It was not your usual he said/she said, though it may have started that way.

Branding guru Laura Ries wrote in a blog post:

"Building strong brands is the key to success, in our opinion, not better products or better people."

Corante Network blogger Tom Asacker's reaction:

"Wow! I couldn't agree with her . . . less."

Thus started a discussion that has involved several other Corante Network bloggers. And no surprise -- it's hard to imagine an issue that goes more directly to the heart of what marketing is all about.

Mary Schmidt posted a take on this topic:

"Lots of interesting discussion going on about how 'the brand' is more important than the product; marketing (style) trumps substance; being first is better than being best; and so on. Ah yah. Tom, Laura – I think both of you are terrific thinkers (and – ahem – brands), but this is the sort of discussion that confuses the heck out of non-marketers. They just want to know how to build and sustain a business."

"I’m one of the biggest proponents for eliminating the confusing distinctions and focusing attention and resources on what matters most. And what matters most is what the customer feels is value to him or her. Period. That is the essence of a business (a.k.a brand)!"

Jennifer Rice also posted her view on the discussion:

"Marketing shouldn't be forgotten. We need to find a balance. But [their] emphasis on marketing and being first unfortunately doesn't address the core need we have today of getting back to the basics and creating something worth talking about."

In order to get to all of the discussion, be sure to read the comments in all of the posts I'm linking to here. And for more of Tom's views on what the point of marketing should be, be sure to read his thought-provoking Clarity: Marketing's New Task:

"Until marketers understand and embrace the concept of clarity, we’ll continue to witness millions wasted on new logos, goofy ads, viral campaigns, reality TV, blogs, stadium naming, et al. And CMO’s will continue to lose their jobs (as they should), on average, every 22 months. Open your eyes marketers! Your marketing plans are a smorgasbord of expensive and misguided tactics that collectively fail to add up to a clear and compelling brand -- a reason to choose."