Founder Brand

Dave Gerhardt, founder of the marketing consultancy DGMG, offers a framework for creating a “founder brand” based on the life and personality of your company’s founder. A founder brand provides an ongoing connection with potential and current customers as well as continuous public feedback that enables the company and its marketers to shape future decisions without spending on polling or advertising.

A Focused Market

Developing a founder brand fulfills marketing’s goal to build “awareness, trust and credibility.” Focusing on your firm’s founder provides a personal connection who establishes trust with customers and connects them to a human being, not a logo.