If marketing is not working for you, blame
it on your commitment. In 99.9% of the cases you will be RIGHT if you did so.
Marketing is not about hiring a manager and asking him to go around like a walking advertisement saying "We are different”. Neither is it about putting
out some pompous claims in a low-cost media. Marketing needs serious
investment, both in terms of budget and “relevantly different” content.
Unfortunately, budget is in short supply and differentiated content is missing in
most business scenarios.
Everyone tries to compare their business case with a Google or an
Apple. What they conveniently let pass is the relevantly different consumer
proposition put forth by the two companies in the most articulated fashion and
form. What the wannabes fail to see is the story behind the two giants and each
of their products, which is nothing less than a classic.
Most importantly, what the wannabes skip is the “quality of
content” these companies create in the process and successfully communicate
(through their talented employees) to wows the world. To come to the point, in
today’s stage and age your brand needs powerful stories in short burst told by
the best narrators at appropriate forums in the most engaging manner. Anything
less may keep your brand going, but trust my word, your angst of not being
perceived as the best in your business will haunt you forever (like it does
today).
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