What can "a Better Mousetrap" do for your brand? That depends ...

Just read an interesting article -- well written and very convincing.  All in all an excellent point, well made, re: the impact of quality product.  But, in the end, it was simply convincing enough to be ...  I don't know ... dangerous?


For that reason I felt compelled to respond, and did.  (You should feel free to do the same here!)


The original post I refer to can be found here:  http://blogs.hbr.org/cs/2011/07/build_your_brand_apples_way.html


And my response appears below, but the mega-moral of the story is simply this:  Don't take everything you read under iconic mastheads (like that of the Harvard Business Review, et al), as gospel.  


"An excellent point, well made, re: the impact of quality product.  I would, however, caution your readers against taking your premise too literally.  Beginning  with the fact that the road to success is littered with the carcasses of failed innovators whose self-destructively naive premise that "a good product will sell itself" cost them everything.  

Building a better mousetrap will only insure that, at the end of the day, all you have is a better a mousetrap

There are several additional strategic and tactical considerations behind the outcomes you've described.

In addition, your theory is not generalizable across all marketplaces. For example, each organization cited and its products/services have a more-than-significant market base in the consumer sector (vs. pure b2b play) -- I have no hard and fast data on this, but [experientially] guess that the results would not be nearly as dramatic if their sales targets were strictly enterprise/b2b.

Another affecting common denominator is that each company cited advanced the perception of its product/service through early-on investment in PR (vs. advertising).  The age old wisdom that creating one's brand in the media, then later supporting it via other marketing channels (including advertising) is the most productive and durable approach.

Last but not least, I think it's important to clarify that Marketing does not equal Advertising.  PR is not advertising, thought leadership development (sometimes confused with "Content Marketing") is not advertising, direct is not advertising, events are not advertising ... the only things that are advertising are advertisements.  And any Marketing that consists purely of advertising is not only incredibly costly, but is also extremely risky in its potential impact."

The conclusion?  Building a better mousetrap will only insure that, at the end of the day, all you have is a better a mousetrap.