Startups are renowned for being able to build brands off a shoestring budget – a talent that at times has left established competitors scratching their heads about how they can rise to prominence with such small budgets.
Craig Davis is now learning those lessons first hand. The former chief creative officer of Publicis Mojo is now heading up marketing for a small but exciting Australian startup, the parcel delivery service Sendle.
He describes the experience so far as being like an MBA in the new ways of brand building. Given how successful many startups have been in stealing attention (and revenue) from big-spending established competitors, it may be an experience that more up-and-coming marketers might want to see featured on their resume.