“In one case, the more common of the two, marketers are given a product and told to go sell it. It’s up to them to determine how to position the brand in a way that sets it apart from all the rest,” Adamson reports.
“On the other side of the sell-it spectrum is the product that sells itself, the iPad,” Adamson reports. “How does this happen? A company identifies a specific need in the marketplace and develops a product or service to fill this need, generally in a first-mover manner. This is not to say that the other marketers don’t do their homework. It’s a matter of exponential vs. incremental. In other words, there’s no need to determine which bells or whistles or ticking clocks to focus on in order to make this kind of sale, but simply a de facto presentation of the story; “you asked, we listened, and here it is.” (Alerting the media to this fact also helps.)”
Full article here.
[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]