What’s more important: good branding or a good product?

At a time when perception is reality, I believe high-quality products matter. Even good marketing can’t hide the fact that a product is mediocre.

The perception/reality scenario reared its head recently when I walked into Birk’s to buy jewelry. Upon arriving at the store, I was dressed in raingear and carrying a courier-like bag. And I was soaked after riding in the pouring, pre-Hallowe’en rain!

When I walked in the door, the salesperson asked me if I was there to pick up something. “No, I’m not a courier. I’m here to buy something,” I replied.

From there, it became a consumer-retailer experience.

It was a classic case of perception (bike courier) vs. reality (consumer). The lesson: be careful about making snap judgments about a brand, product, service, or person before you have all the facts.

Jump-start your marketing! 

My new book, Marketing Spark, delivers strategic and tactical guidance on how to embrace the power of story-driven marketing. Learn how to:
1. Create messaging that makes an impact
2. Develop a strategic roadmap for success.
3. Tactically leverage marketing channels.

Marketing Spark is an everyday resource featuring  fworksheets, templates, tools and case studies.
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