Brand Identity For Product Management & Product Marketing: 5 Components


Strong brand identity builds trust and motivates people to buy your products and services. In B2B organizations the same concepts apply to product management and product marketing teams for the same reasons. Why Internal Brand Identity Is Important.

Using Data to Build a Brand, by Abba Newberry

Mind the Product

In this ProductTank London talk, Abba Newberry, CMO at Habito, talks us through how to use data to build a brand. As part of her introduction, she tongue-in-cheek acknowledges that part of the reason why product and marketing sometimes clash is that product teams tend to be very data driven, while marketing teams argue that data [.]. The post Using Data to Build a Brand, by Abba Newberry appeared first on Mind the Product.


Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Same Product, Different Brands

Dear Strategy

On this episode of Dear Strategy, we analyze the practice of offering the same basic product across several different brands – especially when some of those brands are positioned as premium and some are – well – not! And so I ended up going with another brand altogether.

The Rise of The Story Brand

The Product Coalition

marketing product-management business storytelling designClarify your message so customers will listen Continue reading on Product Coalition ».

5 Early Indicators Your Embedded Analytics Will Fail

brand ensure the best experience for users, along with. revenue, damaging your brand credibility, and depleting. nearly impossible to monetize late-to-market capabilities. Updating your application’s dashboards and reporting features. may feel optional—until suddenly it’s not.

The three strands of brand authenticity

Inside Intercom

One of the biggest determining factors of a company’s success is the clarity of its message, and how that clarity comes across in every interaction across the product and brand. More recently, however, I’ve realized that the technology industry at large struggles with such clarity and consistency – in marketing terms, there is often a difficulty developing a clear value proposition that aligns with product and brand identity. 3 Brand stretch.

Branding: The Other Half of Your Go-To-Market Journey

Pragmatic Marketing

The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products that ultimately flopped. And that bad marketing or branding could sabotage the success of your products? Product/market fit defines the degree to which your product could be successful. Marc Andreessen famously claimed, “The only thing that matters is getting to product/market fit.”

Most Brands Hear from Less Than 1% of Their Customers


Because many brands struggle to gather customer feedback in proactive, non-intrusive ways, feedback typically comes from the smallest, most vocal group of customers. Many brands today may think they build products around their customers based on feedback from a majority, but they couldn’t be further from the truth. In reality, our data shows that brands only hear from less than 1% of their customer base, which we call the “vocal minority.”.

Big Tech & Big Brands

The Product Coalition

Brand Facebook Inc. Though it might seem that Facebook as a brand is at its all-time low, their strongest asset Instagram is branded as its own entity without the stigma of its parent. Most big brands tend to do this, look at how many beers are named Miller?—?Miller Instagram could have gone down with the mother ship as a brand. But by keeping Instagram as an independent brand entity, Facebook shielded Instagram from itself. Brand Apple Inc.

The Hottest Video Marketing Trends Expected in 2021

The Product Coalition

We expect that these six biggest video marketing trends will dominate in our online reality in the upcoming year. Video marketing is one of the most powerful ways to interact with modern customers in the digital space. An excellent example is a YouTube channel by the beauty brand Goop.

Using Customer Reviews, Advocacy, and Referrals in Your Journey Map

Speaker: Jeremy Boudinet, Marketing Manager, Nextiva

Customer reviews and referrals are invaluable assets to a company--with them, you can build a worthy reputation, attract new customers, and improve your CX. But if you have to beg a customer to give a review or referral, you're doing it wrong. Making a customer want to advocate for your brand takes passion, personalization, and gratitude: all things that can be gracefully elicited throughout the customer journey map. The best customer experiences go beyond the sale. Join Jeremy Boudinet, Marketing Manager of Nextiva, and learn the tools for getting that glowing review.

How brands can optimise their Marketplace presence with UX insight


Brands have an ‘insight blind spot’ when it comes to understanding user behaviour on third party Marketplaces like Amazon, eBay and the plethora of online third party ecommerce sites where they could have a presence. The business impact of not having answers to these questions is three-fold: Brands revert to using guesswork, rather than insight, to optimise Marketplaces, wasting time and energy on initiatives that do not improve sales, or might even decrease them.

Product Marketing at Stack Overflow – Alexa Scordato

Mind the Product

Alexa Scordato is the VP of marketing at Stack Overflow. In Alexa’s presentation at ProductTank NYC, she talks about the importance of brand and marketing. She states that there are not enough conversations about the intersection of product and marketing. In fact, many product team members don’t even understand marketing at all. Understanding the “Why” of Branding. Brand is about understanding your “why.” Marketing Stack.

Branding Yourself as a Product

Pragmatic Marketing

Put another way: Your personal brand is more important than ever. And if you are the product, why not manage your personal brand like a product? The key is to create long-term extensibility for your brand. Continuously Market. Of course, to ensure you’re intelligently reacting to market changes, you continually have to be in the market. A grandfather clock or a watch. Those are the symbols of career longevity I remember from my youth.

