What came first: the chicken or the egg?
It’s the same type of question when it comes to marketing a product — What’s more important: a great product or great marketing?
Obviously both, but that’s not always the case. In fact, when it comes to marketing, we’re not always blessed with top-of-the-line products to promote. That’s why we’re here. That’s why marketing works.
Perception is the most important word when it comes to marketing. If a consumer feels negatively toward your product, chances are you have already lost them. However, if a consumer has a positive view of your product and/or service, you set yourself up to better reach them. Maintaining that consumer is left up to the product itself.
Dan Formosa, a veteran design consultant, put it best:
Virtually every brand started life with an elevated sense of enthusiasm—every company was, at one time, a startup. Which means there was a time in every company’s history when a person or small group of people developed a product that they believed in. Once developed, they needed someone to advertise, market and sell it. The sequence started with the product, and led to a need to promote it. Over time those companies grew. To sustain themselves they needed new and improved products to sell. Because of that this sequence was often reversed. To maintain their existence companies needed to advertise, market and sell something. They needed to maintain old promises, create new promises, or a combination of both.