Tag Archives: established brands

New vs. Old: Branding Strategies for Upstarts and Startups

In my experience mentoring startup founders, I've interacted with many entrepreneurs who have put together fantastic products and services, but have little awareness about the proper branding strategies to give them a boost as they go to market. Many of them assume that they can emulate the strategies of similar products to gain their share of customers.

It’s no secret that there is a link between powerful branding and success in business. However, in an attempt to attach themselves to the success of established corporations, many entrepreneurs employ similar branding techniques as the organizations that have been in the marketplace for decades. More often than not, these entrepreneurs are left confused and frustrated. They wonder why their own campaigns failed while these older brands continue to succeed, even though their products might be more innovative and of superior quality.

Kick-Starting Your Brand

Building a brand is different than maintaining one. Most new businesses don't have the resources to burn through marketing budgets with expensive TV ads and experiential marketing events. So how can new products compete?

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