Branding vs. Marketing: What's the Difference?
Summary
TLDR在这段视频中,演讲者讨论了品牌和营销之间的区别,这是许多客户和创意专业人士感到困惑的地方。品牌被定义为一个名称、术语、设计或符号,它区分了卖方的商品或服务。品牌化则是有意识地构建和管理品牌的含义和体验。品牌是一个承诺,公司在每个产品、体验、营销活动、决策和客户互动中都需兑现这个承诺。营销则概述了品牌如何、在哪里、何时向市场推广其产品和服务的具体活动。两者的六个关键区别包括:1) 品牌是“什么”和“为什么”,而营销是“怎么做”;2) 品牌是长期性的,营销是短期性的;3) 品牌是宏观的,营销是微观的;4) 品牌是轨迹,营销是策略;5) 品牌建立忠诚度,而营销产生行动;6) 品牌创造价值,而营销将价值货币化。视频还提到了一个名为Brand Design Masters的私人Facebook小组,供创意专业人士交流和分享。
Takeaways
- 🏷️ 品牌是一个标识,包括名称、术语、设计或符号,用以区分一个卖家的商品或服务与其他卖家的不同。
- 📈 品牌化是有意地构建和管理品牌的含义和体验。
- 🤝 品牌是一个承诺,公司在每个产品、体验、市场活动、决策和客户互动中都需兑现这个承诺。
- 📊 市场营销概述了品牌如何、在哪里、何时在市场中向目标客户推广其产品和服务的具体活动。
- 🛠️ 品牌是“什么”和“为什么”,而市场营销是“怎样”。品牌关注产品的实质和价值主张,市场营销关注推广的策略和沟通。
- 🕰️ 品牌是长期的,而市场营销是短期的。品牌关注长期价值和情感共鸣,市场营销关注即时行动和短期活动。
- 🌐 品牌是宏观的,而市场营销是微观的。品牌关注整体感知和态度,市场营销关注具体行动和销售细节。
- 🧭 品牌是轨迹,而市场营销是策略。品牌关注长期方向和市场定位,市场营销关注具体行动和短期推进。
- 🔗 品牌建立忠诚度,而市场营销产生行动。品牌关注消费者对品牌的长期感受和忠诚,市场营销关注快速、立即的行动。
- 💰 品牌创造价值,而市场营销将该价值货币化。品牌旨在消费者心中植入深层情感共鸣,市场营销旨在从消费者那里获取收益。
- 💌 加入私密的Facebook小组Brand Design Masters,可以与其他创意专业人士进行交流、分享作品、获取反馈和资源。
- 📢 如果需要品牌策略或职业发展帮助,可以访问PhilipVanDusen.com以提升到下一个水平。
Q & A
品牌和营销之间有什么区别?
-品牌是识别一个卖家的商品或服务与其他卖家不同的名称、术语、设计或符号。而营销则是规划特定的活动,包括如何、在哪里以及何时品牌会向其市场客户推广其产品和服务。
品牌管理的实质是什么?
-品牌管理的实质是有意图地构建和管理品牌的含义与体验,确保品牌所传达的承诺在每一个产品、体验、营销活动、决策、客户互动中得到兑现。
营销活动主要关注什么?
-营销活动主要关注如何通过广告和沟通来推广商品,传递产品的功能和情感上的利益,以及如何通过具体的策略和行动来吸引消费者并促成销售。
品牌建设与营销之间时间范围上有何不同?
-品牌建设关注的是长期价值和长期资产,旨在建立消费者心中的存储记忆、体验和感知,而营销则关注短期活动,旨在生成即时行动。
在宏观和微观层面上,品牌和营销各关注什么?
-品牌关注宏观层面,包括整体感知和态度,而营销则关注微观层面,包括具体的行动细节和销售活动。
品牌和营销在战略方向上有何不同?
-品牌关注长期方向,即品牌的北极星和战略方向,而营销关注具体的战术,包括采取的行动、行动的地点和时间。
品牌忠诚度是如何建立的?
-品牌忠诚度是通过长期对品牌的感觉建立的,包括长期的偏好和购买习惯,而营销则关注短期、快速的行动,以产生即时结果。
营销如何实现品牌价值的货币化?
-营销通过将品牌提供的功能和情感利益转化为金钱,从而实现品牌价值的货币化,即从消费者那里获取对品牌所提供价值的回报。
品牌设计大师的Facebook群组是做什么的?
