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As anticipated, the dimwits who know absolutely nothing about advertising have sent me lots of nonsense about how show ads shouldn’t be measured by clicks, but by how successful they are at brand building and engagement and all kinds of other imaginary hogwash. Apparently, these goobers believe this crap.
Technique is certainly an crucial aspect of advertising and marketing as much as it is for branding, but for me branding is NOT a tactic of advertising. Those who think it so are missing my essential point: Your brand must be accurate. It is not anything you fabricate to meet a marketplace want. This not to say that a brand can’t evolve—indeed it must—but I believe it would be a mistake to commence from the notion that a brand should be no much more than what the marketplace demands it to be.
There is a particular kind of middle aged male for whom business good results and shit tons of cash are not adequate. Their egos need more. They need to think that their power and income did not come from crass industrial pursuits, but from some inner crucial force.
This functions the exact same way for all types of businesses and organizations. All organizations must sell (including nonprofits). How they sell could differ, and every person in an organization is, with their every single action, either constructing or deconstructing the brand. Every single thought, each and every action, every single policy, each and every ad, each and every advertising promotion has the impact of either inspiring or deterring brand loyalty in whomever is exposed to it. All of this affects sales.
What you say about branding vs. marketing is what I say about advertising and marketing vs. advertising. I do not see marketing and advertising as a push at all. That’s for marketing, IMO. I write about advertising and marketing (but not about advertising, which is not actually on my radar) but till these days hadn’t written specifically about branding (I am performing some study now for my write-up, which is for a firm that sells printing supplies), which I think of as more particular than advertising and marketing (and, I will grant you, much less about the solution) and relevant to printed supplies, graphics, logos, constant image of the firm, and so forth. There’s lots of overlap between branding and advertising and marketing, and you could argue that branding is a subset of advertising.