When meeting with a new client, one should not jump right into the water and evaluate pricing, distribution and promotion — not without first understanding the product. If you begin with the first three components of marketing without fully understanding he product/service, you’re likely to observe, form insights and think about suggestions based upon “generic” category understandings.
Generic category information is what consumers default to, it’s what they believe about your product if they don’t know you. You are simply a product swimming in the tide of public opinion.
It is imperative, I repeat, it is imperative, to fully understand the product before forming any sort of suggestion about marketing. It’s a strategy first, tactics last approach.
Brand strategy is about differentiation. It’s about positioning around heightened value. It is about proving that value with every breath. With every dollar. Mic drop.
Swimming with the marketing tide does not make you Tide. It makes you menhaden. (How’s that for a mixed metaphor?)