We're Not Marketers There is no line between brand and product marketing w/ Jon Itkin
If you’ve ever felt a gap between brand and product marketing, we’ve had an expert who’s been in both roles and is telling us that there’s not that different.
Brand and product marketing expert Jon Itkin joins We're Not Marketers to dismantle outdated perceptions of marketing. The traditional divide between product marketing and brand marketing is harmful — and that truly impactful PMMs must think and act like "whole hundred marketers." From mastering macro market dynamics to understanding why memorability beats micro-optimization, John shares a treasure trove of insights to help PMMs step into strategic leadership. We’re covering:
The 4 Cs framework: Capabilities, Credibility, Convenience, and Cost
The danger of treating marketing like "arts and crafts" (and how to stop)
Why being memorable is the true competitive advantage in crowded markets
How convenience beats capabilities more often than you'd think
How category leaders stay leaders (hint: it's not features)
Expect hard truths, practical frameworks, and some very strong opinions about why marketing fundamentals still matter more than ever. 👀
Timestamps:
00:54 Introducing the Guest: Jon Itkin
01:26 The Role of Product Marketers
04:34 Macro vs. Micro Perspectives in Marketing
07:16 Brand vs. Product Marketing
18:32 Differentiation in Product Marketing
26:15 Google's Convenience Advantage
26:44 The Importance of Convenience in B2B
27:15 Positioning and Buying Process
28:56 Switching Campaigns and Self-Service
30:28 Understanding the Four Cs
32:34 Leveraging AI for Competitive Analysis
41:12 Branding and Credibility
45:51 Final Thoughts and Reflections
Show Notes:
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