The communication IS the product
Joe Heath at BBH just sent me this link to a deck by Paul Isakson at Space150:
http://www.slideshare.net/paulisakson/modern-brand-building-presentation/
It’s a very good slide presentation that says, “The product really is the marketing: make better products first”. IE. planners may have finally got it. It reminded me of the piece below which I wrote a very very long time ago as a result of experiences working with Orange, when at Metadesign. It’s about merging product and brand and service development and the importance of defining narratives in enabling a product or service to realise its true value; apologies for the academic tone – it’s called ‘The communication is the product…’ and it goes like this:
