How to Build and Measure a Brand the Lean Way - with Anne Geuther and Bob Hardt from Project A | PAP064

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We see common prejudices toward Branding: it takes time, is complicated and expensive. Hence startups often start with brand building much too late and argue that other initiatives seem more critical and are easier to measure. But that is another prejudice: Branding cannot be measured.

Anne Geuther and Bob Hardt developed an approach, with which a brand can be built in an analytical and lean manner: comparatively fast, easy and affordable. It is the "Project A Baseline Branding Approach" and consists of three elements: Definition and Strategy, Asset Development and Operationalization. In this episode, Anne and Bob explain their approach, resolve prejudices, and share practical tips on how to approach Branding individually, yet strategic and efficient.

Guests: Anne Geuther, Senior Venture Development Manager at Project A & Bob Hardt, Senior Communications Manager at Project A
Host: Danijel Visevic, Director of Communications at Project A
Language: German
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