Is Advertising the only tool in Communication?

Next time someone tells me that Advertising is a Strategy I will tell him: No! It’s a tactic

Communication is the Strategy. Advertising is part of Communication and every other Communication tool helps in delivering the Brand Awareness not necessarily Advertising. One more thing, Advertising helps in creating Awareness not necessarily in building the Brand. I have region and international clients that used Advertising as Brand champion and failed to deliver the purpose or felt that they wasted their Communication budget. I also have clients that used Advertising in the right medias with minimal spending as part of the general Communication and worked beautifully. So is Advertising the single awareness tool or Communication? NO. That’s why at’s Strategy sessions we demand that CEOs to be coached on Brand, Branding and Communication because they are the champions not the heads of Marketing when it comes to their Brand(s). Very few CEO’s in the region are aware on how Brands work or which Communication strategy would best serve them

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Brand Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on

The article was first published on Linkedin Pulse on 18th October, 2014

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