How do you view the distinction between brand marketing and product marketing?

I love this question because I came from brand marketing before. I like to think about it as the distinction between the promise and the proof. The partnership between these two teams is essential. Brand is the promise you make to your customers about your core ethos and what they can expect from you. It sets the tone for the relationship and is the thing that you often fall back on when times get tough. The brand team owns this promise, but like any promise it has to be believable. Your product ...Read More

Brand marketing and product marketing perform very different roles in a company’s overall brand strategy, but when done well, they work together seamlessly to create a brand experience customers can trust. Let’s start with a basic analogy we use when helping a company create or improve its brand: a brand is like a person. It has a personality. It has strengths and weaknesses. It has goals. It has a voice. Now, this person also makes things. But you can see right away that it’s one thing to talk ...Read More

Agree with Steve (Hi, Steve! 👋) and would like to add that there should be a push-pull relationship. Some good conversations to have with your brand marketers are around how brand and category positioning should show up within product marketing, and how product differentiation should show up in brand identity.  It's a good place in the business to apply some consumer marketing conventions...  "Our Brand is where these buyers find this category of product with these special characteristics to get ...Read More

I think the two are very tightly correlated -- both are storytellers by nature, but telling stories at different parts of the funnel. A simple way to think about it is that brand is principally responsible for the "why" while product marketing owns the "who," "what," and the "how". Since people make buying decisions emotionally, brand is responsible for emotionally convicting the market and using the appropriate levers (in partnership with demand) to pull the newly converted into our audience an ...Read More