Tuesday, October 9, 2012

The problem with advertising

Advertising can create awareness.

Advertising can stimulate curiosity.

Advertising can set expectations.

Advertising can open new markets.

Advertising can generate trial.

Advertising can accelerate the acceptance of new and better products.

What advertising can't do is make a bad product good. It can't make an old product new. It can't make ordinary service special. It can't make an ugly car beautiful. It can't improve the quality of something that's shoddily built. It can't transform a me-too product into something innovative. 

If you're trying to solve a product problem with advertising, you might as well be using a hammer to drive a screw.

In this era of abundance, when you can choose from over 30 mid-size sedans, nearly 100 smartphone models, thousands of flatscreen televisions, millions of mobile apps, good enough just isn't.

Do the research. Brainstorm solutions. Design better products and experiences. Engineer more elegant interfaces. Build things with impeccable quality.

You'll be surprised how much more effective your advertising is when it's promoting an exceptional product.

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