Executive Guidance Marketing Spotlight: Building Brands With Product-led Storytelling
Oct 29, 2024
In this insightful discussion, Kyle Miller, VP of Product for Yahoo Mail and former leader at Tinder, delves into the power of product-led storytelling. He shares his journey from college quarterback to marketing innovator, emphasizing the importance of products telling brand stories. Kyle reveals his experiences with Z Labs, focusing on Gen Z, and how interactive experiences like Tinder's Swipe Night spurred engagement. He also talks about fostering cross-functional collaboration and his mission at Yahoo Mail to transform the brand through user-driven narratives.
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From Startup To Tinder
- Kyle Miller described being aquahired from a startup into Tinder and learning marketing at the ground level.
- He contrasted early startup anonymity with later needing to change public perception of Tinder.
Product Shapes Brand Narrative
- Kyle observed products can change brand perception more effectively than advertising alone.
- He used Snapchat as an example where product features created a new narrative.
Use Rotating User Cohorts
- Run recurring, small-group user sessions to watch behaviors evolve over time.
- Use rotating cohorts to build empathy and see long-term user needs develop.