Are you in the market to purchase a bottle of water?
Which brand will you choose? How will you decide?
There are a lot of choices.
Consider the marketing and advertising of water. Just a stroll through the water aisle at Whole Foods and see all the choices you have.
Just water, right?
Many of these brands have made massive investments in product names, packaging, obsessing over copywriting, thinking through details, shelf placement, and more.
But it’s just water, right?
No, it’s also marketing.
I will agree that great marketing and advertising will never rescue a mediocre product, even water. But great marketing will help a customer get close to the brand. It will help the customer see it, hear it, feel it, smell it, and experience it.
It’s the brand story. It’s not a slogan or tagline on your website. It’s everything you do.