Brand Strategy

3 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 28
Not critical. In fact, you may be better off launching a new category into an existing (and much larger TAM) than also taking the task of creating / expanding a smaller TAM. The work that Gong and Drift are doing within the sales and marketing community (respectively) is quite impressive. The ...Read More
1423 Views
5 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 28
I think anyone who discredits brand as a function of growth is living in an early 2000s era of B2B marketing that doesn't exist anymore. The truth is that behind every logo we are trying to sell to as vendors, is a human (crazy, I know). These humans have a job to do, and are trying to self-actua...Read More
2046 Views
4 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 28
The brand story ought to be the true north for the product strategy. There are so many competing priorities when it comes to setting the roadmap -- getting to feature parity with the competition, executing on customer requests, bug fixes, etc. -- the brand can serve as a useful filter and framewo...Read More
1689 Views
1 Answer
Morgan (Molnar) Lehmann
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions MarketingDecember 6
There are 3 main areas where I've seen product marketing get involved in brand strategy: 1) Brand category definition: (see my other answer on how PMM & Brand would collaborate on category creation/evaluation) 2) Brand/product architecture: When you have a portfolio of offerings and multipl...Read More
1157 Views
1 Answer
Morgan (Molnar) Lehmann
Morgan (Molnar) Lehmann
SurveyMonkey Senior Director, Head of Product & Solutions MarketingDecember 6
Category creation (or making the decision to join an existing category) should be a joint effort between brand and product marketing leadership (and sometimes comms leadership), with an ultimate approver in the C-suite, either the CMO or CEO.  Here are some of the things that brand and product...Read More
1250 Views
8 Answers
Sarah Khogyani
Sarah Khogyani
Coinbase Head of Product Marketing, CloudMay 25
My advice would be to build this into your regular team processes. If your company has an OKR setting process, this would be the right time to cross-functionally align with product partners on shared KRs or KPIs at a high level. Beyond that, I would suggest gaining this alignment at the PRD an...Read More
1056 Views
6 Answers
Aaron Brennan
Aaron Brennan
Shopify Product Marketing LeaderApril 6
So I have done a lot of work with Profit Well, they have some great frameworks and suggestions for building Pricing and packaging. The ideal scenario for me is to find out what I am building towards, what is our goal. Is it a land grab, are we just trying to get as many people as possible or are ...Read More
1041 Views
5 Answers
Steve Feyer
Steve Feyer
Eightfold Product Marketing DirectorMay 10
Brand is promoting the company, while product is selling and promoting individual products/product lines. I've found that brand work is typically much more creative, whereas product work is about sales. The two functions should be in close contact with each other--my brand marketers are my best h...Read More
628 Views
1 Answer
Jessica Webb Kennedy
Jessica Webb Kennedy
Hummingbirds Head Of MarketingJune 16
Hone in on the skills you have that align with what PMMs are asked to be good at - I'm SURE you already have a lot of them from your experience, which seems very relevant! The ones that come to mind for me are being great at prioritization, project management, data gathering/fact-finding, working...Read More
605 Views
What frameworks, methodologies or resources do you recommend to define and develop a brand?
At small companies, Product Marketers are often the ones to identify the need for a more cohesive voice and brand. What tools can we leverage to help guide our companies through developing a brand?
1 Answer
Jessica Webb Kennedy
Jessica Webb Kennedy
Hummingbirds Head Of MarketingJune 16
There are tons of ways to do this but they all center around defining the personality of your brand/product, this means understanding how you are perceived by others and reflecting that back (or making an effort to change it!) in your tone and voice across owned assets.  We actually recently d...Read More
988 Views