How To Boost Your App’s Growth With Strong Branding

The Product Coalition

If you’re like most people, the odds are that Rolex is one of the brands that pops into your mind straight away. That’s the power of branding. Regardless of which industry you’re in, brand awareness is one of the most important things to keep in mind. If you have developed an app and you want it to perform, its brand must be strong?—?there’s App marketing isn’t cheap, but it’s definitely necessary. There’s no such thing when it comes to branding.

How Empathy, Creativity and Compassion Drive Results

Speaker: Rhonda Basler, Director of Customer Engagement, Hallmark Business Connections

You don’t need the latest, greatest CRM technology or data visualization tools. Using your innate empathy and applying that to your marketing and customer experience through emotional intelligence CAN be the game-changer you’re looking for. Join Rhonda Basler, Marketing Director of Hallmark Business Connections, to make your brand genuine and make it stick.

Co-branded Card Issuance, Explained?—?I

The Product Coalition

Co-branded Card Issuance, Explained?—?I Program Design According to a recent TechCrunch report , technology giant Google seems to be working on rolling out its own co-branded payment card. Globally, co-branded cards are increasingly getting traction with many major brands and fin-tech firms coming out with their own co-branded cards. Part I: Program Design Part II: Experience Design Part III: Commercial Aspects Co-branded cards?—?what?

The Startup Brand Fallacy: Why brand marketing is mostly useless for consumer startups

Andrew Chen

Brand marketing is mostly useless for consumer startups. Startups build a great brand by being successful, finding product market fit and scaling traction, etc. and think that’s what caused their success: Great brand. But great brand is the lagging indicator of success. The buzz is created by the hard work that the entrepreneurs put in: Finding product/market fit, hiring a great core team, finding acquisition channels that scale.

Defining Brand Strategy and How to Develop One

UX Studio

Creating and maintaining a brand strategy can turn into a never-ending struggle, but it can also provide a great deal of fun. In this post we created a guide on the steps to take in developing your brand strategy. But first, let’s define brand strategy! Brand strategy defined. By definition, brand strategy makes up a long-term plan which helps every employee communicate about your brand. How to develop your brand strategy? Brand guidelines.

Co-branded Card Issuance, Explained?—?III

The Product Coalition

Co-branded Card Issuance, Explained?—?III Commercial Aspects In Part I and Part II we looked at program design and experience design for co-branded cards. Sales & marketing promotion costs Part I?—?Program Co-branded Card Issuance, Explained?—?III III Part III?—?Commercial Commercials play a crucial role in a lot of decisions with regards to program and experience design. Commercials can make or break the program.

Your Post-Launch Toolkit for Understanding Your Users

Speaker: Brittney Gwynn, former Director of Product, Simple Health

If you've ever launched an MVP, you know that the journey has only just begun. How do you figure out what to do next? You know that you need to look at how different user segments react, but how do you quickly distinguish signal from noise so you can iterate and improve? Join Brittney Gwynn, former Director of Product at Simple Health, as she explains how you can use early customer feedback, usage data, and continuous experimentation to optimize your journey to product-market fit. Whether you're at a brand-new company, or looking to innovate within a more mature organization, or anywhere in between, you'll come away with a new skill set, ready to make the most of your launches.

Ways to Improve Your Digital Marketing Strategy For the New Year

The Product Coalition

Although 2020 has made marketing a more difficult challenge for the typical business?—?with Before you get started, read up on marketing strategies so you can be in the know and at the cutting edge of the marketing scene.

Where Does Product End and Brand Begin?

Pragmatic Marketing

Whether it’s that first sip that brings a spark of joy, the sense of community, the way the employees engage with us or the soundtrack that plays in the store, successful companies create a consistent brand feel that gives extra life to the goods they sell. We keep coming back to a brand because to us it delivers on a promise that speaks to what’s important and makes us feel good at every touchpoint. Your brand’s culture is the first step.

How this 100+ year old Cola brand from India survived Pepsi and Coke attack


There are high chances that you might not have heard or seen this brand. 1959 – The brand Bovonto is introduced for the main grape flavoured cola product. The sales stagnated during the late 90s and early 2000s because of competition but were able to hold on to their market share.

Is Offering Private Label Brands A Good Move For Amazon?

The Accidental Product Manager

Is Offering Private Label Brands A Good Move For Amazon? However, they think that they may have found a way to be even more successful: private label brands. What Are Private Label Brands? Private label brands, or house brands as they are sometimes known, are products that the seller of the groceries creates. Private label brands are generally not advertised – they just show up in the store. This keeps the cost of offering the brands low.

3 Ways To Educate the Market That Actually Work

The Product Coalition

Everyone knows educating the market is hard to nearly impossible, but people always bring up examples like Facebook or the iPhone whenever I discuss it in my lectures. So what can and cannot work when you want to educate the market? Did the market immediately get it?

