I love this line (emphasis mine) about marketing too often ending after purchase. It encapsulates something that I’ve always found frustrating about how many people try to connect people with products (or brands, or creative endeavours). So often, it’s just shouting at those people about your product.
The other powerful question a marketer can ask is: where in the journey are we spending most of our resources? The answer for incumbent brands in markets is usually that most is being spent at the awareness / consideration phase. Sometimes no money at all is spent at or past the point of purchase – the marketer’s job is done. A brand is a promise kept, the saying goes, but somehow marketing has drifted into just making promises.
From the rather promising-looking new book by Brilliant Noise: Stories that scale.
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