Understanding the difference between marketing , branding and - - PowerPoint PPT Presentation

Know before you grow:

Understanding the difference between marketing, branding and advertising

John Crilly

Brand Innovation Group (Big) john@gotobig.com

marketing advertising branding

It’s all the same.

John Crilly

Brand Innovation Group (Big) john@gotobig.com

questions? comments?

disagreements?

It’s NOT all the same.

marketing advertising branding

branding

Official definition: Any effort or program to build a brand (The process of brand building.) Awesome definition: A person’s gut feeling about a product service or company.

marketing

Official definition: The process of developing, promoting, selling, and distributing a product or service. Awesome definition: The act of connecting customers to products (or services.)

advertising

Official definition: The action of calling something to the attention of the mass public especially to promote or sell a product, service or idea. Awesome definition: Repeatedly telling your tribe what you’ve got going on (and don’t forget digital.)

branding

branding six things to know

#1 – A brand is not your logo (a brand is the gut feeling we get when we see your logo)

branding six things to know

#2 – A brand is discovered, not created.

branding six things to know

#3 – A brand is about emotion.

branding six things to know

#4 – A brand is about the experience.

branding six things to know

#5 – A brand is about what makes you different.

branding six things to know

#6 – A brand is a vehicle.

marketing

marketing the plan to promote the brand

What tactics make up a marketing plan? The best plans are based on goals. Advertising Public relations Social media Events Golf outings Sponsorships Environments (Lobby, drive thru, etc.) Signage Direct mail Online advertising Training Promotions Videos Customer research

marketing is about setting goals

ABC Credit Union goals:

• 1. Increase credit union awareness
• 2. Enhance the customer experience
• 3. Grow mortgage loans
• 4. Open more student accounts

Tactic: No closing costs mailer T-shirt giveaway at HS game Financial column in local paper Lunch-n-Learn with Realtors New lobby signage New POP displays Golf outing sponsorship PPC Advertising New video on web and social Goal(s): 3 1, 4 1 1, 3 2 2 ? 1, 3, 4 1, 2, ?

advertising

advertising considerations

Advertise the brand – market the products (unless you have an awesome product.)

advertising considerations

Advertise the brand – market the products (unless you have an awesome product.)

advertising considerations

Advertise with continuity.

advertising considerations

Be memorable.

advertising considerations

Be memorable.

advertising considerations

Consider digital.

The advertising Trap

selling the LT

(Leadership Team)

Business has only two basic functions – marketing and innovation.

Peter Drucker

“ ”

With all due respect, our brand is all we have.

A product is something made in a factory – A brand is something that is bought by the customer. A product can be copied by a competitor – A brand is unique. A product is can be quickly outdated – A successful brand is timeless. Your brand is essential - as a commodity, your only measure of value is price. Customers remain loyal to a brand because they trust it to consistently give them what they expect. Strong brands help attract, retain and engage employees.

It’s NOT all the same.

marketing advertising branding

It starts with you.

John Crilly

Brand Innovation Group (Big) john@gotobig.com

questions? comments?

disagreements?