It Doesn’t Take 10 Years To Build A Brand Anymore. Here’s How To Scale Yours Fast
▻https://hackernoon.com/it-doesnt-take-10-years-to-build-a-brand-anymore-here-s-how-to-scale-you
Early in my career, the founder of Under Armour, Kevin Plank, told me that it takes a minimum of 10 years to build a widely-recognizable brand.He reasoned that people need to be exposed to a product or service multiple times and in a variety of settings to create strong, and hopefully positive, associations. That advice resonated, considering our first company, VEEV, was a spirits brand in the liquor industry — renowned for competing with companies that have been in the space for 100+ years. It took a while to make ourselves known to customers in the liquor space, so I assumed Kevin’s rule was hard and fast.But today, the 10-year rule simply no longer holds true.Startups are emerging and failing at unprecedented rates, and the amount of time it takes to become a household name has (...)
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