ProductCamp Austin is the premiere event for Product Management, Product Marketing and Marketing professionals to teach to, learn from and network.

Scott Creamer, Dave Brown and Darren Drewitz served as an expert panel on the creative process for product branding. Titled “The Secrets to Product Branding,” our team answered questions in front of 75 product managers ranging from start-up entrepreneurs to seasoned corporate product managers.

Topics and questions ranged from positioning statements to brand identity development to identifying target audiences. Many product managers discussed the challenges of developing a product’s messaging in an ever changing environment and dealing with company leaders who don’t appreciate or understand the creative process.

The crowd embraced the example of Geico Insurance and how they execute different creative tactics, but still communicate one benefit to their target audience – save 15% or more in 15 minutes. For 45 minutes, our team answered a variety of questions and provided real-world recommendations on how to develop a positioning strategy, how to differentiate and how create an authentic creative approach to product marketing.

Screamer enjoyed ProductCamp Austin and look forward to more speaking engagements in 2012.