Brand Building Ideas… and People

Nov 20, 2019

Technical founders often believe great products sell themselves, but effective PR is crucial. The discussion highlights the invisible work behind brand-building, sharing insights from a decade-long journey at a prominent agency. A focus on storytelling and strategic connections reveals how visibility can propel success in venture capital. The balance between client goals and ethical practices emerges as key in public relations. Furthermore, navigating media dynamics and fostering authentic communication is essential for establishing a robust brand identity.

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INSIGHT

Early PR Importance

Andreessen and Horowitz understood the importance of PR and marketing early on, unlike many technical founders.
They recognized the need to differentiate themselves in a static venture capital landscape.

ADVICE

Support Portfolio Companies

Support portfolio companies actively and visibly, especially in the early stages.
This helps with recruiting, business development, and builds the firm's brand.

ANECDOTE

Salesforce and VMware

Wennmachers's firm, OutKast, represented Salesforce when it was a small startup.
They also represented VMware, securing two major enterprise software franchises.

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Many technical founders, academics, and other experts often believe that great products -- or great ideas! -- sell themselves, without any extra effort or marketing. But in reality, they often need PR (public relations).

The irony is, most of the work involved in PR is actually invisible to the public -- when it works, that is -- and therefore hard for those from the outside to see let alone understand. So how does such brand-building really work? In this 10-year anniversary episode of the a16z Podcast (and our 499th episode), a16z operating partner Margit Wennmachers shares the case study of her work at The Outcast Agency (which she co-founded) and of building the a16z brand (where she heads marketing and was the first and one of the earliest hires).

What's the backstory there? What's the backstory behind some of the most popular media stories and op-eds -- like "software is eating the world" -- and what can it teach us about how PR and brand-building works in practice? Because -- like many software companies -- the product is so abstract, and not something you can physically touch, what kind of subtle decisions and tactics big and small does it take? Answering some frequently asked questions (in conversation with editor in chief Sonal Chokshi) that we often get around how things work, Wennmachers reveals (just some;) of the details behind the scenes. Given that technology is all about disintermediating "brokers" in the middle, will tech one day replace PR? And finally, what's the hidden Silicon Valley network mafia that NO one talks about?

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Please note that the content here is for informational purposes only; should NOT be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. a16z and its affiliates may maintain investments in the companies discussed. For more details please see a16z.com/disclosures.

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