Summary
- Marketing is not just packaging: Many people mistakenly view marketing as the attractive wrapping around a product or service, rather than recognizing that marketing encompasses the actual value within the product or service.
- Marketing is embedded in the product: The real marketing happens when the product or service delivers value to the user. This value creation leads to remarkability, meaning the product or service stands out due to the genuine benefits it provides.
- Customer experience drives marketing effectiveness: How customers engage with the product and perceive its value after purchase is a critical aspect of marketing. Authenticity and true delivery of promises are essential.
- Poor marketing can be unintentional: When there is a disconnect between what is promised and what is delivered, this mismatch itself constitutes poor marketing, even if unintentional.
- Focus beyond surface-level function: Marketing should address deeper customer needs, including identity-level wants and emotional engagement, not just functional benefits.
- Avoid reliance on superficial packaging: Consumers are increasingly skeptical of polished but hollow marketing; they prefer authenticity and meaningful experiences over mere aesthetics.
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A hard concept to grasp is that marketing is not just the packaging. Too often we think of marketing as the gift wrapping that goes around the box and inside the box are the things like our service, our product and so on. The difficult thing to see is how marketing is built into the product itself. What’s in the box? When that thing becomes valuable, we create marketing. We we do the work of working on marketing and also like what happens after when someone uses it when someone engages with it and sees the value of what’s
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created when engaging with it that creates remarkability. So these factors that we don’t consider become the opportunity points for us to grow because right now everyone just focuses on the packaging and unfortunately that’s not cutting it. People are finding that people are avoiding good packaging. They see through the deceit and the unauthentic marketing. When we say we’re a certain way and they experience our practice or your practice and you don’t show up that way, that’s marketing. That’s marketing in
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effect. That is unintentional and poor marketing. So my challenge is to for you to consider the other aspects to figure out what is what will people want to see when they open the package when they engage with it and how will it affect how will it affect them how will it affect them more than just at the surface level a function what are the different identity level um wants that we can help them address with this such that your product or service becomes remarkable thanks