| Topic : Various Branding strategies |
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Posted in Community :
lifestyle advertising in a customer-centric world
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Activity:
Question posted: 05 30 2008 00:33:36 +0000,
3 answers, 357 views, last activity
07 06 2010 20:18:08 +0000
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If a brand is best represented through a physical manifestation of emotional and rational elements brought to life, why aren't more experience marketing agencies selected as the lead strategic branding agency over advertising and interactive agencies?
Top Answer :
Rating : +1
Firstly, one can't see Branding and Marketing as two different things. Even if you don't accept Branding as a part of Marketing (which I personally feel is a part of Marketing), the basis of both remains the same. Advertising agencies take feedback from Marketing agencies or conduct their own Market research before formulating a Branding strategy. Since media budget comprises a major chunk of the total Branding Budget, Advertising agencies have an edge as they are experts in media management/ buying.
by
Kujnish Vashisht, Partner/Principal/VP, Expedient Consultants
| 08 24 2008 23:24:51 +0000
3 Answers for "Who should define (or consult on) brand strategy?"
Prev1NextShowing 1 - 2 of 3
Not Rated
The reason is that many organisations make the fundamental mistake of believing that branding is a function of marketing. In fact the reverse is true - Marketing activity should be driven from a comprehensive brand strategy - but then so should HR, supply chain management, sales, customer service and everything else the business does. It makes no sense for marketers to be driving HR policy for example - marketing agencies should be responsible for delivering the marketing aspect of the brand strategy ONLY. The real responsibility for brand strategy should be undertaken by and experienced Branding agency - in conjunction with the leadership team of the business.
Answered by
Parth Singh, PR & Media Relations Manager, J Walter Thompson
| 05 30 2008 00:36:51 +0000
Not Rated
I would say that experience marketing agencies haven't done a good job of branding themselves or (to put it another way) of creating a compelling differentiator that pulls people away from advertising and interactive agencies.
If experience marketing truly made the difference in branding, marketing, and sales success (AND if creating a great customer experience was easily implemented by working with an experience marketing agency), then everybody would be doing it.
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