Why traditional marketing didn't work for startup Betabrand

This event report shows how Betabrand, the startup apparel manufacturer, has built its brand through an unconventional approach to product development and marketing.

Why traditional marketing didn't work for startup Betabrand

Stephen WhitesideWarc

Betabrand is an apparel brand which crowdsources designs from in-house and external experts, lets people vote for their favorite proposals on its website, then rapidly makes viable products and sells them online.

Just as the San Francisco-based firm's business model embodies the innovative spirit of Silicon Valley, so it shares the widespread reticence of West Coast entrepreneurs – and venture capitalists (VCs) – to use ads as a growth driver. And Chris Lindland, Betabrand's CEO/Founder, suggested this ethos results in part from the pervasive attitude that startups should attract...

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