A product launch isn't merely a release date; it's a strategic, coordinated campaign. Its primary goal is to change the market's perception, generate demand, and create momentum across the entire funnel, moving beyond a simple product announcement.

To truly change a brand's narrative, marketing's 'talking the talk' is insufficient. The product experience itself must embody the desired story. This 'walking the walk' through the product is the most powerful way to shape core brand perception and make the narrative shareable.

When asked about competitors like Adobe, Canva's CEO consistently redirects the conversation away from a zero-sum battle for market share. Instead, she frames the company's strategy as identifying and solving a user problem: the need for a simple, integrated platform for creativity and productivity.

Canva's marketing org treats B2B and B2C as fluid concepts, not rigid silos. They plan and execute collaboratively, recognizing that users experience the brand holistically as they move seamlessly between their personal and professional lives.

Canva's leadership, with founder buy-in, views brand investment as essential for long-term growth. This philosophy allows them to balance building brand equity for future health with hitting immediate performance marketing goals, justifying spend to the CFO.

AI is elevating Canva's value proposition beyond simple task completion. Users no longer just ask the tool to "create a flyer." They now ask "how do I get more customers?" This transforms the product from a design tool into a strategic business partner.

Canva's marketing org avoids a rigid B2B/B2C split, recognizing users don't distinguish between these contexts. They structure teams by business unit (B2B, B2C, International) and support them with channel centers of excellence, promoting collaboration and a unified brand experience.

Canva's enterprise strategy is fueled by bottoms-up adoption. They observe that 95% of Fortune 500 companies already have employees using Canva, creating a warm entry point to engage C-level decision-makers about standardizing the tool company-wide.

Marketing teams often mistake demand programs for campaign strategy. A true campaign strategy is a higher-level "canvas" that orchestrates all efforts—reputation, demand creation, and enablement—against a specific audience, ensuring a consistent customer experience rather than disjointed tactical execution.