Marketing Isn’t Communications: Why You Can’t Just Data Your Way to a Strong Brand

Let’s get something clear: marketing and communications are not the same. If you think you can rely on data alone to build a strong brand, think again. Data-driven marketing is great, but it’s only half the story. Without the emotional pull of communications, your brand risks being just another business vying for attention.

Marketing is all about the numbers. You run campaigns, optimize ads, and analyze metrics. It’s where data tells you who’s engaging, when, and where. You’re driving clicks, conversions, and leads - things every brand needs. Take that targeted ad campaign you’re running? That’s marketing doing its job - using data to get in front of the right people at the right time. But here’s the thing: data might get you noticed, but it won’t make anyone care.

And if data alone ruled the world, we wouldn’t have innovation. Your brand needs more.

Communications makes your brand human. It’s the creative story behind your brand that gets people to stop and think. Imagine seeing a stunning visual in your social media feed, and you’re drawn in by the story it tells. That’s communications. It’s not about metrics—it’s about creating an emotional connection.

Take Dove as an example. Dove isn’t just selling soap. Their Real Beauty campaign tells stories that make people stop, connect, and think about self-love and body positivity. The visuals are compelling, but it’s the narrative that leaves a lasting impact. That’s communications at its finest - creating something that resonates long after the ad fades away.

Communications will create beautiful narratives with stunning visuals, and marketing will tell you if your audience resonates with them. It’s not an either/or. A marketing hire needs to be complemented by a communications specialist.

That’’s where the real magic happens.

It’s not enough to get in front of the right audience; you’ve got to connect with them in a meaningful way. This combo builds long-term loyalty, something numbers alone can’t do. You need someone who will tell the story people want to hear and someone who will take it to them.

Too many brands fall into the trap of thinking marketing can do it all. Yes, marketing drives action, but without a strong communications strategy, it’s just noise. You can measure how many people clicked on your ad, but can you measure how many of them felt something? That’s where communications fills the gap.

In markets like ASEAN, the approach to marketing and communications is slightly different. Many ASEAN brands understand that emotional connection and storytelling are vital.

For instance, many ASEAN brands focus on creating content that speaks to shared values like family, community, and tradition. This is why brands in these markets invest heavily in communications that build a deeper connection with their audience, leveraging both the power of storytelling and data.

They understand that while marketing might bring you clicks, communications is what builds the relationship.

If you want a brand that people care about, you need both to work together.

So, as you think about your brand - are you relying on data to get attention, or are you also creating stories that make people care?