Can product marketing be successful without a clear "core" business narrative & identity?

Product marketing can function and have discrete successes without a clear “core” business narrative. However, for product marketing to be successful long term, I think you need a clear and consistent narrative to serve as North Star and connector across each discrete moment. 

Here are the benefits of having a core narrative:

1. Every launch and campaign will contribute to and amplify a cohesive story.

2. You won’t have to start from scratch each time you’re launching a new product or feature.

3. It’ll be easier for prospects, customers, and the market to understand the value of your company.

This doesn’t mean you need to pause all work until you have the perfect narrative, but rather that it’s worth investing time in developing a POV on how your product/company fits in.