Whenever I hear of a real case of marketing, it inspires me. I want to tell everyone who thinks marketing is just a synonym for advertising and promotion.
Television network CNN ranked 23rd last year in advertising revenue among basic cable networks. Spending $379 million dollars placed it behind networks such as Syfy and Bravo. It turns out that most people tune into CNN only in the case of big news events.
You wonder why every car dealer TV ad is followed by an ambulance-chasing lawyer ad … is followed by a car dealer ad … is followed by an ambulance-chasing lawyer ad … is followed by . . . you get the point.
Business categories become commodities when consumers no longer identify a meaningful difference between brands. When that happens, the only difference a brand can create is in advertising. Better advertising than others, or, as in most cases, more advertising.