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How to decide if you should create a brand around your product?
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Steve Katz
You always should, without a consistent brand message it will be tough to build trust and onboard users
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If you think in the long term about the product, the brand is a must-have. You can not expect to get a constant inflow of users unless your brand is well-established (at least in your niche).
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There is no decision. Build the brand.
With the impending death of the 3rd party tracking cooking branding is going to be more important than ever.