Just found this very insightful blog post:
What's billed as "branding" is often little more than unified graphic design. But you rarely hear an agency executive say that, for one simple reason: It doesn't make financial sense.
More on The Meaning Of Branding
Originally posted 2009-01-13 20:27:42.
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Response is totally DESTROYED when an advert starts off with Our company, blah blah, was established in 1890, when the railroads were built, by our grandfather. As a family owned business for 75 years we have got the experience to blah blah.
(I've kept light on the detail as I'm not going to give away trade secrets here 
At the beginning of launch: Do not openly launch full direct response copy about the product to everyone on the website. And do not make the product available to anyone.
First, run an email launch phase thus?
Aggressive Marketing also hapens to be a term already used in marketing. So I haven't 'created a new category' in the market. But I've enterred an existing conversation within my market and intend to dominate it.. 'aggressively'.
A major part of effective branding comes from differentiating yourself from the competition. That's a common view right? But how do you actually do it? One way is to create a new category in your market. For example:
On this blog I will share with you my journey with Business as honestly and openly as I can (given certain areas of client or personal sensitivity and privacy).
