Marketing Versus Branding
"The biggest mistake organizations make is thinking that branding is marketing," Intellidyn president and CEO Peter Harvey told me in a recent conversation. "Companies need to tell people who they are -- branding -- or they'll waste their money on marketing."
I thought this was an interesting distinction, as I've always considered branding as one aspect of marketing. But Peter isn't alone in citing the differences between branding and marketing.
Peppers & Rogers Group cofounder Martha Rogers, Ph.D., also warns marketers about branding distinctions. Martha has pointed out that, contrary to some marketers opinions, people don't actually have relationships with brands, because a brand isn't interactive. It defines what an organization stands for. The relationship is with the organization: its staff; the customer experiences it creates.
How do you define branding? And how does it fit within the marketing mix in your organization?
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