The article discusses a pivotal experience in the author's early career involving a global product launch that ultimately failed. Despite good initial planning, factors like arbitrary pricing and poor dealer preparation contributed to the failure. This experience led to a significant shift in the author's perspective on marketing's role, viewing it not merely as a downstream function but as a crucial component in shaping value right from the start. Modern CMOs need to embed customer insights into product and pricing strategies to ensure brand promises align with customer experiences.
No matter how polished the campaign, if the reality doesn't live up to the promise, marketing will always be fighting an uphill battle.
Today's customer expects coherence, not just communication. They notice when the brand promise matches their lived experience, and even more when it doesn't.
The modern CMO can't afford to stay downstream. We have to move upstream, embedding customer insights into product development, shaping pricing strategies that align with perceived value.
Marketing can't fix a broken product, a confused value proposition or a fragmented customer journey.
#marketing-strategy #product-development #customer-experience #growth-architecture #brand-management
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