The brand or the product; what comes first?
The brand before the product works only because of a single reason. The credibility of the buzz. The credibility in turn holds because it emanates from parties other than the marketeer. If the source were marketeers, consumers would choose to ignore. At least the majority would.
This is why brand Nano has arrived much before Nano the car. Communiques are a necessity if brands have to be built. In a world where communique overloads create clutters that raise perceptual threshold levels, it is imperative that marketeers get neutral parties to talk. That may even include critics. 'Cos all their talk will be lapped up eagerly by audiences fed up of listening to marketeer babble.
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