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Many Products and Services work the same way. FedEx's services, for instance, are "packaged" like a product. Just as Ivory Soap and Budweiser strive for a universal and consistent brand experience, so does FedEx want each customer to have the same brand experience. Some significant variations in branding exist between consumer products and services and B2B products and services but, still, the idea is to sell a repeatable experience.
Professional Services are their own category in large part because the service is primarily human creativity and ideas – each engagement is, by definition, unique. Communications firms don't actually sell messages and media. We all have the same raw materials. What we sell is our particular creativity and expertise in applying advertising and marketing to your situation. This model is true for accounting and law firms, physician practices, consulting firms of various persuasions and, perhaps surprisingly, colleges and universities.
Finally, there is the most intangible pillar of the four: Causes. This includes political campaigns, fund-raising of all kinds and charitable and civic organizations – in all, the arena of human emotion and belief. While all marketing involves aspects of psychology, politics and sociology, this is where it all mixes together. We do some of our best work here, by the way. We deal with tough stuff, including economic downturns, urban revitalization and prejudices of all kinds. We need to know what truly moves people and what shuts people down. |
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