Students, professionals and even Leaders are sometimes confused as to what exactly is marketing and how is it different from Brand strategy. Marketing and Brand strategy are not mutually exclusive ideas, in fact they are interdependent strategic activities that feed, inform, and drive each other. We will see in this article that the most important distinction is in the intent – and desired outcome – of each area. Brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. Brand strategy defines how people should ideally feel about your business and product . It strives to find how to optimally present your offering and what you stand for in the market. It is an abstract idea held in the hearts and minds of people connected to your business as customers, partners, suppliers, or employees. If i consider a brand as a “promise delivered” then brand strategy is about defining the promise, the idea behind it and explainin...
