It’s All About the Message

Our goal in this paper is to illustrate how to apply a strategic approach to a big, sometimes cumbersome, oftentimes expensive thing—a marketing campaign for a new-product launch—and bring clarity to a specific aspect of it we’ve seen, time and time again, that makes a huge difference.

The primary building block of any successful new-product launch campaign is, ultimately, the message. It comes first, it sets the tone, and it informs so much for potentially so long.