I read something in Seth Godin's blog today that made me think some marketing gurus are finally starting to get it. The post is called "What Brand Is Your Mattress? "
Seth says, "They (some marketers) believe that the brand can build the product. That's backwards." Which is what we've been screaming about for years.
Remember The Ad Contrarian mantra: We don't get them to try our product by convincing them to love our brand, we get them to love our brand by convincing them to try our product.
You will find a lot more about this in The Ad Contrarian book. (It's free)
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