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Brand and product marketing expert Jon Itkin joins We're Not Marketers to dismantle outdated perceptions of marketing.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:

Jon’s LinkedIn

In the Kitchen 

Jon 4 C framework on Miro

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