Adobe/LeanPlum Marketing Exec Joyce Solano on Brand Positioning

From managing teams at Netflix to launching education solutions, Gibson Biddle is an innovative product leader with years of experience with building brands. Defining attributes for your brand is a critical process to help it stand out from the crowd. As Gibson explains, two models help to identify the essential features and emotions that your brand should communicate with its customers.

From managing teams at Netflix to launching education solutions, Gibson Biddle is an innovative product leader with years of experience with building brands. From its beginnings as DVD-first service to its current position into a streaming-first service, Netflix has evolved significantly over the past 20 years. As Gibson explains, these changes in service also impacted the brand’s presentation and overall identity for its customers.

Meghan Laffey led the product team at GoPro from its early origins to an IPO that drove massive growth for the company. GoPro cameras turn every outdoor activity into an incredible video production that can be easily shared with millions of people. As Meghan explains, GoPro leverages various types of user-generated content to reach multiple audiences and showcase their product capabilities.