Originally Posted by andrea_stockroom

The point is, that you didn't say it at all. I don't think I need to read the tips and newsletters, actually. I'm confident that I'm more than familiar with marketing concepts and strategies. And we DO fundamentally disagree.

"We don't believe in marketing just for the sake of "branding". Branding doesn't sell, creative marketing does sell."

Not to turn this into a Marketing 101 lesson, but:

1. ALL marketing is a creative venture on some level.
2. "Branding" is at the heart of creative marketing.

With no brand awareness, with no brand consistency, with no brand relevance, you're throwing away money in your marketing efforts. You become a sheep amid all the other sheep.

Your job as a marketing professional is to discover and understand your clients customer, set your client apart from their competition, create a message that is relevant to that customer, and to deliver it frequently, creatively and consistently. If you do that, the brand builds itself. But to say that branding doesn't sell? That's cutting off your nose to spite your face. "Branding" is the ultimate goal of marketing.