Marketing is about purpose and purpose is the brand.

By: Kamil Toume

Redefining the definitions is the first action step to correct the mistaken concepts and ideas that confused and continue to confuse people in the business spheres. Before redefining and refining marketing as one of the most important subjects in business. Let’s us review some example of the most common definitions for marketing.

Google defines marketing as the action or business of promoting and selling products or services, including market research and advertising.

The chartered institute of Marketing, CIM” defines marketing as the management process responsible for identifying, anticipating and satisfying customer requirements profitably.

Marketing is not the neurolinguistics programming, market tricks, pushy and guerrilla techniques. It is not the creative noticeable features that will let you stand out. Marketing is not about catching people’s attention in 4 seconds before skipping your Ad on YouTube. Marketing is not what they teach you in business schools about the 7ps. Every single piece of information that the business communicates is marketing and great marketing is about communicating the purpose of the business. The problem is that companies talk about everything except the purpose of their business and that is why they fail and confuse marketing with sales and sales with branding.

Great marketers do not promote, they educate. While, branding is about purpose, sales are about transactions.

If your focus is transactions, do not be worried about branding and purpose, but if your business purpose is the focus then take a BIG pause and review how you will communicate it ( brand it and market it).  

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