What should Turkish brands do to establish a lasting presence in the United States?

Ceren Coşkun Sağlam, founder and strategic consultant of Curious operating in the United States, offered assessments on the growth process of Turkish brands in international markets.

Speaking to Özlem Özgüt Yörekli, New York representative of ABDPost.com, Sağlam highlighted that companies wishing to endure in the U.S. market must go beyond product sales and build a strong brand identity.

Brand value is created with the right strategy

Having worked in advertising strategy from 2004 to 2012, Sağlam founded Curious in 2015. Working with leading Turkish firms such as Koç, Sabancı and Banvit, he now provides strategic consulting to brands in Turkey and the United States.

According to Sağlam, for a brand to stand out it must not only offer a product to consumers but also demonstrate which need it satisfies and how it differentiates from competitors. The relationship consumers build with the brand, the benefit it provides, and the meaning it creates are among the core elements of long‑term brand value.

Emphasizing that companies should first identify the right target audience rather than trying to reach everyone, Sağlam pointed out the importance of shaping marketing strategy in line with consumers' expectations and needs.

Being present in the U.S. market does not equate to being a brand.

Highlighting that the U.S. is a market with broad and diverse consumer groups, Sağlam noted that Turkish companies must take regional differences and consumer habits into account during their market entry process.

Listing a product on online platforms such as Amazon or placing it in physical stores is not enough on its own to build a strong brand. Companies need to position their products correctly, develop a communication style suited to the target consumer, and support their presence in the market with a long‑term strategy.

Sağlam’s assessment shows that Turkish businesses seeking growth in the U.S. must focus not only on sales figures but also on the place they occupy in consumers’ minds.

Artificial intelligence cannot replace human experience.

Sağlam, noting that artificial intelligence offers significant conveniences in content creation and marketing processes, warned that technology alone cannot create originality or a strong brand identity.

In his solid message, Sağlam noted that artificial intelligence can be used to accelerate production processes and support various applications, yet the importance of human experience, emotions, creativity, and a unique perspective remains in brand communication.

Sağlam therefore stated that companies should preserve their own stories and the characteristics that set them apart while leveraging technological tools.