In a marketplace crowded with competing messages, the challenge for brands is no longer just being seen—it is being remembered. This theme took center stage at a recent industry session in Kathmandu hosted by the Advertising Association Nepal (AAN) in collaboration with the International Advertising Association (IAA).
Titled “The Synergy of Advertising and Branding,” the workshop was led by Ujaya Shakya, founder of Outreach Nepal and author of Brandsutra. The session challenged a common misconception in modern marketing—that advertising and branding are interchangeable. Instead, Shakya described advertising as a force multiplier that amplifies visibility only when a clear brand identity already exists.
“Without a brand soul, even the most visible campaign becomes noise,” he emphasized.
The workshop drew a sharp contrast between the two disciplines. Advertising was compared to a sprint—campaign-driven, seasonal, and focused on immediate awareness across ATL, BTL, and digital platforms. Branding, by contrast, was likened to a marathon—built gradually through customer experience, emotional connection, and long-term trust.
One of the session’s key ideas was the “zero-budget test.” Participants were asked to imagine a brand losing all advertising resources and consider what customers would still say about it. The exercise highlighted that genuine brand value survives beyond paid promotion. Reinforcing this, Shakya cited the classic example of Kodak—a brand that did not merely sell cameras but memories, demonstrating how enduring brands connect emotionally rather than functionally.
The workshop also explored how meaningful customer insights are uncovered. Beyond formal research and analytics, participants were encouraged to rely on observation, conversation, lived experience, and common sense—often overlooked tools in data-driven environments. Well-known global brands such as Nike, Lux, and Dove were discussed to assess whether their messaging resonates deeply or remains surface-level communication.
At the heart of the session were two strategic questions: Who is the brand speaking to? And what is it really selling? These reframed advertising from a quest for exposure into a discipline centered on intention and meaning.
Cultural references added depth to the discussion, including scenes from the television drama Mad Men, where persuasion and emotional positioning illustrate how memorable campaigns emerge from insight rather than decoration.
Participants applied these ideas in group exercises, crafting short advertisement scripts for industries ranging from cement to tea and health products. The activity demonstrated how quickly generic promotion could evolve into purposeful communication when guided by clear insight.
The session forms part of the ongoing “Upgrade to Grow” series by AAN and IAA, aimed at strengthening professional thinking within Nepal’s advertising community. The broader shift, participants noted, is from volume to value—and from exposure to experience.
The concluding insight summed up the discussion: Advertising tells a story, but branding is the story. In an age of relentless noise, the real competitive advantage may lie not in speaking louder, but in creating deeper meaning.
From Noise to Meaning: Industry Session Explores the True Link Between Advertising and Branding
