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THAAT’S THE ACADEMY
CORPORATE TRAINING

As “THAAT’S THE ACADEMY,” we design and implement “Corporate Development Academies” on the topics of “Marketing Communications / Digital Marketing Communications / Commercial Marketing / Strategic Brand Management / HR and Employer Brand Management,” tailored entirely to the specific needs and expectations of each organization. We tailor the content of our training programs—which can be grouped into these five categories—entirely to your organization’s specific needs and expectations, and we can deliver them either in-person or online, depending on your preference.
Marketing and Branding
Artificial Intelligence and Digital Marketing Communication ​
The Art of Storytelling
Understanding the Global Economic Climate, the Zeitgeist, and the Future​
Advertising, Art, and Communication

Understanding the Global Economic Climate, the Zeitgeist, and the Future​

How prepared are we today for the future? From the world of brands to changes in workplace culture, and from technological advancements to social awareness, our curiosity about the future continues to grow.

Are you FutureReady with an analysis of all the insights and trends that will shape 2026 and beyond? We’re here for you.

Course Details

We can describe our current era, full of uncertainties, as the most confusing and chaotic period in human history. People, and even the most established institutions, are struggling to cope with the chaos of this period. In this situation, HR and employer brand managers of organizations have the toughest job.

Numerous reports have been published about future ways of working, as organizations that do not implement these predictions today will find it very difficult to attract talent and ensure loyalty. Unfortunately, none of us have time to follow all these reports.

THAATS IT has sifted through and analyzed these reports, combining them with findings distilled from its own projects. It has enriched its conclusions with examples from social culture and designed this very special training program.

Course Details

Marketing and Branding

The key to success in brand management lies in both understanding the ever-changing world and embracing the unchanging core elements and principles of the brand concept. This training program aims to teach methods for developing and implementing a cohesive brand communication strategy in our increasingly complex world.

  1. The Fundamental Elements of the Brand Concept
  2. Brand Strategy Development Processes

Course Details

Everyone is talking about insight. Everyone wants insight. CEOs want it from CMOs, CMOs from brand managers, brand managers from agencies, client relations and agency creatives from strategists, and strategists from people on the street…

No matter which conference on branding and communication you attend, the word “insight” pops up in every speaker’s remarks; no matter which article you read, it appears between the lines.

That’s all well and good, but what exactly is this thing called “insight”? Where can you find it? How do you eat it? How do you drink it?

For a quarter of a century, Haluk Sicimoğlu—a veteran strategist who has been hunting for insights on the streets to uncover the deepest insights—is sharing the secrets of this insight hunt with marketing and brand communication professionals, in line with evolving consumer trends and opportunities for innovation.

  1. Definition of the Concept of Insight
  2. Identifying Strategic Insights
  3. Identifying Creative Insight

Course Details

This training program was designed by Thaat’s The Academy to enable marketing and brand professionals to build effective and strategic relationships with advertising agencies and prepare effective briefs for their brands.

  1. Building a Productive Relationship with an Agency
  2. How to Write an Effective Brief
  3. Identifying Creative Insight

Course Details

This training program is designed to help marketing and branding professionals develop their storytelling skills. In designing this program, THAAT’S IT aimed to share thinking methods that will enable participants—in collaboration with all their communication partners—to create stories that are focused on a single idea, striking, engaging, inspiring, and aligned with their brand values, as well as to help participants develop the ability to apply these methods.

As you leave this truly enjoyable training session, you’ll feel like a hero ready to create stories for your brand.

  1. Brands and Stories
  2. A Story Structure That Has Remained Unchanged from Ancient Times to the Present
  3. Common Characteristics of Viral Stories (Jonah Berger)
  4. Types of Stories (Carmine Gallo)
  5. Screens and Stories (BBDO)
  6. The Storyteller’s Checklist (Carmine Gallo)

Course Details

We’re now certain: People make their decisions with their emotional brain. But there’s a problem. The emotional brain can’t express itself in words. So how will we identify the needs and insights that will inspire our innovations?

Is there a scientific, systematic, and simple method for identifying these needs and insights and using them to create innovations that set us apart from our competitors?

This training program was designed by THAAT’S THE ACADEMY to share methods for unlocking the emotional brain by drawing on people’s daily routines and transforming what we discover there into opportunities for innovation.

  1. Paths from Insight to Innovation
  2. Understanding Needs
  3. Questioning Established Beliefs
  4. Capitalizing on Trends

Course Details

This training program was designed by Thaat’s The Academy to help participants identify a brand’s purpose and brand ideal, develop marketing communication strategies centered on the brand ideal, and share methods for creating brand experiences centered on the brand ideal and transforming them into viral stories.
Course Details

This corporate training program was designed exclusively for organizations by Thaat’s The Academy to raise awareness about personal brand management and strengthen participants’ digital marketing communication skills. It is aimed at those who wish to position and strategically manage their personal brands in the professional world within the new global order shaped by digital transformation.
Training Details

It has been proven that brands built on an ideal are the most profitable today. Furthermore, brands that eliminate the intermediary between themselves and their audience build stronger connections with consumers and achieve higher sales by creating compelling experiences. This training program aims to provide marketing professionals at all levels with a deep understanding of brand ideals and equip them with practical thinking models to create effective brand experiences.

  1. New Brand Strategy Center: Emotions and Ideals
  2. Marketing 3.0: Creating Equality and Sales Through Magnetic Experiences

Course Details

In this training module, “content marketing” will be addressed not merely as content creation, but as a strategic system that builds brand trust, visibility, and preference while driving commercial impact. Throughout the training, participants will collectively evaluate the leading content trends of 2026, AI-powered content creation approaches, evolving search behaviors, and multichannel content strategies.

The purpose of this module is to develop more structured, efficient, and results-oriented “content strategies,” particularly for brands that target a broad audience. In short, this training module will move beyond the question “What should we share?” to address the question “How can we create value and impact through specific types of content?”
Course Details

This training module is designed to help marketing and brand teams understand consumers’ decision-making processes and apply these insights in areas such as brand communication, campaign design, and product development. Participants will gain experience in understanding consumers’ subconscious decision-making mechanisms and translating this knowledge into marketing outcomes.

Upon completing this module, participants will be able to interpret consumer behavior from a neuroscientific perspective and leverage the emotions, memories, and social triggers that influence purchasing decisions; optimize advertising, content, and packaging efforts using brain-friendly approaches; gain a basic understanding of neuromarketing tools and techniques to integrate the resulting data into marketing strategies; and design more memorable, conversion-focused marketing campaigns within an ethical framework.

Course Details

Marketing is developed using the same logic as military strategy. The goal is to analyze the current situation, identify the area where we can achieve the greatest success based on existing realities, and secure a competitive advantage in this never-ending competition.

In this training module, we will analyze a realistic scenario in the battle for market share and address the right market with the right approach

Strategies for retaining and maintaining will be discussed.

Course Details

To be the “employer of choice” for the most talented members of the new generations, it is essential to have an Employer Branding Strategy that will “motivate high performance” and “foster loyalty” among current employees in line with an emotionally and socially meaningful brand ideal.

Organizations’ HR teams aim to assess the overall effectiveness of their work to date, broaden their vision regarding employer branding, and maximize their expertise in this area.

With this in mind, Thaat’s The Academy has designed this training program to maximize the skills and knowledge of organizations’ HR teams in the areas of brand communication and employer brand management.

  1. Benefits of the HR Brand
  2. The Concept and Ideology of a Brand
  3. Steps to Building an HR Brand
    1. Situation Assessment
    2. Review of the Organization’s Overall Strategies
    3. Assessment of External Reputation and Appeal
    4. Assessment of Organizational Culture and Sense of Belonging
    5. Segmentation
    6. Tips for Profile Analysis and Strategy
    7. Developing Attraction and Retention Strategies
    8. Implementation and Evaluation of Creative Projects

Course Details

If marketing has one goal, it is to reach consumers at the moments that most influence their decisions. Naturally, marketing has always sought out the moments—or touchpoints—when consumers are most receptive to influence. And we marketers and academics have always described this search for touchpoints using the “funnel” metaphor. In our view, consumers begin their journey at the wide end of the funnel with a list of potential brands in mind; then, as marketers, we work to systematically narrow that list and steer them toward our own brand throughout their journey.

