The Difference Between Branding and Advertising

Posted on March 8, 2010 by Phil Bowyer

The words “Brand” and “Branding” are pretty big buzz words these days. It would seem that the geeks on the Internet Brand and the big guys like Doritos Advertise. So what’s the difference? Why can’t geeks Advertise? Why isn’t Frito-Lay Branding? Truth is, the only difference between the two is execution.

Think of traditional advertising; commercials, billboards, banners and print ads. These things talk AT you. They deliver a message, with no way for us, the consumer, to holler back. I was watching a TV show the other day, and a commercial for the Swiffer came on. It included an animated mop, in bed, having nightmares. I’m thinking, “do they think I’m 4 years old? I’m not sure who the target was for the ad, although they did use the stereotypical housewife in the beginning. Are they saying that all housewives are stupid? I’m not sure, and with no way to interact with them directly, it fails.

Now, think of a discussion. By definition, it’s an interaction, a TWO-way interaction. You get to know the guy or gal behind the Twitter ID. Have a problem or question? You can “@” them, and get a response. The business talks WITH you. That’s Branding.

Some companies like Pepsi are starting to do both. In fact, this year Pepsi decided to forget the advertising for this year’s Superbowl (can I say that? Big Game? I can say Big Game right?) and went straight for the branding.

What do you think? Is there still room for advertising in the traditional sense, or have we moved on to branding? Let us know in the comments- we’ll see ya there.