I get it. Our awesome world-class speakers get it. We’ve been exactly where you are right now. Your brand have to have clarity and an concept that is strong adequate, coherent sufficient and distinctive adequate to be in a position to lodge in your brand consumer’s thoughts. It’s exceptional how numerous organizations really do require branding help, let alone marketing support. For Large firms with lots of marketing dollars to spend, they can do a lot of branding.
You postulate that marketing is to branding as engineering is to computer engineering. So I see marketing and branding as two necessary aspects of the ongoing connection organizations have with the planet. How they sell may well differ, and absolutely everyone in an organization is, with their each action, either constructing or deconstructing the brand. Marketing may possibly contribute to a brand, but the brand is larger than any unique marketing effort.
But about the original question, I most likely have a just old-fashioned view of it, as I was like sleeping for some twenty years — I had absolutely nothing to do with marketing following the latter half of the 1980s — and when I returned to the subject lately, it seemed that the discourse was additional about branding than marketing, and it sure attracted my attention.
In my opinion, Branding and Marketing, and Sales, are extra intimately connected than we think… And they must be treated as one function. But if I might, I’d like to present a contrarian view: The Brand is what you are”, and Marketing is what you do”… BUT what you do” (habits) at some point defines what you are” (personality). Just about every thought, just about every action, each policy, each and every ad, each and every marketing promotion has the impact of either inspiring or deterring brand loyalty in whomever is exposed to it. All of this affects sales. I do not disagree with you at the level of the most general definition of marketing.
As a Creative Director, I know that Advertising for the identical Brand tends to have really unique flavours based on irrespective of whether the short is from Brand Manager or the CMO/Marketing Manager… In my opinion, that it is since even even though they profess otherwise, they have significantly distinct incentives and end results” in thoughts. Peter Drucker’s marketing” undoubtedly consists of all of what I refer to as branding along with all that I refer to as marketing. I am not confident how useful that type of definition is though because it tends to consume everything and then just sit there bloated and unhelpful.
Poorly researched and executed marketing activities can absolutely be a price center, but properly-researched and properly-executed marketing is an investment that pays for itself in sales and brand reinforcement. As I began to develop city marketing in the 1980s, when branding was not created at all in this certain area, I seem to have developed a various view than these who see marketing as just a tool for branding.