COMPLEXITY IS THE CRAP AND TOO MANY MARKETERS EMBRACE IT! I have been to lectures, read long articles, endured poorly written books and sat through boring debates on the definition of the words ‘BRAND’ and ‘BRANDING’. I have concluded that presenting the concept of branding as complex is in the best interests of marketing consultants, […]

COMPLEXITY IS THE CRAP AND TOO MANY MARKETERS EMBRACE IT! I have been to lectures, read long articles, endured poorly written books and sat through boring debates on the definition of the words ‘BRAND’ and ‘BRANDING’. I have concluded that presenting the concept of branding as complex is in the best interests of marketing consultants, advertising agencies and even marketing managers justifying their cost to the business. The fact is however this is all crap. You BRAND is a summary of your target markets EXPECTATIONS of you, or your business, products and or services. BRANDING is simply the process of creating the desired expectation or – bridging the gap between the existing expectation and the preferred expectation. MARKETING is another term business people struggle with. I would argue that MARKETING is nothing more or less than managing the behaviour of your target markets with a view to achieving the desired…