Brand tends to get filed as somebody else's job. It lives with a brand team, or an agency, or a rebrand project that comes around every few years, and it gets discussed in terms of identity, campaigns and tone of voice. Meanwhile the actual promise the market believes about your company is assembled somewhere else entirely, out of positioning documents, messaging frameworks, category language, product names, pricing pages and the story your sales team tells on a Tuesday afternoon. All of that is product marketing. Which means PMM is already making brand decisions constantly, usually without calling them that, and often without anyone weighing whether they add up to something coherent. This session looks at where product marketing genuinely shapes brand, how inconsistency across the funnel quietly erodes equity that campaigns have paid for, and how to partner with a brand team without it becoming a turf war over who owns the words. It also covers the practical case for getting PMM into brand conversations earlier, so positioning and identity are built from the same thesis rather than reconciled after the fact. You will leave with: - A clear map of the brand decisions already sitting inside your PMM remit - A method for auditing message consistency from first touch to renewal - A way to make the case for PMM's seat in brand strategy conversations