-品牌设计大师的Facebook群组是一个私人群组,由创意专业人士组成,他们在这里相互建立联系,分享作品,获取反馈,以及分享新闻、资源、工具和趋势。
如何加入品牌设计大师的Facebook群组?
-要加入品牌设计大师的Facebook群组,可以访问facebook.com/groups/branddesignmasters,填写一个简短的表格,然后就会被接受进入该群组。
如果需要品牌策略或职业发展方面的帮助,应该如何联系Philip Van Dusen?
-如果需要品牌策略或职业发展方面的帮助,可以访问Philip Van Dusen的官方网站PhilipVanDusen.com,以获取进一步的帮助和指导。
品牌和营销在价值创造和价值实现上分别扮演什么角色?
-品牌负责创造价值,通过深植消费者心中的情感共鸣和长期偏好来建立品牌忠诚度。而营销则负责将这种价值货币化,通过销售活动将品牌的价值转化为经济收益。
Outlines
😀 品牌与营销的区别
本段视频主要讨论了品牌与营销之间的区别。首先定义了品牌是标识一个卖家商品或服务的独特名称、术语、设计或符号,而品牌化则是有意识地构建和管理品牌的含义和体验。品牌被描述为一种承诺,公司在每一个产品、体验、市场活动、决策和客户互动中都必须兑现的承诺。营销则定义为特定活动,描述了品牌如何、在哪里、何时向市场推广其产品与服务。接着,视频提出了品牌与营销之间的六个关键差异:1) 品牌是关于产品的本质和价值主张,营销是关于推广策略;2) 品牌是长期投资,而营销是短期活动;3) 品牌关注宏观视角,营销关注微观操作;4) 品牌关注长期方向,营销关注具体行动;5) 品牌建立忠诚度,而营销产生行动;6) 品牌创造价值,营销将价值货币化。
📈 品牌设计大师社群介绍
视频的第二部分介绍了一个名为Brand Design Masters的私人Facebook小组。这个小组由创意专业人士组成,他们在此分享作品、获取反馈、交流新闻、资源、工具和趋势。视频鼓励观众加入这个充满活力的社群,以促进网络建设和专业成长。最后,视频提供了订阅和通知铃铛的提示,以便观众能够及时获取更新,并介绍了PhilipVanDusen.com网站,为需要品牌策略或职业发展帮助的观众提供指导。
Mindmap
Keywords
💡品牌
💡品牌化
💡营销
💡价值主张
💡长期价值
💡短期行动
💡宏观视角
💡微观操作
💡忠诚度
💡行动生成
💡价值创造
💡价值货币化
Highlights
品牌和营销之间的区别经常被混淆,本视频旨在澄清这两者之间的差异。
品牌定义为识别一个卖家商品或服务的名称、术语、设计或符号。
品牌化是有意图地构建和管理品牌的含义和体验。
品牌是承诺,是公司在每个产品、体验、市场活动中所维持的承诺。
营销定义为品牌如何、在哪里、何时向市场推广其产品和服务的具体活动。
品牌是关于产品“是什么”和“为什么”,而营销是关于“怎样”。
品牌关注长期价值,而营销关注短期行动。
品牌是宏观的,关注整体感知和态度;营销是微观的,关注具体行动和细节。
品牌关注长期方向和战略定位,而营销关注具体行动和短期行动。
品牌建立忠诚度,而营销产生行动。
品牌创造价值,营销将该价值货币化。
品牌化旨在在消费者心中植入深刻的情感共鸣和长期偏好。
营销旨在从消费者那里提取金钱,以换取品牌所提供的功能和情感利益。
介绍了一个名为Brand Design Masters的私人Facebook小组,供创意专业人士交流和分享。
鼓励观众订阅频道以便及时看到新视频,并开启通知以获取直播或新帖子的提醒。
提供了PhilipVanDusen.com网站,供需要品牌策略或职业发展辅导的观众访问。
视频以感谢观众观看并预告下次再见结束。
Transcripts
- Hey, everybody, welcome back.
In this video I want to talk to you about
the differences between branding and marketing,
because it seems a lot of the time
when I'm talking to clients
they seemed a little bit confused about what branding is
and then how that differs from marketing.
I've even heard creative professionals struggling with it.
So I wanted to come on and do a video to try to describe
and get across what the differences are between the two.
