Marketing has always been focused on putting a "shiny red coat" on whatever it is we are selling. Although I agree with one of my mentors Seth Godin, when he asks, "what comes first, the marketing or the product"? Seth claims that anytime someone says, "hey, got a great product and all it needs is some marketing", to run for the hills. Without effective marketing, you have nothing more than yet another idea that ends up gathering dust on someone's store shelf, or garage.
Take our nations "economic crisis" and proposed "stimulus package". Lots of great marketing, right? I mean come on, from the real estate crash to the stock market, to the financial institutions, we "have to do something"....right?...so pass the bill! At least, so says the politicians and the mass media(old media should I say, not so much the new media to some extent).
Yet, once the real "customers", you remember, "we the people", got a look at whats behind the pitch, whats really under that coat of paint, the "call to action" came to a halt. Even with a majority in the house and senate, those "selling" the plan had to listen to the proposed clients, those that elected and listened to the message.
I believe the lesson learned here is, be careful what you sell, consumers have become savvy in this day and age of information retrieval, available to all with a simple click and search. As well, the "new media" makes sure that even though the Emperor may have new clothes, it wont take long to realize you can see right through them...
