Over the last few weeks, we’ve had an ongoing discussion in the office about branding and marketing. Kathryn’s familiarity with both the journalism and fund industries has shaped her view of branding and marketing. Kathryn points to Southwest Airlines as an example of company success growing out of a strong brand. It should come as no surprise that Kathryn founded SunStar Strategic around the same principles of strong branding. The SunStar Strategic team has been a valuable part of Target Rock’s financial community marketing campaign. En este articulo te hablaremos sobre la diferencia entre marketing y branding y a que se refiere cada concepto.
Hay un espectro de opiniones aqui, pero en nuestra opinion, el marketing esta promoviendo activamente un producto o servicio. El marketing puede contribuir a una marca, pero la marca es mas grande que cualquier esfuerzo de marketing en particular.
La marca es en ultima instancia lo que determina si te convertiras en un cliente leal o no. El marketing activa a los compradores, mientras que el branding hace que los clientes sean leales y tambien induce a la compra.
El Branding es tan vital para el exito de un negocio que tiene la coherencia financiera, que tiene una vision para el futuro o empleados de calidad.
Actualmente existen varios tipos de maestrias y posgrados que facilitan el conocimiento de diversas herramientas del marketing y conocimiento sobre el branding, ya sea en el extranjero o maestrias en mercadotecnia en Mexico. En el blog Posgrados en Marketing, podras comparar todos los posgrados en marketing disponibles, clasificados en region como Mexico, Espana y en el extranjero, asi como por tema, como Marketing Digital, Direccion de Mercadotecnia, o tipo de posgrado, como cursos, maestrias, especializaciones y diplomados. Encuentra tambien consejos y tips al seleccionar la maestria de mercadotecnia adecuada a tus necesidades, por ejemplo como evaluar el curriculum de estudios, comparar precios, considerar costo de vida en la ciudad o el pais, entre otros.
Es un blog para brindarte informacion sobre los Posgrados en Marketing y ayudarte a encontrar el que mas te conviene.
Developing a brand for your business is an important step in becoming a successful entrepreneur.
The values you set out for your brand will play a significant role in the way your business is viewed so it’s important to think of these carefully.
Research the most successful brands in the world and you’ll see how consistency plays the biggest part in the branding process. You’d be wise to consider the psychology of color when designing your marketing materials.
For instance, have you noticed that most fast food restaurants are decorated with vivid reds and oranges?
Ever notice that toys, books and children’s web sites usually contain large blocks of bright, primary colors? Market researchers have had a field day identifying the colors and the likely effect they have upon us. However, the effects of color differ among different cultures, so the attitudes and preferences of your target audience should be a consideration when you plan your design of any promotional materials. For example, white is the color of death in Chinese culture, but purple represents death in Brazil.
Of course, you would test your ads and colors on a small market segment before rolling out a large scale campaign. Another oft-missed point is that many, (maybe 25%) of males have varying degrees of color deficiency.
Demographics of the target consumer are extremely important to deciding which colors are best suited to a brand.
If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you. Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands.

Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox. At Tenbrook Associates Marketing & Public Relations we understand branding and we know how to create it and use it to differentiate you from your competition and position you for growth. Iam greatful and really agreed for what you have said but atleast you need to be a little bit more wider then it was before. The two words are frequently interchanged, so it’s easy to lose sight of what each means individually.
She then moved to the DC metro area where she served as the Director of Public Information Services for the Investment Company Institute.
When Southwest first took off in 1971, four years after being founded, air travel was expensive, elitist and complex. Their Rapid Rewards program allows members to earn travel points on any flight and in any seat. Twenty years ago, the company grew out of Kathryn’s personal knowledge and network, her commitment to serving quality clients, and achieving top-tier results.
Their experience in finance and energy was critical to our firm’s market strategy and product launch in early 2012. El Branding no es empujar, es la expresion de la esencia o el valor de una organizacion, producto o servicio. El marketing puede convencerte para comprar un Toyota en particular, pero es la marca que va a determinar si solo vas a comprar Toyotas por el resto de tu vida.
Las actividades de marketing poco investigadas y ejecutadas sin duda pueden ser un centro de costos, pero el marketing bien investigado y bien ejecutado es una inversion que se amortiza en las ventas y el refuerzo de la marca. Asi que si, es un centro de costos pero lo que es realmente costoso es no tener o tener deficientes. It is particularly important for an online business owner because of the vast amount of competition and how everything is judged on a visual basis before anything else. If you brand your business effectively, you will have a much easier time obtaining your share of your industry’s market. Being true to your brand is all it takes to make your business known around the world on the internet. Be it business card, brochure, web site, posters or other material, you’ll be making color choices. Young children prefer these colors and respond more positively than they do to to pastels or muted blends. Check out web sites belonging to companies with marketing budgets that allow for extensive research into what sells best. Let’s say that you are selling books for young children, but you are marketing to grandparents.
We recently rebranded a firm with primarily Chinese clients and chose red as the logo color (its their color of luck).
As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands. Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers.
Besides swissmiss, she founded and runs Tattly, CreativeMornings , TeuxDeux and her Brooklyn based co-working space Friends (formerly Studiomates). There are a million different ideas about branding and marketing floating around the PR industry and the blogosphere, so to help clarify things we’re kicking off a two-part mini-series looking at both the way branding and marketing are different from one another and how they support each other. Both of those experiences were heavily involved in public communications, and particularly focused on crafting strong messages to be distributed on behalf of various companies, many of which were up and coming in the fund world. Their excellent financial and business media contacts and easy access to the financial press enabled us to quickly achieve an exceptionally level high level of brand recognition. Es la comunicacion de las caracteristicas, valores y atributos que definen la marca en particular, lo que es y no es.
Es lo que te queda en la mente asociado a un producto, servicio u organizacion, ya sea o no en ese momento o lo hayas comprado o no.

Como se venden y todo el mundo en una organizacion, es decir, con todas sus acciones, ya sea la construccion o destruccion de la marca, cada pensamiento, cada accion, cada politica, cada anuncio, cada campana de promocion, todo esto afecta las ventas. El retorno es la gente de ventas cuyos empleos son mas faciles y mas eficaces, los empleados que se quedan mas tiempo y trabajan mas, los clientes que se convierten en embajadores y defensores de la organizacion.
When someone comes across your website, your ads, your blog posts, social networking pages and videos, it’s a visual-first experience. The key to creating a successful brand is not so much the brand itself, but how consistent you are with it. If one of your key values is quick service, be sure to reply to emails and messages as soon as you can to uphold your brand’s name. Was it because you liked those particular colors, or did you have a particular marketing message in mind? Colors not only enhance the appearance of the item — they also influence our behavior. Jaguar markets to people with high incomes who view themselves as sophisticated and look for a prestigious vehicle. You’d probably design the books in bright, primary colors (reds, blues, yellows) to appeal to the children who will use them. I have found a list from the Branding Strategy Insider that describes what each of the colors mean. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
Recently, I sat down with Kathryn Morrison, President and CEO of SunStar Strategic, to hear her thoughts on marketing versus branding. Kathryn worked closely with companies such as Fidelity and Vanguard, learning their branding and marketing from the ground up. To combat this, Southwest defined itself as the everyman’s airline—committed to inexpensive, fun, and simple flights serving everyday people. Today, SunStar occupies offices in Alexandria, VA, New York, NY, and Chicago, IL and devotes itself to identifying and serving the highest quality clients. Si estas de acuerdo, si te gusto, me puedes comprar, apoyar y recomendar a tus amigos”. Branding is so important online because it makes people visually familiar with your business through consistency. You just need something that is appealing with complimentary colors that will make people familiar with your business. While visual appeal is an important consideration, your color choices could be sending a specific message to the people who view them. You will do well to consider the impact that the colors you use will have on your target audience.
People from tropical countries respond most favorably to warm colors; people from northern climates prefer the cooler colors. However, the marketing materials (web site, brochures, etc.) would be designed with grandparents in mind. Most people don’t have the means or desire to pay extra for a seat just so they can earn rewards points on it.
By focusing on a clear and powerful brand and growing marketing campaigns out of that identity, Kathryn has driven her company to a success that radiates far beyond her personal influence and draws clients to the firm as much as it drives them to praise SunStar’s work.
You might decide to go with blues (trust, reliability), pinks (nurture, sweet, security) and yellow (happy, playful).
Neither do they want to limit their vacation selection to fit around an airline’s choices in dates and destination. By staying true to their brand identity as the everyman airline and focusing all marketing efforts on projecting that image, Southwest has become the most profitable airline in history without ever having a first class cabin. By eliminating those restrictions from their rewards program, Southwest remains inexpensive, fun, and simple.

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