Brand power vs. product power Carbonite's co-founder offers an insider look at how the PC backup company built its brandMost tech companies — particularly B2B companies — either don’t understand the power of a brand, or do a really poor job of creating one.

It is dangerous (or at least foolish) to assume that the ROI on product development is greater than the ROI on brand building.

In 2006, I co-founded PC backup company Carbonite .

I would argue that Carbonite was slicker than most of the others, but essentially every backup product accomplishes the same result.

But, after five years of investing in our brand, we had eleven times the brand recognition of any other consumer backup company and we dominated the market. | To read full story, visit https://startuparound.com/read/1576539007.8246462/Brand-power-vs.-product-power-–-TechCrunch?ref=audio_experience