Moving from Product Manager Approach to Brand Manager Approach- how?

Working with a relatively immature cX company but they have aspirations and executive buy in. They know need to shift their product managers from thinking beyond just the product to the overall experience and brand. WOndering if anyone has case studies/ tools on how to move the thinking and approach from a "how do I sell this product..." to a "how do I use this product to provide a great experience and reinforce our brand aspirations?"

Any case studies or tips? Really looking for the how they did it...

Cheers.