What Is Marketing?

Marketing is telling a story. Sounds too simple, and maybe it is. But this is where I think marketing begins—with a story. A marketer begins by asking questions - What is the product? Who is it for? How did the idea come into being? And so on.  In the same way a great storyteller crafts their narrative for their audience, the marketer crafts a product’s story in ways that will touch the intended audience. Rather than the traditional idea of story as a linear narration through words, this is a tale told through less obvious devices such as color and design—all layered in a way that both informs what the product is while communicating the essence behind the product - it’s personality, it’s brand. The story connects the product to the buyer in a way that is meaningful, valuable, and hopefully the beginning of a lasting relationship.