The New Marketing is Branding

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What we think of as marketing in the traditional sense is based on selling. To be successful in today’s marketplace, your thought process has to change on this subject. Marketing is not now based on selling, it is based on buying.

According to Al and Laura Reis, authors of the best-selling book The 22 Immutable Laws of Branding, “Marketing is building a brand in the mind of the prospect. If you can build a powerful brand, you will have a powerful marketing program. If you can’t, then all the advertising, fancy packaging, sales promotion, Web designs, and public relations in the world won’t help you achieve your objective.”


Branding is what you do to differentiate yourself from everyone else in the world. Marketing is brand building. It is NOT selling. It is what a company or person is in business to do. Think of it not as selling, but as creating customers who will buy.


Selling as a profession, or even as a function, is dying. Products and services are bought nowadays, not sold. Branding makes this possible. Branding “pre-sells” the product or service. If you’ve done it right, you do not have to sell anything – the customer is already willing to buy. Branding is actually a far more efficient way to sell things.

Email us at or call us at 646 808 0249 to learn more or for help in branding your business effectively.