AMA: Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM, Martin Raygoza on Brand Strategy

Brand strategy isn't a one-size-fits-all thing. I believe you really need to understand what makes a brand valuable and how to connect with people. There are several tools and approaches that can help, but here are some I find particularly useful: * To understand a brand's DNA: I recommend the "Brand Onion" as a great starting point. It's a visual way to break down a brand into its core components, from the practical benefits to the deeper emotional connections. I've used this framework many times to help teams get clear on what the brand truly stands for. * For understanding a brand's position vs. other brands: A "Brand Positioning Map" is incredibly helpful. It allows you to visualize how your brand fits against the competition. It's all about finding your unique value in the market. * For a general understanding of internal and external components: A "SWOT Analysis" might sound as an old tool but still vey efficient . I use it frequently to look at the brand's strengths and weaknesses, as well as the opportunities and threats in the market. It provides a valuable overview. * To understand your customer: I highly recommend "Customer Journey Mapping." It's about understanding the customer's experience with your brand at every stage. It is a great tool to identify pain points and opportunities to improve the customer experience. * For knowing your rivals: A "Competitive Analysis" is a must. You need to know what other brands are doing and where you can stand out. I always include a competitive analysis in my initial research phase. Remember, these are all tools and methods that can help you get started, but the best tools depend on the actual situation. Don't be afraid to experiment and find what works best for you and the specific brand you're working with.

That's one of the most complicated issues to address and maintain for any brand owner. While it's important to understand that it's impossible to completely prevent copycats, especially when you're doing a good job, there are definitely things you can do to make it harder for others to copy. I would suggest focusing on two key areas: Focus on the why: Competitors can copy your what (your product features, your tagline), but it's much harder for them to copy your why – your brand's purpose, your values, the deeper reason you exist. Build a strong brand identity: Your brand is more than just your messaging. It's the whole package – your visual identity, your tone of voice, and your customer experience. A strong and distinctive brand identity makes it harder for competitors. I would also recommend not spend as much energy supervising what other brands are doing as actually innovation in your own.

I've always said that marketing and brand strategy is a mix of art and science, meaning that both brand marketing and analytical skills are essential for product marketers. However, it's also true that the balance between them can shift depending on the specific role and company. On the one hand, analytical skills are needed to understand data, measure performance, and make data-driven decisions. In other words, these skills represent the intelligence behind your decision-making. On the other hand, you need to be able to translate those insights into compelling narratives, create a strong brand identity, and connect with customers on an emotional level. So, it's not really a question of one or the other. I would highly recommend building both skill sets. It will make you a more versatile and valuable marketing professional.

Product Marketers are the bridge between the product, the market, and the customer, so they should be deeply involved in brand strategy. They are a key part of the responsibility of giving the customer a voice, as they are meant to understand customer needs and pain points better than anyone else in the company. As product experts, their role in translating product features into brand benefits is extremely important when developing brand strategies. Due to their product expertise, they are also key to developing narratives and ensuring consistency within the brand, product, and its offer to customers. In my opinion, PMMs should actively participate in brand strategy discussions, share their customer insights, and champion the brand within the organization.

I definitely see the value in having both product marketing and integrated/brand marketing roles. They bring complementary skill sets to the table, and as you pointed out, it's often challenging for one person to effectively own all of these responsibilities. I would define these roles base on the specialized expertise of each team. The integrated marketing team can focus on crafting compelling brand campaigns, while the product marketing team can focus on effectively positioning and launching new products. I would say that close collaboration between these teams is necessary for success. They should operate as one team unit, working towards the same goals.