How to create an effective launch strategy

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

In the attention economy, the currency that really matters is salience. With consumers exposed to more than 10,000 brand messages and 3,600 ads per day, brands need to work harder than ever to grab and keep our interest. Little wonder that Nielsen re

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