What Comes First? Sales, Branding or the Product
What comes first? I have had this argument regularly for the last 25 years.
With sales, marketing, technical, and services departments. In fact, with every department director I can think of.
As a junior engineer, my sales director gave me my first “commercial awareness” ticking off; “first, you sell it”.
The 21st Century – Your Product is Your Branding
Not long ago, you could create a brand with advertising. Pure Brand Advertising.
Now, you can only create a brand with people, with a community. With a crowd of people that say your stuff is good.
You need buyers on ebay voting you as good. Good reviewers on Amazon. 5 star feedback, social media likes, up ticks, votes
What you think and say no longer matters.
Your brand is what the customers say it is. The crowd uses your product, and they decide
The product creates the experience,
The experience creates the reputation,
The reputation creates the brand
Your product must do your advertising, your sales and your branding
I know sales and marketing directors who are confused and saddened by this new age
Think of it as an oyster,
You start with a piece of grit, and build a pearl round it,
People buy the pearl, they don’t buy the grit,
But no grit, no pearl
So, please. Product first.
– Death of Salesman, Marty Cagan
– “How to empower the customers who will drive your success”, The Brand Flip, Marty Neumeier
– “Is advertising a Con?”, Creative Mischief, Dave Trott
– Product Trumps Distribution, Nic Brisbourne
– Positioning, Eric & Laura
– Red Hat Community Branding, Chris Grams