---
title: "Every Product Deserves Its Own Marketing Strategy: With Justin Brant"
description: Justin Brant discusses why tailored marketing strategies for each product are essential for success in today's fragmented markets.
---

[Boring to Bestseller Blog by Caribou Strategic](https://cariboustrategic.com/blog)

# [Every Product Deserves Its Own Marketing Strategy: With Justin Brant](https://cariboustrategic.com/blog/every-product-deserves-its-own-marketing-strategy-with-justin-brant)

 Written by [Nitin Kartik](https://cariboustrategic.com/blog/author/nitin-kartik) | April 22, 2025

In today’s fragmented markets, treating all your products the same is a recipe for confusion. Each one deserves a focused strategy. That’s the insight Justin Brant at Ministry Brands brought to the table during our latest episode of *Product Marketing Genius*.

At the Product Marketing Alliance Summit in New York, I sat down with Justin to explore what it really means to be a product marketer today — especially in organizations with large portfolios and lean teams.

**Justin’s take?** Product marketers are like mini-CMOs inside the business. They don’t just support product. They lead go-to-market strategy, positioning, messaging, and cross-functional collaboration for their slice of the portfolio.

# Highlights from Our 10-Minute Conversation

**1. Product marketing is like dating.**  
“You have to understand your audience if you want to get the product… or the date,” Justin said with a smile. CEOs often overlook this — thinking marketing is all about shouting benefits. But as Justin reminded us, the real value is in anticipating the buyer’s objections and answering them *before* they ask.

**2. Every product needs its own strategy.**  
Justin emphasized that even in a large company, each product deserves tailored messaging and strategy. That’s how you avoid generic go-to-market motions that fall flat — and instead drive relevance, adoption, and retention.

**3. Don’t underestimate YouTube.**  
For aspiring PMMs or lean startup teams, Justin’s go-to resource is free and everywhere: YouTube. He sees it as a powerful tool to revisit fundamentals, unlock fresh thinking, and sharpen skills — even mid-sprint.

# A Note to Founders and CEOs

If you’ve ever felt like your product marketing is *blurry*, it might be because no one truly owns each product’s unique story. Justin’s lens is a reminder: strategic product marketers don’t wait for direction — they build the roadmap, lead the charge, and make your job easier.

**Product Marketing Genius is brought to you by **[**Caribou Strategic**](https://cariboustrategic.com/)**, helping tech scaleups stand out and succeed.** We work with founders and leadership teams to fix fuzzy positioning, broken GTM, and unclear messaging.

📘 **Get a free eBook of my Amazon bestseller *Product Marketing Wisdom ***[**HERE**](https://cariboustrategic.com/weekly-recap-of-wisdom-from-wizards-free-amazon-bestseller-ebook?utm_source=medium&utm_medium=referral&utm_campaign=pmgenius&utm_content=justin_brant)**.**

<https://medium.com/tag/growth?source=post_page-----6c0e6d7de647--------------------------------------->

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