"Consumers don't buy features, they buy solutions", with Brian Button and Michal Lasman

A lot of people are very confident what

they do, what they

stand for.

The problem is when someone like me comes in and I hear that, I go, respectfully, your customer doesn't care.

That's important to you.

Your customer does not care and that's why you're not moving the needle.

It's almost a gift to have external perspective or to be very close to your customer or do a lot of testing.

Having a relationship with your customer, building community, to get that reaction, that only validates and verifies the work and the intuition.

But if you don't do that, and you've got maybe a little bit more egotistical founder or leadership or someone who's so rigid, if they're not willing to listen, that's the issue.

I think a lot of people understand and know what they stand for, but sometimes it doesn't matter or falls on deaf ears.

And I think that's the gap that we're trying to solve with Grant.

Hi, and welcome to CMO Convo.

I'm Michal Lassmann, global marketing leader and your host.

Today, we are joined by Brian Button, a brand strategist and former creative director who's worked across some of the world's most recognizable companies, including Lyft, DoorDash, and Instacart.

Brian's perspective is simple, but hard for many companies to act on.

When products become interchangeable, brands become the real differentiator.

Today, we'll unpack what actually means in practice.

So what does brand as a differentiator actually mean? I think that brand is now became such a huge, huge topic.

So I'm very excited to have you with me, Brian.

Thank you very much for joining my show.

Yeah, so excited to be here.

And I'm very excited to talk about something I'm very passionate about, which is brand.

So looking forward to it.

Yeah, yeah, that is great.