• Becca Cooper Leebove

Why are there so many terms in Marketing? What do they mean?

In case you’re wondering, what the heck is the difference between a brand, branding, marketing, advertising, digital marketing and communications anyway?

Here are some basic definitions from my own experience and subject-matter experts such as, Julian Cole, a strategy consultant to global brands including Apple, Facebook, Disney and Uber.

No one is an EXPERT at all of these. There are many different roles and people that play a part when it comes to a fully functioning marketing operation for any company. It takes a special person to manage it all, but likely there is a team working TOGETHER on all of these different aspects to fully function. Unless a company is only focusing on 1 or 2 of these at at time—only a unicorn could attempt to handle ALL of this on their own.

Here are some basic terms:

Brand: A set of non-verbal and verbal concepts to represent your company or even your personal brand.

Branding: A way of controlling and maintaining those concepts.

Marketing: Strategy and actions taken to determine your “Product, Placement, Promotions, Price.” And...don’t forget the 5th “P” - PROCESS. Your process must match-up or you'll have angry customers.

Advertising: The channels and places where you set out to promote your business— traditionally these are paid-placements like billboards and television, and there are many different ways to advertise (i.e. free advertising channels).

  • Paid: There is a cost associated with the advertisement placement. For example, an ad in a magazine costs money, a sponsored ad running on Facebook is not free.

  • Organic: The placement is free. There is no cost associated, but one catch...you likely have some investment in developing content. For example, getting a video produced may have a cost, but posting it on your own Facebook channel is free.

Digital Marketing: It's is advertising delivered through digital channels. Channels such as social media, mobile applications and email.

PR: A relationship that you establish with the media and public, and a way to communicate with the public through the media.

Communications: A rigorous discipline of communicating with the public or internally, and a way of maintaining and continuing a two-way communication channel.

ShuBu Creative founder and brand strategist, Becca Cooper Leebove, has nearly 20-years of experience leading and being part of marketing teams and large brand initiatives at Vail Resorts, PorchLight Real Estate Group, Regis University, and Starz Entertainment. Becca has been featured as a speaker on marketing and awarded for her work. Learn more.


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