What happens when you have a brilliant product and market it badly…

Everyone who works in the marketing industry has had this conversation before with friends from outside the industry bubble.

“Marketing doesn’t work on me.”

“Ah branding is just a waste of money.”

“I’ve never bought something just because I’ve seen an ad”

It’s a tough stance to argue with. It’s certainly tough to convince someone with such entrenched views. Plus, most of marketing and branding’s benefit is intangible, unconscious and difficult to describe and perceive.

So here are two good videos to show your friends the next time this discussion comes up.

Both are examples of what happens when you have a brilliant product, but your branding and marketing is, well, a bit shit.

 


This is a great lesson for startups and companies that tend to see marketing and branding as a cost or an afterthought.

You can have a fantastic product. But unless you communicate that effectively with people, and signal that your brand is worth investing hard earned cash in, then many of your potential customers will take shortcut to presuming they shouldn’t take you seriously.

Marketing at its core is about intangible value creation. And even if we don’t think it has an effect on us, it’s very likely that it does.

The overlap of a desired product and brilliant marketing is the sweet spot for creating a great company. Having one without the other results in underperformance.

(First example stolen from Rory Sutherland’s excellent AdWeek talk)