Great products are never enough. Promoting features and benefits is never enough. Nike, Apple, Coke – the great ones, the companies that continue to flourish over time all have at least one thing in common – they all do great marketing. Not ‘good’ marketing – that level of marketing is achieved by a relatively small number of companies on a regular basis – I mean ‘great’ marketing. Consistently great marketingis more to the point. IKEA is one of those companies.
Does Nike excel because they build a vastly superior running shoe? Has Coke maintained it’s market leadership for over a century because its unique flavour of sugar water is significantly superior to that of its competitors? Of course not.