Sounds contradictory! After all both marketing and branding co existed in almost all text books for decades. So what has happened all of a sudden?
To start it off – their soul lies in different places. While marketing is all about the Ps ( Products, places, price, promotion), brand are not available in the market place. Brandings is a war of perception and it exits between our ears. Marketing wars are fought with prices. Brand wars are fought with positioning.
To second it, marketing separates, but brand unifies. Marketing is about segmenting a big group of people, and targeting them with proper market mix. But branding preaches the unifying element that combines. Branding says that in more than one ways – a 15 year old kid and a 50 year old campaigner behaves the same. And it’s the job of the brand to associate with that similarity.
If marketing had its own way, Coca Cola would have to create a marketing mix for each segment – teens, tweens, kids, oldies. But because Coca Cola is at the end of the day a brand, not a product, it preached the message that “Coke is the real thing”. And that is one message that brings us to one platform, one positioning from Alaska to Australia. Our job at the end of the day is create brands with positioning, not product marketing. That is a whole new ball game …..