Who’s On First? Abbott and Costello Discuss Branding, Marketing and Advertising

For most founders and growth stage companies, unspooling the difference between branding, marketing and advertising is akin to watching the most famous comedy routine of the 20th century. So, to give clarity to those whose gifts are in other endeavors here’s a short recap using Bud Abbott and Lou Costello to explain why who is on first.

Abbott: Now, see here. We have marketing, branding, and advertising.

Costello: Yeah, but who’s who?

Abbott: They’re a who’s who and they’re all part of the team.

Costello: That’s what I want to know. Who’s who so I can tell them apart.

Abbott: Marketing who? Branding who? Or Advertising Who?

Costello: All of ’em.

Abbott: That’s what you need to ask in marketing, branding or advertising–who?

Costello: I don’t know. That’s what I’m asking you?

Abbott: What’s the question after you ask who. First, you’ve gotta know who before you ask what.

Costello: What am I asking?

Abbott: You’re asking what are they marketing, branding or advertising, and I said, “First, you’ve gotta ask who?”

Costello: Who do I ask about marketing, branding and advertising?

Abbott: And I said the first question you have to ask is who.

Costello: Then how do I ask about marketing, branding and advertising?

Abbott: Nobody cares about how. They care about who.

Costello: Who’s marketing, branding and advertising?

Abbott: Exactly.

Costello: But what’s the difference?

Abbott: Don’t ask what until after you’ve asked who.

Costello: So I ask who first?

Abbott: Yes.

Costello: So who do I ask.

Abbott: Right

Costello: But what’s the name?

Abbott: Who’s the name you need to ask when you’re marketing, branding and advertising.

Costello: So let me get this right: I’m asking who’s marketing, branding and advertising first before I ask what they are marketing, branding and advertising?

Abbott: Yes

Costello: But that’s what I want to know: who?

Abbott: And that’s what marketing, branding and advertising tell you–who.

Costello: But how do you know who to ask?

Abbott: There’s no how in marketing, branding and advertising. You’re supposed to ask what.

Costello: What am I asking?

Abbott: You’re asking how do they do this instead of who. Who’s important!

Costello : I know who is important.

Abbott: Well I’m glad we finally cleared that up.

Costello: What did we clear up?

Abbott: No, we cleared up who comes first in marketing, branding and advertising.

Costello: But which one of them comes first?

Abbott: You can only ask which after you’ve asked who.

Costello: So let me get this straight. I’ve gotta ask who so I can figure out what to ask which one of them.

Abbott:  Naturally. Now that we’ve solved that, let’s watch some baseball. I hear St. Louis has a guy named who playing first base.

The End

If the who, what, how and why of marketing, branding, and advertising confuses you, schedule a 30-minute call with me, and we’ll figure it out together. 

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