I agree that the work of marketers differs from scale, but it doesn't justify bad decisions.
I don't agree that brand-building is fine just for major brands, where they fight for small % of a saturated, well defined, market share.
Like you said, it's all about scale, and actions of a bootstrapped startup should adjust to it - not to be spending thousands on Youtube campaigns (picking up this post example). If you want some immediate useful action you should focus on media and placements where you have a higher percentage of people that a near to take immediate useful actions - maybe a video platform to consume video content is not the best choice to start with.
Brand building can be as simple as the way you address your customers, how your company looks, how the buying/service experience is, etc - things that change the perception of something random and generic, yet foundational to any brand.
McDonald's was the place to get tasty food without having to wait sitting down for it.
you should focus on media and placements where you have a higher percentage of people that a near to take immediate useful actions - maybe a video platform to consume video content is not the best choice to start with.
Where would that be for a candy subscription service? I mean, people looking to buy candy probably just want one packet right now, not ten spread somewhere over the next few months.
I don't agree that brand-building is fine just for major brands, where they fight for small % of a saturated, well defined, market share.
Like you said, it's all about scale, and actions of a bootstrapped startup should adjust to it - not to be spending thousands on Youtube campaigns (picking up this post example). If you want some immediate useful action you should focus on media and placements where you have a higher percentage of people that a near to take immediate useful actions - maybe a video platform to consume video content is not the best choice to start with.
Brand building can be as simple as the way you address your customers, how your company looks, how the buying/service experience is, etc - things that change the perception of something random and generic, yet foundational to any brand.
McDonald's was the place to get tasty food without having to wait sitting down for it.