37Signals and Joel's Fog Creek are well-known brands and cargo cults onto themselves. I think startups should consider following an emerging startup/marketing/entrepreneurial brand: Balsamiq/Peldi Guilizzoni (balsamiq on HN)

"Balsamiq Roadmap for 2009" http://www.balsamiq.com/blog/?p=539

"A Look Back at 2008" http://www.balsamiq.com/blog/?p=531

"Startup Marketing Advice from Balsamiq Studio" http://www.balsamiq.com/blog/?p=198

"Profitable after 3 weeks" http://news.ycombinator.com/item?id=247720