Branding's dark arts leans to build, measure, learn

By By Peter Kerr for sticK

(sticK - 18 May 2014 ) The dark arts of branding received an illumination when Brant Cooper spoke to a packed house at Wellington's Lightning Lab.

The 'Lean Entrepreneur' co-author from San Diego popped in on invitation on his way to Australia, and talked about how startup businesses should also take a lean approach to branding – from day one.

This lean build, measure and learn approach to branding (also taken for the product creation and validation) – is defined as a two-way relationship that creates value for a customer.
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For sticK – science, technology, innovation & commercialisation KNOWLEDGE - is a new Wellington based news service concentrating on following the money from ideas to income. Contact editor Peter Kerr at peter.kerr055 @ gmail.com