Bean’s brand warning causes worry

I find Robert Bean’s letter (MW February 5) fascinating. I also find it worrying.To argue that brands and branding are at the heart of communications and not advertising, and to “warn” the industry it will miss the boat unless it understands this concept is bizarre.

Isn’t the consumer at the heart of all communication? In his/her eyes is there a grading system of media? Of course not. All communication should be synergistic and each discipline plays an equal part in developing customer relationships.

Companies are centralising their database, marketing budgets and communications teams in order to deliver a holistic approach. They recognise the whole is greater than the sum of the parts – so let’s not begin an argument of whose part is bigger.

Jason Gallucci

International business development director

EWA

Essex

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