Startup brand propositions must be discovered internally, not manufactured by external agencies.
Raja Ganapathy · 100xEntrepreneur | Episode 23 | Raja Ganapathy, Co-Founder Spring Marketing Capital · Jul 24, 2019 · at 25:56
Raja Ganapathy, co-founder of Spring Marketing Capital, explains that effective brand consulting discovers existing founder beliefs rather than creating external marketing messaging.
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“The core proposition cannot be something that's manufactured from the outside. Like I keep saying, what we do is not magic. You know, it's hard consulting work. It's a discovery process. It's not invention.”
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