Agency Confidential: Futuristic Insight
2011-06-01 00:00
Source: Pharmaceutical Executive
Creating and managing expectations is the most basic rule of marketing. Brands that lose sight of that—even those brands with a truly unique or exciting feature—will often stumble at some point early in their life cycle and possibly even cause their own failure. Take nothing for granted, even when marketing something as compelling and media-alluring as a nicotine vaccine.