Something to Think About

There’s an old saying in the agency business: “Nothing will kill a bad product faster than great advertising.”

That may be true, but our industry has developed an embarrasing habit.  We credit the advertising when sales are improving, and we blame the product when sales are in trouble.

Fact is, advertising has always played a limited role in building brands.  Brands are built by the sum total of the product experience — the utility of the product, it’s distribution,name, positioning, pricing, packaging, and service.   Advertising is only part of the equation (possibly the least important part).  It’s the experience that counts.

And now we’ve proved that digital experiences matter to consumers. So we don’t have any excuses.  It’s our job to define, create, and optimize the digital experience for the brand.  Because for many products and consumers, the virtual brand experience is now as important as the physical brand experience.

No more excuses.