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Can outstanding marketing ever propel a poor product to greatness?

Marketing is an important part of every business. Sometimes the most important. But is it possible to propel a poor product to greatness just based on an outstanding marketing? In my opinion, only shortly. What do you think?

19 Replies

Richard Sherman
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Richard Sherman Advisor
Senior Fellow, Supply Chain Centre of Excellence at Tata Consultancy Services
i2 Technologies is the poster child for propelling vaporware to greatness based on outstanding marketing including the commitment of the CEO never to be out spent on marketing by its competitors.
Dr. Allen S. Miller
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Dr. Allen S. Miller Entrepreneur
Cannabis consultant to w/c insurance companies.
What do think most products,services, entertainers, movies, TV and politicians are? I wrap up crap in a way you'll buy it. I will get you to have your friends buy it too. So yea
James G Montagnino (Jim)
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Product Design, Innovation & Development Consultant
In most cases, outstanding marketing/great advertisement and endorsement can give life to very mediocre products. Usually they have a relatively short life and become closet items (put away and forgotten about). The hair appliance business is an excellent example of great marketing selling huge numbers of poorly designed products that have terrible ergonomics and create extensive hair damage. Little to no science, but great spin on benefits that do not exist. Products that require actually user performance such as power tools, home appliances, tech products for communication office productivity seem to be held to higher standards and do not survive based solely on marketing.
Stan Podolski
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Stan Podolski Entrepreneur • Advisor
CEO at Nimble Aircraft.
Betamax/VHS.
Theresa Marcroft
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Theresa Marcroft Entrepreneur
Marketing Strategist / CMO / Interim VP Marketing
Yes, it's possible to propel a poor product to greatness just based on an outstanding marketing. Oracle is a great example of that happening.
I was at Regis McKenna when Oracle, Sybase and Ingres were fighting it out for market share and ALL of the revenue growth there came down to being out-spent in marketing. (... quite frustrating, BTW!!)

Theresa Marcroft
www.market-savvy.com/
Ema Chuku
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Ema Chuku Entrepreneur
Designer. Product Developer. Founder @ NuPad
To greatness? It depends on your definition of greatness. However, great marketing can propel a poor product to sale success but 9 out of 10 times it will be short-lived. That, I do not call greatness.


Christoph Ranaweera
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Christoph Ranaweera Entrepreneur • Advisor
Product Lead
good marketing with bad product works better than bad marketing with good product.
the first one might be short time but the second is no time.

John OHanlon
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John OHanlon Entrepreneur
Owner of Banks Printers
Of course it is possible to promote a poor product to greatness - just look at the iPhone for an example; it is only a mediocre piece of hardware compared to some other devices on the market but at the same time they are
Rod Abbamonte
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Rod Abbamonte Advisor
Co Founder at STARTREK / @startupHunter / @startupWay / @CoFounderFound / @GOcapital / @startupClub / @lastminute
Poor product is a poor product with or without outstanding marketing.
Vinod Gaikwad
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Vinod Gaikwad Entrepreneur
MARKETING MANAGER - PRODUCT MARKETING
A product or Service is core. A good marketing will kill such a bad product faster in same way as it does to make a good product successful in faster way.
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