Brand quest in advertising: Advertising is as old as the first superlative and the hawking of pottery in the bazaar. Good advertising is difficult to do because its motives are so very obvious.
All three are cornerstones of an entity – a refined personality. The business identity is the who and what of the Brand. The Brand being the Noun. Branding the gerund.
Decisions in Marketing and Advertising are business go-to’s that effect the Brand as much as services, outages, missteps, heroism, kindnesses, energy, timelines, optics, image and VALUE.
Adaptation is most often linked with survival but in reality adaptation is a constant. The expression that there’s someone for everyone dovetails with Brand adaptation. And just because you can pivot doesn’t necessarily mean you should. Sometimes for a Brand to build it merely needs to strengthen its resolve to doing what it should do.
Branding and Adaptation
Branding vs Marketing vs Advertising
Three very different things.
Branding begins with an identity. How a company, business, personality or service identifies itself is a starting point and is then measured as it grows, matriculates or evolves. This is a protean process. The thing that a brand starts out as rarely stays the same throughout time and capital. So when building a brand it is imperative that an assessment of a brand’s journey is given latitude. The evolution and where a brand ends up is determined by behavior and choices and imperatives.
Marketing is sales. It has all ranges of nuance, demographics, psychographics, and targeting but is essentially most marketing strategies are vastly interchangeable and my best advice is to tread cautiously with the panoply of schemes, promotions, placements, propaganda, click or tricks. No one likes pushy sales. They may fall victim to it but a good brand sells itself.
Is good the enemy of great? It’s a trick question: Good is a virtue. Great is a superlative. Advertising has far too long bent to power of what it can do as opposed what is beneficial. Because business is NOT war. War is war. As Great as Alexander may be I wouldn’t want to go back to that business model. Better or best to be good. Good has staying power and because inherent in the word “good” is an ethos that connotes decency, honesty and virtue. Good brands, good advertising, good strategy and remarkable for its inherent value to the company, advertiser and the customer.
Good is the word. I strive to make good advertising that is remarkable for it success.
Christian Matthews – The Best for your Brand