I think the issue is a bit more complicated than this. I think that marketing is one of those things that tends to get swept under the rug and ignored in favor of the more traditional marketing methodologies. But marketing is important and you need to do the work to make it happen. So just because marketing is important doesn’t mean every marketing program should be implemented under the guise of marketing.
I think that’s the problem with marketing in general. We all know that marketing is important and we do what we can to try to create the right image for our company. But we also all know that that image is really only as good as the tools and tactics we use to create it. So when we spend so much time and money creating a great image, that image is likely to become the reality.
So when we see that the marketing organization of a company has been bought out by a resort marketing group, we have to wonder why. In the old days of advertising, a resort marketing group was very much of a company’s marketing department. While it was a marketing department, it was still important. It had to be, because the resort owner (or their agent) wanted to use the resort to promote their resort.
Some resorts in the US have acquired resort marketing groups and they are now marketing their resorts through the marketing group. That way the marketing group can make money in the process and the resort owner can keep their name. I think that the marketing group will eventually be the company that owns the resort. While the marketing group will eventually have to get rid of the resort marketing group, the resort will be able to continue to market the resort through the marketing group.
That is the main reason I support the resort marketing groups. The resort marketing group needs the marketing group to market an expensive resort, it makes the resort more expensive, and it’s the marketing group who will eventually own the resort.
I can just imagine the marketing group saying, “Ah, he’s gone, he’s no longer with us. We can just continue with the marketing group.” Now the resort marketing group can market the resort.
The resort marketing group is the same exact group that the resort marketing company is a member of (i.e., them, not the marketing group). The marketing group has a marketing company and a marketing group. The marketing company is in charge of keeping the resort profitable, the marketing group in charge of marketing the resort. This is an important distinction because the resort marketing group is not just a marketing company. They’re in charge of the resort and the marketing group is in charge of the marketing company.
The resort marketing group is not actually a company. Its name is a brand name and it was launched by an advertising company and then sold to the marketing company. Not only does that mean that the marketing company does not actually run the resort, that in itself is a violation of the FTC’s rules against affiliate marketing. This means that the marketing company is in violation of those rules too.
This is all part of the FTCs ban on selling “branding.” These two are two different things. Branding is a term that refers to corporate trademarks. The FTCs ban on selling “branding” is a separate thing. It is a term that refers to how the FTCs defines affiliate marketing. If you want to make money, you have to buy something that has a brand.
The FTCs definition of brand is very specific. It basically says that a brand must be a physical item that has a physical source of income (i.e. a company that is profitable). A brand can be a logo or an ad or an email signature. If the FTCs definition of brand is not enough to get you off the hook, there is also the FTCs rule against “affiliate marketing.