Build your brand by thinking like a person, not like a marketer

This article takes a contrarian look at building a brand and advises companies to focus on their own reason for being and what they have to offer rather than copying other brands to find further success.

Scale-up brands

This article is part of a series of articles from the WARC Guide to scale-up brands. Read more

The funding is in, the inaugural class of employees are hired, and now it’s time to build the brand around the idea. It’s time to get a bit more sophisticated in the way you present yourself in the world. Next up: study the marketplace, pressure test communication ideas with consumers, and studiously explore the best-in-class and cautionary tales of the brands who be-came before you. Right?

Well, here’s a bizarre idea. What if we didn’t do that, but instead,...

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