If you want a case study in modern expert marketing for IP professionals, look at Dr. Alihan Kaya. As an IP Subject Matter Expert on IPBA® Connect and the IP Business Academy, he has built a coherent presence across channels—anchored in a clear theme (“IP & Sustainability”) and executed as a systematic business-development machine. This post breaks down the moving parts: personal branding, digital visibility, LinkedIn, content marketing, client journey and conversion, and how an expert brand complements a law-firm brand.

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“It has been a truly transformative journey professionally and personally. The live LinkedIn interview 🖥️IP Management Talk with Prof. Wurzer was very pleasant and inspiring. It helped me to showcase my practice to a wider audience, broaden my network, get ne projects and speaker invitations from new contacts. The downloadable white paper I offered on the 🔗dIPlex was a great opportunity to share my expertise in green IP with new contacts as member of an expert community. This engagement helped me gain recognition outside the circles where I was already known” Dr. Alihan Kaya

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Personal Branding / Expert Branding

Dr. Kaya’s brand is precise: he helps innovators and companies navigate IP at the intersection of green technologies, sustainable business models, circularity, and SDGs. That focus is visible in his 🔗dIPlex (digital IP lexicon) knowledge cluster, where he authored core explainers on IP & Sustainability, Green Technologies and Patents, Sustainable Brands and Trademarks, IP and the SDGs, and IP and the Circular Economy.

The cluster makes his positioning unambiguous and searchable—an essential foundation for authority building. It also consistently profiles him as Business Development Manager at Erdem Kaya Patent ve Danışmanlık A.Ş. (Brussels), which clarifies seniority and context without diluting his personal brand. Here is his expert page at the 🔗dIPlex about IP and sustainability.

Digital Visibility / Positioning

Authority compounds when a topic is developed across formats. Beyond 🔗dIPlex, Dr. Kaya is present in interviews and articles at the 📝IP business Academy Blog that translate his expertise for varied audiences. On February 9, 2025, the IP Business Academy published an interview on patenting sustainable technologies and business models—tight, practical, and clearly aligned with his niche: Patenting sustainable technologies

On July 9, 2025, a CEIPI 🖥️ IP Business Talks recap of the LinkedIn live interview mapped “Green IP” to market entry in Europe. And on September 13, 2025, the Academy featured a written companion Patents as Catalysts for a Sustainable Future on to his podcast episode, Patenting Sustainable Technologies. Sequenced like this, the content looks less like isolated pieces and more like a topical ladder that builds memory in the market.

Digital Marketing: A Topic Engine, Not a Content Calendar

What distinguishes Dr. Kaya’s marketing is topic continuity. The 🔗dIPlex cluster is the “source of truth” that educates at depth; interviews and letters act as on-ramps for time-pressed readers; the podcast offers narrative and examples for broader audiences and non-lawyers. For instance, his podcast Episode #24 (published February 19, 2025) on patenting sustainable technologies is mirrored by a blog synopsis with concrete use-cases (EVs, solar, smart grids, circular business models). This cross-format mirroring increases reach while reinforcing the same mental category—“Green IP you can use.”

The 📑IP Management Letters extend that theme into adjacent managerial perspectives—e.g., Navigating Sustainable Tomorrow connected regulatory and AI trends to practical IP work, while The Evolution of Products: From Technology to Sustainable Business Models reframed product thinking for sustainable growth. Together, these create expert gravity: prospects see continuity, not one-off commentary.

LinkedIn: Distribution, Dialogue, and Social Proof

LinkedIn is where Dr. Kaya activates distribution and testimonials in the feed. He shares and contextualizes his interview, talk recaps, and podcast appearances, turning earned media into social proof while engaging in comment threads that surface real questions from operators. This is visible in his posts about the February 2025 interview and the podcast launch; each post points back to long-form content, keeping the loop from “feed” to “depth” intact. It’s the right balance: short posts for reach, links for substance, and a consistent promise—help readers make sense of Green IP today.

