The way I see it, marketing can be used in one of two ways. It can either be used as a pedestal or as a mask.
If your product is one of the best in its category, then you obviously want to spread the word as much as possible and put it in the hands of as many people as possible.
On the other hand, you may have a product with some flaws in very key areas. When you have a vastly inferior product like this, you want to use marketing to hide its weaknesses and use the power of perception to our advantage. If you can create the perception of superiority by hiding the uglier parts of your product, you may still have a chance at competing in your category.
Many people have succeeded by using marketing as a mask, but I’d argue it’s only a temporary fix, just as a mask only hides your true identity until someone removes it. Eventually, consumers will see past the glitz and glamor of your marketing and will recognize your flaws. This is why, while you’re using your “mask,” it’s important to be working feverishly on improving your product and fixing its flaws so that you can be proud to put it on that pedestal without having to worry about hiding its potentially fatal flaws.
What do you think, can the mask strategy be just as successful as the pedestal one? Or can they be used simultaneously?
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I tried to think about this scenario with my personal brand. First I tried to figure out my flaws, but I couldn't find any. Then I determined I'm way too pretty to wear a mask. Based on these two facts I'm pretty certain that the pedestal approach is the one for me.
Few of us have been graced with the personal brand you (supposedly) have. You know what happens when you're king of the hill though…everyone's gunning for ya.
In the immortal words of the great American middle distance runner of all time (1:46 in this clip), bring them on.
Masks are unfortunately very effective. Just look at political advertising. How often are ads/programs/commercials TRULY about the candidates and issues? Instead it is all a scheme to get uneducated (about the issues) people to vote without actually researching or really thinking about the issues. Telling them HOW to vote instead of WHY.
Right on, Elisa. I linked to the Windows site because I think it's a perfect example of a company riding the success of their older products and cashing in on a half-baked product which they've successfully put a mask on. In the meantime, Apple is putting the Mac's and their OS up on the biggest pedestal they can find.
Other times instead of realizing that your product is a sham, marketing reveals that no one even wants your product in the first place. There are loads of businesses who think they have the next biggest thing, but do not conduct any market research or ask simple questions to determine if their product is marketable in any way.
If your product is good, then as you said the pedestal is the way to go. But then WOM kicks in and your product can be on overdrive.
I'd add in one more point that even if you are the best, you should still be 'working feviershly on improving your product'. That is the only way to still make it better and stay on top.
I totally agree with you, Ryan. You can't get lazy once you reach the top. If anything, you need to kick it up a notch because you better believe other products in your category will put a target on your back.
And, of course, if nobody wants your product, you're probably just wasting money marketing it in the first place.
Thanks for dropping by and commenting, Ryan!
I totally agree with you, Ryan. You can't get lazy once you reach the top. If anything, you need to kick it up a notch because you better believe other products in your category will put a target on your back.
And, of course, if nobody wants your product, you're probably just wasting money marketing it in the first place.
Thanks for dropping by and commenting, Ryan!
Other times instead of realizing that your product is a sham, marketing reveals that no one even wants your product in the first place. There are loads of businesses who think they have the next biggest thing, but do not conduct any market research or ask simple questions to determine if their product is marketable in any way.
If your product is good, then as you said the pedestal is the way to go. But then WOM kicks in and your product can be on overdrive.
I'd add in one more point that even if you are the best, you should still be 'working feviershly on improving your product'. That is the only way to still make it better and stay on top.
I totally agree with you, Ryan. You can't get lazy once you reach the top. If anything, you need to kick it up a notch because you better believe other products in your category will put a target on your back.
And, of course, if nobody wants your product, you're probably just wasting money marketing it in the first place.
Thanks for dropping by and commenting, Ryan!
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