I'm out of time, but real quick, Patagonia and Apple are favorites of mine. They both have brands that stand for something, and they continually demonstrate their commitment to their vision in their actions. On top of that, they both have high-quality products.
I believe that product and marketing are two sides of the same coin–you can't be a successful, sustainable business without one or the other.
I’ll (mercifully) go away from tech here: My go-to example is Thomas Moser, which makes really high-end, handmade furniture in Maine, has limited distribution and sells their designs at a decidedly premium price point. Years ago, before owning even a single chair was remotely in my budget, I came across one of their catalogs and thought “super cool, but I can get a chair for $20 at IKEA.” Then friends registered for a set of chairs for their wedding and, having chipped in for a portion, I was added to their mailing list and got sucked into the brand via their voice, narrative, design and overall approach. You’re not buying a chair, you’re investing in functional, handmade art made by artisans in New England for your heirs. A chair not for the person you are today, but the person you could be. Super well done and I still think about those catalogs in terms of messaging/storytelling. I also love how the Criterion Collection has created their brand and managed their product line through big technological and behavioral upheaval, from the super collectable Criterion Collection DVDs (I’m Gen X, so those DVDs are totally in my wheelhouse) to their current streaming service which, while not for everyone, has a dedicated audience. Their YouTube channel also has a ton of great content that reinforces their brand and voice. Also, while there are some inexplicably amazing official Twitter accounts out there (I’m looking at you @NJGov), I can’t recommend @MoonPie enough. So, so great.
Intercom! There is always a bigger story told within the release comms. Continually impressed by them. Emails are always succinct and guides complement them, helping you get the most out of their product.
Trello has also done a great job announcing multiple features tied to a bigger them inside email and on social.
Both are worth a look.
Wisita is a great one, especially since they are a video platform that does some really great video marketing! Any time I do anything with video, I always look to their blog/site for inspiration. I really like how everything they put out about their product is helpful, quick, and provides a glimpse into their company and people.