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Everyone tells you that you need a startup logo, but nobody tells you how to make one. They just throw you to the metaphorical wolves, leaving you to learn the hard way about a whole universe of design terminology and tactics.

In one of the most popular ’80s movies, “Can’t Buy Me Love,” a stereotypical nerd bribes the most popular girl in school to go out with him. In digital media, the popular kids these days are the nerds, of course. And today the most popular of all are the “unicorns,” digital startups with at least a $1 billion valuation. They include companies like Pinterest, Kik, Houzz, and Snapchat. And many brands are hoping to gain popularity by teaming up with them.

When your business first launches, it’s important to build a good foundation for growth. You need to make your business visible, start attracting a first round of customers, and start creating a reputation that will carry your brand forward -- hopefully for many years. Unfortunately, new business owners face a number of unique marketing challenges that their more-established counterparts have long forgotten about.

Regulation A+ became law in June with the promise of small businesses having the ability to raise $50 million through an online mini initial public offering. The novel concept of a young company being funded by the general public and having “the crowd” -- not just accredited investors -- invest online could revolutionize the capital-formation process in America.

The millennial. A generation that has become a buzzword. Born into technology and hyper-connectivity, they are one of the most talked about and researched groups of consumers.

Back in the golden era of the consumer age, it was commonplace to walk into a store and have a salesperson recognize you. He knew your name, your tastes, and even made personal recommendations. In the pre-internet days, stores like Selfridges and Nordstrom built their culture around customer service.

Crowdfunding is a thrilling prospect. Connecting potential entrepreneurs with millions of micro-investors, the platform has helped fund and launch countless new enterprises, and it’s given a realistic platform for countless bright, young business owners who would otherwise have nowhere to go.

The conventional wisdom on brands is that they take a lot of time and money to build. And, even if they do reach scale, they can be quickly abandoned by fickle consumers. While this narrative held true for brick-and-mortar businesses, vertical integration between manufacturing and online distribution has fundamentally changed how quickly brands can be built and the ways that they can establish an ongoing relationship with customers.

Technology has changed our lives in profound ways -- from how we watch TV, read books and listen to music, to the way we shop for shoes, hail taxis and look for that special someone.

The Scottish novelist and folklorist, Andrew Lang, died a century ago and couldn’t have known a thing about today’s vast array of analytics tools and metrics. Nonetheless, he presciently described how most businesses use that data when he wrote, “I shall try not to use statistics as a drunken man uses lamp-posts, for support rather than for illumination.”