“Once I was like a lot of people who think that marketing is just a way of convincing people to buy a whole bunch of things they don’t need… Yes, I was in the marketing-is-about-creating-need camp… But, you know what, the buyer can’t be misled forever. You can’t create need no matter how hard you try. You can only discover the need and then find a way to meet it.
When Fed Ex launched its now legendary, ‘When it absolutely, positively, has to get there overnight’ campaign, they weren’t creating a need, they were filling one. Marketing at its best is about making things happen through creativity, intelligence and adaptability that would never have happened had someone not had the vision or the drive to market…
[Once] you’ve got a successful brand, things just happen. A brand is one of the closest things to magic on Earth. It’s not that you don’t have to work hard to make it successful and keep it successful, it’s just that in many ways a great brand sells itself.
So, that’s the context for this book and our marketing mission, but the essence of this book is clear from the title: people buy brands.” -- Excerpted from the Introduction (pgs. 2-7)