Why hardware startups can't forget about branding

09/27/2013 | Inc. online (free registration)

Building a successful consumer-focused hardware startup can be incredibly difficult, writes Marc Barros, co-founder and former CEO of Contour. Many founders concentrate only on developing superior products, but the truth is that you will also need to create an attractive brand, he writes. "[T]he reality is most consumers are too busy to care about specs," he writes.

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