Connect and conquer ? build your brand by staging events

Inside Intercom

To do that, it’s not enough to replicate textbook marketing strategies. Product positioning, knowledge and brand awareness are your first ports of call in the early days. Staging events might be a lot harder than some other tactics, but nobody said marketing was easy. A bad version of this opportunity is spending half of your annual marketing budget on sponsoring a conference closing party. Sales & Marketing customers events marketing world tour

Why Mobile Customer Feedback is More Important than Ever for Finance Brands


Mobile-first finance companies are disrupting the market left and right – especially in light of the COVID-19 pandemic. If you’re one of these brands, I have a question for you: What are you doing to meet your customers where they’re at and collect their feedback?

TEI 231: 75 examples of innovation in well-known brands – with Giles Lury

Product Innovation Educators

So much, that he has written books with innovation stories, including his most recent one titled Inspiring Innovation: 75 Marketing Tales to Help You Find the Next Big Thing. Summary of some concepts discussed for product managers: [3:16] Xerox is a familiar brand to many listeners. It was a good example of getting something to market, then making it better. [5:45] 23:37] What’s the relationship between brand and product?

How to Conduct a Brand Research – Practical Guide with a Case Study

UX Studio

Still, how users react to your brand strategy lies relatively out of your hands. Words, logos, brand colours just trigger things – their power resides in associations. Previous experience with a specific brand deeply influences the way people perceive it. Today you can get to know these peculiarities better to (re)shape your brand identity. Let’s jump into branding research! How we build stronger brands with user stories. Takeaways on branding research.

4 brands delivering amazing connected experiences

The Product Coalition

Brands could look to find out more about their consumer beforehand and offer them products that entirely match their needs and what they would like to be shown during the browsing process. 4 brands delivering amazing connected experiences was originally published in on Medium, where people are continuing the conversation by highlighting and responding to this story. ecommerce product-management augmented-reality mobile digital-marketing

From Adobe to Walmart: How Sprinklr won over the world’s most valuable brands

Inside Intercom

?. But long gone are the days of one-size-fits all marketing. The rise of review sites, messaging apps, and online forums has flipped the relationship between brands and their customers on its head. Unlocking the key to one-to-one marketing at scale.

Announcing a brand new approach to our product management course (next batch starts Sep)


It also helped in understanding how to prepare better GTM plans and how product is a function of the market. Right from MRD to PRD, how do great product leaders navigate between engineering, marketing and sales teams? You are performing engineering/marketing/support or similar role and planning to enter product management role. If you are transitioning from support, engineering or marketing to Product Management role, what do you need to unlearn and learn.

The Ultimate In-App Marketing Guide for Product Marketers in 2019


In-app marketing – Everyone’s doing it in bits and pieces. This guide will give you a holistic idea of in-app marketing, what to improve and how to attract, acquire and retain more users. Ultimately, using in-app marketing to retain customers and upsell to your users is a no-brainer. In this in-app marketing guide, I’m going to explain why in-app marketing is so important, and how you can use it to improve customer retention. Referral Marketing.

Announcing three brand new features to help scale your support

Inside Intercom

The fact is, as your business grows into new markets and geographies, you’ll need to engage with customers across different time zones and languages. Our two brand new workflows – SLAs and workload management – will help you do exactly that. The post Announcing three brand new features to help scale your support appeared first on Inside Intercom.

How Does Influencer Marketing Shape Consumer Product Decisions?

Mind the Product

Influencer marketing is big business and inevitably affects the way consumer products are developed. The difference now, however, is that influencers have become a brand in themselves. Influencer Marketing is big Business. According to Business Insider , influencer marketing is now an $8 billion industry, and on track to be a $15 billion industry by 2022. So how does influencer marketing shape consumer product decisions? But isn’t this just marketing?

How aligning product and marketing teams improves customer experience

Mind the Product

I believe the same synthesis of skill sets is occurring between marketers and product managers, but all too often, they’re treated organisationally as separate disciplines, broken up into siloed teams. I’ve worked on the teams of several SaaS products in a dual marketing/product management capacity, and have seen first-hand the overlapping work that exists between crafting a compelling brand, and building a product that people love. How to align Marketing and Product.

How Speed to Market Starts With a Strong Foundation

Mind the Product

Through quick internal fixes, we were able to increase our delivery rate to 100% and allow the marketing and buying departments to plan our product promotions properly. Customer needs, driven by technical advancements, the growth of e-commerce, and decreased brand loyalty, are constantly changing. Speed to market has become a major competitive advantage for product companies. For Foot Locker, we focused strongly on our product and brand experience.

The Most Popular Product Management and Mobile Marketing Content of 2020


Despite the wild ride that 2020 was for all of us, our team here at Apptentive continued to produce high-quality content for product managers, mobile marketers, and C-suite executives interested in digital transformation. Retention is a top priority for mobile marketers.

What Happens When you do User Discovery After Market Traction

Mind the Product

Major elements of our sales and marketing plan, designed with companies like this one in mind, needed to be revisited at the least. We’d responded to market traction without properly understanding our users. That’s because when Merck decided to market the exact same drug’s baldness-prevention properties too, they created a new campaign and brand. The post What Happens When you do User Discovery After Market Traction appeared first on Mind the Product.