In our industry, a brand can encompass many entities: A jewelry store is a brand, a retailer is a brand, and a vendor who designs and markets a product is a brand. What distinguishes one from the next? How can you differentiate your brand from your competitors' and stay relevant?

Let's first compare marketing and branding. Marketing is generally thought of as one-way communication, from the brand to the consumer. This includes all the traditional techniques you're probably familiar with—advertising via print, radio, outdoor, direct mail, etc.

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