UrbanLadder focused a lot on building their brand but they sold for US$ 30 million after raising more than US$ 100 million. Should one bother about brand or just focus on ops? Does brand even matter?

  1. If you have customers, you already have a brand because they have some perception of you in their heads – not focusing on brand means allowing that narrative to be shaped by other people.
  2. Regarding Urban Ladder, the strength of their brand allowed them to pioneer online furniture shopping in India and be one of two leading players in the industry.
  3. Business success does require many factors beyond brand. But if you want to build a business without ‘bothering about brand,’ then you can only do it if you have deep pockets, strong distribution and the ability to annihilate competition with brute power.

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