Marketing is no rainmaker to crap.

As long as a product provides value, it will be rewarded with loyalty. And also, garbage in, garbage out.

This seems like a no-brainer to me, but I realize that sometimes clients don’t get this. Marketing is not a rainmaker and can’t make a bad product better – period. Consumers are smarter than you think, and will not be loyal to anything that doesn’t give them value in return. I think it’s true of services too; isn’t it always about value? As brilliant a marketer you are, nothing will save a crappy product.

Value-add, value-driven, values-based – we need to be careful to not overuse this word, because it’s a damn good one that will lose its meaning if the industry adopts it deeper into its buzzword dictionary.

In other words, don’t devalue value.

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