Course Details

The key to unlocking the emotional brain lies in understanding why
certain forms of communication work. If we examine the Turkish psyche, we can see which advertisements still resonate there.

We set out to explore why legendary ads became legendary and what we can learn from them.

ThinkNeuro measured the subconscious impact of the “Legendary Ad”—a campaign consisting of 20 commercials—on the Turkish public using its proprietary methodology, which synchronizes EEG and eye-tracking data to analyze consumers’ brain waves. The study involved 100 participants—half women and half men—and included in-depth interviews with 25 of them.

These iconic ads were compared to benchmarks from more than 250 ads that ThinkNeuro had measured for their subconscious responses among Turkish consumers.

In its research, ThinkNeuro first filtered the data through criteria related to the Turkish people’s ability to think and perceive. The general term for this filter is: the Turkish Mind…

  • The Turkish mind says: I understand not when I see it, but when I feel it.
  • The Turkish mindset says: Never without something concrete.
  • The Turkish mind says: My emotional memory is a jumble.

Iconic Ads: A Ranking of the 20 Ads That Have Left the Deepest Impression on the Turkish Collective Unconscious.
Course Details

Artificial Intelligence and Digital Marketing Communication

The purpose of this training module is to facilitate the transition to a more sustainable growth model by supporting production and wholesale capabilities with the demand generation and brand strength enabled by digital technology. The goal is for participants to view digital not merely as a sales channel, but as a strategic tool that shapes and directs consumer demand. Accordingly, the aim is for them to understand the fundamental principles of e-commerce, marketplaces, and performance marketing, grasp how these can be integrated into existing business models, and strengthen their brand perspective.

Course Details

Given the impact of the pandemic, it has become essential for brands seeking to build sustainable relationships with “digitally savvy consumers” to thoroughly understand—and subsequently master—digital marketing and media. Organized with this perspective in mind, our workshop program aims to convey all the details of digital marketing and media to participants in an interactive manner, led by “Digital Workers” who have been actively working in this field for years. “Practical tactics” and “quick solutions” that go beyond theoretical knowledge will be shared with participants, and the goal is for them to apply these to their work on the first business day following each session.
Course Details

In this training session titled “Digital Marketing Communication Management,” we will compare past periods with the year 2026 to examine where we’ve come from, where we are now, and where we’re headed, and we’ll draw specific conclusions on this topic for the near future. At the same time, as we examine changes in both the global and local media markets, we will evaluate the topics of “generations”—a term we’ve heard frequently in recent years—and “content”—a concept we’ve been familiar with for many years—through the lens of insights from marketing leaders.
Course Details

The development of artificial intelligence has undoubtedly had—and continues to have—a profound impact on the way professionals in the fields of marketing communications and brand management conduct their work.
This interactive training program has been specially designed by Thaat’s The Academy to teach marketing communications and brand management professionals the operating principles and algorithms of AI products, as well as how to use them more effectively in their work.
Training Details

In this training session, we’ll discuss in detail not only digital marketing communication but also the future of technology, the digital world, and marketing. We’ll address topics related to the developments on the horizon, the technologies shaping our lives, and what we can do with them, using real-world examples. We’ll also explore the intricacies of Web 3.0 and blockchain technologies—concepts we’ve been hearing a lot about lately—focusing not just on understanding them but also on how to integrate them into our lives and put them to practical use.
Course Details

Advertising, Art, and Communication

No matter where in the world we live, or which culture we feel we belong to, there are a few places whose music we all embrace and love—and sometimes even find mesmerizing.

The poignant melodies of the blues don’t just reflect the cries of the slaves in Mississippi; they also give voice to our own sorrows. Brazil’s rhythms make us all dance, Ireland’s lyrical tunes bring us peace, and whenever we hear Cuban rhythms, we want to join in on those beats. As we release our toxins to the accompaniment of Indian music, we long for that mysticism.

So why? What makes this music so special? What is it in the DNA of this music that allows it to blend so easily with our own DNA?

Haluk Sicimoğlu, an experienced strategist and advertising professional, has been listening to world music for 30 years. As he immersed himself in the music of different cultures, he began to notice a kinship among these musical traditions and started researching them. Over time, Sicimoğlu came to realize he had become an amateur music ethnographer, and, encouraged by one of his students, he turned his research into a presentation.

Here is that presentation. From Mali to the Mississippi Delta, from Portugal and Ireland to Brazil, from Africa to Cuba and back again to Africa, from the Celts to Anatolia, from Varanasi to Liverpool—are you ready to embark on this journey of sounds, narrated by Haluk Sicimoğlu and accompanied by the rhythms of Master Percussionist Murat Bizel, who has successfully represented our country at festivals in many countries around the world?
Course Details

The Art of Storytelling

When preparing presentations for the workplace, no matter who our audience is, we need to be able to tell our story in the most interesting and compelling way possible. It’s crucial to convey our messages through storytelling in order to persuade and leave a lasting impression.

This engaging training program was specially designed by THAAT’S THE ACADEMY to provide professionals with tips on how to transform their presentations into single-idea-focused, interesting, compelling, and inspiring stories that resonate most deeply with their target audiences, and to help them develop their storytelling skills.

Course Details

The training program is designed to help participants develop their storytelling skills. In designing this program, THAAT’S IT aimed to share thinking methods that would enable participants—in collaboration with all their communication partners—to create stories that are focused on a single idea, compelling, engaging, inspiring, and aligned with the organization’s brand values, as well as to help participants develop the ability to apply these methods.

  1. The Role and Importance of Stories in the Workplace
  2. Situations Where Data Is Less Effective Than Stories
  3. The Characteristics of an Effective Story and a Storyteller
    1. The Components of a Compelling Story – The SMILE Model
    2. 23 Storytelling Techniques We’ve Learned from Master Speakers
  4. Story Structure
    1. A Story Structure That Has Remained Unchanged Throughout the Ages: The Hero’s Journey
    2. Stories of the Hero’s Journey in the Workplace
  5. Perfecting the Plot
    1. Getting to Know Your Hero and Mentor
    2. Defining the Journey
    3. Helping the Listener Cross the Threshold
  6. Data, Presentations, and Stories

Course Details

Understanding the Global Economic Climate, the Zeitgeist, and the Future

  • FutureReady? 2026
  • Instructor: Haluk Sicimoğlu
    Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 1 half-day

FutureReady? 2026

How prepared are we today for the future? From the world of brands to changes in workplace culture, and from technological advancements to social awareness, our curiosity about the future continues to grow.

Are you FutureReady with an analysis of all the insights and trends that will shape 2026 and beyond? We’re here for you.

We invite marketing, brand, talent, and culture professionals—as well as anyone else curious about the future—to a vision-expanding gathering with Haluk Sicimoğlu.

  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • AKİŞ GYO
  • Akyaşam
  • Akmerkez
  • Turkey Finance Participation Bank, Inc.
  • Kervan
  • Allianz
  • Turkish Banking Association
  • sahibinden.com
  • KFC
  • THY
  • Turkey İş Bank
  • Reckitt
  • Migros
  • Toyota Türkiye
  • Future of Work Now
  • Speaker: Haluk Sicimoğlu Founder & Chief Strategy Officer / THAAT’S IT!
  • Duration: 1 half-day

Future of Work Now

We can describe our current era, full of uncertainties, as the most confusing and chaotic period in human history. People, and even the most established institutions, are struggling to cope with the chaos of this period. In this situation, HR and employer brand managers of organizations have the toughest job.

Numerous reports have been published about future ways of working, as organizations that do not implement these predictions today will find it very difficult to attract talent and ensure loyalty. Unfortunately, none of us have time to follow all these reports.

THAATS IT has sifted through and analyzed these reports, combining them with findings distilled from its own projects. It has enriched its conclusions with examples from social culture and designed this very special training program.

