Marketing is brand building. The two concepts are so inextricably linked that it’s impossible to separate them. Furthermore, since everything a company does can contribute to the brand-building process, marketing is not a function that can be considered in isolation. Marketing is what a company is in business to do. Marketing is a company’s ultimate objective. That’s why everyone who works in a corporation should be concerned with marketing, and specifically, with the laws of branding. If the entire company is the marketing department, then the entire company is the branding department.
