Ask yourself, what does "Marketing" really entail?

Traditionally it was thought that marketing is about communicating the value of existing products and services. But in reality, what we described is just advertising. Marketing is so much more.

Marketing is really about inventing the product. Successful products have been created from day one so that every aspect of the product design, production, pricing, and sales is heavily influenced by marketing considerations, meaning how to make the product in a way that people will be talking about it.

As an example, the CEO of the airline JetBlue asked the Head of Marketing to be involved in design of the product and training of the employees from the start.

What's more, marketing means finding your competitive advantage and edge that will separet you from your competitors.

To discover this edge, you must test out various ones, carefully comparing where your own and your competitors products differ in things like promotion and pricing.

Because the true heart of marketing resides in your actual offering, you should come up with a simple and easy slogan that expresses the main message behind your product.

As an example, consider the "Leaning Tower of Pisa". It is know the world over as a tourist attraction because its main message is so easy and simple to spread: it's a leaning tower. That IS the slogan.

Meanwhile the Pantheon in Rome, while truly beautiful and historically more significant, lacks such a powerful slogan and therefore get only one percent of the annual visitors that the Leaning Tower gets.

Another example of an amazing slogan, though one without any words, is the signature blue box which Tiffany & Co. put their jewelry in. It embodies a message of quality and elegence. Every time someone gives it as a gift they are spreading the word about the brand.