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Scoop.it!
When it comes to investing in brand, startup businesses find themselves in a huge Catch-22 situation. Many startups understand that a powerful brand will be crucial to their long-term success. Especially when entering busy marketplaces, a clear brand proposition, well-executed, is essential to helping customers understand what the startup is bringing that is new, disruptive, and attractive, in a way that intuitively hits all the right notes. 
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Scoop.it!
ILLUSTRATION BY YUNJIA YUAN FOR FORBES; GETTY IMAGES/DNY59; GETTY IMAGES/SUBJUG; GETTY IMAGES/NENOV; GETTY IMAGES/THAMRONGPAT THEERATHAMMAKORN The software, part of Microsoft’s nearly $19 billion b…
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