E-commerce companies often mistakenly believe that marketing can compensate for weak brand positioning, but this approach only amplifies weaknesses and stunts growth.
Marketing serves not to create brand positioning but rather to reveal the existing state of a brand, highlighting its strengths and shortcomings.
Just as a camera captures whatever is present, marketing will expose a brand's foundations, showing flaws and weaknesses that cannot be masked by ad spend.
Companies attempting to project a positioning they haven't earned face disappointing results; true effectiveness in marketing relies on authentic brand foundations.
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