Jump to:
Definitions | Where to start | Essentials | Creative strategies | Media strategies | Checklist | Further reading

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: Boddingtons, the beer brand, Haagen-Dazs, the ice-cream brand, and New Covent Garden Soup, 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.