When digital marketing campaigns flop, it’s rarely a mystery. You might not have someone bold enough to call out your mistakes. Allow me to step in. One of the biggest culprits?

Coke is just soda, the iPhone is just mobile, and Mavi is simply jeans. Yet, consumers will go out of their way to pick these specific brands over others. An economist might wonder, “Why would a rational person spend more for the same thing?” We love to think of ourselves as logical beings, but that’s not the whole story.

Small business owners and creative professionals often get tripped up when distinguishing between branding and marketing. It’s common to need clarification around these terms, even among those working in the industry. Let’s clear up the fog and dive into what makes branding and marketing distinct yet intertwined aspects of your business strategy.

Small business owners face many decisions, including knowing when to use direct marketing versus brand marketing. Both strategies have unique advantages and applications, and understanding when to use each can impact a business’s success.