Marketing does not create brands.

How many times have you heard from marketers “my job is to create the brands”, (often followed by the “yours is to sell it” when they happen to be talking to sales people)

 Many marketers use it as the rationale for their existence. Pity it is nonsense.

Customer experience with a product creates a brand, not any amount of advertising, promotion, engaging games, and all the rest. At best, marketing creates the environment in which a customer will try, come back to, or stick with a product, but ultimately, it is the experience that creates the loyalty of an individual consumer, and that relationship multiplied many times, becomes the brand.

This simple insight has the potential to change the nature of your marketing significantly, and also enables some sensible measurement of the impact of marketing activity.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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1 Response to Marketing does not create brands.

  1. Pingback: Brand-stretching « Strategyaudit

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