Building a brand from scratch: Marketing’s role in startups

Somewhere, right now, an idea that could change the world is being born. There are hundreds of thousands of them floating around; some will hatch, others will fall from the nest and land with a thud. Some have already spread their wings.
But each begins with one common goal: to disrupt their market and become a name that people recognise all over the world.
Compared with the likes of Coca-Cola, Procter & Gamble and Nike, these baby brands are barely out of the womb, and they face a long and