“Do you know how to run Facebook ads?”
“Can you write Instagram posts?”
If you’ve spent 20+ years building brands and leading communication and marketing teams, these shouldn’t be the first questions you hear in a senior interview.
Yet — they still show up. Frequently.
That’s why I wrote the #NuTotEMarketing (Not Everything Is Marketing) series.
Because in 2025, there is still immense confusion between Branding, Communication and Marketing — in recruiting, in business discussions, even in C-level rooms.
It’s time to fix that.
1️⃣ Branding ≠ Communication ≠ Marketing
Branding is the soul.
It defines: Who are YOU? Why do you exist? Why should people love you?
It lives in:
→ your purpose
→ your tone of voice
→ your product experience
→ your employer brand
→ your visual identity
→ the way employees speak about the company at a Sunday dinner
Apple is not “just a tech company.”
Patagonia is not “just outdoor gear.”
Branding is what people FEEL about you — and why they stay loyal.
Communication is the voice. It’s how you tell the world who you are.
Through:
→ your social media presence
→ your tone in crisis moments
→ your media choices
→ the stories you tell in campaigns
Communication brings your brand to life — day after day.
Example:
→ Wendy’s on Twitter: witty, sharp.
→ Lufthansa during a delay: (hopefully) empathetic and professional.
Marketing is the magician.
It transforms who you are and what you say into action: Buy. Click. Download. Sign up. Share.
It is both:
→ a creative force
→ a data-driven growth machine
Good marketing bridges worlds:
→ between TV and TikTok
→ between grandma and Gen Z
→ between classic outdoor and AI-driven campaigns
2️⃣ Why the confusion?
Because the lines between branding, communication and marketing blur every day — especially in companies that lack strategic leadership.
→ Too often, “make me a Canva poster” replaces brand strategy.
→ Too often, posting for the algorithm replaces building emotional equity.
→ Too often, performance marketing replaces brand-building.
But companies that thrive understand:
👉 Branding defines the WHY.
👉 Communication is HOW you express it.
👉 Marketing is HOW you drive business through it.
3️⃣ What happens when you mix them up?
→ You hire the wrong people.
→ You brief agencies poorly.
→ You burn media budgets.
→ You build short-term metrics instead of long-term brand value.
And sometimes… you lose the loyalty you once had.
(See: Tesla’s recent brand confusion.)
4️⃣ Who should do what?
Branding → owned by brand strategists, design teams, leadership.
Communication → owned by internal + external comms, PR, content.
Marketing → owned by performance marketers, media, growth teams.
But — and here’s the key:
✅ Great CMOs know how to orchestrate all three.
✅ Great brand leaders work across all three.
✅ Senior talent must be fluent in this triad — or the brand will suffer.
5️⃣ In short:
🧬 Branding decides you’re a wolf in a unicorn suit.
🗣️ Communication hands you a glitter mic to yell “Hooo, I’m magical!”
💰 Marketing sells tickets to your show.
If you understand this — and hire, brief and lead accordingly — you’ll build brands that:
→ stand out
→ stay consistent
→ sell with authenticity
And yes — you’ll avoid the dreaded recruiter question: “Do you also know PowerPoint?”
Final word: Clarity is a superpower.
#NotEverythingIsMarketing
But everything CAN become a brand moment — if you lead with clarity and soul.
