Should early-stage founders invest in brand?
Best for Founders, GTM leaders, product managers
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When you’re just starting, brand can feel like fluff. Something for later. Something for household-name companies.
But in software, brand is often the only thing that sets you apart.
Join Chris Cunningham, Jason Miller, Nicole Wojno Smith, and Bianca Wilk for a candid conversation about what brand really means in the early stages, how it drives growth, and what they would do differently if they were starting over.
Whether you are launching your first product or scaling quickly, this session will help you start building a brand with clarity, confidence, and staying power so your company is remembered long after you leave the room.
Panelists
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Chris Cunningham Founding Member (Marketing) at ClickUp Chris Cunningham is a founding member of ClickUp, where he leads social and content strategy. His team drives over 200 million monthly impressions, 20–50K signups, and viral campaigns across TikTok and LinkedIn.
Previously, he held roles at Mango Technologies, Cvent, and SPIN Social.
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Jason Miller Head of Marketing at Jigsaw Jason Miller is Head of Marketing at Jigsaw and former brand lead at Tyk, ActiveCampaign, and Microsoft Advertising.
He specializes in AI-driven marketing, content strategy, and GTM execution, bringing creative and strategic leadership to global B2B teams across the US, Europe, and APAC.
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Nicole Wojno Smith SVP of Marketing at Qualytics Nicole is SVP of Marketing at Qualytics, known for turning scrappy GTM ideas into scalable growth engines for SaaS.
She excels in category definition, business model shifts, and enterprise positioning, blending startup grit with strategic execution.
She also advises early-stage startups.
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Bianca Wilk Senior Manager, Content and Community at ChartMogul Bianca is a B2B SaaS marketer with a decade of experience spanning product marketing, brand, content, and community-led growth.
Over the past four years at ChartMogul, she has built and now leads the content and community strategy. She’s passionate about how AI can help GTM teams move faster.
About the panel
In this panel, marketing leaders share the messy reality of building a brand at early-stage software companies.
From inconsistent messaging to undervaluing brand’s role in growth, they’ll reveal what worked, what didn’t, and what they’d do differently next time.
In this panel we'll discuss:
- What "brand" really means at the early stage (hint: it's more than your logo)
- What’s the first step in defining your brand?
- Who should own brand?
- How the best brands create emotional pull and defend against copycats
- Why emotional connection drives product adoption