Super read. These insights on brand-market fit (BMF) are right on the money. The importance of aligning a company's identity and values with its target market's emotional needs is often overlooked.
Right? And my guess was that one reason for that is that we've lacked the language to make that easier to quantify or understand. Glad you enjoyed, excited to keep writing on this topic!
This was a great read, Kira! While I’m a copywriter by trade I’ve become kind of obsessed with branding and competitive differentiation, so I loved the examples you gave here. Why do you think so many founders/corporations are reluctant to invest in branding and brand market fit?
Great copywriting is so intertwined with brand! ✍️
Ah man, that could (or will, I think) be a whole other post—I think it comes back to the misconception of what "doing brand" means in context of marketing spend, growth bros calling brand the "fun budget" that you "can never expect to measure." (Not true!)
Founders/leaders lean toward performance marketing/spend because it's easily attributable and you can trace a direct line to sales or revenue. But they don't attribute every single other touchpoint and factor that a customer sees (e.g. the brand), which is a narrow way of seeing things. Going to post soon about branding vs. brand marketing and why every company eventually needs both!
Such powerful examples of good and bad brand-market fit, and the perils of ignoring brand when focusing on growth at all costs. Loved this first issue and excited for more!
Great read, thanks Kira! How would you say companies balance PMF/BMF in their home countries (ie the U.S.) with countries abroad that they operate in? How do the factors change?
Good question! Different countries = different markets, which come with different audience expectations and cultural norms. The question to the brand operator is which parts of your brand strategy or visual identity can you keep consistent, and which do you need to adjust to meet that market's emotional needs? Re: PMF vs. BMF, I think there's generally more variability by culture in BMF than PMF, but that obviously depends on the product (e.g. something financial or legal-related has more product variability by government than fashion or beauty—but there's always some degree of adjustment needed). Might be worth another post on this! Wdyt?
For sure. I think it’s definitely having/building a strong community in said country, especially for BMF. I think Notion is a great example of a company that through its programs, like the ambassador program, have advocates across countries/cultures. Definitely worth exploring more!
So important and really not talked about enough!!
Super read. These insights on brand-market fit (BMF) are right on the money. The importance of aligning a company's identity and values with its target market's emotional needs is often overlooked.
Right? And my guess was that one reason for that is that we've lacked the language to make that easier to quantify or understand. Glad you enjoyed, excited to keep writing on this topic!
This was a great read, Kira! While I’m a copywriter by trade I’ve become kind of obsessed with branding and competitive differentiation, so I loved the examples you gave here. Why do you think so many founders/corporations are reluctant to invest in branding and brand market fit?
Great copywriting is so intertwined with brand! ✍️
Ah man, that could (or will, I think) be a whole other post—I think it comes back to the misconception of what "doing brand" means in context of marketing spend, growth bros calling brand the "fun budget" that you "can never expect to measure." (Not true!)
Founders/leaders lean toward performance marketing/spend because it's easily attributable and you can trace a direct line to sales or revenue. But they don't attribute every single other touchpoint and factor that a customer sees (e.g. the brand), which is a narrow way of seeing things. Going to post soon about branding vs. brand marketing and why every company eventually needs both!
Such powerful examples of good and bad brand-market fit, and the perils of ignoring brand when focusing on growth at all costs. Loved this first issue and excited for more!
Yay! Thanks for the encouragement, one down—lots more to go
If I could have pre-subbed to this, I would have ;)
I was too shy to do a pre-announcement 😅 Just pressing go was a great forcing function to get it out there!
Interesting, thanks Kira! Looking forward to read more of your work✨
you snapped on this
is snapped like slapped?? or do you mean I've lost my mind 😺
It was really good!
😁 Thank you!!!
Great read, thanks Kira! How would you say companies balance PMF/BMF in their home countries (ie the U.S.) with countries abroad that they operate in? How do the factors change?
Good question! Different countries = different markets, which come with different audience expectations and cultural norms. The question to the brand operator is which parts of your brand strategy or visual identity can you keep consistent, and which do you need to adjust to meet that market's emotional needs? Re: PMF vs. BMF, I think there's generally more variability by culture in BMF than PMF, but that obviously depends on the product (e.g. something financial or legal-related has more product variability by government than fashion or beauty—but there's always some degree of adjustment needed). Might be worth another post on this! Wdyt?
For sure. I think it’s definitely having/building a strong community in said country, especially for BMF. I think Notion is a great example of a company that through its programs, like the ambassador program, have advocates across countries/cultures. Definitely worth exploring more!