Let’s clear this up once and for all: product marketing and brand marketing are, at their core, the same thing. The distinction is a tech industry creation—brand marketing under the alias “product marketing.” Two sides of the same coin, just different tools in the kit.
Think about it. The concept of “brand” is relatively new in tech, compared to other industries. Decades ago, tech marketing wasn’t about inspiring customer loyalty or standing out from competitors; it was about getting customers to understand what a product did and convincing them they needed it. Tech products were sold more like commodities—no one was trying to make beige boxes and command lines into household names. That’s why tech companies and brand marketing feel like strange bedfellows to begin with.
And then, enter FAANG. With their sprawling marketing functions, these companies built brand and product marketing departments that barely overlapped, and the industry followed suit. Now, tech companies have armies of product marketers who rarely dabble in brand—and brand marketers who don’t touch product. The result? An unnecessary chasm, where brand and product marketing often operate in isolation, or worse, in conflict.
This divide doesn’t just result in disjointed efforts; it can actively hurt a company. I’ve seen cases where product marketing goes to great lengths crafting technically precise messages, only to find they’re lost on customers who don’t even know the company’s name. Other times, brand teams churn out lofty promises without making clear what the product actually does, leaving potential buyers in the dark.
This separation isn’t just a headache—it’s risky, especially now. The days when tech companies could skate by with vague brand messaging or uninspired product descriptions are over. Every company needs to be clear, precise, and distinct, whether they’re behemoths or startups.
So, what’s the way forward? Unify. Realize that brand and product marketing are two expressions of the same purpose: showing differentiated value.
Brand marketing exists to communicate that unique value to as many buyers as possible. It should make clear what the product is, what it does, and why it’s exceptional.
Product marketing is about conveying the same unique value, but to buyers who are further along in their decision-making. When someone shows real interest in the product, it should be obvious how it stands apart.
Different tools, same purpose.
Unified messaging does wonders. When brand and product marketing reinforce each other, it’s no accident that companies succeed. Look at the big names we admire. Steve Jobs didn’t just care about slick brand ads; he deeply understood what made his products stand out and why they were worth buying. Marc Benioff didn’t just hype Salesforce; he ensured that the brand promise aligned with the platform’s functional capabilities.
The takeaway? Let’s drop the artificial divide. Brand marketers should learn product marketing. Product marketers should dive into brand. Leaders should become experts in both. And if you’re in charge, insist on a shared vision—a common mission, with each team playing their unique part to reinforce it.