Branding vs. Action Compelling Advertising Small businesses should understand that they are not big businesses. Not yet anyway. Therefore, their advertising must be different. Coca Cola, the world’s leader in soft drinks, can run ads anywhere and just mention a Coke and consumers will already know what the product is and where to buy it.
The large corporation runs advertising at the masses and is confident that enough people already know who they are and become motivated to buy. Large corporations can talk about themselves in their advertising. Small business cannot. It focuses on its customers’ needs or else it will not get their attention.
