Savvy Startups Are Investing in Brand Image First And You Should Too

Product used to be king, but in today’s fast-moving, copycat-filled world of business, a strong identity can be the key to success. Think about established brands like Nike, JetBlue and Apple. Yes, they all have great products. But their lasting success derives from their commitment to a corporate purpose that guides their market-­facing activities. From the outset, each of these companies clearly identified their target customers’ unmet needs, committed to a core idea that speaks to that need and made sure every single consumer touchpoint reinforced their brand promise. […]

Source: Savvy Startups Like Casper and Brandless Are Investing in Brand Image First — and You Should, Too