Why traditional marketing didn't work for startup Betabrand
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...