Brand building is no easy nut to crack—whether you’re a digitally native brand or not. Every company, and its leaders, want to stand out from the competition in a meaningful way but carving an effective strategy for an ever-changing landscape is far from a straightforward objective.
As a co-founder of Red Antler, the brand company best known for its work with startups and new ventures, I’ve seen the brand landscape evolve and evolve and then evolve again. While we’ve launched more businesses than anyone else, our success has not come from following the same rules year after year, but instead from understanding exactly what it takes to launch in any given moment. As the requirements of launch have become . . .
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