Startups are hot, and the Netherlands also cherishes these innovative companies in the hope that they will grow into sustainable and successful companies. The big challenge is to get more startups to become stars.
Branding plays an important role in this, because it can help a young company acquire a reputation and meaningfulness. Startup branding is mainly about 'becoming'.
Lots of cases are presented in this book, along with a practical model to get more control on the desired sustainable growth; the Brand Coding Canvas. The model gives concrete form to the 'business blueprinting' process through the 10 Cs, in which the brand concept serves as the structure for successfully bringing a startup to life in a unique, relevant way.
