You know how so many time you hear something, but don’t understand, think it doesn’t apply, or just ignore it. Then you hear the same thing again a week, a month, a year later, and suddenly it sinks in. In one of the many audio programs I’ve been listening to, I heard a new perspective that finally made sense to me. A business guru named Michael Gerber started talking about the difference between a product and a brand. After listening to his perspective, it gave me some thing new to think about. Here’s what he said.
A product is anything that your customer doesn’t currently own, has no experience with, or maybe doesn’t even know it exists.
A Brand is something your customer already buys, but you may just be another vendor in the space.
Now the implications of this, while subtle, have big impacts for someone like me. I discovered that I have a product. My apps don’t really exist in the market. While there might be similar things, they aren’t in my area, and as I’ve discovered, most people have no clue there might be something like I do. This helps me put a new perspective on my marketing. It means that most of my marketing (85% or so) needs to focus on education. Education on the the problem my software solves, education that solutions exist, etc… I knew this from other people, but hearing it in terms like this helps solidify it in my brain. thought I’d share it with you.
Thanks for reading,
As always, thanks for reading and don't forget to check out our SAP Service Management Products at my other company JaveLLin Solutions,Mike