Product Marketing vs. Brand Marketing

Most early-stage startups don’t do what I would call brand marketing simply because they don’t yet have an established brand in the marketplace.  The natural place for them to start is with product marketing.  As a company becomes more well-known in the...

Attaching your Startup Brand to a Movement

I was reminded of a post written by Jason Calacanis a million years ago (OK, it was 2008) on getting PR for startups and one of the points he made was that startups should attach themselves to a movement.  His examples (unfortunately, in my opinion) revolved around...

The Broke Marketers Guide to Brand Tracking

I’ve had a lot of branding discussions this week that were spawned from my branding rant earlier.  One of the most frequent questions I get is “How do I measure branding?” and then “How much does it cost to do that?” At the bigger...