Haluk Sicimoğlu, founder and chief strategist of THAAT’S IT, shares insights on the future workplace and potential roadmaps for successful companies in “Future of Work Now,” without making prophecies. We welcome HR, employer brand managers, and anyone interested.

  • Zeitgeist, Generations, Lies, and Ideals
  • Coaches, Sprints, and Custom-Tailored Careers
  • Leadership, Pandemic, and Our Inner Children
  • Technology, Employment, Communication, and Amazon Natives
  • Office, Home, Migration, and FOMO
  • Talent Hunting, Trendy Terms
  • Which Predicted Future Work Model Suits You?
  • Which Principles of Successful Business Management Will Remain Unchanged Through the Centuries?
  • What Will You Tell People in the First Townhall Meeting?
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Migros
  • Philip Morris SA
  • Eczacıbaşı Holding
  • Eczacıbaşı Consumer Products
  • TSKB
  • Allianz

Marketing and Branding

  • Strategic Brand Management Workshop
  • Instructor: Haluk Sicimoğlu
    Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 2 half-days

Strategic Brand Management Workshop

The key to success in brand management lies in both understanding the ever-changing world and embracing the unchanging core elements and principles of the brand concept. This training program aims to teach methods for developing and implementing a cohesive brand communication strategy in our increasingly complex world.
  • 1.1. The Fundamental Elements of the Brand Concept
    • Temple of Brands
    • How the Human Brain Works
    • How the Human Brain Perceives Brands: 7 Profound Metaphors
    • Workshop: Identifying the Brand’s Metaphors
    • People’s decision-making processes
    • The 7 Basic Drives That Guide Human Behavior
    • Morris Brand Pyramid
    • Workshop: Identifying the brand’s drivers and creating the Morris Pyramid
    • Aaker Brand Personality Scale
    • Jungian archetypes
    • Workshop: Defining the Brand’s Personality and Archetypes
  • 1.2. Brand Strategy Development Processes
    • Joseph Campbell’s Story Structure
    • The hero of the story: The customer
    • Workshop: Writing the Customer’s Story
    • The Concept of the Brand Ideal
    • 5 Areas Where We Can Define the Brand Ideal
    • Brand Beliefs
    • Workshop: Defining the Brand Vision
    • Workshop: Creating a Brand Sanctuary
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Kariyer Net
  • Türk Telekom
  • Hyundai
  • Turkish Banking Association
  • Eczacıbaşı Venture Marketing
  • sahibinden.com
  • Pınar
  • Fuji Film
  • Penti
  • Zorluteks
  • THY
  • Reckitt Benckiser Health Group
  • Reckitt Benckiser Hygiene Group
  • Insight Hunting Workshop for Your Brand
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 2 half-days

Insight Hunting Workshop for Your Brand

Everyone is talking about insight. Everyone wants insight. CEOs want it from CMOs, CMOs from brand managers, brand managers from agencies, client relations and agency creatives from strategists, and strategists from people on the street… No matter which conference on branding and communication you attend, the word “insight” pops up in every speaker’s remarks; no matter which article you read, it appears between the lines. That’s all well and good, but what exactly is this thing called “insight”? Where can you find it? How do you eat it? How do you drink it? For a quarter of a century, Haluk Sicimoğlu—a veteran strategist who has been hunting for insights on the streets to uncover the deepest insights—is sharing the secrets of this insight hunt with marketing and brand communication professionals, in light of evolving consumer trends and opportunities for innovation.
  • 2.1. Definition of the Concept of Insight
    • What is insight not?
    • Observation, statistics; the difference between findings and insights.
    • What is insight?
    • Workshop: Which sentence offers insight, and which one doesn’t?
  • 2.2. Identifying Strategic Insights
    • The difference between strategic and creative insight
    • The 4 Types of Strategic Insight
    • Workshop: Which project was inspired by what kind of insight?
    • The Basic Rules of the Hunt for Strategic Insights
    • Methods for gathering strategic insights:
      • Reveal hidden confessions
      • Keep asking “why?” without getting tired of it
      • Question common beliefs
      • Play with 7 Impulses
    • Workshop: Discovering Strategic Insights
  • 2.3. Identifying Creative Insight
    • Creative insight techniques and creative patterns
      • “THAAT’S IT” Phrases
      • Hebrew University of Jerusalem Templates
      • Ancient Greek patterns
    • Workshop: Discovering Creative Insight
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Allianz
  • Turkcell
  • Eczacıbaşı Venture Marketing
  • British American Tobacco
  • Pınar
  • Reckitt Benckiser Health Group
  • Reckitt Benckiser Hygiene Group
  • Tips for Getting the Most Out of Your Advertising Agency and How to Give an Effective Brief
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 2 half-days

Tips for Getting the Most Out of Your Advertising Agency and How to Give an Effective Brief

This training program was designed by Thaat’s The Academy to enable marketing and brand professionals to build effective and strategic relationships with advertising agencies and prepare effective briefs for their brands.
  • 3.1. Building an Effective Relationship with the Agency
    • Brainstorming: Assumptions About Agencies
    • Brainstorming: The Best Times in Agency-Client Relationships
    • Assumptions and facts regarding the agency’s motivations
    • Assumptions and facts regarding the agency’s operations
    • 4 Criticism of:
      • Briefing
      • Debriefing
      • Evaluation of Creative Work
      • Research Presentation
    • Tips for Building a Productive Relationship with an Agency
  • 3.2. Preparing an Effective Brief
    • 6 Magic Questions
    • The 4C Rule
    • The requirement to be of one mind
    • The process of identifying the core problem and the core opportunity
    • Workshop: Identifying a Single Problem and a Single Opportunity
    • The process of defining the target audience
    • Workshop: Identifying the Primary Target Audience
    • To determine the target audience’s sentiment toward the brand
    • Defining the desired response from the target audience
    • Workshop: Identifying Current and Desired Target Audience Responses
    • Defining a brand promise with a single focus
    • Workshop: Defining a Single-Minded Brand Promise
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Eczacıbaşı Pharmaceutical Marketing
  • Zorluteks
  • Pınar
  • THY
  • Reckitt Benckiser Health Group
  • Reckitt Benckiser Hygiene Group
  • From Strategy to Creativity: Storytelling in Brand Management
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 2 half-days

From Strategy to Creativity: Storytelling in Brand Management

This training program is designed to help marketing and branding professionals develop their storytelling skills. In designing this program, THAAT’S IT aimed to share thinking methods that will enable participants—in collaboration with all their communication partners—to create stories that are focused on a single idea, striking, engaging, inspiring, and aligned with their brand values, as well as to help participants develop the ability to apply these methods.

As you leave this truly enjoyable training session, you’ll feel like a hero ready to create stories for your brand.

  • 4.1. Brands and Stories
    • The Connection Between Brands and Mythology
    • Why Do Brands Need Stories?
  • 4.2. A Story Structure That Has Remained Unchanged from Ancient Times to the Present
    • The Hero’s Journey (Joseph Campbell)
    • Who is the hero? The brand or the consumer? (Nancy Duarte)
    • The Consumer Journey and Examples
    • Consumer Journey Workshop
  • 4.3. Common Characteristics of Viral Stories (Jonah Berger)
    • STEPPS Theory
    • Examples
  • 4.4. Types of Stories (Carmine Gallo)
    • Stories that ignite the spark within us
    • Educational Stories
    • Stories That Simplify Things
    • Inspiring Stories
    • Stories That Spark Social Movements
  • 4.5. Screens and Stories (BBDO)
    • The Emotional Bonds Between Screens and People
    • Screens and Their Archetypes
    • The Roles of Screens in Storytelling
  • 4.6. The Storyteller’s Checklist (Carmine Gallo)
    • Presentation of an interactive case study based on a sample scenario and the development of potential tactics.
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Akbank
  • Arçelik
  • Eczacıbaşı Venture Marketing
  • Pınar
  • Fuji Film
  • Beko
  • Turkcell
  • Turkey İş Bank
  • THY
  • Reckitt Benckiser Health Group
  • Reckitt Benckiser Hygiene Group
  • Consumer Insight-Driven Brand Innovation
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 2 half-days

Consumer Insight-Driven Brand Innovation

We’re now certain: People make their decisions with their emotional brain. But there’s a problem. The emotional brain can’t express itself in words. So how will we identify the needs and insights that will inspire our innovations?