(energetic music)
So, first of all, let's start off with some definitions.
"A brand is a name, term, design, or symbol,
or any other feature that identifies one seller's good
or service as distinct from those of other sellers."
Now, branding on the other hand,
"Branding is architecting and managing the meaning
and experience of the brand with intention."
So said another way,
branding is managing the meaning of the brand.
So managing the meaning of the names, the terms,
the designs, the symbols that go into making any company
distinct and different from its competition.
Here's another great quote that describes brands
in a very interesting way.
"A brand is a promise.
It's a promise that your company can keep.
You make and keep that promise in every product, experience,
marketing activity, every action, every corporate decision,
every customer interaction."
So now let's look at a quick definition of marketing.
"Marketing outlines the specific activities of how, where,
and when a brand will promote its products and services
to its customer targets in the marketplace."
Let's talk about six key differences now
between branding and marketing.
Number one, branding is the what and the why,
and marketing is the how.
So branding is concerned with the what of the product.
What the products and services are. What do they do?
What is the value that's delivered?
We also call this the value proposition.
Branding is why the seller does something.
Marketing on the other hand is about tactics.
It's about how the seller will go to market,
how they will promote their goods.
Marketing is about advertising. It's about communication.
It's about communicating benefits,
both functional and emotional.
Now, number two is branding is long-term
and marketing is short term.
Branding is concerned with long-term equity, longterm value.
It's about establishing a stored memory, stored experience,
a stored perception in the consumer's mind.
It's about a deep emotional resonance that lasts over time.
Marketing on the other hand is concerned
with generating immediate action.
It's about short-term activity.
Now, number three is branding is macro
and marketing is micro.
Branding is concerned, as I said, with that big picture.
It's about overarching perceptions and attitudes.
It's about zooming out. It's not about short-term activity.
Marketing is concerned with details.
It's concerned with actions being taken.
It's concerned with activities that's happening,
activities that are generating sales.
What we do, where we do it, how we do it.
And number four is slightly along the same lines.
And that is the branding is trajectory
and marketing is tactics.
So branding is really concerned
with the long-term direction.
What is the north star?
Where are we going with our strategic direction
of the brand?
Where is the company positioning itself in the marketplace
in relation to its competition?
Now, marketing on the other hand is really about tactics.
It's concerned with the actions
that we're going to be taking.
What is the action we're going to take?
Where are we going to take that action?
When are we going to take that action?
It's about moving forward.
It's about taking short-term action.
And number five is kind of about results.
Branding builds loyalty while marketing generates action.
Branding is concerned with, again,
what the consumer feels long-term about the brand.
How that loyalty is built.
What is that long-term preference,
those long-term buying habits?
Marketing on the other hand is concerned with short term,
quick, immediate action.
Anything that is going to create
immediate results for the brand.
And finally, number six is about value.
Branding creates value while marketing monetizes that value.
So branding seeks to instill that deep emotional resonance,
that deep emotional meaning,
into the consumer about the brand.
It seeks to create that long-term affinity,
that long-term preference.
How do you get people to share
about the brand word of mouth?
How do you get them to pass it down to their kids,
their preference about what brands to use?
Marketing on the other hand
is about turning that value into money.
Marketing seeks to extract tribute,
extract money from the consumer
for those functional benefits,
for those emotional benefits that the brand is delivering.
So monetizing the value is what marketing is about.
I wanted to take a quick break
and tell you about a cool group that I've started.
It's a private Facebook group called Brand Design Masters.
So if you go to facebook.com/groups/branddesignmasters,
you fill out a quick form and you'll get accepted
to the Brand Design Masters Facebook group,
which is a group of creative professionals
who are networking with each other.
They're sharing their work. They're getting feedback.
They're sharing news, and resources, and tools,
and trends with each other.
It's a very vibrant group,
and I invite you to come over to Facebook and join.
So that's it.
I hope you enjoyed this video on the six differences
between branding and marketing.
And if you did, please hit subscribe below
so you can see my videos when they come out.
And make sure to hit that notifications bell
so you can get alerted when I go live
or when I post something new.
And if you need some help with your brand,
your brand strategy, or your creative professional career,
because I do coaching, go to PhilipVanDusen.com.
Let's see what we can do to take you to the next level.
And with that, thanks again for watching.
It's great to see you, and until the next time, bye for now.
(energetic music)
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