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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