Welcome to part four of our Brand Like a Rock Star five part series about “Why Your Marketing Doesn’t Work”. If you missed any earlier entries, you can find them here (Part One), here (Part Two), and here (Part Three).
Here’s the cold, hard truth: you are too close to your product or brand, and it is hurting your marketing efforts.
Could The Beatles have done this on their own? Not a chance. They were too close to their own sound to see the bigger picture. Every artist needs an objective producer because every artist is too close to their own product. The same holds true in business, branding, and marketing. That’s why outside branding advice is so vital.
In business, having so much knowledge of your own product makes you, the business owner, entirely unqualified to see your brand objectively! It is impossible for you to see your brand the way your customers see it.
Rock star brands work with objective experts to help them see their product from the consumer’s point-of-view. They realize that they cannot possibly read the label when they are inside the bottle. Objective outsiders can help them understand how real people see, use, interact with, and experience their brand. That view point makes for extremely effective advertising.
Every great athlete has a coach who looks at his game from a different perspective. The coach is never nearly as good the athlete, but they have a point of view that it is impossible for the athlete himself to have.
PS – part of the inspiration for this series comes from Roy H. Williams piece “12 Causes of Advertising Failure”, which is included in his book “The Wizard of Ads: Turning Words Into Magic and Dreamers Into Millionaires”. Smart people read Roy’s stuff.