Is there a scientific, systematic, and simple method for identifying these needs and insights and using them to create innovations that set us apart from our competitors?

This training program was designed by THAAT’S THE ACADEMY to share methods for unlocking the emotional brain by drawing on people’s daily routines and turning what we discover there into opportunities for innovation.

  • 5.1. Paths from Insight to Innovation
    • Understanding Needs
    • Questioning established beliefs
    • Capitalizing on trends
  • 5.2. Understanding Needs
    • The “Jobs to Be Done” Model: Understanding “Consumer Tasks”
    • The “Jobs to Be Done” Model: The types of “jobs” consumers tackle throughout their lives
    • The “Jobs to Be Done” Model: Small Jobs, Big Jobs, Unexpected Jobs, Routine Jobs
    • The “Jobs to Be Done” Model: Understanding the Nature of “Consumers’ Jobs”
      • *Job descriptions are subjective
      • *Work motivation is emotional
      • *The definition of success is subjective
      • *People derive emotional satisfaction from their work results
      • *People pay an emotional price to get the job done
    • The Emotionomics Model: Understanding How the Human Brain Works
      • We have three brains: the sensory, the emotional, and the perceptual
      • The Dominance of the Emotional Brain in Human Decision-Making
    • The “Human Zoo” Model: Understanding the 7 Basic Drives
      • Reproduction
      • Protection
      • Youth
      • Pregnancy
      • curiosity
      • Belonging
      • Reputation
    • The “Jobs to Be Done” Model: Understanding the Stages of a Task
      • Define
      • Find
      • Get ready
      • Rest assured
      • Apply
      • Follow
      • Edit
      • Finish
    • The “Jobs to Be Done” Model: Understanding Needs at Each Stage of a Task
      • What does the consumer do at each stage?
      • At what stage does a brand innovate?
      • Examples from around the world and from Turkey
  • 5.3. Questioning Established Beliefs
    • The Need to Question Established Beliefs
    • Examples from the history of science and art around the world
    • Examples of ideas from recent history in the business world
    • It’s Not What We Thought: Examples of Stereotypical Perceptions About Consumers
    • The “Marketing Metaphoria” Model: Questioning Our Perceptions of Products and Brands
    • 7 Metaphors That Help Us Define the Meaning of a Product and a Brand for People
  • 5.4. Capitalizing on Trends
    • trendwatching.com Tool Kit: Global Marketing and Consumer Trends
    • Acts of kindness, good deeds
    • The Economy of Uncertainty
    • Technology is not just technology
    • The Post-Demographic Era
    • Local Love
    • Status Hunting
    • Ways to Recover
    • My Universe
    • Consumer Games
    • Transience
    • New Perspectives on Values
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Unilever
  • Arçelik
  • Garanti BBVA
  • Turkey Finance Participation Bank, Inc.
  • Developing Brand Purpose-Centered Communication Strategies
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 1 half-day or 2 half-days, depending on your needs

Developing Brand Purpose-Centered Communication Strategies

This training program was designed by Thaat’s The Academy to help participants identify a brand’s purpose and brand ideal, develop marketing communication strategies centered on the brand ideal, and share methods for creating brand experiences centered on the brand ideal and transforming them into viral stories.
  • The brand’s new definition and how it differs from its previous definitions
  • The Kano Customer Satisfaction Model and Differentiation Opportunities for Today’s Brands
  • Today’s Brand Management Principles
    • There are no consumers—there are only people
    • People make decisions based on their emotional brain, not their rational brain
    • Starting by understanding the zeitgeist speeds up the strategic planning process
    • To understand people’s emotional needs, we must think beyond categories.
    • Taking ownership of the world’s and humanity’s problems enhances our brand and stock value
    • To increase brand loyalty, we need to focus on experience and storytelling
    • We achieve success by weaving together data, technology, experience, and storytelling
  • The Stengel Index and the 5 areas where we can define our brand ideal
  • Brand archaeology methods and areas for identifying the Brand Ideal
  • The strong connection between brand vision, social mission, and sustainability
  • Examples of brand-ideal-centered strategies and integrated communication
  • Things to Avoid
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Turkish Banking Association
  • Unilever
  • DİMES
  • ETİ
  • AK Food
  • TADIM
  • Gürallar Glass
  • Turkey Finance Participation Bank, Inc.
  • Şekerbank
  • AstraZeneca
  • Aktifbank
  • Creating an Exceptional Customer Experience
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 2 half-days

Creating an Exceptional Customer Experience

It has been proven that brands built on an ideal are the most profitable today. Furthermore, brands that eliminate the intermediary between themselves and their audience build stronger connections with consumers and achieve higher sales by creating compelling experiences. This training program aims to provide marketing professionals at all levels with a deep understanding of brand ideals and equip them with practical thinking models to create effective brand experiences.
  • 7.1. New Brand Strategy Center: Emotions and Ideals
    • What Do Consumers Think?
    • The Power of Emotions in Branding
    • Desmond Morris’s Seven Basic Instincts
    • The Concept of the Ideal Brand
    • Defining Your Ideal Brand
    • Brand Ideal Workshop
  • 7.2 Marketing 3.0: Creating Equality and Driving Sales Through Magnetic Experiences
    • A New Definition of Integration
    • Removing the Mediator Between the Brand and the Consumer
    • Advocates: The Heart of Consumer Engagement
    • Placing Stimuli at the Heart of Brand Experiences
    • Customer Retention—A Historical Perspective
    • The Customer from an Organizational and Agency Perspective
    • Omnichannel Optimization
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Turkcell
  • Eczacıbaşı Venture Marketing
  • Penti
  • THY
  • KFC
  • Reckitt Benckiser Health Group
  • Reckitt Benckiser Hygiene Group
  • Active Use in Content Marketing and Brand Management
  • Instructor: Ahmet Şükrü Altındağ, Founder & Digital Consultant / GAMECHANGERS
  • Duration: 1 Full Day or Half Day

Active Use in Content Marketing and Brand Management

In this training module, “content marketing” will be addressed not merely as content creation, but as a strategic system that builds brand trust, visibility, and preference while driving commercial impact. Throughout the training, participants will collectively evaluate the leading content trends of 2026, AI-powered content creation approaches, evolving search behaviors, and multichannel content strategies. The purpose of this module is to develop more structured, efficient, and results-oriented “content strategies,” particularly for brands that target a broad audience. In short, this training module will move beyond the question “What should we share?” to address the question “How can we create value and impact through specific types of content?”

Course Content:
  • The New Role of Content Marketing in 2026
The discussion will focus on how content marketing has evolved into a strategic brand tool that generates not only visibility but also trust, differentiation, and growth.
  • Content Creation with Artificial Intelligence: Balancing Speed, Efficiency, and Quality
The power of artificial intelligence to generate ideas, create content, produce variations, and streamline operations will be evaluated in conjunction with the need to maintain brand voice, originality, and quality.
  • The Transformation of Search Behavior: The Rise of Artificial Intelligence
In line with AI features and new search experiences, we will present use cases to ensure that content is discoverable not only in search engines but also in AI products.
  • Multichannel Content Strategy and Format Management
The session will cover how different formats—such as short videos, long videos, blogs, social media, and web content—should be used for specific purposes, with specific target audiences, and to achieve specific impacts.
  • A Customized Content Model for the Company Receiving the Training: Trust, Value, and Sustainability
In line with the category of the company receiving the training, we will share an approach to product and brand communication that goes beyond mere promotion; one that delivers value to consumers, builds trust, and can evolve into a long-term content strategy. It will be emphasized that what sets brands apart in the sea of content in 2026 will not be more content, but a clearer brand vision and a more meaningful value proposition.
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • BSH Turkey
  • Neuromarketing and Its Active Use in Marketing Communications
  • Instructor: Özlem Bulut
  • Country Service Line Leader / Ipsos Türkiye
  • Duration: 1 full day

Neuromarketing and Its Active Use in Marketing Communications

Instructor: Özlem Bulut – Country Service Line Leader / Ipsos Turkey

Duration of the Training: 1 Full Day

Purpose of the Training Module:

This training module is designed to help marketing and brand teams understand consumers’ decision-making processes and apply these insights in areas such as brand communication, campaign design, and product development. Participants will gain experience in understanding consumers’ subconscious decision-making mechanisms and translating this knowledge into marketing outcomes.

