Can marketing make all the difference?
Not long ago, I stumbled onto the twitter feed of DesignSojourn (and started following him immediately). Also known as the Design Translator, Brian Ling is an industrial designer based in Singapore. He also writes an excellent design blog that also runs under the name Design Sojourn.
The other day, Brian posted a rather provocative statement/question on Twitter:
While we’re strong proponents of the value and power of marketing – or marketing done well – I’m just not ready to jump healong onto the bandwagon for this one Brian. Marketing certainly can make a huge difference. A good marketing effort can throw up a smokescreen that will make a poor product appear better than it is. But that marketing effort won’t make a bad product any better. Eventually it will be exposed for what it is.
On the other hand, a great product – a truly remarkable product – will sell itself for the most part. Create something that solves a need and does it well, and people will hunt you down regardless of your marketing. Of course, a strong marketing effort on top of a remarkable product will be nearly unstoppable.
So, in short: The difference between good and great is not limited to marketing. Marketing can elevate a crappy product. A great product can get by without marketing (sometimes). Keep in mind, though, that a poor marketing effort can be damaging no matter how great your product.
Anyone have any differing thoughts?
