← The issue Alumni DigestWaterloo

03Entrepreneurship / Brand

The brand is part of the build

Founders learn how a clear promise travels beyond a prototype.

Reported by Tori Coles, Marketing and Communications Coordinator

Building brands, building businesses
EntrepreneurshipBuilding brands, building businessesPhoto: University of Waterloo / original source page

MBET Alumni Impact Series feature Emma Tonallato-Keller, MBET '21.

The official Waterloo report places this work in entrepreneurship / brand. It is a source-linked brief for alumni readers; the source page remains the authority for names, dates and outcomes.

Sources 1
  1. Original reporting · uwaterloo.ca
Next · p.04Just build the next thingWaterloo alumni Alex Rodrigues and Brandon Moak took autonomous trucking to San Francisco.

Chapter 01 · Alumni & PeopleRead it in the issue →

More from Alumni & People

p.01 · Alumni & PeopleThe introduction after the pitchp.02 · Alumni & PeopleA life beyond the rinkp.04 · Alumni & PeopleJust build the next thing

Across health, research, enterprise and public life, Waterloo alumni and students turn knowledge into work that changes what comes next.

This story is from the September 2026 issue of Alumni Digest · Waterloo. It's free, monthly and independent.

Subscribe freeRead the whole issue

Alumni Digest is independent and is not an official University of Waterloo publication. Stories summarize the public reporting linked under each piece; photographs belong to the credited sources and remain under rights review.