Systematic Business Development

When you map his assets to a funnel, a deliberate system appears:

  • Awareness: 🔗dIPlex explainers; press/interview pieces; the 🖥️IP Business Talks recap oriented to European market entry. These introduce the category and the expert.
  • Consideration: 📑IP Management Letters and the podcast 🎧 IP Management Voice synopsis convert interest into understanding—complete with examples that non-specialists can grasp.
  • Evaluation & Trust: Third-party stages such as the EEN training (May 26, 2025 article; event on May 7) and the CTO Spring Forum (May 19, 2025 article; event on May 15) demonstrate peer acceptance and relevance to decision-makers.
  • Decision Catalysts: Participation in the VDI/VPP seminar (April 23, 2025 article; event on April 3) positions the approach next to other senior voices and frameworks decision-makers already trust.

Each touchpoint invites the same journey: problem framing → actionable IP pathways for green tech → examples → credible stage. The repetition, not just the reach, creates conversion readiness.

Client Journey and Conversion: From Signals to Conversations

An effective expert system makes it easy for different buyer types to self-select. Technical leaders can start with the podcast or long-form letter; brand and ESG teams gravitate to the sustainability/SDG/circularity explainers; founders scan interview Q&As for quick orientation. Dr. Kaya’s mix of formats and venues means a CTO seeing him at a forum can then validate expertise through 🔗dIPlex, and a sustainability manager discovering him via a blog post can escalate to a podcast episode or LinkedIn thread. In conversion terms, IPBA’s multi-channel setup ensures that the next step is obvious no matter where the journey starts.

Differentiation: Law-Firm Brand and Expert Brand

Expert brands thrive when they complement, not copy, institutional brands. The Erdem Kaya Patent brand signals organizational capacity; the Alihan Kaya brand signals distinct thought leadership on Green IP and market entry themes. On 🔗dIPlex, his role is clearly stated, yet the content is authored in his voice and anchored to his topic cluster. That separation-with-synergy helps avoid two common pitfalls:

(1) hiding individual expertise behind a generic practice page, or

(2) creating a personal brand that feels detached from service execution.

Here, the sum is greater than the parts: firm credibility + personal authority.

Thought Leadership: “Share what you know so you can sell what you can do”

Dr. Kaya’s body of work exemplifies that maxim. He doesn’t just assert expertise; he publishes usable explanations (what counts as green tech, how IP underpins adoption), shows pathways for operators (fast-track schemes, portfolio strategy), and ties it to business outcomes (market access, investor confidence, risk mitigation). The podcast write-up and Green IP talk recap are especially strong at translating legal scaffolding into strategic levers for non-lawyers—a key requirement for growth-stage companies and sustainability teams that need decisions, not doctrine.

What “Good” Looks Like on IPBA® Connect

Three patterns in Dr. Kaya’s approach are worth copying:

  1. Topic clusters over scattered posts. The 🔗dIPlex cluster is a durable knowledge base that search engines and humans can navigate. Every new asset (interview, letter, talk, podcast) points back to this source, reinforcing the same expert category.
  2. Event-to-asset loops. Forums and trainings are not just appearances; they become content with dates and context—credible signals for buyers. The EEN session (May 7, 2025), CTO Spring Forum (May 15, 2025), and VDI/VPP seminar (April 3, 2025) each have polished write-ups that compound reach and trust.
  3. Platform synergy. IPBA channels (digital IP lexicon🔗dIPlex, podcast 🎧IP Management Voice, live interview 🖥️ IP Business Talks, blog📝 IP Business Academy, newsletter 🎯IP Management Pulse, teaching letters 📑 IP Management letters) are coordinated. LinkedIn then amplifies and invites dialogue, creating a steady rhythm of awareness and inquiry. That is what converts passive readers into qualified conversations.

The Payoff

For innovation-driven companies, “Green IP” is no longer a PR footnote; it’s a growth thesis. By showing how patents, trademarks, and design choices support sustainable technologies and circular business models, Dr. Kaya offers a playbook that legal teams, CTOs, and sustainability officers can align around. The result is a brand that is easy to remember (“Green IP, done practically”), easy to trust (consistent stages and citations), and easy to contact (every channel loops to the next step).

In short: This is expert branding with a business outcome—topic depth, channel orchestration, and third-party validation, all tuned to help companies act on sustainability with IP as an enabler rather than a bottleneck.