Incredibly well thought out article, Kira. Tech companies could really benefit from looking at how CPG brands have done this successfully for years. It's the difference between Aspartame Soda and Diet Coke; Soy Protein Patties and Impossible Burgers. Consumers are less interested in how something is made and care more about what it does or unlocks for them. With AI becoming the norm and dare I say a dirty word, we have to encourage brands to lean into their greater value props if they want to cut through the noise and stay around to see through whatever the next thing will be.
Thank you so much, Erica! I think you completely nailed it with this: "Consumers are less interested in how something is made and care more about what it does or unlocks for them." I think product marketing is sometimes the perpetuator here—overemphasizing functionality at the feature level instead of the bigger-picture unlock. Brand leaders can help address this by partnering closely with product marketing + product teams to help everyone focus on that!
Yes, 100%! The answer so often lies in between deep product understand and deep audience understanding. A good strategist or brand leader needs both to craft messaging that resonates.
Incredibly well thought out article, Kira. Tech companies could really benefit from looking at how CPG brands have done this successfully for years. It's the difference between Aspartame Soda and Diet Coke; Soy Protein Patties and Impossible Burgers. Consumers are less interested in how something is made and care more about what it does or unlocks for them. With AI becoming the norm and dare I say a dirty word, we have to encourage brands to lean into their greater value props if they want to cut through the noise and stay around to see through whatever the next thing will be.
Thank you so much, Erica! I think you completely nailed it with this: "Consumers are less interested in how something is made and care more about what it does or unlocks for them." I think product marketing is sometimes the perpetuator here—overemphasizing functionality at the feature level instead of the bigger-picture unlock. Brand leaders can help address this by partnering closely with product marketing + product teams to help everyone focus on that!
Yes, 100%! The answer so often lies in between deep product understand and deep audience understanding. A good strategist or brand leader needs both to craft messaging that resonates.