The article argues that branding has shifted from a purely marketing function to a core responsibility within product management. This change challenges product managers, who are often accustomed to prioritizing features and performance metrics over emotional connections with users. The author points out that many PMs may resist this shift because it requires them to engage with aspects of product development that extend beyond technical specifications and efficiency. The text emphasizes that feelings and user experience are now crucial elements of a product's success. Traditionally, these elements were the domain of brand and design teams, while product managers focused on delivering utility and speed. The author suggests that this separation is outdated, and product teams need to take ownership of how their products resonate with users emotionally. This requires a more holistic approach to product development, where understanding user feelings becomes as important as meeting performance targets.