To me there’s a world of difference between marketing a product and branding it. In simple conventional marketing, you do market research to determine whether the consumer needs the product or not and what features excite him. Irrespective of whether there’s a need or not for the product, the overly ambitious marketer sugar-coats the findings, makes a standard marketing plan mostly comprising of a plethora of ATL (Above the Line) activities, executes it, and then prays like anything that it works, just enough so that he has something to show in front of the next prospective employer. Continue Reading…