Chapter 5

Can a small company build a brand without big budgets?

Công ty nhỏ không tiền có làm thương hiệu được không?

The chapter's question

With the current budget, what is my brand being built with?

Big idea

Small companies lack the money for textbook branding, but they have things large companies do not.

In this chapter

  1. Part 5.1

    The Product Is the Brand

    What is the experience customers receive actually saying?

  2. Part 5.2

    People as the Brand

    Should anyone in the company be visible publicly?

  3. Part 5.3

    One Memorable Thing

    Do we have one thing people can retell?

  4. Part 5.4

    How Long to Wait

    How long before I am allowed to ask whether it is working?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of Brand and Demand is free to read right here.

Read in Conan School

Chapters of Brand and Demand

  1. 1.Is selling today eating into next quarter?
  2. 2.If brand can't be measured precisely, is it worth funding?
  3. 3.Can imperfect numbers still defend a brand budget?
  4. 4.Is a new message each quarter fresh, or starting over?
  5. 5.Can a small company build a brand without big budgets?