“The way we build brands needs to be tailored to both buyer and seller, and with business in the 21st century changing at pace it is imperative we complement the classic rules of brand-building with a set of new rules that learns from how brands are built today. I therefore propose a two-stage model of brand-building: fast branding, the Hare model, that helps create brands early on, and slow branding, the Tortoise model, that helps sustain them afterwards.” Winner of the 2016 IPA President’s Prize, this essay challenges established wisdom about brand building when it comes to modern startups.