"There 's got to be more to life than fighting for fishheads." Jonathan Livingston Seagull
Thursday, December 20, 2012
Brand Communication Vs Brand Execution
Mr. Narendra Modi is a very good Marketer. He is marketing his state so vigorously, that perhaps no other CM can match his passion and vigor. No two views here. Opposition also agrees and says so.
Issue is what about SUBSTANCE ? Whether successful marketing is possible without matching investment in product and service ?
Marketing that follows good product and service development will only succeed. Howsoever aggressive marketing may be , it will fail miserably if the product and service being marketed is lousy. Therefore good marketing can not make lousy product successful. At the same time bad marketing can fail good products.
Bottom line is both product and marketing has to be excellent. Product can fail without the smart marketing but smart marketing have to fail without smart products/services.
“I rather die of bad marketing than a bad product!”
Most companies are smart marketer but not enough is done to make product or service smart that can give wow !!! customer experience. Examples of product and service failure due to weak marketing is rare whereas example of failure of smart marketing campaigns due to weak product and service is more often.
Modi is smart marketer but that is because he was substance to offer to the voters. He cant be a successful marketer unless he has invested in his offings to the voters. Most political parties are just good campaigners but nothing to be shown on ground That is a problem and that is the difference.
Bollywood is the best example where companies have become smart marketeer without investing adequate in product.
So next time when you are deciding on marketing campaign just re check whether your product and services deserve this kind of marketing & if the answer is NO , invest and work more on product and services than marketing communication. Make brand promise you wish to communicate through marketing campaign actually executable while using your offerings.
Does your product LIVE your brand promise marketed by your marketer ??