Authenticity’s Paradox: If You Flaunt It, You Lose It

Stanford professor Glenn R. Carroll discusses his decades of research into the origins, advantages, perils, and future of “authentic” branding.

What I Learned From Developing Branding for Airbnb, Dropbox and Thumbtack

Since leaving YouTube in 2009, Julie Supan has become one of the most sought-after branding experts in Silicon Valley, helping companies like Dropbox, Airbnb and Thumbtack craft their positioning prior to launch. Her first step? Identifying their target user—the high-expectation customer. In this exclusive interview, she explains who that is, how to find them, and why every startup needs to ditch generic platitudes and start … [ Read more ]