Coffee advice

There are many that speak of Branding and on a separate note, speak of Marketing. Since when the two are separable even if they play different roles? They are both inseparable, they have one purpose and that single purpose is towards the audience. Treating both as separate entities is a problem. Let’s first agree on these two facts:

  • Since the idea of Brands and Branding came into being, Marketing became a support entity and more Tactical. In the era of commodities, Marketing was the core but today, it acts as a support to the Brand idea. Marketing is still as important but not in the driving seat instead Branding is the one driving
  • Second, let’s agree your Ad agency is not the miracle answer to your Brand problems, most are better focusing on design and in avoiding strategies

The Advice:

  • If the organization is not intellectually rich, avoid getting into the complex of Branding and Marketing, the process requires a certain type of mindset
  • If your organization is after immediate returns then avoid being a Brand, keep things the way they are, otherwise evolve
  • If your head of Marketing thinks Advertising is the way towards Branding, please fire him asap
  • If your Ad agency pressures you to be visible everywhere, fire them because they’re after the billing not quality of work
  • If your Advertising agency suddenly becomes your Branding adviser, you’re in serious trouble

Now you sit back and decide where you want to take your company. Every decision matters but your decision should be for the interest of the company and nothing personal

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

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