When we think of Wicked and the eternal duality between Elphaba and Glinda, we might be witnessing the perfect metaphor to understand the differences between branding and marketing. Because, let’s be honest, how many times have we confused one with the other, believing that they are the same thing? Spoiler alert: they are not.
Branding: Elphaba, the unbreakable essence
Elphaba, with her green skin and defiant nature, represents branding. It is who you really are, your identity in its purest form. She doesn't care if everyone likes her; her priority is to be authentic, even when the world doesn't understand her. Branding is not something that changes with fashion or seeks to please everyone. It is the essence that sustains a brand, like the powerful and eternal image of the "Wicked Witch."
Marketing: Glinda, the charming strategy
On the other hand, we have Glinda, the brilliant and charismatic one. She represents marketing, strategy and the tools we use to attract attention and build relationships. Glinda is a master of showmanship, always seeking to stand out and be the centre of attention. Marketing, like her, does not exist without the audience. It is adaptable, dynamic and sometimes a bit superficial, but extremely effective.
What we can learn
Elphaba may be a great force, but without Glinda, who would understand her message? And Glinda can light up any room, but without Elphaba, what story would she have to tell? Branding and marketing are not rivals; they are a dynamic duo that, when working in sync, can make any brand shine.
And now, the irony...
Still thinking branding and marketing are the same thing? Perfect, because nothing screams “authentic” more than a poorly executed strategy based on confusion. So, if you want your brand to be the next great tragedy of Oz, feel free to ignore everything you just read. But if you really want to master the art of balancing substance and strategy, maybe it’s time for a little professional consultation.
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