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Why do some brands stand out from others? How do powerful brands get built? These are some of the questions that founders of young startups often grapple with. In the latest session of Lightbox Espresso, Raja Ganapathy, founding partner at Spring Marketing Capital, answers many of those questions drawing on his extensive experience working with a multitude of brands over nearly three decades.
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Whether its re-branding, creating a niche, targeting a new customer profile or building a new category – the basics never change. Here are 6 truths you should know when starting out.
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During my time here, I’ve been through numerous case studies, heard pitches and even experienced first-hand to write about what makes a great brand. Here are some pointers on creating brand value, maintaining it, marketing it and some qualities of exceptional entrepreneurs building great brands.
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