Steve Jobs is said to have hated the use of the words “branding” and “marketing.” I get it.
The stories about Apple talk about how Jobs was obsessed with adding so much value that it was just obvious that you would buy their products.
And, in the conversation about branding and marketing these words are almost too often used as crutches to cover up the lack of unique selling proposition.
I’ve said on many occasions that I feel that marketing is a holistic process and includes everything.
In talking about a brand…you can spend much too much time on positioning and trying to slot your brand into too narrow or too unique an area.
The key to building a successful marketing and branding strategy is to focus on building value into your offering and not to focus too much time on figuring out how to use branding and marketing as crutches to make up for the lack of value.