The New Dynamics of Digital Branding Explored at Istanbul Gelisim University

Istanbul Gelisim University continues to bring students together with experienced industry figures. The talk event titled "Digital Branding 1.0: Shifting Trends and New Dynamics in Brand Building," organized by the FEASS Public Relations and Promotion Department, was held at the Tashkent Auditorium. Moderated by Asst. Prof. Merve Boyacı Yıldırım, the event brought Branding Türkiye founder Mürsel Ferhat Sağlam together with students. The session addressed the impact of digitalization on brand communication, AI-supported communication processes, and the transformation in current brand strategies.

The Shifting Dynamics of Digital Branding Examined

The transformative effects of the digitalization process on brand communication, the concept of integrated communication management, and the changing dynamics of current brand strategies were all assessed at the event. The session emphasized that digital branding is not merely a matter of social media visibility, but a holistic structure encompassing strategic communication, corporate identity, content management, and the process of developing sustainable relationships with target audiences.

The talk also touched on the communication mistakes brands frequently make on digital platforms. While the impact of fast-consumption-oriented content production on brand trust was evaluated, it was stated that sustainable brand building in the digital environment is achievable through the right strategy, a consistent communication language, and an approach that closely follows current developments.

Artificial Intelligence and Digital Communication Processes Evaluated

The session also addressed the effects of AI technologies, algorithmic systems, and digital automation processes on brand management. While it was noted that AI-powered applications speed up and facilitate processes such as data analysis, content creation, and audience management, it was also emphasized that the human touch, creativity, and strategic perspective remain the decisive elements in communication processes.

The Key to Success in the Communications World: Networking and Continuous Growth

Industry experiences and examples relating to branding processes were shared with students throughout the event, and assessments were also made on career planning and professional communication. Particular attention was drawn to the importance of students continuously following industry developments, building their professional networks, and not hesitating to form professional relationships.

In his talk, Sağlam made the point that "everything starts with a hello," stating that making connections and meeting new people can create unexpected opportunities along one's career journey.

At the close of the program, student questions were answered and views were exchanged on the future of the digital communications ecosystem, personal development, and professional visibility. The event, which gave students a closer look at the relationship between industry and academia, concluded with the presentation of a plaque to Mürsel Ferhat Sağlam.