We’re very lucky in our business, because more than in any other industry, we have a built-in consumer following.

Like sports.

Some companies enjoy die-hard fans: Apple, RIM, yes, even Microsoft.

Other companies simply have fair-weathered, uncommitted fans: Samsung. Phillips. Panasonic.

Some companies are well known, but going through a rough patch, like the New York Knicks: Sony is a good example of this company.

Technology has a a built-in, highly-interested audience of consumers. People want to know the latest in our industry. And there’s a huge media — both mainstream and online; broadcast and print — waiting to serve them.

More than any other industry, consumer electronics is lucky to enjoy such interest from consumers and media. What other major consumer industry enjoys such passionate interest from media and customers alike? Banking? Fashion? Book publishing?

Nope.

Just us.

With this sort of enthusiasm, your marketing needs only to not screw things up. Average marketing will get the job done. Problem is, there few companies in our industry with even average marketing and communication.

More on what we’re doing tomorrow.