brand and marketing

Brand and Marketing? Leaders are sometimes confused about the difference between brand and marketing. This is not surprising, because they are not mutually exclusive ideas. They are interdependent strategic activities that feed, inform, and drive each other. The important distinction to make is in the intent – and desired outcome – of each area. Brand Strategy Brand strategy defines how people should ideally feel about your business and products. It strives to find how to optimize belief in what you do offer, and what you stand for in the world. It is an abstract idea held in the hearts and...