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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.

ByLeonard Sherman•

This story appears in theOctober 2018issue of狗万官方.Subscribe »

Viktor Koen

Suppose you've 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.

Related:Branding Boot Camp: How to Develop Your Brand Strategy

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