The CEO’s Guide to Marketing offers a no-nonsense take on the business of marketing and the marketing of business. Hosted by Seth Matlins, Managing Director of the Forbes CMO Network, this series provides a master class in raising the C-suite's marketing IQ through candid conversations with renowned marketers and executives.
There was a time when—in a predominantly CPG world—product and brand were inextricably linked parts of the marketer’s remit, but now—in a tech driven world—they’ve become increasingly separated organizationally. Engineers and product developers here—marketers over there.
In this episode Seth speaks with Lorraine Twohill, the long-time CMO at Google, someone who understands product marketing, arguably as well as anyone ever, and better than almost anyone ever. As Google’s CMO, Lorraine oversees a global team responsible for telling the story of Google’s brand and bringing to life how its many tools—products and services both—help millions of businesses grow. Her teams oversee global marketing for some of the most used brands in the world including, Google Search, Android, Pixel, YouTube, Google Cloud, and the company’s expanding suite of AI tools.
Show Notes:
At 9:30, I credit Bill Bernbach with the quote “Within every brand is a product, but not every product is a brand”...when in fact it was David Ogilvy who said it. Apologies to both.
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