When Brand and Performance Marketing Collide скачать в хорошем качестве

When Brand and Performance Marketing Collide

Most hardware companies launch products with paid ads and feature lists. Petcube builds ceramics studios. Yulia Popyk, Head of Brand at Petcube, joins The Future of Marketing to talk about what it actually takes to market pet technology to emotionally driven consumers — and why the standard playbook rarely works when the purchase is rooted in love, fear, or guilt. In this episode, Yulia breaks down how Petcube thinks about the gap between brand and performance marketing, why they write completely different messaging for each product in their lineup, and how a New York ceramics pop-up became one of their most talked-about campaigns — before it even opened to the public. She also shares the reasoning behind one of their most unconventional decisions: eliminating live pet photo shoots entirely in favor of AI-generated imagery, and why the motivation had nothing to do with cost. If you market a product where trust and emotion drive the purchase decision, this episode is worth your time. Timestamps: 0:00 Why marketing pet tech to emotional buyers is harder than it looks 3:10 How Petcube's brand evolved when COVID changed how people use pet cameras 8:46 The real tension between brand integrity and performance marketing 11:41 The ceramic fountain launch: how a New York studio became a product campaign 16:50 Matching your message to the emotion driving each purchase 22:42 Why Petcube eliminated live pet photo shoots and went fully AI-generated 24:42 Building a pet health ecosystem designed to make churning feel irrational 🔗 Connect with Yulia Popyk:   / yuliia-popyk   🎙️ The Future of Consumer Marketing is produced by Global Talent (www.globaltalent.co) - helping fast-growing teams hire exceptional remote talent. Subscribe for more episodes with consumer marketing leaders sharing actionable insights and proven strategies. Produced by Global Talent Co: www.globaltalent.co #PetTech #brandmarketing #performancemarketing #experientialmarketing #aiinmarketing #consumermarketing #brandstrategy #marketingpodcast