Branding, Marketing, And the Video In-Between…
It can get a little confusing trying
to understand what is Branding and what is Marketing, especially if you don’t
work in an ad-agency.
Every campaign you see on a
billboard, hear on the radio or watch on television has branding and marketing
behind it.
I’ll explain in more depth in the next few posts, but just so you understand better the importance of both and how to use the video to promote them both, I’ll give you a few examples.
Let’s play an association game. I’ll
say a word, and you throw the first association that comes to your mind:
When I say Volvo, you think…
I say Coca-Cola, you think…
Gieco…
Each of the companies above branded
their product in a very unique way. Even though there are many other car
companies, when it comes to car safety, Volvo would be the first one that jumps
to mind. This is what the company wanted you to think and remember, and created
most of their campaigns in the past around it.
Marketing on the other hand, is
where to post, hang or advertise, that the target audience – in the Volvo case
for example it would be moms auto buyers that are looking for safety – will see
it. Once they do see it, the strong branding – the message if you will – will
penetrate deep and do the rest of the work so they will buy.
A video can serve as these two tools
– as a branding tool to create and deliver a strong message, but as a marketing
tool as well – as it can be viewed directly by your target audience - more than
any other advertising.
