The Marketing Millennials

266: Steal This Product Positioning Framework, with Jen Gray

Jul 4, 2024

Jen Gray, SVP of Marketing at Recharge, shares insights on creating a unique brand story, owning the market, and hiring a product marketer first. Topics include product positioning, sustaining brands in the routine economy, diversifying products for growth, and crafting a unique brand story. Plus, the importance of elevating buyers to drive revenue and leveraging existing arsenal for subscriptions.

46:13

Episode guests

Jen Gray

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Episode notes

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Quick takeaways

Understanding the rhythm of marketing is crucial for creating a unique brand story.

Creating a category for success involves owning the market and offering a unique value proposition.

Hiring a product marketer first can drive revenue growth by aligning product offerings with market trends.

Deep dives

Importance of Product Positioning and Category Creation

When establishing a product in the market, it is crucial to focus on product positioning and category creation. By clearly defining your category and positioning your product effectively, you differentiate yourself from competitors. An example from Qualtrics shows how category creation, such as introducing the concept of the 'experience gap,' can shift the focus from features to value for consumers.

Intro

2min

Career Journeys and the Importance of Adaptability in Marketing

3min

Evolution of the E-Commerce Brands in the Routine Economy

8min

Product Positioning and Category Creation in Marketing

28min

The Significance of Product Marketing in Strategic Planning

4min

Understanding Twitter's Fast-Paced Environment and Positioning Suggestions

2min

In today’s social media market, brand knockoffs are a constant threat. So what can you do if it happens to you? And what’s the best way to differentiate your brand in an oversaturated market?

SVP of Marketing at Recharge, Jen Gray, hops on the pod to chat with me about how to create a unique brand story that sets you apart from your competitors and resonates with your target audience.

Jen reveals why understanding the rhythm and uniqueness of each company is the most crucial aspect of product positioning. Why create a category if you can own it? Jen breaks down the importance of owning the market and creating a product with a value prop unlike anything else in the market.

Plus, who should be your first marketing hire? Not that she’s biased or anything, but… Jen *definitely* has a few thoughts.

00:00:02 - Discovering the Rhythm of Marketing

00:03:27 - Sustaining Brands in the Routine Economy

00:08:03 - Diversifying Products for Growth

00:11:28 - Creating a Category for Success

00:15:59 - Product Positioning Over Category Creation

00:28:50 - Leveraging Existing Arsenal for Subscriptions

00:30:46 - Crafting a Unique Brand Story

00:38:08 - Elevate Buyer to Drive Revenue

00:41:13 - Hire a Product Marketer First

Follow Jen:

LinkedIn: https://linkedin.com/in/jen-l-gray/