Building Offline Customer Relationships as an Online Business

In this short interview segment for Capture Your Flag, host Erik Michielsen talks to Slava Rubin about online brand management. Rubin is one of the founders of IndieGoGo, an independent funding company along the lines of Kickstarter. He makes an interesting point early in the video about how online businesses have to work just as hard as offline ones to build brand loyalty, and at 00:44 he emphasizes both how important it is to have a clear vision for your brand and how you need to get your users to believe in it, thus building brand loyalty.