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.
Feb 27, 2008