Form or Substance in Marketing, Which One is More Important?

Form relates to the external, contour, structure and cosmetics of a person, a thing, a product or a brand.
Substance is the essence or nature of that person, thing, product or brand apart from its form.
Which do you think is more important?


In the real world, form is easily as important as substance. More so in that if you don’t look good you won’t get your foot in the door. No foot in the door and it makes no difference how beautiful your chassis is.

History is littered with examples of great inventions that failed because they were not marketed well. If you don’t tell your story, no one will hear it, so it doesn’t matter how good your story is.

If a tree falls in a forest and no one hears, did it make a sound? The answer is no. If no one heard it, it may as well have never happened.

A brand will either live or die by the first impression. After this first cut-off, it’s time for the substance, it’s time to make the grade and meet customer expectations.

Summing-up: The war starts with “form.” It ends with “substance”. The teams that understand and master this will win the race.

These notes have been taken from:

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