technology giants like Siemens, Dell, and Broadcom, and played a key role in growing AirTies, a pioneering Turkish startup, into a $100M revenue company. As Vice President at AirTies for 10 years, Rahşan was instrumental in building the company’s sales and operations from the ground up and expanding its presence to over 20 countries.
For the last 8 years, Rahşan has led her own consultancy, advising multinational corporations and scale-ups on growth strategies, sales and marketing, organizational health, and market entry into Turkey. In addition to her advisory work, she provides leadership and sales training, helping organizations build high-performing teams and develop strong leadership capabilities. She is also a certified Gestalt and ORSC (Organization and Relationship Systems Coaching) coach, dedicated to helping companies develop high-performing teams and effective leadership. Rahşan’s true passion lies in unlocking the potential of both people and businesses.
Born in Giresun, a picturesque city along Turkey’s Black Sea coast, known for its verdant nature and hazelnuts, Rahşan has a deep connection to nature and culture. She holds a degree in Political Science and Public Administration from the Middle East Technical University (METU).
Beyond her professional life, Rahşan is fulfilling a lifelong dream by studying theater. She has a deep love for both nature and the arts; she is a collector of paintings and sculptures, practices ceramics, and enjoys outdoor activities such as sailing, hiking, and gardening. Her passion for travel leads her to explore different cultures, taste new cuisines, and engage with artists during her visits. As an audiophile with a deep love for all music genres, she has a special affinity for jazz music. She also enjoys cooking and gathering with her loved ones around large, shared tables, as food plays an important role in her connections with others.
Her commitment to nurturing talent extends beyond her career, as she actively mentors young entrepreneurs and students through platforms like ARYA Women Investment Platform, Endeavor, Ashoka, and the TEV ODTÜ Scholarship Fund, where she has been instrumental in shaping coaching and mentorship programs that have impacted over 1,000 students.
She has a tabby cat named Şans, which means “luck” in Turkish.