product power Carbonite's co-founder offers an insider look at how the PC backup company built its brand
An informal survey of a dozen of my young CEO friends showed that, given the choice, 10 out of 12 — 83% — would rather spend an extra dollar on product development than brand-building.
There were many other backup products on the market at that time and many more appeared over the first five years of the company’s life.
But, after five years of investing in our brand, we had eleven times the brand recognition of any other consumer backup company and we dominated the market.
2. Peace of mind: when I go to retrieve my backup, it will always be there (811 votes)