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Branding By Riddhi
Dispatches

The mid-market has no playbook, and that is the opportunity

Everything published on brand building is written for startups or for the Fortune 500. There is a large, profitable gap in between.

Tom Vestergaard / 9 June 2026 / 1 min read

Firms between forty and four hundred people are the least written-about segment in this field, and the one where brand work has the clearest financial consequence.

They are too large for founder-led reach to carry the whole market and too small to buy awareness. What they have is a set of genuine practitioner relationships and no institutional voice built on top of them.

Almost every intervention that works at this size is a translation exercise: taking something individuals in the firm already know and making it belong to the firm.

Contributing writer

Tom Vestergaard

Tom works on the unglamorous half of brand capital: what happens to it under pressure, and how quickly it comes back.

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