Most startups have dreams of growing up to be just like the big legacy brands in their industry. What they don’t often realize is that while they’re looking up to the legacy brands, these corporate giants are looking just as hard right back at them, trying to find ways to mimic startup success.
Too often, having multi-million-dollar marketing budgets and massive marketing teams becomes a liability for legacy brands. It can lead to oversimplification of startup success, attributing it to quirky marketing campaigns that the legacy brands then attempt to mimic. The results are often cringe-worthy campaigns that feature things like flash mobs—five years after flash mobs were a thing. Instead of looking at and mimicking surface-level fun marketing, legacy brands should look at a few of the deep, grounding principles that guide startup culture.