Uniting Opposites: Building Consumer Brands vs Biotech

Building a recognisable consumer brand that inspires customers is a vastly different skill set than engineering microbes in a lab. But if synthetic biology-enabled B2C companies are to succeed, we have to understand what makes a brand appealing. The science is cool for those who are following it closely but it's not what ultimately attracts consumers. How can we refine our messaging to welcome consumers? What do science-backed companies need to learn about building leading brands?