Conventional marketing is based on selling when it should be based on branding.
Marketing is building a brand in the mind of the prospect. If you can build a powerful brand, you will have a powerful marketing program. If you can’t, then all the advertising, fancy packaging, sales promotion, web designs, and public relations in the world won’t help you achieve your objective.
Marketing is brand building. The two concepts are so inextricably linked that it’s impossible to separate them. Furthermore, since everything a company does can contribute to the brand-building process, marketing is not a function that can be considered in isolation.
Marketing is what a company is in business to do. Marketing is a company’s ultimate objective. Thats why everyone in a corporation should be concerned with marketing, and specifically, with the laws of branding. If the entire company is the marketing department, then the entire company is the branding department.
As illogical as it might seem, we can visualize a time when the marketing concept itself will become obsolete, to be replaced by a new concept called “branding”. From a business point of view, branding in the marketplace is very similar to branding on a ranch. A branding program should be designed to differentiate your product from all the other cattle on the range.
