Chapter 11: So you want to build a brand?

It’s easy to have a highly data-driven view of everything you do and overlook hard to measure things like brand. This leads to a tunnel-vision focus on optimizing funnels and growth hacking button colors, and ignores investing time in equally important tasks. Most notably, creating emotional connections with your customers. In this chapter, we share a few principles about branding that will point any startup in the right direction.

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