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.

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Guest Name: Jakob Trpin, Founder at Yesyesandtwo

Blog Post: startuprad.io/post/emotional-branding-for-startups-how-to-win-hearts-not-just-markets

Relevant Resources:

• Startuprad.io Blog:https://www.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
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