The Quiet Launch

Good posting by Evelyn Rodriquez: The Myth of a Quiet Launch (Thanks to Robert Scoble for the link)

Is it just me or is there a pattern here? What is this “quiet launch” meme about?

Maybe quiet is more effective in an overloaded information world. I don’t have the quote handy, but I remember reading in Mark Gobe’s book, Emotional Branding, that a whisper in this attention-is-currency world stands out and would be remarkable.

Quiet has power without the (brute) force.

A quiet launch is counter-intuitive. But it’s a totally deliberate (and effective) strategy.

It’s not just you, Evelyn. I’ve written before about the danger of “big idea” thinking (see here) Instead, I want brands to offer a good service, take part in engaging conversations, and stop wasting money on image-building. This reminds me of Alan Mitchell’s delightful piss-take on brand narcissism

In Greek legend, Narcissus was the poor creature who was so enraptured by the sight of his own reflection that he pined away, gazing at it until he died. Modern psychiatrists classify narcissism as a clearly identifiable personality disorder.

According to the American Psychiatric Association

2 thoughts on “The Quiet Launch

  1. mrG

    A further wrinkle to your brand manager’s job description: Marshall McLuhan points out in several places how Narcissus didn’t know the object of his desire was actually his reflection … he believed his pool-side idol to be a valid and achievable goal, but was distraught because it was eternally aloof, indifferent and unresponsive to his overtures.

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  2. Evelyn Rodriguez

    John, Thanks for mention. I’m sure you also read Robert Scoble’s great piece on “persuasion” too. Amazing that you wrote on narcissism. In my “spare time” hopefully this weekend I am going to write about similarity between romantic love and the (unsuccessful) “persuasion” tactics that Scoble referred to. But you hit the nail on the head — yes it’s narcissism. And it’s possessive in nature, which is mostly repelling (and not attractive) to most people.

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