Ask an entrepreneur Series: How to create a story behind your brand
Most entrepreneurs realise that it’s important to invest in brand – not least because they realise that most of the exit value of the business will be down to brand (rather than the original product innovation). But how do you figure out the brand character, how do you build a brand with no money and how deeply does the choice of brand impact every other marketing decision?
We speak to Barnaby Wynter – an entrepreneur and builder of brands – to talk us through how he builds brands from scratch and where so many entrepreneurs get it wrong.
We finish by applying these principles to two very different nascent drinks businesses from the LBS Incubator cohort 2020/21 – Guillauime Poncet of Juno Bamboo Water and Mike Gamell of Days Brewing.
The event will be facilitated by Jeff Skinner, Executive Director of Institute of Innovation and Entrepreneurship at London Business School.
This event is organised by the Institute of Innovation and Entrepreneurship at the London Business School (IIE) together with the Guild of Entrepreneurs.
About Barnaby Wynter: Marketer, Brand Expert and Serial Entrepreneur, the most recent of which is The Brand Bucket Company. He is also a Founding Freeman of the Guild of Entrepreneurs.
About Jeff Skinner: Jeff Skinner is Executive Director of the Institute of Innovation and Entrepreneurship at LBS. He teaches on several entrepreneurship courses at the School and leads many of the co-curricular activities supported by the Institute.
About IIE: https://www.london.edu/faculty-and-re...
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