3 truths about branding A myth commonly perpetuated by advertising agencies and accepted by clients is that branding is all about advertising. The facts are: Branding is very different from advertising. Branding need not involve advertising. Branding is more important than advertising. There are too many definitions of marketing out there to articulate here, or […]

3 truths about branding A myth commonly perpetuated by advertising agencies and accepted by clients is that branding is all about advertising. The facts are: Branding is very different from advertising. Branding need not involve advertising. Branding is more important than advertising. There are too many definitions of marketing out there to articulate here, or indeed anywhere. They range from the very clever to the not so clever and from the very complex to the not so complex. I would argue however that most of these definitions are of little value. They are for most people, difficult to understand and even more difficult to do anything with. I would argue that a brand is nothing more or less that an expectation. Your brand is a summary of what your target market expects of you or your business. The brand is what they expect and the preferred branding is what you…