How to Build a Breakout Brand

Most new brands today will choose to launch online. Online, it’s easier to test and iterate to find the sweet spot in each of the 5 Ps: product, pricing, positioning, place and promotion.

In the past when new, scaleable customer acquisition channels emerged (whether the portal deals of the mid ‘90s, paid search in the early ‘00s or Facebook in the 2010 period) startups stole a beat from slower moving incumbents…

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