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?
- 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.
- 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.
- 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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