Why is ‘Made in Turkey’ better?
Saffron has been working with the Turkish Exporters Assembly on a business/investment/export-oriented brand for Turkey. The central question guiding our work together has been what “Made In Turkey” means in a global context. How is it different or better than “Made In China” or “Made In Germany”? What competitive advantage can Turkey claim for itself as it competes with these nations?
A focus on adaptability
Saffron’s work for Turkey puts a big focus on the ability of Turkish businesses to adapt to rapid change and provide customers with great levels of attention. The brand idea “Masters of Change” speaks of the many changes that Turkey has historically experienced. The resulting ability Turks have to accomodate foreign cultures and the need for flexibility in their products and services is highly differentiating. The visual solution is an expression of the many industries in which this brand idea is brought to life by Turkish companies. The slogan that Saffron developed, “Discover the potential” is the customer-facing translation of the brand idea. It invites potential investors to engage with Turkey and see for themselves what a difference Turkey can make to their business.
Increasing coherence and cohesion
As a unifying element, the new brand helps the various groups inside the Turkish Exporters Assembly behave and communicate in a more cohesive way inside and outside of Turkey. A more coherent idea of what “Made In Turkey” means is thereby emerging. The new brand along with the visual identity was launched by president Erdogan on 28 September 2014 to local and international press. Over the next months, the Turkish Exporters Assembly will be rolling the programme out across its various parts and international locations.