Upon completing this module, participants will be able to interpret consumer behavior from a neuroscientific perspective and leverage the emotions, memories, and social triggers that influence purchasing decisions; optimize advertising, content, and packaging efforts using brain-friendly approaches; gain a basic understanding of neuromarketing tools and techniques to integrate the resulting data into marketing strategies; and design more memorable, conversion-focused marketing campaigns within an ethical framework.

Training Content:

This training module consists of three sections and includes research examples and case studies:

  • Marketing Research and Understanding Consumers

The limitations of traditional research approaches, the new perspectives offered by neuromarketing, and the unconscious factors influencing decision-making processes will be discussed.

  • The Human Brain and Decision-Making Processes

The structure of the brain and its responses to marketing messages will be examined; the impact of emotions, cognitive processes, and environmental factors on purchasing decisions will be evaluated.

  • Neuromarketing Techniques and Applications

Basic techniques such as EEG, fMRI, eye tracking, and facial expression analysis will be introduced; their applications in advertising, brand management, sales, digital marketing, and retail will be demonstrated through real-world case studies.

  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Anadolu Efes
  • Hyundai
  • Eczacıbaşı Venture Marketing
  • Allianz
  • Gaining a Competitive Edge Through Strategic Marketing Management
  • Instructor: Prof. Dr. Gresi Sanje
  • Director of The Marketing Communications School / Nişantaşı University
  • Duration: 1 full day

Gaining a Competitive Edge Through Strategic Marketing Management

Instructor: Prof. Dr. Gresi Sanje – Director of The Marketing Communications School / Nişantaşı University

Duration of the Training: 1 Full Day

Purpose:

Marketing is developed using the same logic as military strategy. Analyzing the current situation and identifying the area where we will achieve the greatest success,

In light of the current realities, the goal is to establish a foothold and gain a competitive edge in this never-ending competition.

In this training module, we will examine strategies for capturing and retaining the right market segment using the right approach, based on a realistic analysis of the competitive landscape.

Course Content:

  • Vision vs. Mission
  • Strategy 101
  • The Three Pillars of Marketing Strategy
  • Reading a Competitive Analysis
  • Writing the Strategy
  • Defining the Portfolio
  • Determining a Portfolio Strategy
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • White Paper
  • HR & Employer Branding Management
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Instructor: Seda Hoşel Kiraz Founder&Chief Strategy Officer / waytosay
  • Duration: 2 half-days

HR & Employer Branding Management

To be the “employer of choice” for the most talented members of the new generations, it is essential to have an Employer Branding Strategy that will “motivate high performance” and “foster loyalty” among current employees in line with an emotionally and socially meaningful brand ideal. Organizations’ HR teams aim to assess the overall effectiveness of their work to date, broaden their vision regarding employer branding, and maximize their expertise in this area. With this in mind, Thaat’s The Academy has designed this training program to maximize the skills and knowledge of organizations’ HR teams in the areas of brand communication and employer brand management.
  • 10.1. Benefits of the HR Brand
    • Benefits of the HR Brand in Terms of Profitability
    • Benefits of the HR Brand in Terms of Performance
  • 9.2. The Concept and Ideology of a Brand
    • Brand Ideal
    • Brand Values
    • Brand Architecture
  • 10.3. Steps for Creating an HR Brand
    • 10.3.1. Situation Assessment
    • 10.3.2. Review of the Organization’s General Strategies
      • Strategy Ladder
      • Corporate Strategy
      • Business Strategy
      • Tips for an HR Strategy
      • Tips for a Talent Strategy
      • Tips for a Strategy on Belonging and Engagement (Engagement and Retention Strategy)
    • 10.3.3. Assessment of External Reputation and Appeal
      • Measuring and Evaluating Reputation
      • Brand Perception Analysis
    • 10.3.4. Assessment of Organizational Culture and Sense of Belonging
      • Organizational Culture SWOT
      • Identifying Values That Hinder and Strengthen a Sense of Belonging
      • The HR Brand Compass for Identifying Target Talent
    • 10.3.5. Segmentation
      • The Principle of Diversity in Identifying Target Talent
      • The Balance Between Stability and Flexibility
      • Profiling
    • 10.3.6. Profile Analysis and Tips for Strategy
      • Efficient and Inefficient Cycle Analyses of Different Profiles
      • Identifying Factors That Hinder and Foster a Sense of Belonging Among Different Groups
    • 10.3.7. Developing Attraction and Retention Strategies
      • Writing a Brand Manifesto
      • Shaping the Brand Ideal
      • Writing an EVP
      • Developing Attraction Strategies Based on Target Talent Profiles
      • Developing Engagement Strategies Based on Target Employee Profiles
      • Effectively Aligning Local Strategy with Global Strategy
    • 10.3.8. Implementation and Evaluation of Creative Projects
      • How to Write an Effective Brief
      • Traditional Media Channels for the HR Brand
      • The New Definition of Media (“Everywhere Is Media”) and Opportunities for the HR Brand
      • The Concept of Experience Marketing
      • Opportunities Offered by the Concept of Experiential Marketing for the HR Brand
      • The Concept of Content Marketing and the Opportunities It Offers for the HR Brand
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Akbank
  • Garanti BBVA
  • Şölen
  • Turkey İş Bank
  • Anadolu Efes
  • Eczacıbaşı Holding
  • Hyundai
  • Aktifbank
  • The Consumer’s Mental Journey
  • Instructor: Emre Faks, Founder & Chief Analyst / efkg
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 1 half-day

The Consumer’s Mental Journey

If marketing has one goal, it is to reach consumers at the moments that most influence their decisions. Naturally, marketing has always sought out the moments—or touchpoints—when consumers are most receptive to influence. And we marketers and academics have always described this search for touchpoints using the “funnel” metaphor. In our view, consumers begin their journey at the wide end of the funnel with a list of potential brands in mind; then, as marketers, we work to systematically narrow that list and steer them toward our own brand throughout their journey.

Although this funnel metaphor remains relevant today, have consumers perhaps begun to move beyond it? What are the new challenges and opportunities in the consumer decision-making journey?

In this training session, we’ll review the fundamental principles we know about the consumer decision journey, revisit what we’ve learned from the best classic examples, examine the purchasing map of the expanding digital audience in the post-pandemic era, turn the funnel upside down, draw lessons from other brands’ recent mistakes, share striking examples of touchpoint communication, and and together, we’ll put our creativity to work to apply what we’ve learned from these examples to our own touchpoints.

Chapter One: Let’s Recall

  • The simplest definition of the journey is what you need to know about the journey in which individuals first become “users” and then “influencers.”
  • Methods for mapping out the most effective path by understanding the user and their journey through analytical approaches.
  • Opportunity: Optimizing the customer journey as quickly as possible: The excellence of e-commerce and offline-online integration

Part Two: Let’s Share and Talk

  • Inspiring New Experiences – Trends – “Case Studies”… Discussions on Sharing and Learning

Chapter 3: Let’s Come Up with Ideas

  • Workshop: Developing initial ideas in collaboration with your marketing, sales, and branding teams by adapting what we’ve learned from trends and case studies to your organization’s needs.
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • BSH Turkey
  • Turkey’s Legendary Commercials and a Journey into the Turkish People’s Subconscious
  • Speaker: Haluk Sicimoğlu, Founder & Chief Strategy Officer / THAAT’S IT!
  • Duration: 1.5 hours

Turkey’s Legendary Commercials and a Journey into the Turkish People’s Subconscious

The key to unlocking the emotional brain lies in understanding why certain forms of communication work. If we examine the Turkish psyche, we can see which advertisements still resonate there.

