Brand leads marketing leads sales.
So beware the marketer that does not understand and accept with sincerity, this hierarchy. Beware because this brilliant marketer is spending your money on making you famous – for nothing.
This is the brilliant marketer that switched KFC from ‘Finger Licking’ Good’ to ‘So Good’ (AKA nothing).
This is the brilliant marketer that switched BMW from ‘The Ultimate Driving Machine’ to ‘Joy’ (AKA nothing).
This is the brilliant marketer that switched Nationwide from nothing to ‘a good way to bank’ (AKA nothing).
Brand leads marketing leads sales.
So wherever you want to end up. Start with brand.
