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Guest lecture at Stanford GSB Jan 2013
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Why brand matters!
Index Ventures!
Cult Brand!
Why invest in a brand!
• Gross margins"• Repeat purchase"• Low CAC"• Defensible "• Durable"
(looks like software)"
Brand matters !!
Online!+!
Start Ups!
The world’s largest, most competitive and efficient marketplace!
!
A killer brand!
A network effect:!"• Followers"• Blogs, press"• Customers"• Hiring"• Investors ""
Which grows!"
Objects of desire!Objects !
Brand!
Name!Narrative!Mission!Visual Identity!Social Proof!
Starting a brand?!!1. Unique!2. Narrative!3. Mission!
