Link: [ paul isakson ]: The Future of Marketing + Advertising.

For a number of reasons having to do with my job, i’ve been thinking a lot about this concept lately:

• The best advertising is true service
• [insert noun here] that delivers truly valuable service, something that is helpful, delightful, authentic
• The brand is embodied by the full breadth of the delivery experience:
  • Tone
  • Content
  • Results
  • Timing
  • Aesthetics
  • etc. etc. etc.
• The job of marketers is to ensure consistent delivery of consistently good service
• True for product manufacturers just as much as for service businesses. Products have service wrapped around them, whether you like it or not. It’s called consumer experience.

Paul does a nicer job getting it across than i could. See also:

• Zeus Jones *
• Peter Merholz / Adaptive Path – Experience is the Product

* (yes, i know they’ve been getting a lot of link love from me)