Dr. Mirella De Civita weighed-in on a recent Forbes Coaches Council article discussing the factors startups shouldn’t forget when developing a brand strategy. At the top of the list, Dr. De Civita shares that a brand should be purposefully driven, that is, the reason the brand exists will be what drives everything else.

Read the full article: 15 Factors Startups Shouldn’t Forget When Developing A Brand Strategy From Scratch