We set out to explore why legendary ads became legendary and what we can learn from them.

ThinkNeuro measured the subconscious impact of the “Legendary Ad”—a series of 20 commercials—on the Turkish public using its proprietary methodology, which synchronizes EEG and eye-tracking data to analyze consumers’ brain waves. The study involved 100 participants—half women and half men—and included in-depth interviews with 25 of them.

These iconic ads were compared to benchmarks from more than 250 ads that ThinkNeuro had measured for their subconscious responses among Turkish consumers.

In its research, ThinkNeuro first filtered the data through criteria related to the Turkish people’s ability to think and perceive. The general term for this filter is: the Turkish Mind…

  • The Turkish mind says: I understand not when I see it, but when I feel it.
  • The Turkish mindset says: Never without something concrete.
  • The Turkish mind says: My emotional memory is a jumble.
  • Iconic Ads: A Ranking of the 20 Ads That Have Left the Deepest Impression on the Turkish Collective Unconscious.
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Philip Morris SA
  • Eczacıbaşı Holding
  • Denizbank
  • Personal Branding Workshop
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Instructor: Ahmet Şükrü Altındağ – Founder & Digital Consultant / GAMECHANGERS
  • Duration: 1 full day

Personal Branding Workshop

This corporate training program was designed exclusively for organizations by Thaat’s The Academy to raise awareness about personal brand management and strengthen participants’ digital marketing communication skills. It is aimed at those who wish to position and strategically manage their personal brands in the professional world as it evolves alongside digital transformation.

Personal Brand Positioning and the Strategic Management Process
  • Common Misconceptions About Personal Branding
  • Return to Your True Self
  • The values that set you apart
  • The impulses that connect you to life
  • Get to Know Your Personality
  • The Ikigai Model
  • Find your purpose in life
The Functions of Social Media Platforms and Ways to Use Them Effectively
  • Content planning, calendar management, reporting, and analysis
Specialized Use of LinkedIn for Personal Brand Management
  • Strategies for Profile Development and Networking on LinkedIn
  • Personal development opportunities through digital events and webinars
The Active Use of Artificial Intelligence in Personal Brand Management
  • The Use of Artificial Intelligence for Our Personal Brand
  • What topics will be beneficial to us in the future?
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • L’oreal
  • Akiş GYO
  • Akyaşam Management Services
  • Euro Food
  • İnoksan

Artificial Intelligence and Digital Marketing Communication

  • Next-Generation E-Commerce and Brand Management (From Traditional Distribution to Digital Growth)
  • Instructor: Selin İşlek
    Managing Director & Head of Strategy / Ryse Growth & E-Commerce Dept.
  • Duration: 1 or 2 Full Days

Next-Generation E-Commerce and Brand Management (From Traditional Distribution to Digital Growth)

Purpose:

The purpose of this training module is to facilitate the transition to a more sustainable growth model by supporting production and wholesale capabilities with the demand generation and brand strength enabled by digital technology. The goal is for participants to view digital not merely as a sales channel, but as a strategic tool that shapes and directs consumer demand. Accordingly, the aim is for them to understand the fundamental principles of e-commerce, marketplaces, and performance marketing, grasp how these can be integrated into existing business models, and strengthen their brand perspective. By the end of the module, participants are expected to clearly understand the indirect yet critical impact of digital technology on wholesale sales and to shift their focus from “product sales” to “demand generation.” Participants will be able to more accurately position the role of digital technology within their own business models, gain awareness regarding marketplace and product strategies, and develop brand-centric thinking skills. Additionally, the goal is for them to gain a perspective that enables them to identify priority action areas for short-term implementation, develop a common language across teams, and make more strategic decisions for sustainable growth.

Course Content:
  • The Game Has Changed in FMCG: New Consumers, New Channels
Objective: To change the team’s perspective
  • It’s no longer about sales → it’s about access + brand recall + repeat purchases
  • The Difference Between Retail and E-Commerce (Shelf → Screen)
  • “Appearing on a store shelf” vs. “Appearing in the feed”
  • Behaviors in the cleaning category in Turkey (price sensitivity vs. brand loyalty)
  • The private-label threat (the BİM/A101 effect)
  • The Transition from the Wholesale Model to the D2C & Marketplace Model
Objective: To reframe the current business model
  • Advantages and Disadvantages of the Wholesale Model
  • Why is D2C important? (data ownership, margins, customer relationships)
  • The Role of Online Marketplaces (Trendyol, Hepsiburada, Amazon)
    • Test area
    • Price & Bundle Trial
    • Consumer data
    • Brand Showcase
  • “Is growth possible without cutting prices?” → YES, with the right strategy
  • How do you manage channel conflicts?
  • E-Commerce Funnel & Performance Marketing Fundamentals and the Impact of Digital on Wholesale Sales
Objective: To establish a common language for the team
  • What are TOFU, MOFU, and BOFU in a funnel?
  • How does the sales funnel work differently in the FMCG sector?
  • KPI set:
    • Reach → CTR → Conversion → CAC → LTV
  • Types of campaigns:
    • Awareness (video, reach)
    • Considerations (traffic, catalog)
    • Conversion (sales-focused)
  • The role of the creative (selling the moment of use, not the product)
  • The Impact of Digital Technology on Wholesale Sales
  • Marketplace Strategy & Product Management
Objective: An area that will directly increase sales
  • Product listing (title, image, review)
  • Bundling and Set Strategy (Critical for FMCG)
  • Campaign management:
    • Discount in the cart vs. list price
  • Comment & Rating Management
  • “Hero SKU” Selection and Pricing Strategy
  • CRM, Loyalty, and Repeat Purchases
Objective: To increase profitability
  • The Math Behind Repeat Purchases in FMCG
  • Why is CRM critical?
  • Segmentation:
    • new customer
    • recurring
    • lost customer
  • Simple actions:
    • WhatsApp / SMS / email feeds
    • retargeting
  • Artificial Intelligence & Automation: Where Do They Really Make a Difference?
Goal: Real-world usage, not just a trend
  • Artificial Intelligence in Creative Production
  • Product Description & SEO
  • Campaign Optimization
  • Does Artificial Intelligence Work Without Data?
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Yapı Kredi Bank
  • Digital Marketing and the Dynamics of New Digital Platforms
  • Instructor: Emre Faks, Founder & Chief Analyst / efkg
  • Duration: 3 or 4 half-days, as desired

Digital Marketing and the Dynamics of New Digital Platforms

Purpose:

Given the impact of the pandemic, it has become essential for brands seeking to build sustainable relationships with “digitally savvy consumers” to thoroughly understand—and subsequently master—digital marketing and media. Organized with this perspective in mind, our workshop program aims to convey all the details of digital marketing and media to participants in an interactive manner, led by “Digital Workers” who have been actively working in this field for years. “Practical tactics” and “quick solutions” that go beyond theoretical knowledge will be shared with participants, and the goal is for them to apply these to their work on the first business day following each session.

Who Should Attend:

Anyone who wants to stay up to date and improve their skills in digital marketing and media—or who finds themselves having to make more and more decisions in this field as time goes on… Or, simply put, anyone who wants to master digital marketing and media functions can participate in this workshop program.

