Why VCs should pay attention to brands

Ana Andjelic
4 min readJan 2, 2022

Brand growth is the business growth

Brand is a filter for all business decision making, and this makes it a critical part of VC and PE firms acquisition and growth strategies. Investing in a brand is especially relevant for early and growth-stage deals.

As a decision-making filter, brand operates in several ways. It sets the vision for the company and defines where a…

Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.