It's All About Product.
Will Smith is correct. And this isn't just about Hollywood or movies.
It is about product.
If you have a poor product or service, or the perception of one, the best advertising in the world won't save it.
Sure, you may get some press and some trial purchase. But once a person peeks under the covers and senses fraud, it may just be time to close up shop. (See – Donald Trump.)
Social media has sped up the process further, as you don't even have to try the product if your friends have and already bashing it online.
As a marketer, I love these conversations because agency relationships are terminated all the time due to "poor performance." And it makes you wonder, is it us or them?