The three signals
Three signals are driving the brand–product boundary to collapse. Product-led growth has put the brand at the moment of activation. AI-driven personalisation has put the brand at the moment of selection. The brand-as-platform has put the brand at the moment of consumption.
- Product-led growth — brand at the moment of activation
- AI-driven personalisation — brand at the moment of selection
- Brand-as-platform — brand at the moment of consumption
What this means for the marketing leader
The marketing leader's job is to own the convergence — not to defend the old boundary. The work is closer to the product team than ever before, and the leadership practice has to follow.