Style of the Workshop Program

The primary rule of the workshop program is that participants must be just as actively involved in the processes as those presenting the content; the program proceeds in a dialogue-based style rather than a monologue! Assignments that enable participants to internalize the topics in more practical ways are also part of the workshop program…
Workshop Content:
  • Pop-up Quiz
  • Introduction to Digital:
    • What is digital media not? X What is digital media?
    • What is not a benefit of digital media? X What is a benefit of digital media?
    • Analog vs. Digital
  • Proper Classification of Digital Content:
    • Platforms
    • Devices
    • Models
    • Matrix
  • Digital language:
    • A selection from the most commonly used terms
  • Digital advertising models and capabilities:
    • Commercial units
    • Advertising Models
    • Advertising salespeople
    • Procurement Methods
    • Types of Agreements
    • Targeting
    • Targeting and the Role of Data
    • Types of Data
    • Legal Matters
  • Managing digital media in a way that creates value:
    • Risks
    • Security
    • KPIs: Standard, Destination
    • When evaluating the plan…
    • Tips for Boosting Engagement (Search Engine – Social Media Advertising)
  • Adaptation to a constantly evolving system (within a concept to be determined—for example, the pandemic):
    • Dynamics
    • What We Know vs. What We Don’t Know
    • Metrics – Measurement – Analytical Capabilities
    • E-commerce Perspective
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • ETİ
  • PENTİ
  • Zorluteks
  • THY
  • Digital Marketing Communications Management
  • Instructor: Ahmet Şükrü Altındağ, Founder & Digital Consultant / GAMECHANGERS
  • Duration: 2 half-days

Digital Marketing Communications Management

Purpose:

In this training session titled “Digital Marketing Communication Management,” we will compare past periods with the year 2026 to examine where we’ve come from, where we are now, and where we’re headed, and we’ll draw specific conclusions on this topic for the near future. At the same time, as we examine changes in both the global and local media markets, we will evaluate the topics of “generations”—a term we’ve heard frequently in recent years—and “content”—a concept we’ve been familiar with for many years—through the lens of insights from marketing leaders.

Who Should Attend:

  • Marketing Specialists / Managers
  • Digital Marketing Specialists / Managers
  • Brand Managers / Directors
  • Corporate Communications Staff
  • Media Agency Employees
  • Advertising Agency Employees
  • University Graduates from Relevant Majors Who Wish to Enter the Industry

Educational Content

  1. Digital Transformation: 2019 vs. 2026
    • A comparison of the digital trends in 2019—which went down in the records as the last stable year before the pandemic—with those in 2023, which we can now look back on as the first “new normal” year after the pandemic, and insights looking ahead to 2026…
  2. How Is the Budget Allocated in the Market?
    • How is the budget allocated by media type in the industry? Hem tüketicinin hem de reklamverenin yatırımları nereye kayacak? Teknoloji pazarlaması her geçen gün nasıl hayatımıza giriyor ve bu akıma nasıl dahil olacağız?
  3. Generations and How Their Roles in Our Lives Are Evolving
    • What changes are different generations bringing about in the processes of advertiser-consumer communication? Where and how do they expect to see advertisers in this new era of communication?
  4. The Evolution of Content: Truths That Have Remained Unchanged for 20 Years!
    • What are we consuming while spending so much time online? Are we recognizing the importance of digital verticalization and keeping pace with it? Insights from marketing leaders on the issues that lie ahead…
  5. Interactive Workshop
    • Working on an advertising campaign using a prepared brief, conducting a workshop with specific KPIs, and delivering the final output.
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • ETİ
  • PENTİ
  • Zorluteks
  • THY
  • Artificial Intelligence Products and Their Active Use in Marketing Communications
  • Instructor: Ahmet Şükrü Altındağ, Founder & Digital Consultant / GAMECHANGERS
  • Duration: Half a day

Artificial Intelligence Products and Their Active Use in Marketing Communications

Purpose:

The development of artificial intelligence has undoubtedly had—and continues to have—a profound impact on the way professionals in the fields of marketing communications and brand management conduct their work.

This interactive training program was specifically designed by Thaat’s Tha Academy to teach marketing communications and brand management professionals the operating principles and algorithms of artificial intelligence products, as well as how to use them more effectively in their work.

Our training program, which begins with a brief history of artificial intelligence from its origins to the present day, will also cover in detail practical information on how to use ChatGPT and Midjourney—two of today’s most popular AI products.

In addition, our training program will cover how to incorporate AI products into marketing communications and brand management, along with the dynamics of their use. At the conclusion of our training program, we will share examples of successful AI-powered marketing communication campaigns from both Turkey and around the world.

Who Should Attend:

  • Marketing Specialists / Managers / Directors
  • Digital Marketing Specialists / Managers / Directors
  • Brand Managers / Directors
  • Corporate Communications Specialists / Managers / Directors

Educational Content

  1. The Basics of Artificial Intelligence
    • An examination of the fundamentals of artificial intelligence and machine learning, the types of algorithms, and the primary subcategories within these technologies.
  2. Campaign / Content Creation
    • A hands-on exploration of strategy, campaign, and content creation processes for marketing and brand professionals using artificial intelligence and natural language processing technologies.
  3. The Evolving Consumer Journey
    • A detailed examination of how artificial intelligence technologies have transformed consumer behavior and purchasing processes, using updated examples.
  4. Examples of Successful Artificial Intelligence (AI) Campaigns from Around the World and Turkey
    • An analysis of artificial intelligence campaigns and projects that have been successfully implemented in the fields of marketing communications and brand management, both globally and in Turkey.
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Biota Lab
  • Nobel
  • Akiş GYO
  • TSKB
  • Albarakatürk
  • New Trends in Digital Marketing Communication
  • Instructor: Ahmet Şükrü Altındağ, Founder & Digital Consultant / GAMECHANGERS
  • Duration: 1 half-day

New Trends in Digital Marketing Communication

Purpose:

In this training session, we’ll discuss in detail not only digital marketing communication but also the future of technology, the digital world, and marketing. We’ll address topics related to the developments on the horizon, the technologies shaping our lives, and what we can do with them, using real-world examples. We’ll also explore the intricacies of Web 3.0 and blockchain technologies—concepts we’ve been hearing a lot about lately—focusing not just on understanding them but also on how to integrate them into our lives and put them to practical use.

Who Should Attend:

  • Marketing Managers / Directors
  • Digital Marketing Managers / Directors
  • Brand Managers / Directors
  • Corporate Communications Staff
  • Media Agency Employees
  • Advertising Agency Employees

Educational Content

  1. What Lies Ahead for Digital Marketing Communications as We Head Toward 2026
    • With everything changing so rapidly in the worlds of social media, the web, and mobile, we’ll discuss what lies ahead for us in 2026. We’ll cover the expected changes in communication channels, consumer trends, and how advertisers should position themselves.
  2. Where Is the Technology That Shapes Our Lives Headed?
    • Technological innovations are emerging every day, but to what extent do they affect our daily lives? We’ll discuss the technologies that impact our daily lives and the technological trends that lie ahead in the near future.
  3. Web 3.0, Blockchain Technologies, and Artificial Intelligence
    • We will discuss Web 3.0 and blockchain technologies—which represent the pinnacle of technology and the digital world and embody the most advanced forces in today’s world—as well as concepts such as the metaverse and NFTs, and topics like artificial intelligence and voice assistants.
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Pladis Global
  • Tadım
  • ETİ
  • Toyota Türkiye

The Art of Storytelling

  • The Art of Turning Data into a Compelling Story and the Story into a Captivating Presentation
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 2 half-days

The Art of Turning Data into a Compelling Story and the Story into a Captivating Presentation

Instructor: Haluk Sicimoğlu
Founder & Chief Strategy Officer / THAAT’S IT!
Duration: 2 half-days

When preparing presentations for the workplace, no matter who our audience is, we need to be able to tell our story in the most interesting and compelling way possible. It’s crucial to convey our messages through storytelling in order to persuade and leave a lasting impression.

This engaging training program was specially designed by THAAT’S THE ACADEMY to provide professionals with tips on how to transform their presentations into single-idea-focused, interesting, compelling, and inspiring stories that resonate most deeply with their target audiences, and to help them develop their storytelling skills.

