I continue to be amazed at the sentiment that branding is a kind of luxury to be undertaken when there is time. There is no time. Don’t people understand that in order for marketing to have credibility—forget credibility, to be listened to at all—it has to be backed up by a brand?
There is this big fat rush to get to market…but without the product or service being properly branded, it’s a waste of time. Nobody is listening.
Ideally you would brand first, then market whatever it is you’re selling.
In the real world, you often have to market without branding.
Consider yourself lucky if you get to brand and market at the same time.
What is the difference between marketing and branding? See my post at http://blumenthalonbranding.blogspot.com/2007/08/classic-marketing-vs-classic-branding.html. Basically branding is the slow, strategic process of establishing an identity for your product or service whereas marketing is spreading the idea rapidly about what you have to sell. Also see http://findarticles.com/p/articles/mi_m0BDW/is_22_40/ai_54787827/print.