Lyft’s outgoing marketing chief reveals the one thing tech startups must do to build and sell a successful brand

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Joy Howard is the outgoing chief marketing officer of Lyft. Her previous roles include vice president of marketing for Converse and Coca-Cola’s global marketing director. She has recently been appointed CMO of Dashlane, a software security firm which raised $110 million in a funding round led by Sequoia Capital in May. Speaking to Business Insider, Howard says companies need to think about their brands as the culture they want to build around their product, and outlines what separates good marketers from great ones. Click here for more BI Prime stories.

In a deafeningly noisy world, selling your own unique brand has never been more important, whether you’re a budding Instagram star or an unhappy cat.

Few appreciate this better than Joy Howard, the chief marketing officer of Lyft, who is about to take up the same role at software security firm Dashlane, which raised $110 million in a funding round led by Sequoia Capital in May.

Her previous jobs include stints as Sonos’ CMO, Coca Cola’s global marketing director, VP of global marketing for the Converse All Star (owned by Nike), and VP of marketing at outdoor clothing firm Patagonia.

Howard says there is a particular way that all

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