Marketing is Only Half the Battle – Lessons Learned:
- Seamless Brand Experience = Great Product + Integrated Marketing
- Marketing can make a huge contribution to success BUT there needs to be a product or service with some underlying value behind it.
- Everyone in the company needs to do his/her share of work to help build a seamless brand experience.
In the article, Sony’s Callan Green, showcased its great social media stats (see below). Sony also did everything right in building momentum on Pinterest. I’d certainly consider the process implemented by Sony’s social media team as ‘best in class.’
However, I can’t stop thinking about Sony’s April 12 announcement: CEO Will Cut 10,000 Jobs. Sony has been lagging behind its competitors on delivering innovative products. Marketing can do everything right, but that’s only half the battle. Peter Drucker said it bluntly: “Business has only two functions — marketing and innovation.” Great products need to meet marketing halfway.
Everyone in the company needs to do their share of work to build a powerful brand. Crisp strategy, product innovation and tactical execution are among the many factors that go into a success story.
I grew up with Sony products. I remember my dad insisting on buying Sony branded products whenever we purchased any electronics. Back in the 80‘s and 90‘s, Sony meant quality and innovation. Based on its social media stats, people are still fond of Sony, including me.
The Sony Marketing team is doing everything it can in this uncertain time. That’s not enough for a brand. I hope new CEO and President Kazuo Hirai will lead the company to take the less-travelled path and bring back the old glory of Sony that I fondly remember.