A Brand Messaging Framework that Builds Bridges 

Jonathan Paisner Thought Leadership

December 9, 2019

tags brand messaging, corporate marketing, product marketing

Jonathan Paisner identifies the cause of tension between corporate marketing and brand marketing, and how you can bridge the divide with a brand messaging format that communicates company vision and value for the end consumer.

B2B companies experience an ongoing tension between corporate marketing and product marketing – because their goals aren’t completely alignedFor corporate marketing, the brand is built upon a big idea that aims to capture the promise of the organization at a macro level. In technology and tech-enabled markets, this big idea can be pretty grand (think IBM’s Smarter Planet). For the organization as a whole, this big idea helps to bring different pieces of the company together behind a common purpose and perspective.

Read the full article, Bridging the Gap between Corporate Marketing and Product Marketing, on the Brand Experienced Group website.