Media and advertising veteran Tim Armstrong has bought a stake in Brandfolder, a startup that makes brand-management software
Tim Armstrong last May, when he was chief executive officer of Oath Inc. Photo: Christopher Goodney/Bloomberg News By Patience Haggin March 15, 2019 7:00 a.m. ET Media and advertising veteran Tim Armstrong has bought a stake in Brandfolder Inc., a startup that makes cloud-based brand-management software.The investment is separate from his company, Dtx, which invests in direct-to-consumer brands, said Mr. Armstrong, who departed Oath Inc.
Brands now are apt to change their logo even for one day in pursuit of marketing objectives, such as IHOP rebranding as “IHOb” to promote its burgers or brands adopting rainbow color schemes to show support for gay rights. Mr. Armstrong invested in Brandfolder at the same price as investors in its most recent funding round, a Series A investment that closed in December. That round, led by Telescope Partners, valued the company at about $32.5 million, including the funding, according to Mr. Beatty. Brandfolder was founded in 2013 and has raised just over $8 million, Mr. Beatty said.
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