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Marketing versus Branding
LET'S GET SOME CLARITY ON THE DIFFERENCE between marketing and branding. Both are necessary to have a successful business. But there are some major differences between the two.
Some people focus all of their efforts on marketing. They don't think of themselves as a brand and therefore put zero focus on establishing their brand. They blindly ignore the effect of their brand on their business. They fail to grasp this critical fact:
The way you market yourself matters.
Some people appreciate and respond to aggressive marketing. Some people despise it. How you market yourself and your products has an effect on the way people view your brand. You have to make sure that your marketing efforts are in line with what your brand is all about.
GoDaddy.com likes to run ads and commercials that are provocative in nature. These ads have nothing to do with registering domain names, but they do leave an impression on people. Whether or not that impression is good is up to each individual. But it certainly creates strong feelings about their brand, whether good or bad.
Each and every marketing effort should be congruent with your brand. If you run an ad with the headline line “Sex,” and the next line says. “Now that I've got your attention, let me tell you about my brand-new thingamajig!” then you are misleading people and hurting your brand. The headline will get attention, but the damage done to your brand will be far greater than any sales you may make.
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