Module 1: The Art of Turning Data into a Compelling Story

  • Why Are Stories Effective?
  • Because by dreaming and watching stories, we prepare ourselves for real life.
  • Through stories, we figure out how to deal with real-life dilemmas.
  • Through stories, we reinforce our values and identity and pass them on to future generations.
  • Because we don’t just watch these stories—we experience them firsthand.
  • Through stories, we try to make sense of the world around us or escape to other worlds.
  • Neuroscience and Storytelling: Striking Evidence on the Impact of Stories
  • Interactive Chat: Favorite movies, TV shows, and novels; memorable scenes; their impact on participants; lessons learned…

Ø Key Elements of the Story

  • The 5-Second Rule
  • The Good Guy vs. the Bad Guy
  • Introduction, body, conclusion

Ø The Importance of Storytelling in the Workplace

Ø The Differences Between Data and Stories

Ø What Are the Characteristics of an Effective Story? (The SMILE Model)

  • Simple – Simple and easy to understand
  • Memorable – Memorable
  • Interesting – İlginç
  • Linked to the situation – Durumla alakalı
  • Emotional – Duygu barındıran ve uyandıran

Ø What Are the Characteristics of an Effective Storyteller?

  • What Can We Learn from Master Speakers?
  • Ways to Start a Story Effectively
  • The hidden elements that make a story compelling
  • Creating a movie in people’s minds
  • Add details that enhance the story’s believability

Ø Determining the Story Structure and Presentation Strategy

  • A Story Structure That Has Remained Unchanged Throughout the Ages: The Hero’s Journey (Joseph Campbell)
  • Hero
  • Current comfort zone
  • Challenging situation
  • Call to Duty
  • Resistance to the call
  • Threshold
  • Mentor
  • Effort
  • Return

How Do We Make the Plot Perfect?

  • Understanding the Psychology of the Target Audience
  • You Aren’t the Hero of the Story—Your Target Audience Is
  • You Are the Hero’s Mentor
  • A Mentor’s Responsibilities
  • Getting to Know the Hero
  • Helping the Hero Cross the Threshold

Ø Defining the Presentation’s Strategy and Key Message

Ø Determining the Content and Flow of the Presentation

Module 2: THE ART OF TURNING A STORY INTO A CAPTIVATING PRESENTATION (SLIDEOLOGY)

  • The Server’s Manifesto
  • Preparing Ideas, Not Slides
  • Creating Diagrams
  • Display Data
  • Thinking Like a Designer
  • Organizing Slide Elements
  • Using Images
  • Creating Movement
  • Managing Templates
  • Creating Interactive Slides
  • Do’s and Don’ts: Common Misconceptions
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Akbank
  • Unilever
  • Pınar
  • Migros
  • Mapfre Insurance
  • Toros Agriculture
  • Eczacıbaşı Building Products
  • Sanovel Pharmaceuticals
  • Loreal
  • WWF Turkey
  • Brisa
  • The Art of Storytelling in the Workplace
  • Instructor: Haluk Sicimoğlu Founder&Chief Strategy Officer / THAAT’S IT!
  • Duration: 2 half-days

The Art of Storytelling in the Workplace

The training program is designed to help participants develop their storytelling skills. In designing this program, THAAT’S IT aimed to share thinking methods that would enable participants—in collaboration with all their communication partners—to create stories that are focused on a single idea, compelling, engaging, inspiring, and aligned with the organization’s brand values, as well as to help participants develop the ability to apply these methods.

  • 2.1. The Role and Importance of Stories in the Workplace
  • 2.2. Situations Where Data Is Less Effective Than Stories
    • Moving from one-dimensional storytelling to three-dimensional storytelling
    • Providing Effective Answers to Trick Questions
    • To break out of the tunnel vision
    • To say without saying
    • Forcing someone to take the initiative
    • Creating an impressive demo
    • Preventing Your Manager from Making a Wrong Decision
    • Assigning tasks without giving instructions
    • Creating a positive atmosphere under adverse conditions
    • How to Give a Negative Response Without Causing Tension
    • Case and Story Analysis
  • 2.3. The Characteristics of an Effective Story and a Storyteller
    • 2.3.1. The Components of a Compelling Story—The SMILE Model
      • Simple – Simple and easy to understand
      • Memorable – Hatırda kalan
      • Interesting – İlginç
      • Linked to the situation – Durumla alakalı
      • Emotional – Conveying and evoking emotions
      • Exercise to Identify Gaps in the Story
    • 2.3.2. 23 Storytelling Techniques We’ve Learned from Master Storytellers
      • Ways to Start a Story Effectively
      • The hidden elements that make a story compelling
      • Bringing characters to life in people’s minds
      • Creating a movie in people’s minds
      • Add details that enhance the story’s believability
      • The Power of Positive Stories
      • A Spark, Change, and a Moral of the Story
      • Effective Start Workshop
  • 2.4. Story Structure
    • 2.4.1 A Story Structure That Has Remained Unchanged Throughout the Ages: The Hero’s Journey
      • Hero
      • Current comfort zone
      • Challenging situation
      • Call to Duty
      • Resistance to the call
      • Threshold
      • Mentor
      • Effort
      • Return
    • 2.4.2 Stories of the Hero’s Journey in the Workplace
      • Who Am I? Stories
      • Why Am I Here? Stories
      • Vision Stories
      • Education Stories
      • Stories of Living Values
      • I Know What You’re Thinking! Stories
      • Storytelling Workshop
  • 2.5. Perfecting the Plot
    • 2.5.1. Getting to Know Your Hero and Mentor
      • Capture the listener’s vibrational frequency and draw them in
      • Don’t forget that the hero is the listener, not you
      • Get to know the hero before the presentation
      • Segment the audience
      • Remember that the role of mentor falls to you
      • Find common ground
    • 2.5.2 Defining the Journey
      • Write the story of the listener—that is, the protagonist
      • Make the big carrot felt; break down the listener’s resistance
      • Don’t lose sight of the main idea of the story
    • 2.5.3 Helping the Listener Overcome the Hurdle
      • The essence of dramatization: contrast
      • Admit that you’re taking a risk
      • Don’t forget that it’s worth taking the risk
      • The best way to overcome resistance is to address the listener’s potential resistance.
      • Storytelling Workshop 2
  • 2.6. Data, Presentations, and Stories
    • Prepare a presentation; come up with ideas
    • Don’t rely on technology—focus on the human touch
    • Think like a designer
    • Tables, diagrams, and images are not decorative elements.
    • Make your presentation more engaging—turn it into a story
    • Workshop on Turning a Presentation into a Story
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Akbank
  • Unilever
  • Pınar
  • Migros
  • Mapfre Sigorta

Advertising, Art, and Communication

  • The Migration Routes of Music
  • Speaker: Haluk Sicimoğlu, Founder & Chief Strategy Officer / THAAT’S IT!
  • Speaker: Murat Bizel, Percussion Master
  • Duration: 1.5 hours

The Migration Routes of Music

No matter where in the world we live, or which culture we feel we belong to, there are a few places whose music we all embrace and love—and sometimes even find mesmerizing. The poignant melodies of the blues don’t just reflect the cries of the slaves in Mississippi; they also give voice to our own sorrows. Brazil’s rhythms make us all dance, Ireland’s lyrical tunes bring us peace, and whenever we hear Cuban rhythms, we want to join in on those beats. As we release our toxins to the accompaniment of Indian music, we long for that mysticism. So why? What makes this music so special? What is it in the DNA of this music that allows it to blend so easily with our own DNA? Haluk Sicimoğlu, an experienced strategist and advertising professional, has been listening to world music for 30 years. As he immersed himself in the music of different cultures, he began to notice a kinship among these musical traditions and started researching them. Over time, Sicimoğlu came to realize he had become an amateur music ethnographer, and, encouraged by one of his students, he turned his research into a presentation. Here is that presentation. From Mali to the Mississippi Delta, from Portugal and Ireland to Brazil, from Africa to Cuba and back again to Africa, from the Celts to Anatolia, from Varanasi to Liverpool—are you ready to embark on this journey of sounds, narrated by Haluk Sicimoğlu and accompanied by the rhythms of Master Percussionist Murat Bizel, who has successfully represented our country at festivals in many countries around the world?
  • For Which Organizations Was It Conducted on an Organization-Specific Basis?
  • Turkcell
  • Kanyon Management
  • Denizbank
  • TEGEP
  • Mine Art Gallery
  • Workinton
  • Antonina Tourism
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The Brand

The Academy

The Research

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Team

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