Al Ries has an excellent article in Advertising Age on what it takes to sell products and services today. He states that marketing is the wrong word. It's too broad and just doesn't accurately apply to what needs to be done to sell goods and services. The better word is "branding."
We couldn't agree more. Telling your story accurately and convincingly is what gets your product on shelf. It's what gets people searching for your service. It's what people remember and makes a difference in the end. And it has to be first. Mr. Ries offers several real world examples that make this article worth a read.
If you'd like help telling your brand story, contact Jason Jourdan.