The Fellows Fundamentals: Launching a New Brand

As part of the The Fellows Fundamentals series on the building blocks of modern marketing Charles Vallance gives a step by step pathway to launching a new brand. 

There's a magnificently trite saying which I always associate with brand launches,  "you never get a second chance to make a first impression". Trite, but true. That's why brand launches always bring with them a special set of pressures. Failure won't be chronic, it will be acute. The difference between victory and defeat won't be nebulous and multi-faceted.

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