Fast Bang vs. Slowly Emerging

In a spatial launch, the elements all start together, but in different spaces (sales promotion, advertising, social media, PR etc. etc. This is how most campaigns are launched. The fast bang! However when the dust settles not much has happened. The prospects perception is the same as before the campaign.

In a linear launch, the elements unfold over a period of time. These elements can be used and designed to work together compliment and reinforce each other. The slowly emerging campaign leads to clear awareness of the brand and its position. What we are looking for here is a slow build up, an unfolding (what will they do next) anticipation with a climax.

As much as anything else a successful brand positioning campaign requires consistency. You must stay with it year after year after year.