From Start-up to Scale-up: Brand as a Growth Accelerator

Startups and fast-growing companies often think working on their brand is only a communication tool, a as secondary priority that can be figured out later down the road.

On the contrary, the brand is the cornerstone of any successful growing company. As an emotional and engaging translation of business strategy, it plays a fundamental role in crucial management decisions as well as daily employees’ behaviour. A powerful brand thus has a central role to play in development, from gaining leadership in a traditional and saturated market, to increasing financial value for future fundraising, or building a strong corporate culture. Even in difficult times, the brand is a great support to shift and pivot activity.

In Conversations That Matter–From Start-up to Scale-up: Brand as a Growth Accelerator, Ogilvy Consulting’s Dylan Buffinton and Fany Bellanger discuss how a strong brand can be a key tool – for everyone – and discover inspiring examples of how others did it.