Is not a Japanese buzz word from the industrial 1980’s. It is actually an important marketing principal all entrepreneurs should keep in mind.
The reason it’s an important tool is this:
The product ‘is’ the marketing.
Always has been, always will be. Brands are simply a written or visual descriptor of a product and its credentials.
I disagree. The product `is` the marketing only, and only if it’s the first of its type. If it’s a market breaker. If it isn’t, well, it doesn’t matter if it’s better than the competition. If the competition is advertising better than you do, your product will not win one of the four places inside the consumer’s brain. It’s the story that the product tells that matters. Not the product in its physical form. That’s what I think, at least.
Thanks Eugens, points very well made.
The point of this entry is that great advertising and other marketing tools, won’t make up for a sub standard product offer. That the offer should never stand still.
Steve
Well, that goes without saying. A bad product will not be saved, no matter how much advertising it gets.