Branding and Builders

When we work on marketing projects, we like to think of two categories: Builders and Drivers (a concept we are borrowing from Paul Roetzer and PR 20/20). Builders are things that we make that have a long lifespan. These are our fundamentals, the blocking and tackling of marketing. Nailing these components sets you up for success, looks professional, prepares you to convert inbound leads, and pays dividends in the long run. When you see an Apple or Nike Ad, you know they are an Apple or Nike advertisement. Their style is part of their brand. Companies that work on design are more successful than those who don’t, according to McKinsey ( When establishing a brand, these are elements that every company should have and have in good order.

This blog post is a portion of Attention and Action. The book walks you through the marketing process that Adelsberger Marketing follows with its clients. You can read this book for free as a blog on the Adelsberger Marketing website or purchase on

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