The video got me thinking about how important it is to have a good product and that ultimately product is more important than packaging. So much of marketing is based on inflated claims that it is nice to find something genuine and authentic - like Susan Boyle.
I'm not saying that packaging isn't important - it certainly is. My point is that when companies put more emphasis on their packaging (marketing claims) than their product, it creates the disappointment we've all experienced. When it comes to brand building, we coach our clients to remember that the brand is made up of two parts: first, your ability to create an authentic, compelling and differentiating promise (package) that people give a shit about; and second, your ability to organize yourself around the delivery of that promise. I think we can all agree that Susan certainly delivered.
How's your promise and delivery doing? Are they aligned? Are you sure?
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