I recently worked with the type of client that makes it easy for a brand marketing consultant love her job. Their team was thoughtful, open, eager to learn, and perhaps best of all, willing to make decisions and move forward. Love you MNU.
Over the course of the project, we talked about the difference between advertising and marketing—or perhaps more specifically, where advertising fits into marketing. For those who don’t spend their waking hours thinking about brand and direct marketing strategy, it’s easy to mistake the most visible extension of marketing as the whole of marketing. It’s fall around here so I’ll provide a seasonally appropriate example.
Envision a beautiful maple tree.
Within the tree is its maple-specific cells are the little maple-flavored genetic coding bits necessary for growing maple roots that thrive in specific maple-friendly conditions and produce maple wood, bark, branches and leaves. You might look at the maple leaves in fall and say “Those are pretty. They make me happy.” Or, for those of you less inclined to sanguinity, you might see them and say “Oh crap. Gotta get out that old rake or hope there’s a stiff wind that blows those leaves into the neighbor’s yard and out of mine.” Either way, the tendency is to look at the most colorful, waving, outward extensions of the tree and forget about the structure beneath.
So it is with the role of advertising in marketing. Many of the preliminary activities of strategic marketing happen behind the scenes and within the vital, but plainly dressed, trunk of the marketing tree. There is a progression to strategic marketing that starts inward and proceeds up and outward and typically includes activities like these:
Kyndra Wilson, KW Brand Translation
Culture geek. Proud Colorado native.