Branding shapes. Marketing sells.
And yes, there is a gray zone. The shape is essential to the sale.
Let’s face it. Brands define who we are.
Branding
Think of branding as expressing yourself.
What do you wear to a job interview? A suit? A dress? Do you want to appear professional or casual? Sneakers? Heels ? Perfume ? Cologne? Do you shave? Put on makeup? What kind of lipstick? Red? Burgundy? Gloss?
Marketing
Think of marketing as making your case.
Why me? How do I fit into the organisation? What’s my experience? How do I make your life easier, better? How can I help you? What can I learn from you? What can you learn from me?
Without doubt it is becoming increasingly difficult to distinguish between these two disciplines.
The way to see it is that brands need marketing just like a fish needing water. Without the crutch of marketing, brands simply will not get the eyeballs it need for survival.
Yes, marketing has changed the world. Billboards alter our skylines, and commercials disrupt our entertainment experiences. But, it is not marketing that shapes humanity in such fundamental ways.
Like it or not. It is brands that do.
Branding is Expecting; Marketing is Parenting. More on this can be accessed at BrandKnew.
ENDS