The kind of feature-focused, "logical" startup messaging that this article takes issue with isn't usually a result of "abort(ing) the creative process." It's pr

The kind of feature-focused, "logical" startup messaging that this article takes issue with isn't usually a result of "abort(ing) the creative process." It's probably more a reflection of: (a) where these companies are in terms of product-market fit (b) the companies applying an analytical, test-everything mindset to all aspects of marketing, including branding Most startups at the stage that the article talks about (those in incubators or fresh out of them) are testing out various different messages to see which ones convert the most effectively. A/B testing the headers and supporting copy on your homepage is an obvious way to see which features & offerings are most compelling to visitors, so you'll see a lot of companies change their top-line messaging frequently as they learn more through their various sales and marketing channels and try out new positioning. Also, the majority of these early-stage companies aren't entirely clear on the emotional and functional benefits that they're delivering. Figuring out the functional benefits is much easier-- we help you "store your photos more securely," "have a frictionless extra-marital affair," etc.--but clarity on the emotional side often comes later, as users develop a relationship with the company and start to give feedback. With that said, I think most startups wildly underestimate the importance of branding and the role it can play in driving growth. And, for that matter, the amount of up-front brand research that can be done to figure out what kinds of emotional ties they can foster between consumers and their brands from the very start. Mike Troiano (CMO Actifio, former Principal at Holland-Mark) has a few great presentations and talks about how startups can develop strong, flexible positioning that can adapt through the various stages of a company's lifecycle, including this one: http://www.slideshare.net/MikeTrap/telling-your-story-11584760 http://www.slideshare.net/MikeTrap/telling-your-story-115847... Tl;dr version of presentation: Find a way to squeeze your points of differentiation, functional and emotional benefits and mission into a pithy tagline, but be prepared for it to change numerous times as your company evolves