Founded in 2007 by MIT students Drew Houston and Arash Ferdowsi, Dropbox did no advertising at all. By relying only on existing customers to attract new ones, Dropbox still succeeded in becoming one of the leading cloud storage providers.
Positive, innovative and new experiences form one of two aspects that makes surprise important to the brands that have become successful in this new digital era.
We all know that creating a cohesive, powerful brand platform that drives performance is an immense undertaking. When done well, it brings together an organization’s purpose, its vision and ambition, the strategy and objectives that will deliver that strategy.
Your main task this afternoon is to interview the last two candidates for the position of manager on your team.
Branding Strategy Insider helps marketing oriented leaders and professionals like you define and grow brand value. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Tom, a CMO in Charlotte, North Carolina who has this question about building a thriving brand culture.
