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Compelling Choices in Start-Up Marketing - Jay Coen Gilbert (B Corporation)
Date: 2/27/2008
Length: 4 minutes
Speaker(s): Jay Coen Gilbert
Sources: Stanford Technology Ventures Program
Description: Marketing is not an event; it's a cumulative process, says Jay Coen Gilbert, one of the founders of non-profit B Labs. Building a brand happens first with the community you serve, giving your presence heft and volume more than the
sum of its parts. For the start-up, the best PR efforts don't come from money, as larger market players will always outspend you. But compelling choices - such as a provocative TV ad or a magazine title - are potent tools toward owning both a
message and a distribution channel.

Other Videos in Series

Compelling Choices in Start-Up Marketing - Jay Coen Gilbert (B Corporation)
Jay Coen Gilbert
2/27/2008
Summary: Marketing is not an event; it's a cumulative process, says Jay Coen Gilbert, one of the founders of non-profit B Labs. Building a brand happens first with the community you serve, giving your presence heft and volume more than the
sum of its parts. For the start-up, the best PR efforts don't come from money, as larger market players will always outspend you. But compelling choices - such as a provocative TV ad or a magazine title - are potent tools toward owning both a
message and a distribution channel. Watch More
Marrying Socially Responsible Investment to the Enterprise - Andrew Kassoy (B Corporation)
Andrew Kassoy
2/27/2008
Summary: Andrew Kassoy, co-founder of non-profit B Labs, says that $2.5 trillion thinks of itself as socially responsible business. His infrastructure organization seeks to bridge the companies that want to grow with those who control the
flow of capital. He advocates that weaving the social mission into the legal backbone of a growing enterprise allows like-minded investors to put capital where their values lie. Watch More
The Choice to Co-Manage - Jay Coen Gilbert, Bart Houlahan (B Corporation)
Jay Coen Gilbert Bart Houlahan
2/27/2008
Summary: Find people smarter than you, and hang on to them for dear life. This doesn't just apply to the talent you hire, but also to the people you work alongside to build and shape your emerging venture. Jay Coen Gilbert, Bart Houlahan,
and Andrew Kassoy all co-manage B Labs on equal footing. Here, Coen Gilbert and Houlahan cite the decision to manage as a team essential to the operation's success. Watch More

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