How to launch a new brand

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.

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The overall question of 'how to launch new products and brands' is a broad one. These best practices are drawn from the author's 28 years at BBH and involvement in three new brand/product launches of note: , the beer brand, , the ice-cream brand, and , all of which are discussed below. More recently, the author's work at The Garage Soho, dealing with hundreds of start-up launch plans has married traditional learnings with the launch needs of 21st Century brands.