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The way I see it, marketing can be used in one of two ways. It can either be used as a pedestal or as a mask.
If your product is one of the best in its category, then you obviously want to spread the word as much as possible and put it in the hands of as many people as possible.
On the other hand, you may have a product with some flaws in very key areas. When you have a vastly inferior product like this, you want to use marketing to hide its weaknesses and use the power of perception to our advantage. If you can create the perception of superiority by hiding the uglier parts of your product, you may still have a chance at competing in your category.
Many people have succeeded by using marketing as a mask, but I’d argue it’s only a temporary fix, just as a mask only hides your true identity until someone removes it. Eventually, consumers will see past the glitz and glamor of your marketing and will recognize your flaws. This is why, while you’re using your “mask,” it’s important to be working feverishly on improving your product and fixing its flaws so that you can be proud to put it on that pedestal without having to worry about hiding its potentially fatal flaws.
What do you think, can the mask strategy be just as successful as the pedestal one? Or can they be used simultaneously?
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