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Doğuş Group

Brand Proposal

Founded in 1951, Doğuş Group is one of the leading business conglomerates of Turkey. The Group is a corporate leader in the region, active in eight core businesses: financial services, automotive, construction, media, tourism, and services, real estate, energy, and entertainment.

Growing primarily through M&A’s, Doğuş Group is a successful “serial acquirer.” That said, such rapid growth brings forth significant problems. As the Group became larger and larger, its brand architecture became more and more complicated.

In the absence of a unifying, strategic direction, the Group’s brand guidelines were routinely bent. Different nomenclatures were used. Eventually inconsistent, and even conflicting messages of Doğuş started to confuse its stakeholders.

Going forward, Doğuş needed a holistic brand architecture approach to turn its clutter into a strategic advantage. The Group sought I Mean It’s advice for auditing its existing portfolio and come up with alternative solutions.

The film below is a short description of our thorough analysis. Please reach us should you desire to learn more.

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