Brand Strategy Is Key to Your Startup's Success

Branding is too often overlooked by founders with tech backgrounds

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The bias against brand

Pop quiz: Name a successful tech founder who comes from a marketing or brand background.

It’s harder than it should be, right? One of the few is Whitney Wolfe Herd, founder and CEO of Bumble, previously vp of marketing and co-founder at Tinder.

There are more if we think more broadly about nontechnical backgrounds, whether design (Brian Chesky, Airbnb) or even architecture (Evan Sharp, Pinterest). But the vast majority of founders come from an engineering, developer or finance background. 

A 2019 analysis of founder backgrounds found that computer science was the most prevalent undergraduate major, more than double the next two majors of business and electrical engineering.



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