Savvy Startups Like Casper and Brandless Are Investing in Brand Image First -- and You Should, TooProduct used to be king, but in today's fast-moving, copycat-filled world of business, a strong identity can be the key to success.

假设你也e got anideafor a great new thingamajig. It could be anything -- a luxury candle, affordable college education or a product to prevent male pattern baldness. You can't get the concept out of your head. You have to bring it to life. But you have no prototypes, and no experience with the intricacies of industrial design. No understanding of production and distribution. Noweb designexperience. No detailed market projections. No money.

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In this moment, logic would advise against obsessing overbrand strategy-- and it would definitely advise againsthiringa pricey agency to help you do it. And yet, a growing number of startups are doing just that, seeing great success as a result.