The Importance of Perception in Branding

Marketing is not about branding or does that? I would even go as far as to say it doesn't even create the brand. It plays a very minor role in it if you think of it because brand, at the end of it, is rooted in the behavior of the company. So it's much more to do with promises made, results delivered right in the day to day business in the client service. The firm has the reputation. It earns that through the work it does. And marketing's job is to make more people perceive it that way and become aware of it.