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| To what extent should a start-up depend on professional brand-building services? |
 | Tim speaks Tim knows his company’s brand is very important, but he wonders whether he needs specialists to build it for him — and if they even can. |
 | The legal angle Juli Marshall says Tim should prepare to protect his brand against cyber-squatters, and Victor Pascucci provides a primer on trademark law. |
 | The image maker Kati Spaniak says that if Tim can’t put in the time or effort it takes to build a logo and corporate brand, he better seek professional guidance. |
 | The chief’s beef Rob Reynolds, CEO of LifeServ, says spending money to develop a brand is one of the stupidest things Tim could do. |
 | Now it’s your turn Based on all you’ve read and what you know, share your opinion about what Tim should do. |
