BRAND… A PRODUCT JOB NOW?

Summary from the TLDR Marketing newsletter

Brand has become a product responsibility rather than just a marketing function. Users now form emotional attachments through product experience, not marketing claims, which makes how a product feels more important than its features or efficiency. AI search models are beginning to rank brands based on user sentiment and reviews, and Semrush predicts AI search traffic will surpass traditional search by 2028. To stay competitive, product teams must design for emotion, create memorable moments, and focus on delight, because utility drives usage while emotion drives loyalty.