Are well run promotions more important than good advertising in building and maintaining Brand's image?

Are well run promotions more important than good advertising in building and maintaining Brand's image?
This is not a debate about whether advertising is good for awareness or whether promotions are good at driving revenue. They both have their place and a complementary  role in the marketing mix as long as it is a part of well defined strategy. The consumer is now more sophisticated and expects gratifications at multiple levels. They value products and pricing but they also seek engagement and experience. The line between brand activity and sales promotion is fatuous. You build and manage brands so people are attracted to your product and are willing to pay a premium for it. If sales promotion activity is not enhancing this, it is counter productive and at cross purposes with the larger marketing agenda. When brands promote within it's meaning, it can be very powerful. Smart brands have a sales promotion at the core of their activity that have become iconic in their own way....and  Max Life  I Genius is one such example....read more.
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