Inside FI gives you exclusive access inside the training sessions of the Founder Institute. To get updates when we release new videos, follow us on Twitter or subscribe to our weekly newsletter here.
As the Founder Institute continues its expansion in Europe, we look back at some of our best European sessions. In this video from the Paris Founder Institute, Robin Chase, Europe’s highest rated mentor, enlightens founders on the power of branding, and describes a brand as “a reality created through association”. Robin says that a company's brand will shape the way customers feel about a product before they even experience it, so it’s imperative to develop messaging that embodies the core values of your business.
Last year Robin was recognized as the highest rated mentor in Europe and is the Co-Founder and former CEO of the largest global car sharing service, Zipcar, which went public in April 2011. She also founded GoLoco, Meadow Networks, sits on two national advisory committees for the US government, and was named as one of Time Magazine’s 100 Most Influential People. Robin is currently the CEO and Co-Founder of the French car sharing service Buzzcar.
Based on her success with ZipCar, Robin suggests that founders strive to create an emotional and memorable experience for product users and that by simply telling a story, a company can develop relationships with consumers and shape the way they view your entire enterprise.
To hear more from great mentors like Robin, join us this Winter for the first-ever Lisbon Founder Institute and Istanbul Founder Institute, which are both accepting applications until Sunday, November 18th. If you or someone you know could benefit from expert training and feedback to launch a technology startup in Lisbon or Istanbul then click here to apply today. Final applications are due this Sunday, November 18th.
If you like the video below, follow Robin on Twitter @rmchase