It’s surely a sign of the times when Coca-Cola – that great luminary of brand marketing – has this week decided to pause their brand marketing because they believe brand investment is of “limited effectiveness” whilst the world is in lockdown due to the Coronavirus Crisis. Interestingly, they aren’t entirely ceasing marketing, they’re just moving some of the spend to digital marketing. Read more
I’ve been working in marketing for years, in my spare time I continue to take on some freelance clients, mainly performing online marketing tasks and acting as a freelance SEO consultant. However, in my day to day role as a marketing manager concentrating on brand marketing, I’ve been thinking more about what the difference is between marketing and branding.
There’s so much more than this, so don’t take this as the definitive answer to the question “what’s the difference between marketing and branding” but hopefully it should go some way helping you form a view and taking some action.
On Friday, I attended the Be Inspired Business Awards (BIBAs) and we were lucky enough to have International CEO of Saatchi and Saatchi Kevin Roberts MC the event. I’ve been to a lot of awards in my time but the choice of this particular thought leader was inspired, not least because he’s a Lancastrian, but also because he used humour to inject management and marketing topics, that could have been fairly weighty in other circumstances, relating each point from his business theory (manifesto?) to each category. I was hooked, so I thought I’d think here about some of the points he raised. Read more
Understanding, analysing, predicting and then analysing again is fundamental when you’re thinking about your marketing campaigns. However, too often as a marketer it’s easy to fall into what I refer to as The Marketing Trap. Read more