“Your brand is what people say about you after you leave the room” — Jeff Bezos, Amazon
Strong brands are usually built over time, and to a great extent, develop organically. Early-stage startups can feel that with limited resources, building their brand is a lower priority than sales & marketing drivers with more measurable impacts. That with competitors who can invest millions in branding initiatives, it's not worth spending time on in the early days.
But experienced entrepreneurs know a great brand can be one of the most effective tools in entering a crowded marketplace and being able to stand out. If you're pre-product, crystal clear and powerful branding may be even more critical to helping you to connect with customers.
Where—and when—do you begin when building a brand from the ground-up? What branding techniques give early-stage startups the best return on investment and how can they best differentiate themselves in a crowded marketplace? This panel will explore actionable tactics and tried-and-true strategies for effective startup branding.
This event is part of the Marketing & Sales track at Startup Boston 2018.
Joe Chernov, Chief Marketing Officer at InsightSquared
Joe leads the marketing team at InsightSquared, the most awarded sales intelligence company in tech. Previously he ran HubSpot's content team, which consisted of one of the most popular blogs in all of tech, a top-5 business podcast, and long-form content that generated 80% of the company's marketing-sourced leads. Joe has also served as VP of Marketing for startups (Kinvey, InsightSquared) and owned the content marketing function at public companies (Eloqua, HubSpot). He also advises early stage venture capital firm Flybridge Capital, helping their high growth portfolios with their inbound marketing, content marketing, social media and demand generation strategies.
Scott Caras, Vice President at Breakaway Ventures
Scott is a member of the investment arm of Breakaway, a brand & marketing agency that builds and invests in consumer brands like IdeaPaint, Drizly, M.Gemi, CoachUp, and FanCred. Previously, Scott founded and ran a portfolio of brands in the outdoor industry, and worked as a consultant in Deloitte’s Strategy & Operations practice.
Nancy Tao Go, CMO at Devoted Health
Before holding her current position as CMO at Devoted Health, Nancy Tao Go was Wayfair's VP of Brand Marketing form 2011-2017 and as Brand Manager for Gillette New Products at Procter & Gamble from 2005-2011. Additionally, she serves as an advisor to Dia&Co and Chewy.
Kate Castle, Operating Partner at XFactor Ventures and Marketing Partner at Flybridge Capital Partners
As Marketing Partner, Kate leads all of Flybridge’s marketing, communications and investor relations’ initiatives. In addition, she works with the firm’s portfolio companies to provide both strategic and hands-on marketing support throughout their growth. Prior to joining the firm in May 2005, Kate served in marketing and public relations roles at Battery Ventures, Cisco Systems, Sangate Systems and Porter Novelli.
This is a Startup Boston event.
Startup Boston is a free, five-day series of events celebrating, educating, and connecting entrepreneurs in Boston. Taking place from September 10-14th, 2018, Startup Boston brings entrepreneurs, company leaders, innovators, and industry experts together to foster collaboration and fuel growth in Boston's startup ecosystem.