by Jane Betters
I love Seth Godin's blog in general, but especially this piece on marketing here.
He emphasizes the importance of marketing FIRST before rushing off to design your product or service, let alone the naming, branding, messaging, etc. We often see a new client after a product is launched, logo and branding complete (often created by a friend, relative or the client) and materials produced. I believe most new small businesses - and many large corporations - don't understand marketing and think it's just an extra expense. They don't understand the importance of research and strategy. And they really don't understand that the product or service, the look, the tone of the wording - everything - is not geared to them, but to their audience. But for those that do 'get it' and do their homework first, their chances of success rise greatly and can be the difference in making it - or not.