"Marketing is not about trickery or even insincerity. It's about spreading ideas that you believe in, sharing ideas you're passionate about... and doing it with authenticity."
Or so says Seth in his latest retort to the marketers are liars allegation. There's an implied separation of contagious mechanism from viral payload here. In my view good marketing is as much about the quality and authenticity of the latter as it is about passionately sneezing the news out to consumers.
On the specific issue of good cellists versus good marketers:
- Yo Yo Ma had to possess a payload of unquestionable talent before he went about spreading himself
- Much of the Ma publicity is targeted at precisely the kind of folk that haven't heard of any other cellists
- Ma got lucky when Jacqueline Du Pré kicked it leaving him the renowned Davydov cello. (Some co-branding ensued...)