Apple iPhone OS 4 upgrade with the antennae covering, hand grip design flaw. Messi, Ronaldo, Torres and Rooney, the world’s top footballers failing to ignite the World Cup in South Africa. The Sunday Times going down the paid content route.
What do they have in common? Hype.
Hype generates interest. Hype gets you headlines. Hype sell dreams. Hype is immediate, short lived, quickly forgotten. Hype though, built around most products and services (if we remove all emotional bias) frequently disappoints.
Substance, on the other hand, engages. Substance attracts, informs, educates. Substance excites customers, lands business, delivers respect. Substance is standing for something and devoting yourself to being the best, fastest, quickest, pioneering, easiest or most widespread. Substance is the route to building durable, sustainable business relationships and life long customers,
So, building marketing campaigns with substance must be the only credible approach in this, the era of choice.