Building your brand is about so much more than your product

Starting your brand is the easy part; then comes the legwork, maintaining relevancy, and looking for those breakthrough moments. In a flooded market and a fractured attention economy, it can be difficult to keep eyes on your business.  At the Fast Company Innovation Festival, three industry leaders gave their tips for gaining recognition. The consensus: Maintaining a successful brand is so much more than having a good product. You have to situate yourself in the cultural conversation;...