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Compelling Choices in Start-Up Marketing February 27, 2008
Jay Coen Gilbert  Entrepreneurial Thought Leaders Lecture
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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.

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