Magazine article Marketing

If You Know Your Business You'll Use the Product

Magazine article Marketing

If You Know Your Business You'll Use the Product

Article excerpt

It can't be true of course, but I sometimes wonder whether most of the advertising people I meet - and the sales promotion wallahs, the PR persons, the direct marketing bods, the packaging folk and even many so-called marketing geniuses - ever use the products on which they are working, or indeed ever visit a supermarket.

You will hear them all claim that their contribution to their brands' success is the only thing that matters. "Its market share quintupled in less than 17.65 nanoseconds because the advertising/sales promotion/PR/direct marketing/pack design we produced was so creative, so brilliant," they all claim, modestly.

Now, I'm not against a little self-promotion, but the dumb thing about such arrogant over-claims is that they ignore the most important factor in any brand's success: the product. Unless the product delivers the qualities consumers want, even the most supercalifragilisticexpialidocious advertising/sales promotion/PR/direct marketing/packaging in the world will be duff. A fact conclusively proven by the graveyard crowded with sensational, brilliantly advertised 1980s lager brands. During the 80s the smartarses crowed: "They don't drink the lager you know, they drink the advertising." Then the lagers that were made of advertising gurgled down the plug hole.

Perhaps people put such undue emphasis on the power of marketing communications because it has become conventional wisdom to claim that product formulations are getting more similar, and that the only thing that differentiates them is image. …

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