3-2-1 Launch: Tracking Eight Brands As They Come to Market

by Alex Frankel

Go behind the scenes as eight new brand names are launched into the marketplace Unlike other marketing and branding books that examine trends in retrospect, 3-2-1 Launch! follows eight new brand name products or services as they enter the market. Will they become part of the public consciousness? The answer is the subject of Alex Frankels in-depth chronicle of the birth of brands. Brand-building can begin with just a name, but evolves from multiple efforts working together. The real-time product launches highlighted in this book are perfect fodder for helping brand managers, marketers, product developers, and executives understand what works and what doesnt when launching a new product. The launch stories covered in the book include a new Porsche SUV, an edgy pharmaceutical drug, and the emergence of Accenture.

256 pages, Hardcover

Published December 1, 2002