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Branding for Builders
The shift is from one unique big-brand message that’s packed up into a set of “matching luggage” to multiple ideas for multiple audiences based on a single coherent brand platform.
Ray Velez • Converge: Transforming Business at the Intersection of Marketing and Technology
The difference between Amazon, Netflix, Google, Facebook, and the legions of large but slowly dying companies is usually exactly that: product leadership.
Marty Cagan • Inspired: How To Create Products Customers Love
- BRAND, BRAND, BRAND Today’s economy requires business leaders to create positive memories for customers and partners, like Mackey has, or customers will turn to a competitor in search of a better experience. Whole Foods shoppers are loyal and believe they are embracing a healthy and socially conscious lifestyle by shopping at the stores. If you wan
Sophia Amoruso • The Small Business Guide to Growth Hacking
I think everyone would agree that brands are still very important, but today you communicate your brand through experiences, not ads. The best sales pitch for Netflix is binge-watching a great Netflix show. The same principle applies to buying glasses from Warby Parker. Or conducting a Google search. Or looking up a prospect on Salesforce. At the s
... See moreTien Tzuo • Subscribed: Why the Subscription Model Will Be Your Company's Future - and What to Do About It
This schism between marketing and product management is still felt in many tech organizations today, where both departments feel they own the customer and understand the marketplace. However, in most tech organizations, marketing has evolved to be more about owning the brand and customer acquisition, while product owns the value proposition and dev
... See moreMartin Eriksson • Product Leadership: How Top Product Managers Launch Awesome Products and Build Successful Teams
A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to th... See more
Marty Neumier • The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Silicon Valley first mastered the craft of building technology, then product, then design.
It is now learning the craft of brand and brand marketing.
As technology markets become more competitive, brand matters more, and those who can build brand are better placed to win.