Meteoric rise of YouTube is a common topic in business schools. At the heart of it was a strategic and carefully planned branding that made the website what is today. Creating a recognizable and profitable brand attracted other brands that wanted to be associated with the winner. For branding to be successful, marketers need to approach positioning as one of the key parts in their strategy. That step alone ensures the long-term position of strength for the brand.
Key Takeaways:
- When You Tube began, the developers weren’t concerned with video quality or celebrity-driven content.
- Renowned branding expert Julie Supan helped Airbnb, Dropbox, and craft their pre-launch positioning.
- Accurately identifying your target customer is critical for any young company.
“Before you can embrace where you’re going, you need to understand who you’re taking with you.”