Giving marketing the benefit of the doubt

FTX spent a truckload of money on Super Bowl commercials with ads featuring Larry David, one of the co-creators of Seinfeld.

A year later, FTX was revealed to be a massive fraud and collapsed like a house of cards.

When the term ‘it’s all marketing’ is used, it’s usually in a negative way. It’s one way to say that it’s the marketing that is making an otherwise dubious product look good. It’s true. There are times where the marketing overshadows a product or service (and sometimes people) and makes it look way better than it is.

But when a genuine service or product is marketed well, it does not always get the benefit of the doubt. And marketing doesn’t just include advertising. It’s everything from customer service to content to PR and a bunch of other stuff.

Good, genuine marketing is often taken for granted.