FTRD #7 - From Marlboro Man to Amazon Prime: The Transformation of Marketing

Todays news

👢 Dr. Martens Shifts to Product-Centric Marketing:
Footwear brand Dr. Martens is moving away from culture-focused storytelling to focus “relentlessly” on its product, improving clarity and driving strong sales performance

🚗 BYD’s Product-Led Growth in EVs:
Chinese automaker BYD is outpacing Tesla by targeting both electric and hybrid markets, leveraging cutting-edge technology and vertical integration to dominate sales.

🎨 Figma’s ‘User Love’ Approach:
Figma’s product-led growth strategy is powered by community feedback and reducing barriers to adoption, making it a favorite for designers and non-designers alike.

⬇️ Why should you know about this?

Take a deep look around and see for yourself: Uber, Waze, Google, Airbnb, Wise, Revolut, PayPal, Amazon… It’s not about advertising and campaigns anymore. Of course, they’re still important, but trying to create a new “Marlboro” with a bad product today is nearly impossible.

Marketing has evolved beyond flashy campaigns to focus on creating exceptional products that drive their own success. Companies like Amazon, BYD, and Figma are leading the way by prioritizing user needs and aligning marketing with product development.

• The Product is the Message: Whether it's a durable boot, a feature-rich EV, or collaborative design software, the product’s value speaks louder than ads.

• Data Meets Design: Insights from user behavior are shaping strategies, making marketing a key partner in product refinement.

• Collaboration is Key: Marketing, product, and sales teams must work together to build and scale offerings that customers truly love.

To be prepared:

• Invest in understanding customer needs to align both product design and marketing strategies.

• Focus on aligning your marketing efforts with the unique strengths of your product.

• Foster collaboration between teams to create seamless user experiences that drive growth.

• Stay informed about trends in product-led growth to stay ahead of the curve.

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Gabriel & Matheus
Future Daily