Marketing is not something to be “done” to a product or service after is has been developed.
Marketing and branding must be integrally involved in the development process to ensure that unique product or service value is created and translated into the brand and then consistently delivered to the customer.
As such, marketing cannot save ill-conceived or poorly developed products and services that are created in a vacuum without consideration to whether or not relevant and highly desirable value will ultimately be delivered to customers.
If you are looking to marketing (or worse yet, advertising) to save a failing product, then you have unrealistic expectations and you are bringing marketing to the table too late.
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