| Tell Me Why... | | Date Created: Dec 16, 2004, 01:37 PM |
Can someone explain to me why I can tell a company they need to dramatically increase spending on advertising, or they need to staff up and train people to market to new segments or they need to open new distribution channels and get ready agreement from a companies Executives -- or, heck, why I've seen a marketing VP tell the President they need to have a $60,000 brochure designed for their image and the President doesn't even blink - Yet, if you suggest that maybe, just maybe that the reason their sales curve isn't climbing the way they want it to is that their product or service has some fundamental problems, that they pull out their swords and will fight to the death before making changes?
I've observed this time and again over the years. I think I know the answer. Here's my best guess so far...
I think that an organizations identity tends to get welded to it's product far more than it does with the advertising, messages and strategy around the product.
Ask an organizations people what they do for a living and it's some version of "We make The Product". The entire company, its manufacturing, its people, its processes, its departments get invested in "The Product". Whereas, strategy and marketing plans can change, advertising agencies are disposable, styles change on their brochures, advertising messages are easily changed (besides, most advertising isn't measured anyway) but The Product is forever. The Product is tangible, it's what they see and work with and solve problems for every day. I think it is for these reasons that an organizations identity gets welded to its product.
So, it's easy for me to tell a company CEO, "Your marketing strategy is a bit off target." Or, "Your advertising is ineffective." But, I have to go in with a sword and shield, escape plan and a helicopter on the corporate roof if I need to tell them, "Your product is really bad."
But, writing here in cyberspace with the internet between us for safety, let me suggest that you look at the results you are getting in the market-place and maybe, just maybe consider that your product's value proposition could be strengthened.
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