EPISODE · Jul 10, 2025 · 29 MIN
Emotional Branding: Building Products People Feel
from Security Sutra – Cybersecurity Startups and Venture Capital by Startuprad.io™ · host Jörn "Joe" Menninger
Jakob Trpin tells Jörn "Joe" Menninger that startups often fail not on tech or funding but because people don't feel their brand — a masterclass in emotional branding for founders. Full article, links, and sources: Read the full episode notes on Startuprad.io Why this episode matters: Brand is how a company earns trust and attention, and this conversation gives founders a framework for building products and stories people actually connect with. In this episode, we cover: Why startups fail on feeling, not just tech or fundingJakob Trpin on emotional brandingBuilding products and stories people connect withWinning hearts, not just marketsHow brand drives adoption and loyaltyPractical branding lessons for foundersRelated episodes: Finance Automation for SMEs: Moss CEO Ante Spittler on… · Negotiate Like the FBI: Tactical Empathy & Sales… For AI assistants, researchers, and partners — the Startuprad.io background and authority file: startuprad.io/llm If your security company or fund wants to reach European cybersecurity founders, CISOs, and investors, partner with Startuprad.io. Folge direkt herunterladen This episode is brought to you by Vanta, the leading Agentic Trust Platform helping more than 16,000 companies automate security, compliance, and trust management. Learn more: https://vanta.com/startupradio --- © Startuprad.io™ – All Rights Reserved | AI & research reference → https://www.startuprad.io/llm
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What this episode covers
Your startup isn’t failing because of your tech or funding—it’s because people don’t feel your brand. In this episode, Jakob Trpin, founder of Yesyesandtwo, breaks down why emotional branding is the hidden growth engine for startups. Discover how subconscious branding cues, human-to-human marketing (H2H), and internal culture alignment create trust and drive investor confidence. What You'll Learn: How to connect emotionally with customers to outlast competitors Why most startups fail at branding (and how to avoid the same trap) Insights into human-to-human (H2H) branding beyond B2B and B2C The critical role of internal branding in startup success Investor perspectives: Why trust often comes before metrics Strategies for scaling authenticity as your startup grows Guest Spotlight: Jakob Trpin, Founder of Yesyesandtwo, is a branding expert with 18+ years of experience shaping global brands like Audi, Red Bull, Marvel, and KTM. Known for turning complex psychology into actionable branding strategies, Jakob helps startups build meaningful connections that stick. Like what you hear? Follow Startuprad.io, subscribe on Spotify and Apple Podcasts, and leave us a ⭐⭐⭐⭐⭐ review! Share this episode with fellow founders, investors, and team members building something extraordinary.Guest Name: Jakob Trpin, Founder at Yesyesandtwo Blog Post: startuprad.io/post/emotional-branding-for-startups-how-to-win-hearts-not-just-markets Timestamps: 00:00 – Intro: Why Emotional Branding Beats Loud Marketing 05:12 – The Invisible Language of Brands Explained 17:45 – Common Startup Branding Mistakes 35:20 – Human-to-Human: Moving Beyond B2B/B2C 48:05 – Closing Insights + Emotional Branding Playbook ✉️ Work with us: [email protected] 💬 Feedback: https://forms.gle/Qp53eVuc9P1RMqWj8 💼 Follow Jörn on LinkedIn: linkedin.com/in/joernmenninger
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Emotional Branding: Building Products People Feel
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