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What It’s Like to Work in Product Marketing vs. Brand Marketing
- AMA | SMC
- Feb 16
- 5 min read
Product marketing and brand marketing are two distinct yet complementary strategies within a company's overall marketing efforts.
Product Marketing focuses on promoting and selling a specific product or product line. It involves understanding the target market, positioning the product to meet the needs of that market, and highlighting the product's features and benefits to drive sales. Product marketers are responsible for developing go-to-market strategies, conducting competitive analysis, and creating messaging that resonates with potential buyers. Their primary goal is to generate demand and facilitate the adoption of the product.
Brand Marketing, on the other hand, is centered around building and maintaining the overall image and reputation of the company or brand. This approach aims to establish a strong emotional connection with a broad audience, fostering brand awareness, loyalty, and trust over time. Brand marketers work on defining the brand's identity, values, and mission, ensuring consistent communication across all channels. Their efforts are geared towards creating a lasting impression that influences consumer perceptions and preferences
Effective Product Marketing Campaigns
Apple's "Think Different" Campaign
In 1997, Apple introduced the "Think Different" campaign to revitalize its brand image. The campaign featured iconic personalities such as Albert Einstein and Martin Luther King Jr., positioning Apple as a brand for innovative and creative thinkers. This strategy not only enhanced Apple's brand identity but also set the stage for the successful launch of future products.
Volkswagen's "Think Small" Campaign
In 1959, Volkswagen's "Think Small" campaign revolutionized advertising by embracing the Beetle's compact size in a market dominated by large cars. The minimalist ads highlighted the car's unique features, turning its size into a selling point and significantly increasing sales.
Dollar Shave Club's Viral Video Campaign
In 2012, Dollar Shave Club launched a humorous and straightforward online video titled "Our Blades Are F***ing Great." The viral success of the video attracted over 12,000 new customers within 48 hours, showcasing the power of engaging content in product marketing.
Top Brand Marketing Campaigns
Liquid Death's Edgy Marketing Approach
Founded in 2017, Liquid Death, a canned water brand, has utilized edgy and humorous marketing campaigns to appeal to younger audiences. This unique approach has led to remarkable success, with the brand reaching over $250 million in sales within six years.
Budweiser's Super Bowl Commercials
Budweiser has a history of creating memorable Super Bowl ads that resonate with a wide audience. For instance, their "First Delivery" commercial featured a workhorse delivering a keg, paying homage to Budweiser's heritage and winning the best advertisement title in USA Today's Ad Meter competition.
Nike's "Just Do It" Campaign
Launched in 1988, Nike's "Just Do It" campaign featured a series of advertisements that showcased athletes of all levels, inspiring people to push their limits. This slogan has become synonymous with the brand, emphasizing determination and athleticism.
A Typical Day in the Life of Product & Brand Marketers:
Product marketing and brand marketing professionals have distinct roles within an organization, each with unique daily responsibilities. Here's a comparative look at a typical day for each:
Product Marketing Manager:
Morning:
Email and Market Research: Begin the day by checking emails and reviewing market trends to stay informed about industry developments.
Cross-Functional Meetings: Participate in meetings with product managers, sales teams, and designers to discuss product positioning and upcoming launches.
Afternoon:
Content Creation: Develop marketing materials such as product decks, blog posts, and messaging guides to support sales and customer engagement.
Sales Enablement: Conduct training sessions to equip the sales team with the necessary knowledge and tools to effectively sell the product.
Evening:
Performance Analysis: Analyze the success of marketing campaigns and gather customer feedback to refine strategies and inform future initiatives.
For a visual insight into the daily life of a Product Marketing Manager, you might find this video informative:
Brand Marketing Manager:
Morning:
Social Media Oversight: Start the day by reviewing and scheduling social media posts to maintain brand presence and engagement.
Team Coordination: Hold meetings with creative teams, PR, and other departments to ensure alignment on brand messaging and upcoming campaigns.
Afternoon:
Campaign Development: Work on creating and refining brand campaigns, including brainstorming sessions and reviewing creative assets to ensure consistency with brand identity.
Market Analysis: Monitor brand perception and competitor activities to adjust strategies and maintain a competitive edge.
Evening:
Community Engagement: Respond to customer inquiries and feedback on various platforms to foster a positive brand image and build customer loyalty.
Check out this video for an in-depth look into the daily life of a Brand Marketing Manager:
While both roles involve collaboration and strategic planning, product marketers focus on specific products and their market success, whereas brand marketers concentrate on the overall brand image and long-term positioning.
Key Differences Between Product Marketing and Brand Marketing:
Scope and Focus:
Product Marketing: Concentrates on individual products or services, emphasizing their unique features and benefits to meet the immediate needs of specific customer segments.
Brand Marketing: Encompasses the entire brand, promoting the company's identity, values, and broader mission to cultivate a long-term relationship with a wide audience.
Goals and Objectives:
Product Marketing: Aims for short- to medium-term objectives such as increasing product sales, market share, and customer acquisition.
Brand Marketing: Focuses on long-term goals like enhancing brand equity, recognition, and customer loyalty.
Messaging and Communication:
Product Marketing: Delivers specific, feature-oriented messages that address the practical needs and pain points of the target audience.
Brand Marketing: Crafts broad, value-driven narratives that evoke emotions and align with the audience's beliefs and aspirations.
Target Audience:
Product Marketing: Targets potential customers who are actively seeking solutions that the product provides.
Brand Marketing: Engages a wider audience, including existing customers, potential customers, and the general public, to build a positive brand perception.
While both strategies serve different purposes, their integration is crucial for a cohesive marketing approach. Effective product marketing can drive immediate sales and meet customer needs, while robust brand marketing builds the foundation for customer trust and loyalty, which in turn supports long-term business success. By aligning product features and benefits with the overarching brand values and identity, companies can create a unified message that resonates on both functional and emotional levels.
In practice, companies often blend both approaches to maximize their market impact. For instance, a technology firm might launch a new gadget (product marketing) while simultaneously running a campaign that highlights its commitment to innovation and quality (brand marketing). This dual strategy ensures that while the product meets immediate consumer needs, the brand continues to build a lasting relationship with its audience.
Sources:
Brand Marketing vs. Product Marketing: Unveiling the Strategies for Success
Brand Marketing vs. Product Marketing: What’s the Difference and Which Should You Invest In?
Brand Campaigns, Part 5.1: Thinking Different about Apple’s “Think Different” Campaign
How Volkswagen’s “Think Small” Ad Campaign Changed Advertising Forever
How Liquid Death cuts through marketing noise without big media buys
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